#ICYMI – On June 25, TikTok launched TikTok for Business, giving more access to brands hoping to reach the next generation of social media users.
For those unfamiliar, TikTok is a mobile entertainment and social media app originating in China, which provides a destination to create and discover short-form user-generated mobile videos. Think a modern take on the once popular, Vine.
Is TikTok advertising right for your brand/clients? Let’s take a closer look at audiences, options for advertisers, and a few best practices for brands.
What is TikTok for Business?
- TikTok for Business will serve as a centralized platform for marketers/advertisers moving forward.
- TikTok has offered advertising options previously, but TikTok for Business gives brands easier access to advertising solutions, providing resources and guidance to help advertisers create for, and engage with, TikTok’s unique community.
- TikTok offers various advertising ad types and placements, which we’ve outlined below.
Who is on TikTok?
- 77% of users are under age of 34 – Gen-Z / young millennials.
- 62% of its users are female.
- The fastest-growing demographic is 35+.
- TikTok has seen rapid growth, adding ~315 million new installs in Q1 and surpassing 2 billion users.
- Time spent on TikTok in the US has grown 375% year-over-year.
How Does TikTok Work?
- Continuous Stream: videos play non-stop while inside the platform.
- Sound ON by Default: This is different from other social media platforms and is a big reason why engagement is so strong with the platform.
How Does TikTok Advertising Work?
- Advertisers can run 6-second to 60-second ads. Similar to Instagram, TikTok says there is a sweet spot of 9-seconds to 15-seconds, which they recommend to users and advertisers alike.
- TikTok offers various advertising options, including:
- TopView – TikTok’s marquee ad placement, which displays when users open the app
- Brand Takeovers
- In-Feed Videos
- Hashtag Challenges
- Branded Effects
- Location targeting: because the platform is new and scale can be limited, statewide geos are the most granular inside the platform.
- Using Q1 media technology – like Device ID – advertisers can upload and target custom audiences as well.
- Here’s a full list of targeting options:
- Custom Audience (Mobile Device ID)
Is TikTok Getting Banned in the U.S.?
TikTok has recently come across new and potentially formidable threats to its success. India recently banned the app for national security concerns. The US is also considering similar action, leading TikTok to beef up its lobbying efforts in Washington D.C.
Will TikTok maintain the monumental growth it has experienced in recent months during the pandemic? Will it be able to effectively transition into an advertising powerhouse like its competitor platforms?
Only time will tell.