In 2019, TikTok burst onto the social media scene, capturing the attention of users worldwide. However, it has evolved beyond being a mere pandemic-induced trend or a platform solely for entertainment-seeking youngsters. TikTok is now undergoing significant transformations in terms of its usage and audience demographics.
As the platform becomes increasingly mainstream, it is rapidly emerging as both a search engine and a shopping tool. This evolution presents new and lucrative opportunities for brands to establish a presence on TikTok and generate revenue.
If you haven’t started advertising on TikTok yet, here are three compelling reasons why you should do so in 2023:
- TikTok: The Gen-Z Google Surprisingly, TikTok is becoming a preferred visual search engine for Gen-Z, with a staggering 40% of this demographic utilizing it for searches. TikTok’s ability to captivate users and keep them within the app has naturally led to its progression as a search engine. Notably, users can quickly find what they’re looking for, with search results often being more authentic and helpful compared to traditional search engines. Recognizing this trend, TikTok has expanded its description field from 300 to 2,000 characters. This enhancement provides more opportunities for keyword matching and allows for the display of relevant and localized content. Andrew Hutchinson of Social Media Today emphasizes the importance of leveraging TikTok’s keyword crawling by utilizing external resources like Answer the Public for comprehensive keyword research. By optimizing video descriptions in TikTok ads based on insights gained, brands can capitalize on this search engine shift.
Additionally, TikTok videos themselves provide a format that facilitates easy comprehension of information without excessive advertisements or distractions. Research indicates that people engage more with videos and retain information better compared to reading text alone. As highlighted in a New York Times feature, users can quickly find desired information by watching a few TikToks, while others may have to scroll through multiple pages of search results on platforms like Google.
- Growing TikTok User Base Following its remarkable growth during the pandemic in 2020, TikTok continues to attract and engage users. In 2021, TikTok became the most downloaded mobile app globally, surpassing the likes of Facebook, Instagram, and WhatsApp. Not only is the platform acquiring more users, but existing users are also spending significantly more time on TikTok. In 2019, users spent an average of 7 hours per month on the app, which surged to 25 hours per month by 2021.
In the United States, TikTok is the second most popular app among individuals under the age of 35. While TikTok was once considered predominantly a platform for young people, the number of users aged 30 and above accounted for over 37% of TikTok’s user base in the first half of 2022—a figure that continues to grow. Given the increasingly diverse range of user demographics, TikTok advertising should be seriously considered by almost every brand.
- Untapped E-Commerce Potential on TikTok The world of e-commerce on TikTok is just beginning to flourish, making it an opportune time to join. For instance, the hashtag #TikTokMadeMeBuyIt has led to the sell-out of numerous products through more than 21 billion video views. TikTok data reveals that 92% of global users take action after watching a video on the platform, and users are 1.5 times more likely to make an immediate purchase upon discovering a product on TikTok. Your business can seize this chance to become the preferred choice for these potential buyers.
TikTok provides a plethora of commerce solutions that brands can harness to their advantage. One such solution is the Shopping Partner Integration, empowering sellers to create product catalogs accessible to buyers directly within the platform. Additionally, TikTok offers a shopping direct integration, enabling creators and merchants to establish their own e-commerce businesses on the platform.
Further options for TikTok e-commerce encompass:
- Product Links: Transform your organic videos into interactive shopping experiences by incorporating links that drive users to a checkout page featuring the showcased product.
- LIVE Shopping: Showcase your products in real-time during a TikTok Live session, guiding viewers through the path to purchase and encouraging immediate engagement.
- Dynamic Showcase Ads: Leverage your audience’s interests by deploying dynamically generated video ads based on their TikTok activity. This approach enables you to tap into their preferences and drive conversions effectively.
- Collection Ads: Craft a captivating carousel of product cards within your In-Feed Ads, featuring your top items. When a user taps on a card, they’ll be seamlessly transported to a more expansive shopping gallery, providing an enhanced browsing experience.
Taking the leap into TikTok advertising may seem daunting, but there’s no better time than the present to immerse yourself in this platform and understand its dynamic user base. As video views and online shopping trends continue to evolve, those who embrace authenticity and adaptability on TikTok will emerge as industry leaders.
To kick-start your advertising and marketing campaigns on TikTok, Integrity Media, located in NJ, is here to assist you. Contact us today to unlock the full potential of TikTok for your brand and seize the exciting opportunities that await.