The Advertising Potential of a Dynamically Growing Platform

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Social media will never cease to surprise. Just when it seemed that platforms belonging to Meta (Facebook, WhatsApp, Instagram) and Google (Gmail, YouTube) had completely monopolized the market, and social media user fatigue began to make itself felt, it turned out that the human need for expression and interaction will always find a place for new applications and solutions. This is how the group of the most popular applications in the world was joined by a platform for sharing short videos – TikTok, driven by young and creative users .

Contents
TikTok influencer marketing
How can influencer marketing use this rapidly growing tool?
How to run a corporate TikTok?
How to market on TikTok?
What started out as Musical.ly , known for its users' hilarious lipsync videos , became a massive platform that changed its name to TikTok after being acquired by Beijing-based ByteDance .

TikTok is currently the most downloaded app on the AppStore and the second most downloaded on Google Play, with an estimated 3 billion users .

The platform follows the same principle as Musical.ly: cultivating a community of engaged users who connect and express creativity through the platform’s tools, such as sounds, song snippets, filters, and augmented reality effects. However, unlike its predecessor, TikTok has a much broader scope, with many niche communities ranging from dance, beauty, and sports to food, fashion, comedy, and education.

TikTok influencer marketing
The fact that any user can be a creator from their smartphone is what makes TikTok a glimpse into the future of social video , consisting of quick, easy-to-digest content that’s both addictive and highly turkey telemarketing data entertaining. Back in 2018, the app that simplified video editing and creation claimed its videos were averaging 17 billion views per month, with users spending an average of 46 minutes per day on it.

Remember that social media is not just TikTok:

Discover our recommendations for building your company's image on social media.
Read how to create content that people will love to share.
How can influencer marketing use this rapidly growing tool?
The answer may lie in the large number of micro-influencers currently active on the platform, especially among “Gen Z” users. The app is a favorite tool for young people who are no longer attracted by the “big players” of social media and are looking for spaces more in line with their interests and expectations to freely express themselves. In less than 10 years, “Gen Z” will be as or more important than today’s millennials, because they will spend their entire lives online. This also means that new, forward-looking strategies are needed to reach them .

TikTok should definitely be on your list if you’re targeting a younger demographic, as 16-24 year olds make up 60% of the app’s monthly users. Brands interested in reaching audiences outside of the country should also keep a close eye on the app, as it’s seen significant growth in global markets

How to run a corporate TikTok?
This is a frequently asked question by people who plan to launch their brand on TikTok.

First and foremost, start by building a presence on the platform and a community around your brand. Understand the app and what works well for its users before you start reaching out and building relationships with influencers. Most importantly, understand that it has a quirky nature and a frivolous culture that is made up of real, amateur content. Assess whether this is a good fit and a viable marketing strategy for your brand.

How to market on TikTok?
If there’s an effortless and genuine synergy between how your business operates on TikTok and your brand’s personality and audience, then let us show you two ways to leverage the platform:

Start challenges and contests using a unique and personalized hashtag to generate a wave of user-generated content about your brand and increase engagement. Maybe you can do something around a recent product launch or announce a limited offer. Challenges, in general, work very well on this app.
Partner directly with TikTok influencers, just like you do on other social media platforms, to feature your product or service in their videos.
Given that platform collaborations between brands and influencers are growing at a very dynamic pace, it is advisable to keep an eye on this app, especially since it has a very engaged and loyal community .

Given that the platform is currently in the midst of an aggressive growth phase, it may be a smart move for some brands to “jump on board” before demand gets higher and costs rise. Right now, the rewards of being on TikTok can far outweigh the risks . And entering the space before the surge in advertising and branded content is also a good indicator that your campaign will likely have a bigger impact.