Is TikTok the most valuable advertising platform for you?

Whether you love or hate it, there’s no denying the power that TikTok holds on the mobile community. What was once thought of as a silly app to watch trending dances on, TikTok has expanded its audience away from just Gen-Z to nearly every demographic. TikTok has over one billion monthly active users, and the highest engagement rates of all social media apps. This has attracted many businesses to bring their advertising to the platform. According to Triple Whale, an analytics company, ” TikTok is ranked as the most valuable platform for direct-to-consumer advertisers, surpassing Facebook.” Based on factors such as affordability, investment into new strategy, competition, and audience, TikTok gives companies the best opportunity to scale and gain traction with their advertising. 

Over and over again, TikTok has proven that whatever your niche is, it’s guaranteed there’s a market for it on the platform. Nearly any business can blow up and generate lasting revenue if they are pushing out quality content. For example, financial TikTok has become increasingly popular in the last year. All things relating to investing, cryptocurrency, NFT, or personal banking gained a large traction. “Compared to 2020, views for videos tagged #NFT grew by a brain-melting 93,000%. The #crypto hashtag also exploded, garnering 1.9 billion videos.” This just proves the opportunity for any industry within the app. It all revolves around quality content that interests your audience along with a strong strategy to keep the movement going. 

What does “quality content” really mean?

Quality content means finding content that your audience wants to see. TikTok consumers aren't looking for high production videos that look like they were filmed on a movie set. Instead, they want raw and organic content that they can relate with. TikTok content is mainly videos of real life people just being themselves. As an advertiser on the platform, this is easily do-able, it just requires a bit more strategy behind the content creation. It may even mean hiring a designated content creator or influencer that your audience resonates with. Having a face to the company can help to draw in your audience in a natural way. They can then show the products that they love, or teach new things to the TikTok community that are beneficial to them.

The success of the campaign revolves around the relevance of the video content. Are you creating content that helps or engages your audience? What is your goal for the advertisement? It’s important to create a strategy that makes the goal less apparent to your audience. You want them to enjoy your brand for the content and products you make, which in turn will result in them purchasing your product or service. Your advertisement should provide your audience with knowledge about your company/product with the goal of reaching large audiences. It can not be a sales pitch, rather geared towards brand awareness. The main factor for generating content that will succeed within the TikTok algorithm is by creating content that consumers will enjoy.