In January 2021, TikTok recorded having over 689 million active monthly users, managing to become one of the fastest growing social media platforms just five years after its launch.

The social media site, based on content creation (and largely consumed by the 18-24 year old age group) is fast becoming the place for brands to be, but what do marketers need to know about TikTok advertising? 

User-Generated Advertising

On the surface it may appear that TikTok is nothing more than a place for users to share funny clips and attempt viral dances however it has proved to be much more powerful than that.

One story that proves that is the case of ‘Little Moons’. When a young marketer joined the team and began posting TikToks of the mochi flavoured ice-cream, the videos quickly gained traction.

Soon enough Little Moons became a had to have product, often proving difficult to find as sales increased by a whopping 2000%.

Soon, over 15,000 videos appeared showcasing the viral product, making it almost impossible to navigate the app without seeing a ‘Little Moon’ video somewhere on your feed.

Jumping on the bandwagon and showcasing popular products, especially those with the potential to go viral has become common place for users of the TikTok app.

With 1 in 5 children claiming that they want to be a social media influencer when they grow up, it’s becoming as important to the user to showcase products with the potential for viral fame as it is for organisations to produce them.

TikTok are aware of the potential for things to go viral on the app and even have a Creator Marketplace which allows Organisations to look for creators who best fit their brand.

Appealing To The User

TikTok is where users come to be entertained and inspired, they don’t want to log on and watch a multitude of sales pitches. It is important for any organisation to understand that before using the platform to try to gain exposure for their product.

Leverage TikTok by making authentic content that aims to entertain first and sell second, if at all. As the adage goes, “If you’re going to crash a party, bring champagne.” To stretch that analogy a bit, modern audiences are smart enough to know if you’ve brought champagne or a cheap bottle of Cava from the shop down the road – Dan Cullen-ShuteCreature

If a marketer can understand how to do that, the opportunity for growth reaches new levels for any organisation.

About the Author

Natasha Carlyle is a Marketing Intern at The Future of Marketing and current Business Management student at the Open University.

Having completed a degree in Business Economics at Queen’s University Belfast in 2016, Natasha spent a number of years working abroad in various PR and Event Management Roles before deciding to return home and pursue a career in Marketing.

The Future of Marketing is developed by BlueSky Video Marketing

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