TikTok: An Essential Tool in Marketing Strategy?
Launched in 2016, the TikTok app made some noise in the social network world.
Booming today, this new marketing tool gives brands and businesses the opportunity to stand out with their imagination, sometimes where other social networks don’t allow it.
Currently, the platform has more than one billion active monthly users worldwide, with an estimated usage time of the app of just under an hour per day, higher than Facebook. Also, in 2020, TikTok was ranked as the most downloaded application in North America.
With this growing usage, TikTok joins other social networks like Facebook and Instagram in the list of communication tools to be used by professionals. Therefore, in order to make the most of this application, a real marketing strategy must be set up. Amauta Marketing, a web marketing agency, accompanies you in the management of your social networks.
What are the advantages of using the TikTok application? On the contrary, are there any disadvantages linked to its use? Read on to get answers to these queries.
TikTok, The New Generation Marketing Tool
What Is TikTok?
Developed by the Chinese company ByteDance, the TikTok application is defined as a social network for sharing short videos, combining images, music, filters and other creative effects.
Offering the possibility to develop one’s sense of creativity, each user has a profile and can comment, like and follow their favorite accounts.
With its ease of shifting from one video to another or accessing different editing functions, the application has an addictive impact for its users. Highly appreciated by the young generation, everything is thought out with the aim that “tiktokers” do not leave the social platform.
The Advantages of TikTok
The integration of TikTok in a marketing strategy has several advantages.
Indeed, as we can find it on other advertising platforms, TikTok ads offer a “First-Party” and “Third-Party” targeting. The interest lies in the fact of interacting in a natural way with an audience targeted according to various characteristics such as geolocation, language or the mobile device used. Subsequently, relevant information about products and services is offered to users in order to convert them into customers.
Some studies claim that at least 60% of Generation Z, corresponding to people born between 1997 and 2010, have already made an online purchase via a smartphone under the influence of an ad.
Moreover, the viral effect of the content published on TikTok is undeniably a solid asset. Indeed, a relevant, attractive, unique and creative content can become viral and be propelled in trend as well as on the homepage of the users, made possible thanks to the “For you” algorithm. Through this viral process, a brand’s visibility and awareness can rapidly increase.
Today, only a few companies are using TikTok’s features fully and effectively. Thus, to stand out becomes accessible on this social network.
The Disadvantages of TikTok
In addition to the advantages displayed by the application, TikTok also has some negative aspects.
The first problem is specific to the world of digital marketing: performance indicators and analysis tools.
Indeed, with the increase of the use of the creative platform, branders who want to address a particular target do not have relevant statistics. However, before deploying an influencer campaign, objectives must be established. The lack of figures, caused by the lack of an efficient analysis tool, makes it difficult to measure success.
Similarly, a second obstacle could slow down the desire of professionals to commit to the application: the high cost of advertising.
Advertising rates on TikTok depend on several factors, such as the advertising format, the duration of the campaign or the bidding allocated to the ads. In-feed advertising, characterized by a full-screen video of 5 to 30 seconds, which contains a link leading directly to an external website, remains a good way to develop brand awareness and increase traffic towards your site. However, a significant budget is necessary to put up with relatively high costs.
Amauta Marketing Takes Care of Your Social Networks
On TikTok in particular, and social networks in general, the stakes are high. To fully commit oneself in order to develop one’s notoriety and to drive more traffic on one’s website requires a real expertise.
Amauta Marketing, an agency specialized in web marketing, will help you achieve your goals. Its team of experts will help you make the most of social networks. With Amauta Marketing’s Ready, Aim, Fire! concept, let us guide you to approach social media in the interest of your brand. With Amauta Marketing, social networks become as easy as child’s play!