After COVID-19, which saw the whole world shut down in 2020, TikTok saw a surge in popularity, as everyone at home saw it as a way to pass the time and communicate when no one could see each other. This is where the brand started to see the platform as less of a silly dance app and more of an opportunity to market themselves and their products, especially with the rise of TikTok influencers. 

Today, TikTok has never been more popular, with nearly 2 billion monthly users, scrolling an endless amount of videos on the For You page. TikTok has become less of a lip-syncing dance app, although it still has these dance trends, and more of a collection of diverse communities and features, including the shop feature, which was added last year. This shows the significance of TikTok as a key marketing strategy for businesses, large or small, as it helps companies reach a wide audience with a limited budget, with a high chance of virality. But what makes it such a good platform for marketing?

This article will explore the effectiveness of TikTok in the digital meeting space, what makes it a good marketing platform and how companies can capitalise on this. 

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TikTok’s unique algorithm

TikTok as a whole brought in a unique way to consume videos and entertainment. Whilst YouTube focused on more elongated style content, similar to TV with ad-style breaks, and Instagram focused on photos and curating a picture-perfect feed, TikTok brought in short-form content that can be endlessly scrolled, continuously providing content. Not only is the way you consume content on TikTok unique, but also its algorithm, which, in detail, learns the watcher’s particular wants and needs and shows the users specific content based on interests, age and location, makes a truly tailored experience. 

Not only is this great for users, as they get to watch videos and content they are particularly interested in, but whether it’s also music, dancing, or a specific subsection of fashion, ensuring that they never get bored, but it is great for brands when wanting to target specific demographics. In addition to great targeting, which is increasingly restricted on other platforms, TikTok also has a chance of virality that many other platforms do not provide. This means that even small brands or companies can have a chance to be viewed by millions of people, without ever having to build a reputation over years and spending a single penny.

User demographics and audience reach

As previously mentioned, TikTok provides detailed and specific targeting that no other platform can offer to companies, especially when it comes to reach and demographics. Unlike Facebook, TikTok’s main audiences consist of Gen Z and millennials, which makes that group especially easy to target, not only nationally but internationally. Although the main demographics of TikTok are the younger generation, the app is becoming increasingly popular with the older generation, meaning that it can be effective for those who have an older target demographic as well. This not only makes it easier for the brand to target a wider audience for general brand awareness but also more niche audiences in specific age ranges, so brands can use marketing budgets more effectively. 

Influencer marketing on TikTok

Influencer marketing is not something that only happens on Instagram anymore; it has found and cemented its place on TikTok, which has now taken over the influencer space. TikTok influencers do not have to be huge creators with millions of followers any more, as the app and its greater chance of virality have opened the door to anyone becoming a brand influencer, with micro and macro influencers becoming the norm. Not only does this mean that brands no longer have to bid thousands of dollars for huge influencers, but they can gift products to micro influencers for a more down-to-earth and relatable content that builds trust between them and their audience. 

However, due to the personal nature of TikTok, brand collaboration sponsors can move from profitable to disastrous. Collaborating with the wrong influencer, or even content that doesn’t feel genuine, can ruin a brand’s reputation in front of millions. This could include a brand that sells transport training, collaborating with an influencer who rides bikes around the country. However, when done properly, and the influencer aligns with brand values and creates content that an audience enjoys, influencer marketing can bring in extremely successful returns, with a high ROI.

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