It is on everyone's lips and is the most popular social network of the moment with 1 billion users globally. TikTok is proving to be not only a social network for young people, but also a source of entertainment for the over 30 population group with an indisputable growth rate. In fact, it is expected that TikTok's revenues of 2023 will be equal to those of YouTube. Presence on this social network is therefore becoming increasingly imperative for companies, brands, bodies and organizations: but how can we assume one's own presence on the social platform and evaluate the results obtained?
Why use TikTok
Consolidated that it is a platform that users like, one wonders if it is suitable for branded content and/or advertising. The answer to this question is definitely yes, TikTok is an excellent channel for advertising: it is not yet saturated and the coverage it offers, combined with the interaction rate, is significantly higher than Instagram Reels. Some considerations on why companies should use it:
1) Global reach: with more than 150 countries where it is present,
2) High levels of interaction: creative and captivating formats produce an unprecedented level of response and interaction,
3) Ad Formats and Tools: many resources are natively available to bring out the most creative side of the brand,
4) Detailed target: through TikTok Ads Manager it is possible to target your potential customers by gender, location, age, interests and other variables,
5) Performance monitoring: through the reports provided it is possible to monitor the results of the campaigns.
How users perceive the Adv
We can say that from a general point of view the Ads on TikTok are not perceived as invasive but are pleasant and well integrated. The ads have a nice look that is capable of attracting more attention than any other social platform.
The In-feed Ads format integrates in the most natural way possible in the "For You" section, where the videos that the user might like are hosted, this determines a perception of the content very much in line with the videos that users upload.
It is news these days that from the White House to the Canadian federal government and finally to the European Parliament, the use of TikTok on employee cell phones is prohibited for safety reasons. There is concern that the Chinese app, owned by the ByteDance company, could collect data on Western users or push pro-China narratives and disinformation. Surely, this is a situation to keep under control: what could be the restrictions put in place to control international security in the near future?
In summary, TikTok represents an excellent opportunity for visibility, both for companies operating in the B2C and B2B sectors. A general effort is needed to understand its dynamics and thus be able to structure a presence in harmony with the logic of the platform and user preferences. E-Business Consulting, a marketing agency active since 2003, is able to design a TikTok strategy tailored to the needs of each individual client. Request a quote!