TikTok is expected to surpass 755 million monthly users this year. Experts are predicting a banner year for the video-sharing app that saw 40% growth in 2021 and 50% growth in 2020, according to a report from Insider Intelligence.
While TikTok’s growth is impressive, marketers aren’t taking to the app like teens are. They’re skeptical. Marketers rank TikTok as the least trustworthy social app, according to Insider Intelligence. Even lawmakers have questioned the app’s intentions, reputation, and connections to China. As a result, the app is trying to overhaul its image.
The app is touting its growing ad exposure and trying to distance itself from its Chinese roots to help tip the scales. While some marketers are still hesitant to use the social channel, others see strong benefits to becoming an early adopter.
7 reasons why brands should consider using TikTok in 2022
The app encourages authenticity
If you scroll TikTok, you’ll see that most of the videos are light and funny. Consumers are tired of seeing canned marketing material. They’re craving more authentic content from the brands they support. TikTok gives brands a platform to be real and to show consumers a human side of their company.
Video production is basic
A few years ago, shooting a video or a commercial took a lot of money and a lot of fancy equipment. That’s not the case anymore. Smartphones and editing apps make video production available to every brand.
Since videos on TikTok are capped at 60 seconds, there’s no need to log dozens of production hours. A brand can shoot a short, simple video on a smartphone and post it right to their channel. It’s that simple.
Because many brands are hesitant to jump on the TikTok bandwagon, there’s less competition for ad views. TikTok for Business is still fairly new. It launched in 2020. The app’s youthful age could be a big win for brands who are willing to advertise on the platform before competitors migrate to the channel.
A corporate budget isn’t needed to advertise
TikTok for Business is still in its infant stages, so the cost for advertising is more affordable — with higher engagement rates — than on other platforms. In a recent comparison, TikTok ads outperformed Facebook ads, generating 235% more impressions and costing $11,000 less.
With affordability on its side, TikTok could attract small- to medium-size brands that don’t have large corporate budgets to experiment with.
If you plan to dabble in TikTok ads, you should know that the app doesn’t have the ability to track conversions yet, but clicks and impressions can be tracked.
TikTok has a variety of different ads
While the metrics might not be as strong as some of its competitors, TikTok does have five different ad types: Top View Ads, In-Feed Ads, Brand Takeover Ads, Branded Hashtag Challenge, and Branded Lenses.
TopView Ads are the most popular. They’re a full screen video ads with autoplay that pop up five seconds after a person opens the app. You can add links right to the ad to encourage users to make a purchase.
Influencers are plentiful
TikTok is so hot that gaining a following is easier than ever. If your brand is looking to get started on the channel, you can easily connect with an influencer in your area or industry to grow your following.
You might decide to create a hashtag challenge and ask several influencers to participate. You can draw inspiration from this list of challenges or talk with influencers about their video sharing ideas.
Better chance of going viral
Every marketer wants their posts to go viral, but on many social platforms, that’s a tough goal to achieve. Why? Social platforms use an algorithm that ranks content and serves it to users. The algorithm is swayed by users who have big followings. So, content from the Kardashians, for example, trumps content from a local first-grade teacher.
That’s not the case in TikTok. It does use an algorithm to help users “discover content,” but it’s not swayed by a user’s audience size.
Why is that a big deal? It means anyone — including a brand with a handful of followers — could create a viral video.