Given this, it is normal that more and more TikTok’s actions are looking for brands and businesses to promote themselves within the application with short-format videos that can reach millions of people with the right strategy.
Advertising a product within a digital platform is an essential tool for brands, which is why TikTok is increasingly becoming an ideal platform to get internet users to become consumers or customers of brands.
The company that exploded in popularity in Mexico and the world during the confinement is now one of the main commercial attractions for brands, leaving behind the idea of a passing trend to become an ideal strategy in which companies should invest.
According to a survey by Adweek-Morning Consult, 49% of TikTok users said they have purchased a product or service from a brand after seeing it advertised, promoted, or reviewed on the platform, which is undoubtedly a large percentage within the millions of users.
Given this, it is normal that more and more TikTok’s actions are looking for brands and businesses to promote themselves within the application with short-format videos that can reach millions of people with the right strategy.
Although TikTok sounds like the most tempting platform to start promoting yourself, you should know the type of audience you want to reach to decide if other options provide better results.
The survey states that 60% of millennials claim to have bought something from a brand after seeing it advertised, promoted, or commented on Facebook. While only 48% of Generation X and 27% of Baby Boomers said the same.
The acceptance of adults in general who agreed to have bought a product on Zuckerberg’s social network was 41% and its advantage against other platforms is that 81% of consumers in these age ranges claimed to have a Facebook account, but only 30% said they also have one on TikTok.
Unlike Facebook, Instagram is very popular among Generation Z and millennials, with 88% and 71% having an active account within the content-sharing app, respectively.
Of those, 53% of Generation Z claimed to have purchased something from a brand after seeing it advertised, promoted, or reviewed on Instagram, while half of the millennials said the same.
However, less than a quarter (23%) of Gen Xers claimed to have purchased something they saw on Instagram and only 5% of boomers indicated they had done so as well.
TikTok
ByteDance’s platform is the treasure trove for brands looking to promote their products to younger social networkers as 71% of Generation Z respondents claimed to have an account within the app.
Why is TikTok so successful?
The platform has become a landmine for brands thanks to the virality with which its short videos spread around the world since its hyper-specific algorithm is responsible for displaying the exact interests of each user in the feed, says Amanda Utevsky, a senior behavioral researcher at the Common Cents Lab at Duke University. Given this, the default selection for each person can make TikTok users more likely to spend.
Likewise, influencers who once shined on different platforms such as YouTube or Instagram, are now jumping to TikTok, which makes it essential when wanting to work with Influencer marketing to consider looking for personalities from the application.
According to Statista Agency, in February 2020, TikTok reached a total lifetime spend of US$300 million on Google Play and the App Store. The ByteDance app generated around US$50.4 million from user spending during that month alone, something that could increase this year.
Despite adults continuing to dominate on some social networks, Adweek-Morning Consult says TikTok users are more likely to buy brands after seeing ads on this or other platforms, so it’s something any brand and marketing strategist should consider.
