3 Reasons to Advertise on TikTok in 2023 

3 Reasons Why You Should Advertise on TikTok in 2023

TikTok took the social media world by storm in 2019. But it wasn’t just a boredom-induced pandemic era trend. And it’s no longer just an entertainment site for kids. The platform is evolving, and even more so, the way people use it is changing. 

TikTok is rapidly becoming both a search engine and shopping tool. We are also seeing a much broader demographic adopting the platform as it becomes mainstream. These shifts present new opportunities for brands to show up in the space and create revenue-driving results. 

So – if you don’t advertise on TikTok yet, here are three reasons why you should be in 2023:

#1 TikTok is Gen-Z’s Google

TikTok is increasingly being used as a search engine over Google. In fact, an astonishing 40% of Gen-Z uses TikTok as a visual search engine. TikTok is excellent at keeping users in the app, so the progression to becoming a search engine is only natural. Users can find what they are looking for quickly, and the results tend to be more authentic and useful. Leaning into this trend, TikTok expanded the description field from 300 to 2,000 characters. “The added room for your descriptions will enhance (…), with more opportunities for keyword matching, in order to showcase more relevant, local content”,  according to Andrew Hutchinson of Social Media Today.

Another feature the social media platform is exploring is linking keywords from user comments to search results for greater relevancy. An easy way for brands to leverage TikTok keyword crawling is to use sites like Answer the Public for keyword research. This site generates lists of the most commonly asked questions around keywords you type in. You can use then use insights those to optimize your  video descriptions for your TikTok ads.

Looking beyond the longer descriptions and keywords, TikTok videos themselves help users find information in an easy-to-understand format without excessive ads or other clutter. Studies show that people engage more and retain information better when watching videos versus reading text alone. One user featured in the New York Times describes how she can quickly find what she is looking for by watching a couple of TikToks, whereas her parents may have to scroll through multiple pages of Google results.

#2 TikTok Usership Continues to Grow

After a banner year of growth aided by the pandemic in 2020, TikTok continues to grow and engage users. In 2021, TikTok was the most downloaded mobile app in the world – beating out Facebook, Instagram, and Whatsapp. Not only is it gaining more users, but existing users are also spending more time on the app. In 2019, users spent an average of 7 hours a month on TikTok. By 2021, that number grew three times over to 25 hours per month. 

In the United States, TikTok is the second most popular app for people under age 35. The large number of Gen-Z and Millennial users have long made TikTok seem like a “young person’s app.” However, in the first half of 2022, people over age 30 made up over 37% of TikTok users, and this number is only growing. With the increasingly wide range of user demographics, TikTok advertising should be considered for nearly every brand.

#3 E-Commerce on TikTok is Just Getting Started

There is no time like the present to join the world of e-commerce on TikTok. This is especially true when you consider how #TikTokMadeMeBuyIt sold out countless products through over 21 billion video views. According to TikTok data, 92% of global users take action after watching a video on the platform. Plus, “TikTok users are 1.5x more likely to immediately go out and buy something they discovered on the platform.” So make sure your business is the one they buy from!

TikTok offers several commerce solutions for brands to try out. The Shopping Partner Integration allows sellers to create product catalogs which buyers can browse and purchase products from in the platform. There is also a shopping direct integration where “creators and merchants run an e-commerce business directly on TikTok.” Other TikTok e-commerce options include: 

  • Product Links: Make organic videos shoppable with a link driving users to a checkout page of the featured product.
  • LIVE Shopping: Show off products in real-time during a TikTok Live and highlight the path to purchase.
  • Dynamic Showcase Ads: Tap into your audience’s interests based on their TikTok activity with dynamically generated video ads.
  • Collection Ads: Create a carousel of product cards for your In-Feed Ads featuring your top items. When a user taps, they’ll be brought to a more expansive shopping gallery to browse.

Taking the leap to advertise on TikTok may feel intimidating, but today is always the best day to start understanding the platform and its users. With continuing shifts in video views and online shopping, those who aren’t willing to adapt and be authentic on the platform will be left behind.

Ready to advertise on TikTok now? Check out our top 6 tips for successful TikTok campaigns!

1 TikTok internal data, Global, March 2022.

 

Nine Easy Ways to Stay Up to Date on Social Media Trends

Social media is an ever-growing and evolving landscape with new platforms launching and new features being released on a frequent basis. Being able to reach your target audience on the right platform with the right feature or placement is crucial. It may feel overwhelming to try to keep up with the continually changing social media advertising trends without committing significant time – these nine tips will help you stay up to speed without sacrificing too much time.

Spend Time on Social Media Every Day

Try to set aside 10 minutes every day to scroll through your brand’s social media feeds. This is a great way to see what people are talking about, what’s trending today, and what changes are happening.

Social media tips to use your time efficiently:

  • Customize your feeds so that you can easily see relevant and trending content/topics.
  • Save articles to read for later so you can revisit when you have more time.  
  • Ask your team to also spend 10 minutes a day on social media and then share interesting findings regularly.
  • Familiarize yourself with new social platforms in order to understand new consumer trends

Use SEO to Find Places Where Your Business Could Fill a Market Gap

Use tools like SEMrush, Keyword Hero, Screaming Frog, or SEOquake to see what your customers are searching for in your industry and vertical, analyzing their behaviors at various stages in the funnel, and understanding nuances between various types of consumers.  Using keyword and search research will not only help you stay on top of trends, but can also help guide your brand’s content creation and create best practices.

Utilize Customer Feedback

Solicit customer feedback via surveys and customer interactions on your business’s social media pages. Surveys and feedback will help you to better understand your audience, their needs, and their interests, allowing your team to provide even better customer support and service. Additionally, feedback from your customers and social media followers helps you identify what type of content resonates with/performs best. 

Ideas of questions to ask:

  • What’s one feature/product/service you’d like us to start offering?
  • What [BRAND/COMPANY] product can you not live without?
  • What kind of [BRAND/COMPANY] content would you like to learn about?
  • What’s your struggle with _________?

Of course, once you receive feedback, you need to apply it

  • Your customers have the best pulse on your products and services and may think of things you didn’t. Listen to their suggestions of how to improve current offerings, things they’d like to see, or new ideas.
  • Don’t ignore negative feedback. Negative feedback is an opportunity to understand pain points, make improvements, and improve customer service.
  • Incorporate feedback into your product roadmap.
  • Thank your customers who provide positive feedback. These people will become positive advocates for your brand.

Keep an Eye on What Your Competitors Are Doing

Set aside 10 minutes a week to look at what your competitors are posting and promoting. Ensure you derive inspiration regarding emerging trends in your industry, or even some of your personal favorite brands, but are not copying content. Share your unique POV and showcase the expertise of your brand.

Subscribe to Trade Journals, Publications, Newsletters and Magazines

Schedule time on your calendar weekly to read through your subscriptions to keep on top of the latest trends and changes.

Some good publications that frequently share the latest and greatest on social trends include:

Join LinkedIn Groups

LinkedIn Groups are a great way to network with other business owners and social media enthusiasts. You’ll be able to ask questions of your peers to learn from their experiences and discover new social media sites/trends. Some great groups to join include “Social media Marketing Group by Connect365.io”, “Digital Marketing: Social Media, Search, Mobile, & more”, and “Digital Marketing.”

Attend Conferences Monthly or Quarterly (whether in-person or virtual!) 

Get the most up-to-date and relevant information about social media trends and advice from industry experts. Conferences are a great way to network and interface with other professionals in the social media industry who have different backgrounds.

Stay Current with Twitter and TikTok Trends

Twitter and TikTok function differently in terms of the type of content and algorithms than the other social media platforms. Here are some tips to help stay on top of what’s trending in both platforms:

Twitter

  • Create a stream on Twitter with hashtags such as #socialmediamarketing, #smchat, or #TwitterTip to help understand what to expect in the coming weeks.
  • Follow social media marketing influencers on Twitter and LinkedIn (sometimes discovered through hashtags!) and spend time reading their content.

TikTok

  • The “For You” page is a great place to start to see trendy and viral videos but this should not be the only place to look for trends.
  •  Hashtags help people find relevant content (think #mentalhealth, #prank, or #taylorswift). The most-used hashtags in video captions are the best place to see what is trending on TikTok. Many users will often use hashtags relevant to their niche in addition to one or two trending hashtags to help boost their content organically.
  • Keep an eye on challenges on the platform. Users are actively creating and engaging in challenges, which can create new trends. Many challenges include lip-syncing, dancing, or skits.
  • Observe what influencers on Tik Tok are posting. Influencers and celebrity posts on the platform will be popular in addition to clueing you in to what is trending.

Commit to Learning

The world of social media is always growing and changing. By spending time daily or weekly on social media platforms and news, you’ll be able to have a firm grasp on trends and changes. 

Staying on top of social media trends can be a daunting task. Using these 10 tips can help you use your time efficiently and stay in the know.

Why Short-Form Video is Critical for Your Brand’s Success

Not new, but increasingly important.

While short-form video is not a new tactic, it is becoming increasingly important. Online video consumption has been growing steadily year over year but was propelled by coronavirus and lockdowns. It is predicted that in 2021, the average person will spend 100 minutes per day watching online videos.

The TikTok Effect

TikTok continues to dominate the social media landscape. To keep users on their sites, other platforms are offering similar features. Instagram is a prime example of this with its creation of Reels, a veritable clone of TikTok. The company also announced this year that they are “ no longer a photo-sharing app or a square photo-sharing app” and are pivoting to full-screen video, among other things.

Short-form videos are what consumers want to watch – whether on TikTok, Instagram Reels, YouTube Shorts, or Snapchat Spotlight. The social media giants know this and have shifted their algorithms to prioritize users who utilize these features. Keep in mind – each social media platform has different placement options and nuances.

Find Your Hook

Whether you’re using video on organic or paid social media, short-form video increasingly wins the day. One study found that attention spans last an average of eight seconds, so getting your brand and message across in an “elevator pitch” increasingly is becoming the norm. Seventy-three percent of people want to see “entertaining” videos on social media so your content needs to hook consumers immediately.

Whether you're using video on organic or paid social media, short-form video increasingly wins the day.

Consumers are exposed to over 5,000 ads daily. User-generated content has become crucial to break through the noisy digital landscape. One study found that 75% of consumers don’t accept advertisements as truth, but that 70% do trust other consumer’s opinions. Utilizing user-generated video content for organic or paid social media will help your brand become authentic and approachable to consumers.

One brand that uses video as a part of its marketing strategy well is GoPro. The company uses each social media platform for a different purpose, catering to the audience by placement. GoPro shares UGC photos and videos on Instagram, tutorials on YouTube, product announcements on Twitter, and connects with users on Facebook.

Short-Form Video Drives Full Funnel Results

Video is more than an awareness tactic for paid social media efforts. It is crucial to include video at all stages of the marketing funnel with the shift in consumer behavior. Animoto surveyed 580 consumers, 93% of which said video is helpful when purchasing a product while 71% have purchased a product or service after watching a brand’s video on social media.

One study shows six-second awareness ads are just as effective as a 15-second video for a mid-funnel strategy. Another study found that 25% of TikTok users purchase or research a product after watching TikTok and 92% of users take action, e.g. liking/commenting, sharing, following, or purchasing. Video is now a full-funnel play and a necessary investment to build ROI.

What Makes Coegi a Great Place to Work

Whether you're using video on organic or paid social media, short-form video increasingly wins the day.

Consumers are exposed to over 5,000 ads daily. User-generated content has become crucial to break through the noisy digital landscape. One study found that 75% of consumers don’t accept advertisements as truth, but that 70% do trust other consumer’s opinions. Utilizing user-generated video content for organic or paid social media will help your brand become authentic and approachable to consumers.

One brand that uses video as a part of its marketing strategy well is GoPro. The company uses each social media platform for a different purpose, catering to the audience by placement. GoPro shares UGC photos and videos on Instagram, tutorials on YouTube, product announcements on Twitter, and connects with users on Facebook.

Short-Form Video Drives Full Funnel Results

Video is more than an awareness tactic for paid social media efforts. It is crucial to include video at all stages of the marketing funnel with the shift in consumer behavior. Animoto surveyed 580 consumers, 93% of which said video is helpful when purchasing a product while 71% have purchased a product or service after watching a brand’s video on social media.

One study shows six-second awareness ads are just as effective as a 15-second video for a mid-funnel strategy. Another study found that 25% of TikTok users purchase or research a product after watching TikTok and 92% of users take action, e.g. liking/commenting, sharing, following, or purchasing. Video is now a full-funnel play and a necessary investment to build ROI.

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