Should you be investing more of your marketing budget in TikTok?

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Mar 17, 2023 / by
Should you be investing more of your marketing budget in TikTok?

TikTok has taken the zeitgeist by storm, not only becoming one of the most popular social media platforms but a platform that has arguably changed the way young people consume entertainment.

It has over 1 billion active users worldwide, most of the in the younger Gen Z demographic and despite the controversy surrounding the company’s links to the Chinese Communist Party, it continues to get more and more popular.

As a result, many businesses are wondering if they should be investing more of their digital marketing budget in TikTok marketing. So, is TikTok a good investment for businesses or is it just a flash in the pan that will disappear faster than you can say “Myspace?”

The benefits of digital marketing on TikTok

One of the most significant benefits of advertising on TikTok is its large and engaged user base. TikTok users spend an average of 52 minutes per day on the app, which is a significant amount of time for businesses to reach their target audience. TikTok’s algorithm is also designed to promote content that users are more likely to engage with, which means businesses have a higher chance of their content being seen by their target audience.

TikTok also allows businesses to create more interactive content, with the platform designed to encourage creativity and authenticity and content that is both entertaining and informative. This can help businesses to build stronger relationships with their audience and increase brand awareness. TikTok also offers a range of advertising options, including in-feed ads, brand takeovers, and hashtag challenges. In-feed ads are a bit like Instagram and Facebook ads, where businesses can promote their products or services within the user’s feed.

Then there are brand takeovers, which are full-screen ads that appear when the user first opens the app, and hashtag challenges, which encourage users to create and share content using a specific hashtag. These options provide businesses with a variety of unique ways to promote their brand and reach their target audience. Many of these tactics can also be used across other social media platforms too.

The drawbacks of digital marketing on TikTok

While there are many benefits to advertising on TikTok, there are also some drawbacks that need to be considered besides the obvious drawback of having your data potentially spied on by the Chinese government. One of the biggest drawbacks is that TikTok’s user base is primarily made up of younger users, with 41% of users being between the ages of 16 and 24. This means that businesses that target an older demographic may not see as much success on the platform.

Additionally, TikTok’s advertising options can be more expensive than other social media platforms. This is because TikTok is still relatively new to the game and businesses may have to pay a premium as a result. This can make it difficult for smaller businesses with limited marketing budgets to invest in TikTok marketing in a big way.

TikTok’s algorithm is still relatively unknown too, which means that businesses may not have as much control over who sees their content. This can be a concern for businesses that have strict target audience requirements. Though as time goes on and the algorithm becomes more familiar to more marketers, this will change.

Should you invest more of your marketing budget in TikTok?

Overall, whether you should invest more in TikTok depends on your business goals and target audience. If your target audience is primarily made up of younger users, then TikTok may be a great investment for your business. Additionally, if you are looking to create engaging and interactive content, then TikTok’s platform is ideal for this.

However, if your target audience is older and you have a limited marketing budget, then TikTok may not be the best option right now and more established social media platforms like Facebook and Instagram might be a safer bet.

Ultimately, TikTok can be a valuable investment but it might not be the right time for you yet. Give it a few years though, and we find it unlikely there will be any marketers left not using the app that’s helped shape the world over the last few years.

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