As internet usage has dramatically increased since the beginning of the pandemic, people are finding new ways to consume content and engage
with forms of entertainment as a way to remain productive, aware and connected throughout lockdown.
TikTok, which was founded in 2016, has grown in popularity, with over 800 million monthly users, in over 150 worldwide markets,
providing small businesses with an opportunity to expand their reach and connect with an engaged audience.
So who should advertise on TikTok in 2022? Businesses targeting a younger audience can and should advertise on
TikTok, but
it's also important to note TikTok’s core demographic information is also:
25% of users in the US are aged 10-19 and 22.4% are aged 20-29. Only 11% of users are over 50 years old
People in most demographics have a favorable opinion of TikTok, even if they aren’t active users
Women make up over 60% of monthly active users in the US
TikTok is used all over the world and is currently one of the world’s most popular social media networking sites.
Four types of TikTok Ads
1. Top View Ads
Top view ads will appear at the very top of a user’s feed. It’s the first in-feed post after 3 seconds.
2. In-Feed Ads
These ads play as users scroll through their 'For You' feeds. They’re full-screen, sound-on ads that blend in with native content. Your
audience is already engaged and watching videos.
3. Branded Hashtag Ads
Branded hashtag ads are also a popular choice. They’re designed to spark on-platform engagement, offering up a “TikTok challenge” centered
around your branded hashtag. They’re a great way to encourage user-generated content and build brand awareness.
4. Branded Effect Ads
Branded effect ads work a little like filter ads on other platforms. Brands create a branded AR “effect” that users can apply to their own
videos.
5. Spark Ads
Spark ads are a relatively new ad format that allows advertisers to leverage organic content and user-generated content (UGC) in their
advertising. They function similarly to boosted posts on other platforms.
Don't underestimate the Tiktok Platform, as advertisers fight against the algorithm which can sometimes lead to ads not being
presented to the target demographic, it's certainly not the marketing platform for everyone, so do your research.
Is your brand ready to targeting a younger audience through multimedia marketing?
The sea of sameness - why strong brands don't panic when the market shifts
When markets shift, or economic headwinds force consumers to tighten their belts, most businesses make the exact same fatal mistake: they panic and chase the noise. Reactive marketing might buy you a fleeting moment of attention, but it quietly erodes the trust, authority, and
long-term value of your brand. In a world obsessed with split-second reactions, the true market leaders aren't the ones jumping on every
passing bandwagon; they are the ones who know their audience inside out, hold their ground, and turn economic shifts into an unprecedented opportunity to stand out. Here’s how staying the course can set your business apart for years to come.
Why AI belongs in the passenger seat (not behind the wheel) of your marketing
Clients often ask us the same honest question: “Can’t we just use AI to write our posts, generate our imagery, and compose our jingles?”
It’s an understandable reaction.
Generative AI tools make content feel almost free to produce. But as the digital landscape shifts, cutting corners to save a quick dollar
is proving to be one of the riskiest decisions a business can make.
The long read vs. the fast scroll and how this has changed
In the mid-to-late 20th century, print magazines and newspapers were absolute powerhouses. Because readers sat down with a publication deliberately on a train, at the kitchen table, or in a waiting room and advertisers had a captive audience. Some of these commercials or
print ads might still be a hit today, while others might get someone fired if they were proposed in a client meeting. But they're
certainly entertaining
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