Who Should Market on TikTok in 2022?

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?