Don’t Get Left Behind: Why Your Brand Should Advertise on TikTok

TikTok ads are being integrated into brands’ social media marketing strategies more and more every day, and today, we’re talking about how to capitalize on those opportunities. 

TikTok, ranked #1 globally for ad equity, is an opportunity you don’t want your brand to miss. It’s time you start unlocking your brand’s potential, so let’s get started with why your brand should advertise on TikTok.

Does TikTok Have Ads?

Oooohhh yes. You may find it silly we’re posing this question but asking this question allows us to take a step back and break down what it really means to advertise on TikTok. 

Technically, TikTok ads were introduced to the platform in early 2019, but even before then, brands were growing just by posting organic content on the platform. 

But now that the platform has six different types of paid ads, brands have even more opportunities to leverage TikTok to increase engagement, grow awareness, and push sales. In fact, 92% of users globally have taken an action after watching a TikTok (​​Marketing Science Global Time Well Spent research conducted by Kantar, 2021).

Brands’ footprints (and influence) have significantly grown on TikTok due to advertising opportunities on the platform. And combining paid ads with stellar organic content is the ultimate way for a brand to capitalize on the TikTok market.

These benefits only scratch the surface, so if you want to learn more information about how to get started with creating ads, check out this helpful guide to TikTok advertising

Why Brands are Turning to TikTok Ads

Now that we’ve established why advertising on TikTok is important, let’s get into the science and dig a little deeper into why brands are investing so much into TikTok advertising.

An independent TikTok study conducted by research firm Neuro-Insight found that “brands on TikTok see higher levels of receptiveness to brand messaging, calls-to-action and ad breakthrough.” For this study, 57 participants between the ages of 18-35 were exposed to 26 ads, revealing three major insights about the impact of TikTok ads. 

Users are More Receptive to TikTok Ads:

Why? Because the ads that pop up on a person’s For You page are actually relevant to that person. 

The For You page uses data from which videos users engage with positively and negatively to show them videos they want to see, including ads. This means users have a lot of influence on which ads they are exposed to.

As a brand, this might not sound like a good thing, but it really is. 

When users see ads they’re actually interested in, they are much more likely to engage with that content. And because TikTok’s user-first algorithm shows users videos they are interested in, this means that your brand’s ads will likely be viewed by a much more accepting audience, which could lead to higher (and more positive) engagement rates with your brand’s content.

This means more clicks, more visits to websites, and more online purchases. There’s magic in showing people ads they actually want to see.

(TikTok reports higher percentages of engagement and approach compared to other social media platforms)

 

TikTok Ads are Superior to TV & Digital Video

That’s right, TikTok videos are outperforming expensive TV commercials, driving more sales and stronger connections to brands. 

Why? TikTok videos are more interesting, and interesting videos stick in people’s memories. TikTok videos (even ads) are fun, zany, and untraditional. Their seemingly natural look is much more captivating to audiences than highly produced television ads.

Traditional media like television has been around a long time. There’s a time and place for it, but maybe it’s also time your brand tries something outside of tradition for a change. 

 

(TikTok ads are outperforming both TV and digital video as mediums to influence consumers)

TikTok is a More Immersive Platform

TikTok users are committed. They get lost in the TikTok rabbit hole, and pretty soon when they look up, it’s been two hours. 

Users are more likely to stay on TikTok because short videos make it easy to consistently engage with the content, meaning you rarely lose interest.

So, when you get on TikTok, you stay.

Also, according to the study from Neuro-Insight, “TikTok’s content preference delivery method and shorter video formats create continuous cycles of engagement, making TikTok the leading platform for information density.” 

Essentially, your brand’s video ads have a much higher chance at quality engagement on TikTok than on other platforms. 

(TikTok users are continuously engaged with TikTik, leading to a much more consistent engagement rate for the platform)

In Conclusion

Brands are moving toward TikTok at a rapid pace, and if your brand doesn’t follow suit, you’ll fall behind. The opportunities on this platform are endless, and there’s sufficient data to back up just how valuable being on TikTok can be. All in all, getting your brand on TikTok may just be one of the smartest decisions you make this year. So, what are you waiting for?

Written By
Nicole Adams
The Infinite Agency is an integrated advertising agency designed to drive brand growth through data driven insights, inspiring creativity, and connected experiences.
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