TikTok… don’t stop!
As a pair of e-comm ads nerds, we’ve been watching and learning about TikTok ads, and specifically their performance for e-comm brands, for a while…. and we’re excited to now have our first client campaigns up and running.
But with a growing number of well established platforms to choose from in 2023, how do you know whether your brand should be on TikTok? What is it that TikTok will give you that other platforms might not deliver so well?
The big numbers - who’s winning?
Worldwide, TikTok still sits behind both Facebook and Instagram in user numbers, but it is one of the fastest growing social media platforms, so this could easily change. However, in terms of time spent on the platform, in 2023 TikTok users are spending more than double the amount of minutes per day on the app compared to Facebook (and even less on Instagram).
If you’re looking at where to establish your e-comm business online for the long term, TikTok needs to be in your eyeline.
Who am I reaching on TikTok?
‘TikTok’s just for young people, right?’
TikTok’s user base is largely made up of Gen Z and Millenials, although with the rapidly growing user base more and more of us ‘oldies’ are curiously checking it out (my twenty-something neighbour can’t believe I find new recipes anywhere else… feeling the pressure to broaden my horizons from BBC Good Food!). But it’s that swell of youngsters which makes the platform so interesting. They’re known to be early adopters, and are avid online shoppers, so working with a platform which presents products in a highly engaging way to this market is really exciting.
What makes TikTok so engaging to the Gen Z and Millennial market?
Short form content - TikTok videos are typically only 15-60 seconds long, which makes them quick and easy to consume, fitting in well with today’s fast paced consumption of social media.
Algorithmic feed - The app's algorithm uses machine learning to tailor the content that appears on users' feeds, based on their interests and behavior. This creates a highly personalised experience for each user, which can keep them engaged for longer periods of time.
Creativity and entertainment - TikTok is known for its entertaining and creative content, which often includes music, dance, humor, and other forms of self-expression. This type of content strongly resonates with younger audiences.
An easy trip wire for businesses new to TikTok is to repurpose what’s working well on other platforms, such as Instagram Reels. Whilst we’d always suggest taking note of what works well elsewhere, the content, and almost certainly the style of delivery, are likely to need ‘TikTok-ing’. Think shorter, snappier, more energy - inject your brand personality in a fun and engaging way, and get your ‘hook’ in the first 2 seconds.
What can TikTok do which Facebook and Instagram can’t?
They’re all e-comm advertising powerhouses, and in an ideal world we’d probably suggest testing them all, but if you’re keen to get into the weeds and find out what the differentiators are, here we go:
Win on cost - TikTok ads are still generally cheaper than their counterparts on the Meta platforms. However, bringing in the lower cost conversions relies on getting your campaigns right, which includes creating TikTok specific content.
Hike in engagement - TikTok's algorithm is highly primed to show users content that they are most likely to engage with. The almost pure video content, rather than video and images, also pushes up engagement.
Shoppable ads - TikTok’s shoppable ads allow for various ad formats such as in-feed ads, brand takeovers, and hashtag challenges. Instagram shopping ads are only included in feed ads, story ads, and explore ads.
Spark Ads - Spark Ads, which are unique to TikTok, are specifically designed for small and medium-sized businesses. They allow brands to leverage organic content made by other creators (with their permission), upping the user generated content opportunities.
So, is it all about TikTok from now on then?
Absolutely not! TikTok has undoubtedly established itself as a highly viable option for e-comm brands to scale on, but that in no way diminishes the power of the competition. What truly works best for ecommerce is building cross platform funnels using a range of Facebook, Instagram, TikTok and Google Ads.
TikTok looks interesting, what are my next steps?
All platforms work better for advertising when you have an established organic presence, but this particularly applies to TikTok. If you’re just starting out on the platform and you want to run ads, they’re going to take a little longer to get you returns. If TikTok ads are on your agenda for further down the line, get stuck into some organic activity now - it’ll pay you back!
Get the TikTok pixel on your site. This will start picking up the tracking data from your site and give you more opportunity when you start advertising. It’s not possible to collect data retrospectively, so don’t delay!
Book in a call with us to discuss getting your TikTok campaigns off the ground.