Why TikTok is a good marketing tool (and why you should use it)

If you’ve been living under a rock (or, you know, just busy), you may have missed the massive the impact of TikTok on the world of marketing. What started as a platform for original lip sync videos quickly became a social media powerhouse. TikTok isn’t just the new kid on the block: it’s the kid with a skateboard, sunglasses, and a crowd of millions hanging on his every move. Most importantly, TikTok is a good marketing tool to help your business grow.

So what makes TikTok such a great marketing tool and why should your brand join in? Let’s get to the heart of the matter, and maybe, just maybe, we’ll convince you to go viral.

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Unmatched organic reach (goodbye Pay-to-Play)

Let’s start with the facts: TikTok’s algorithm is designed to allow everyone have their moment in the sun. Seriously, anyone can go viral on TikTok, which is a far cry from platforms like Facebook and Instagram, where organic reach is, frankly, in intensive care. TikTok’s For You Page (FYP) doesn’t care if you’re a billion-dollar business or a mom-and-pop store: it’s all about the content. This means that businesses without an advertising budget can still become famous through organic growth.

Take for example the account @scrubdaddy. This original cleaning product went viral for something as simple as its scrubber’s face smiling after scrubbing the pans. Thanks to TikTok’s unique algorithm, Scrub Daddy has become a household name, racking up millions of views, without spending a dime on advertising.

According to Influencer Marketing Hub, the ability to reach massive audiences organically is one of TikTok’s strongest selling points. Compared to the “paid” models of Facebook or Instagram, TikTok is more like a social media playground where everyone has a chance to win during playtime.

Yes, TikTok started as a platform for teenagers. But make no mistake: Today, it’s more than just dance challenges and teenage angst. TikTok’s demographics have exploded, now attracting users of all ages, professions and interests. A recent report from Datareportal showed that 67% of TikTok users are aged 25 and over.

This broad age range makes TikTok a marketing tool capable of reaching diverse groups of consumers, from Gen Z looking for the latest trends, to millennials looking for tips, to older generations who are have fun.

For brands, this means there is plenty of room to exploit diverse niches. Whether you’re a fitness coach, beauty brand, or financial advisor, TikTok provides a platform to connect with an audience that matches your product.

The Trend Machine: Why Viral Challenges Are Gold

Let’s be real: TikTok thrives on trends. Whether it’s the latest viral dance, a hilarious meme format, or a challenge, users want to jump on the latest bandwagon. For brands, this offers a Golden ability to join the conversation in real time. You don’t need to start a trend to profit from it. By participating in viral challenges or creating your own branded hashtag, your brand can be part of something bigger, driving massive engagement.

Take it #GuacDance Challengea Chipotle TikTok campaign that celebrated National Avocado Day. By encouraging users to participate in a dance challenge, Chipotle generated more than 250,000 video submissions and a 70% increase in avocado orders on the day of the promotion. That’s the magic of tapping into the TikTok trend machine.

Creativity above all (and we mean All)

You might think that TikTok is all about dancing and lip-syncing — and while those things still reign supreme — it’s also a hub for raw, unfiltered creativity. TikTok encourages users to create content that is real, relevant, and most importantly, fun. For marketers, this presents a unique opportunity to to show instead of say.

Whether it’s humor, behind-the-scenes content, or original product tutorials, TikTok gives brands a platform to think outside the box and get creative in ways that traditional marketing often stifles.

A good example is the Duolingo TikTok account, which embraces the app’s original brand voice by placing its mascot in all sorts of hilarious and meme-worthy scenarios. No one expected an owl in a green costume to become a viral sensation, but here we are.

Influencer Marketing is BIG on TikTok

Another reason why TikTok is a good marketing tool is its booming influencer ecosystem. TikTok influencers have great influence, especially among younger audiences. Influencer partnerships on the platform tend to feel more organic than on other social networks and often lead to higher engagement rates.

For example, skincare brand The Ordinary gained massive exposure working with TikTok influencers and saw her product lines sell out virtually overnight.

TikTok Ads That Don’t Look Like Ads

Let’s be honest: people hate ads. But TikTok ads? Well, they are a little different. What makes TikTok a great marketing tool is how seamlessly the ads integrate with the platform. Rather than being disruptive, TikTok ads often look like a simple post in your feed.

TikTok offers a variety of ad formats, including in-feed ads, branded hashtag challenges, and TopView ads. One of the most interesting options is Branded Effect, where companies can create custom stickers, filters, or effects that users can embed into their own videos. This type of advertising engagement integrates users into the marketing process, increasing visibility while encouraging interaction with the brand.

To learn more about how to create engaging ad campaigns, check out this complete guide on social media advertising by Hootsuite.

Data-Driven Campaigns with TikTok Analytics

What is a marketing strategy without data to back it up? Fortunately, TikTok offers robust analytics that allow businesses to track the success of their campaigns in real time. TikTok’s analytics tools provide insights into video views, follower growth, and engagement rates, helping marketers refine their strategies on the fly.

Additionally, TikTok’s advertising platform offers detailed reporting metrics, allowing businesses to track conversions, view counts, and click-through rates for paid campaigns. The beauty of TikTok’s data-driven tools is that they provide actionable insights, making it easier to justify ad spend and prove ROI.

According to Wavve.co TikTok reported a staggering $4.6 billion in advertising revenue in 2022, with growth expected to accelerate further in the coming years. The platform’s ability to generate meaningful data insights makes it one of the most valuable tools in digital marketers‘ arsenal today.

The cross-platform potential of TikTok

One of TikTok’s sneakiest assets is its shareability. Unlike Instagram or Facebook, where content largely stays within the platform, TikTok videos are easily shared across social media. From Twitter to Instagram Reels, TikTok videos seem to appear everywhere, often going viral beyond the platform itself.

This cross-platform potential makes TikTok more than just a siled social media tool: it’s a gateway for your content to spread across the digital landscape.

Bottom line: jump on the bandwagon before it’s too late

TikTok is no longer just a viral dance challenge platform: it is a dynamic marketing tool capable of reaching a large and diverse audience. From the ability to create authentic content to tapping into viral trends, TikTok offers brands opportunities to improve their marketing strategies like never before.

Its data-driven advertising solutions and influencer partnerships only solidify TikTok’s place as a social media marketing heavyweight.

For brands still on the sidelines, waiting for the “perfect moment,” here’s the truth: the time is now. As TikTok continues to grow, its influence will only become more entrenched in the marketing world.

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