Is TikTok marketing necessary for online marketing?

If you’re an online marketer in 2024, you’ve probably asked yourself if you really need to be on TikTok. I mean, is it just a passing fad for teens dancing and lip-syncing? Or has this short-form video app become a legit marketing platform that you need in your digital strategy?

Well, As a TikTok marketing expert I’m here to tell you that TikTok has blown up into a massive phenomenon, and it offers huge opportunities for marketers who know how to use it correctly. In this post, we’ll look at the key benefits of TikTok marketing, as well as some potential drawbacks to consider. 

By the end, you’ll have a clear answer to the question Is TikTok marketing necessary for online marketing?

Is TikTok marketing necessary for online marketing?

I’d say it depends on your business, honestly. For some brands targeting younger demographics, TikTok is totally indispensable now. The platform’s just too big to ignore for Gen Z marketing. But not every brand fits the vibe and culture there.

More traditional or serious companies may be better off focusing their efforts on other platforms. Overall, you can’t deny TikTok is becoming a huge force. But rather than blindly jumping on because of the hype, brands need to strategically consider if it aligns with their audience and positioning.

My take? Proceed thoughtfully, test carefully, and optimize relentlessly!

Why You Want the Massive TikTok Audience on Your Side

Let’s start with the most obvious reason why TikTok matters: its audience size. This thing is huge, especially among the valuable Gen Z and Millennial demographics. TikTok has over 1 billion monthly active users globally. 

To put that in perspective, that’s more than Instagram and Snapchat combined. Crazy, right? TikTok’s core user base skews very young. Nearly 50% of its users are under 30. In the US, over 60% of teens use TikTok.

So if you’re marketing products or services relevant to younger audiences, you absolutely need to establish a presence on TikTok. Ignoring it means neglecting a huge chunk of your target market.

And here’s the thing – unlike Facebook, the TikTok algorithm doesn’t just show your content to followers. It pushes videos out much more widely, helping them get viewed by a broad audience. This means your brand can get exposure beyond just your existing follower base.

The algorithm favours originality and creativity. So if you put out content that captures people’s attention, TikTok will reward you with reach. This potential for virality is the golden ticket for marketers. 

One viral TikTok video can massively boost brand awareness and engagement with relevant audiences. And you don’t need millions of followers for it to happen.

TikTok’s Marketing Capabilities Are Maturing Fast

When TikTok first launched outside China in 2017, there were limited marketing options. But in the past few years, TikTok has been rapidly building out its offerings to help brands leverage the platform. Let’s look at some of the main capabilities now available to marketers.

Highly Targeted Ad Formats

TikTok now provides a robust array of advertising formats, including in-feed video ads, brand takeovers, and native “TopView” ads.

Most importantly, you can target these ads with precision. Ad targeting options on TikTok include:

• Demographics like age, gender, location
• Interests and behaviors
• Device ID and retargeting via TikTok Pixel

The targeting capabilities make it much easier to get your brand and products in front of your perfect audience on TikTok. And TikTok advertising is still new enough that ad prices are very reasonable compared to platforms like Facebook and Instagram. 

The cost per impression and cost per conversion are often much lower.

Shoppable Videos & Product Links

One concern with TikTok in the past was its lack of native shopping features. That’s changed now with the introduction of shoppable video ads and auto-populated product links.

Users can tap on product tags in your videos to view products and be directed to your website or sales channel.

This makes TikTok a much more viable channel in the ecommerce marketing funnel – great for both discovery and conversion.

AI Recommendation Algorithm

Here’s what makes TikTok really special: its recommendation algorithm. This AI-powered algorithm figures out what people like almost instantly, through their engagement and behaviours.

It then serves up a personalised “For You” feed of videos it predicts they’ll love watching and engaging with.

For marketers, this means your content gets shown to people who are likely to be interested. The algorithm helps your branded videos get in front of your audience, even with no following.

This gives TikTok an advantage over platforms like Facebook and Instagram, where reach is largely limited to current followers.

But There Are Some Valid Concerns About TikTok Marketing Too

Now that we’ve looked at some of the major benefits of using TikTok for online marketing, let’s discuss some of the potential drawbacks and challenges of the platform that you need to be aware of.

The Ultra-Short Format Can Be Limiting

The signature TikTok format is super short videos of 15 seconds to 1 minute. It’s perfect for catchy music clips, viral challenges, quick tips, and the like.

But it may not be the ideal place to post long educational videos, detailed product explanations, or thought leadership content. Complex information doesn’t condense well into 60 seconds or less.

So you need to adapt your content style, keeping videos extremely concise and engaging from the first frame. This requires some creative thinking compared to other platforms.

Ecommerce Features Are Still Developing

As mentioned above, TikTok is quickly rolling out more native commerce capabilities. However, its ecommerce features are still not as advanced as those offered by longtime players like Facebook and Instagram.

You can’t have a true viral shopping experience within TikTok yet. To purchase, users still have to click out to your website or another sales channel.

But this may change rapidly in 2024 and beyond. TikTok’s parent company ByteDance clearly recognizes commerce as a priority. They’re working quickly to build out the platform’s shopping capabilities.

Not All Brands Are a Fit for Gen Z Culture

The youthful, ironic, meme-loving culture of TikTok poses another challenge for some brands. Teens and Gen Z can have a sixth sense for detecting “fellow kids” inauthenticity.

If you’re a more traditional or serious brand, jumping on fleeting bandwagons and viral hijinks may undermine your positioning. You need to adapt your tone and style carefully for TikTok.

Younger audiences value transparency and authenticity. If you just cynically try to engineer virality, it may backfire. Proceed thoughtfully into TikTok’s whimsical world.

Smart Ways for Brands to Approach TikTok Marketing

Hopefully looking at both the opportunities and potential pitfalls gives you a balanced view. You can see why TikTok is becoming a critical marketing channel, but also why you need a tailored strategy for the platform.

So what are some smart ways for brands to succeed with TikTok marketing? Here are a few tips:

Participate in Trends and Challenges Authentically

Jumping on the right viral challenges and memes at the right time can work wonders for raising brand awareness on TikTok. But it’s a fine line between being part of the cultural conversation and just looking thirsty.

Keep watching the trends, and join in organically when it truly fits your brand. Don’t force it. Add your unique spin without hijacking.

Partner With the Right Influencers

Influencer marketing on TikTok can be hugely powerful if done right. Work with creators who genuinely love your products and brand.

Nano and micro influencers are huge on TikTok, with highly engaged niche audiences. Find ones relevant to you. Give them creative freedom to showcase your brand authentically.

Test and Optimize Ad Formats

Don’t just set and forget your TikTok ads. The platform is still so new that ongoing testing is needed to see what works.

Try different objectives like video views, conversions, and more. Track performance data, and double down on the formats that drive ROI.

Social media expert

Analyze Performance and Use Insights

The amount of data TikTok provides marketers is amazing for optimising content. Keep digging into the analytics.

Look at which videos, effects, sounds, and captions are working best. Then design your content to replicate what resonates.

Develop a Unique Brand Voice

As mentioned earlier, you can’t just repurpose content from other platforms. Lean into developing a unique tone, style, and voice for your brand on TikTok specifically.

This advice goes for both organic content and ads. Make sure it feels authentic to the platform itself.

FAQs About TikTok Marketing

Is TikTok marketing worth it for small businesses?

Yes, TikTok’s wide reach and affordable ads make it worthwhile for SMBs. Start small and test different content angles.

What types of content work best on TikTok?

Funny, entertaining, helpful videos under 60 seconds. Jump on trends and challenges cautiously. Show your brand personality.

How much time should I devote to TikTok marketing?

Start small – 30-60 minutes per day to create content and engage with your audience. Increase time as you build your presence.

How can I make my brand stand out on TikTok?

Lean into what makes your brand unique. Add your spin to trends. Partner with relevant creators. Develop a consistent creative style.

How quickly can I grow my audience on TikTok?

Patience and consistency are key. Leverage influencers, hashtags, trends to expand reach. Viral hits can accelerate growth.

What analytics should I track for TikTok marketing?

Watch video views, engagements, conversions, audience demographics. Dig into insights to optimize content.

Conclusion:

Given TikTok’s massive audience, viral potential, and expanding marketing capabilities, most brands should have some presence on TikTok as part of their online marketing strategy in 2024. However, it needs to be done thoughtfully and authentically. The short video format lends itself better to some industries and products than others.

TikTok is still evolving its e-commerce and advertising offerings. But it’s clear this platform offers opportunities for increasing brand awareness and engagement that marketers will find hard to ignore going into 2024 and beyond. 

With the right strategy tailored to your brand and audience, TikTok marketing can complement your broader digital marketing efforts.

Ready to explore marketing your brand on TikTok? Click Here!

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