TikTok is making a name for itself in the world of advertising. Companies are recognizing the dominance of this social media platform and the ability to incorporate advertisements to the viewers.
TikTok was the most downloaded app in 2020 as individuals were stuck inside during the pandemic and utilized this app to learn dances, new food recipes, even lifehack tips.
According to VentureBeat, the average TikTok user spends 28 minutes on the application and it continues to grow in downloads with 200 million U.S. users. This information evidently encourages advertisers to learn more about this social media app and promote their company.
An advertisement can cost up to $120,000 according to Business Insider. Yet, several companies have been incorporated in TikTok trends and showcased without ever paying like Grammarly.
In an interview with Business Insider, Ari Pine, a student at the University of California Irvine created a dance on TikTok to the Grammarly YouTube ad. This dance went viral as it attracted individuals to the dance bringing forth 100,00 videos and caused Grammarly’s followers to increase by 481%.
There remain challenges for brands to recognize how to successfully market on TikTok.
Yet, VentureBeat highlights how TikTok is able to use sequential marketing to attract users as it works best through videos. When an advertised TikTok is similar to one’s feed it can receive more viewership, comments, and likes. Therefore, creating a TikTok video that does not seem like an advertisement will create engagement and send the user on the product purchase path.
Pair Eyewear is one specific success with TikTok advertising. In an interview with Business Insider, the co-founder and CEO Sophia Edelstein said the company generated 10% of its sales from TikTok every month. The company was promoted through individuals sharing the ability to switch out frames to customize your own look. The organic posts which look like regular TikToks have been able to generate $400,000 worth of sales in one month.
Another success story comes with the Ocean Spray challenge. A TikTok user, Nathan Apodaca, rode his longboard while listening to Fleetwood Mac and drinking Ocean Spray juice. This TikTok went viral as individuals wanted to recreate it and went to the store to buy the cranberry juice. Evidently, Ocean Spray sales increased and the company gifted Nathan a 2020 Nissan Titan Pro-4X with a trunk full of Ocean Spray.
As TikTok grows, this means advertisements will too. Have you tried any of these trends that include company brands? Do you think this is the new successful platform for advertisements? Let us know @TXADPR.