TikTok offers plenty of opportunities to every company, from small businesses to large enterprises. Plenty of big brands that have notable marketing budgets quickly turned TikTok into their marketing playground. Brands like Google, Coca-Cola, and Sony have established partnerships with popular creators on the platform to drive conversions and improve brand awareness.
Additionally, TikTokis going to great lengths to promote TikTok as the top social media platform for small businesses. It has done so by unveiling the Small Wins initiative and showing the value it can bring to smaller businesses around the world. TikTok has also become a popular app with younger generations of consumers, quickly surpassing Instagram in its popularity.
However, young consumers aren’t the only ones using the app, with one and five adults in the US using the platform too, including over 20% of consumers over the age of 30.
TikTok offers users two types of professional accounts – creator and business accounts.
The business accounts are specifically designed for companies and brands, and come with a number of different features that help companies engage with target audiences, get advice on campaign management, generate in-depth metrics, and more.
Companies can convert their existing accounts into a business account in the settings menu, or immediately sign up for a business account on the platform.
TikTok Ads Manager
According to research, the ads on TikTok can reach nearly 18% of all Internet users above the age of 18. That means companies have the opportunity to reach nearly 900 million people.
Additionally, users on TikTok actually enjoy seeing branded ad campaigns, perceiving them as inspiring and entertaining.
One of the biggest advantages of running ads on the platform is that they seamlessly blend in with the organic content that’s published on the app. There are several types of ads that companies can create on the platform, such as sponsored hashtag challenges, brand takeovers, in-feed ads, and top view ads. Each type of ad campaign can be created through the platform’s Ads Manager.
A couple of years ago, TikTok created a Creator Marketplace to make it easier for content creators and brands to collaborate on marketing campaigns.
Companies can use the marketplace to find content creators to work with, manage campaigns, pay those creators, and generate insights and reports on the performance of those campaigns. Additionally, the Creator Marketplace also allows brands to manage a number of different influencer marketing campaigns in a single place, and to keep track of everything with one dashboard.
One of the biggest benefits of the creator marketplace for brands is that companies get to see which influencers are helping meet their marketing campaign goals, and which ones aren’t, due to the feature’s high level of transparency.
Lastly, the creator marketplace helps companies figure out which influencers they want to work with by allowing them to filter through several influencer criteria, such as their reach, the average number of users they reach, and more.
As Co-CEO at 5W Public Relations, Dara Busch oversees 5W’s Consumer Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.