TikTok is the platform marketers plan to spend the most money on in 2022. Why?
Posted: Thu Dec 05, 2024 4:56 am
Pedro Lopes
Jul 22, 22 | 4 min read
tiktok plus investment 2022
Reading time: 4 minutes
TikTok has become the darling of marketers when it comes to social media platforms. Therefore, it was no surprise to find TikTok as the platform that marketers will spend the most on in 2022, according to the State of Marketing Report 2022 .
But is it enough to be on this channel, replicate the content and invest money in it because everyone else is doing it? How can you make the most of this?
This article is the first in a three-part series looking at some of the topics from the 2022 State of Marketing Report . This report was created in collaboration with HubSpot, Rock Content , Wistia, and Litmus. The material is free to download. Get ready for tons of amazing and modern marketing insights.
I'm Pedro Lopes, a Digital Marketing Specialist here at Rock Content , and I'll be your guide today. I highly suggest you take note, because you're about to get some powerful insights!
The TikTok phenomenon
It's quite ironic to think that TikTok, this social media channel that is all about movements, motion and dynamism, became this crazy sensation during the pandemic, a period of pure stagnation.
But it also leads to a somewhat predictable outcome: people would be left wanting to live on the move. Demand would then eventually skyrocket.
Now, Zuckerberg Inc. has to do what it does best when it has competition: copy them . And that behavior can teach us a lot about the main topic of this article.
But first, let's back up a bit to understand how TikTok made its way to the top:
TikTok over the years among marketers and brands
What most people don't know list of singapore consumer email is that TikTok's original name is Douyin , created in China, back in 2016. TikTok only became famous after the Chinese company acquired another social media service in 2018, Musical.ly, and launched it as the "international" version of Douyin.
TikTok has been growing ever since, surpassing 2 billion mobile downloads worldwide in 2020. Bloomberg says the “video app is on track to triple revenue this year to $12 billion,” which accounts for 3.5% of global net advertising revenue.
Follow us on the Rock Content LinkedIn page
What is the strategy behind this?
Well! There is no way for a company to achieve these indicators so quickly without an aggressive and cutting-edge strategy behind it. And that is exactly what they have done!
Starting with the demographics of its users, it attracted a whopping 386.6 million users in the 18-24 age group. These users also perceive ads on TikTok differently, as it seems more like entertainment than a regular advertising campaign.
And that is the decisive factor for so much success and popularity: The content!
TikTok (paid and organic ads) is all about content
There is no other option: if you do not offer originality and entertainment, you will not achieve your real goal .
By the way, the State of Marketing Report mentioned above has some pretty impressive insights and predictions about marketing. It can help you a lot in achieving the originality you need!
And the golden rule to achieve that level of relevance is: research and understand what type of content your target audience is currently engaging with on TikTok . Then:
Evaluate whether your brand can present the same content
List the main themes and analyze how they connect with your products or services.
Make sure the narrative is well connected to your brand's personality
This is how you deliver mind-blowing content – without having to reinvent the wheel! Surfing along with trends is absolutely fine. Just remember that if you don’t sell who you are, you won’t sell anything – especially in 15 seconds.
Is TikTok worth investing money in?
In addition to creating meaningful content, here are some pros and cons you should keep in mind before betting all your chips on TikTok ads:
Pros
Minimal barriers to entry for SMEs
Possibility of scaling content production
Expand your audience base
Cons
Smaller ROI compared to Facebook
Predominance of younger audiences
Format limitation for creating content
Conclusion
As we have seen, advertising on TikTok goes far beyond whether or not you have a budget for it. It starts with creating original, entertaining content.
Taking some time to study user behavior is crucial to map data such as preferences, themes, bottlenecks... Then, analyze some pros and cons to better analyze the impacts.
So what's it going to be like? To advertise or not to advertise on TikTok? Add me on LinkedIn and let's talk about it.
Also, I'm curious to hear your thoughts on the State of Marketing Report 2022. Download it now! It's free.
Share
Jul 22, 22 | 4 min read
tiktok plus investment 2022
Reading time: 4 minutes
TikTok has become the darling of marketers when it comes to social media platforms. Therefore, it was no surprise to find TikTok as the platform that marketers will spend the most on in 2022, according to the State of Marketing Report 2022 .
But is it enough to be on this channel, replicate the content and invest money in it because everyone else is doing it? How can you make the most of this?
This article is the first in a three-part series looking at some of the topics from the 2022 State of Marketing Report . This report was created in collaboration with HubSpot, Rock Content , Wistia, and Litmus. The material is free to download. Get ready for tons of amazing and modern marketing insights.
I'm Pedro Lopes, a Digital Marketing Specialist here at Rock Content , and I'll be your guide today. I highly suggest you take note, because you're about to get some powerful insights!
The TikTok phenomenon
It's quite ironic to think that TikTok, this social media channel that is all about movements, motion and dynamism, became this crazy sensation during the pandemic, a period of pure stagnation.
But it also leads to a somewhat predictable outcome: people would be left wanting to live on the move. Demand would then eventually skyrocket.
Now, Zuckerberg Inc. has to do what it does best when it has competition: copy them . And that behavior can teach us a lot about the main topic of this article.
But first, let's back up a bit to understand how TikTok made its way to the top:
TikTok over the years among marketers and brands
What most people don't know list of singapore consumer email is that TikTok's original name is Douyin , created in China, back in 2016. TikTok only became famous after the Chinese company acquired another social media service in 2018, Musical.ly, and launched it as the "international" version of Douyin.
TikTok has been growing ever since, surpassing 2 billion mobile downloads worldwide in 2020. Bloomberg says the “video app is on track to triple revenue this year to $12 billion,” which accounts for 3.5% of global net advertising revenue.
Follow us on the Rock Content LinkedIn page
What is the strategy behind this?
Well! There is no way for a company to achieve these indicators so quickly without an aggressive and cutting-edge strategy behind it. And that is exactly what they have done!
Starting with the demographics of its users, it attracted a whopping 386.6 million users in the 18-24 age group. These users also perceive ads on TikTok differently, as it seems more like entertainment than a regular advertising campaign.
And that is the decisive factor for so much success and popularity: The content!
TikTok (paid and organic ads) is all about content
There is no other option: if you do not offer originality and entertainment, you will not achieve your real goal .
By the way, the State of Marketing Report mentioned above has some pretty impressive insights and predictions about marketing. It can help you a lot in achieving the originality you need!
And the golden rule to achieve that level of relevance is: research and understand what type of content your target audience is currently engaging with on TikTok . Then:
Evaluate whether your brand can present the same content
List the main themes and analyze how they connect with your products or services.
Make sure the narrative is well connected to your brand's personality
This is how you deliver mind-blowing content – without having to reinvent the wheel! Surfing along with trends is absolutely fine. Just remember that if you don’t sell who you are, you won’t sell anything – especially in 15 seconds.
Is TikTok worth investing money in?
In addition to creating meaningful content, here are some pros and cons you should keep in mind before betting all your chips on TikTok ads:
Pros
Minimal barriers to entry for SMEs
Possibility of scaling content production
Expand your audience base
Cons
Smaller ROI compared to Facebook
Predominance of younger audiences
Format limitation for creating content
Conclusion
As we have seen, advertising on TikTok goes far beyond whether or not you have a budget for it. It starts with creating original, entertaining content.
Taking some time to study user behavior is crucial to map data such as preferences, themes, bottlenecks... Then, analyze some pros and cons to better analyze the impacts.
So what's it going to be like? To advertise or not to advertise on TikTok? Add me on LinkedIn and let's talk about it.
Also, I'm curious to hear your thoughts on the State of Marketing Report 2022. Download it now! It's free.
Share