TikTok Ads: A Worthwhile Strategy?


TikTok has exploded in popularity over the past few years, with over one billion active users worldwide. With its engaging content and short-form videos, TikTok has become a social media powerhouse that can no longer be ignored by brands and advertisers.

Investing in TikTok advertising can provide numerous benefits for businesses looking to reach a younger demographic. With over 60% of its users under the age of 30, TikTok provides a unique opportunity to reach the next generation of consumers.

One of the key benefits of TikTok advertising is its ability to create viral content. TikTok’s algorithm is designed to promote content that is engaging and resonates with its users. By creating entertaining and shareable content, businesses can reach a wider audience and increase brand awareness.

TikTok also provides a variety of advertising options, including in-feed ads, brand takeovers, and sponsored challenges. This allows businesses to tailor their advertising strategy to their specific goals and target audience.

In addition, TikTok’s user base is highly engaged, with users spending an average of 52 minutes per day on the app. This provides businesses with a captive audience that is more likely to engage with their content and take action.

Finally, TikTok’s advertising costs are relatively low compared to other social media platforms, making it an attractive option for businesses with limited advertising budgets.

Where it falls short, at least for now, is in the targeting options available on the platform. Refining advertising targets to match a set of profiles and/or online behaviors of users helps spend the budget more efficiently while getting exposure to the most qualified individuals likely to be interested in your offering. For now, the platform is limited in terms of those targeting filters, particularly in super-refined geographic areas. That said, I expect that this will change over time, and likely quickly, to compete with other platforms and better serve their partners.