Generation Z means audience age group between 4 to 24 years, the youngest generation
who is becoming the decision makers of the country and the society. Generation
z has been raised on the internet and social
media, they are true influencers, it is proven that they cannot be sold
products they can only be sold experiences. For this, Video content is key. A Google
Survey revealed that YouTube & TikTok
are the ultimate platforms Generation Z turn to when they want to be cheered up
or entertained. Here comes, TikTok being one of the most popular apps in India,
advertising on TikTok offers brands a massive reach and unparalleled engagement
level. TikTok advertising is comparatively less uncluttered than its
counterparts Instagram and Facebook. With video becoming the most impactful
content form at, video advertising are taking over digital advertising in
India. The most remarkable feature of TikTok video advertising is that TikTok
advertising is the only video advertising option available at Cost Per Click
(CPC) model.
Tiktok Ads are user-generated content which is
the next big thing within the online marketing
place. This customized approach is extremely helpful to get new generation audience
and strengthens the Brand engagement. TikTok is an app for iOS and Android within which users can create
and share 15-second videos. It works like most social media apps with followers
who like and comment on content. TikTok was
launched in China in 2016 under the name “Douyin.” it had been rebranded as
TikTok for a global market a year later.
Today, it’s among the fastest-growing apps
on the market, regularly ranking within the top three spots of
free downloads in the Apple Store. Its parent
company, ByteDance, merged TikTok with the favored musical.ly app to build a broader user base.
The TikTok name was kept, but all of musical.ly’s content was brought into
TikTok.
Tiktok is known for making life relaxing and enjoyable. Tiktok is the
next Snapchat or Instagram. It has the most youngest crowd. The advertisement
should be on the most crowded place and now a days the Tiktok is the busiest,
crowded and the most rocking and happening place. The marketing giants of several
businesses are using Tiktok Ads‘s “#challenge”
concept by creating their own challenges, also they are providing new and
interesting music so that users can interact and participate with promotion for
brand building, also they are using user generated videos for further promotion
and making win big prizes which is actually grabbing the attention of quality users.
Thus for businesses, this can be a good time to build a user base and enjoy
organic advertising techniques to show off your products or services. Issue a
#challenge to your followers showcasing the product. To get some valuable ideas
for marketing and content across other platforms. . Authenticity is a great
marketing strategy.
Tiktok provides Lip-syncing videos that are the most popular, but so are
short videos of parkour moves, band promotion, magic tricks and other stunts.
One of the best features of TikTok is its editing tools, giving users resources
to create fun videos. It has some interesting features, such as the ability to
record your reaction to a video while you’re watching it. Users can also record
a video of their own using the audio from another video.
Currently, one of the major features of TikTok is that there isn’t
advertising or methods for monetization. It makes the user experience more
relaxed and enjoyable. That’s not to say that the app won’t move in that
direction at some point, because it can’t be free forever.
Generation Z is widely recognized as the next consumer powerhouse. It
will make up about 40 percent of all consumers by 2020.
To target this wide group of consumers, following are some of the unique
features that make TikTok a readymade platform for targeted advertising:
- Massive reach and unmatched engagement: There are presently more than 120 million monthly active users for TikTok who spend more than 30 minutes every day. This level of engagement can be attributed to the short duration of video, high entertainment quotient as well as a no-judgment environment. All these factor combines makes TikTok video advertising enticing for brands.
- Focused mainly on performance: Video advertising till date has been limited to brand awareness campaigns. TikTok advertising is performance focused and works on CPC model as well. The biggest advantage of TikTok advertising is that the video ads play in between videos which are short as compared to in-video advertising in case of other OTTs.
- Young audience: More than 80% TikTok users in India are of Generation z that is below 30 years of age. Majority of them reside in Tier 2 and Tier 3 cities, where before Tiktok targeting was challenging.
- Relatively organized platform: TikTok advertising is a newly-launched platform and yet to achieve its full potential. This would give brands an uncluttered environment for advertising.
TikTok Advertising offers several filters to the advertisers that helps
them to fine-tune their targeting:
TikTok Advertising Targeting Options
- Demographics: TikTok advertising enables advertisers to target audience from a specific state/city, gender and age group.
- Device Specific: Advertisers can target audience on TikTok based on OS or device value.
- Language: Apart from Hindi and English, advertisers have several Indian languages to select from.
- Interest: Advertisers can target their target audience on basis of their interest like technology, food and beverages, fashion and lifestyle etc.
- Time: Audience can be targeted based on time of advertising.
Amount to be spent for TikTok Advertising
TikTok video advertising rates are determined by the pricing model
selected. TikTok advertising rates are available in Cost Per Mille (CPM), Cost Per Click (CPC) as well as Cost Per View (CPV) basis. Advertisers can check the
TikTok advertising rates under the tab “Media
Options and Pricing”.
Tiktok is one of the fastest-growing social media platforms in the
world. So, Tiktok Ads are the future of 2020 advertising. Out of 700 million
users of the app globally, around 200 million are Indians. TikTok has seen a
phenomenal rise in the Indian market recently.
It has a strong base in the local market which allows marketers to reach out to small cities and towns. “The content on TikTok is so insanely creative and user-driven. It’s not like Snapchat or Instagram. People go all out to create these videos. It’s more of a performance platform than a social media platform. TikTok fulfills the creative needs of its users – amateurs and professionals alike, who use the platform to showcase their talent or simply to delight themselves with entertaining content.
It has a strong base in the local market which allows marketers to reach out to small cities and towns. “The content on TikTok is so insanely creative and user-driven. It’s not like Snapchat or Instagram. People go all out to create these videos. It’s more of a performance platform than a social media platform. TikTok fulfills the creative needs of its users – amateurs and professionals alike, who use the platform to showcase their talent or simply to delight themselves with entertaining content.
Before advertising Brands on TikTok one must keep
the following key points in focus:
- If your target audience is Gen Z or even millennials, you need to add TikTok to your advertising bouquet. As the attention span of Gen z is less than a minute, so an unique and short video can do the best to grab their focus.
- Advertising on TikTok requires a fun (or quirky) element to fit the content needs of TikTok users better.
- Videos with punch lines, dramatic moments, trending tracks are more likely to get viral.
- No idea or set-up is too goofy to put up on TikTok. TikTok users better connect and engage with content that seems real, original, and relatable.
- Although, TikTok users are willing to commit less time on ‘one’ video; they are willing to explore similar content and get inspired. So, apart from fun content, content that can inspire them appeals to them.
No comments:
Post a Comment