About TikTok

Six years ago, a company called Bytedance created TikTok as an app that allows users to create and share short videos. It quickly gained popularity, especially among younger generations. Today, TikTok has over 1 billion users across 150 countries, which makes it one of the largest social media platforms in the world.



Its appeal lies in its emphasis on creativity and user-generated content. Users can create short, highly-filtered videos with a definite viral quality. Videos range from 15 seconds to 10 minute in length and are often posted alongside music. However, shorter videos seem to be more popular.

In short, TikTok took over the gap left by Vine, the short-video platform shut down in 2017 because it didn't reward creativity or quality. This time, TikTok has created a space where anyone can be an influencer, and users are rewarded for their creativity. This ground makes it an appealing platform for brands and marketers. As such, the platform is now worthy of a "BusySeed Reviews."

TikTok For Organic Marketing

Organic marketing uses social platforms such as TikTok, Facebook, and Instagram to reach customers without paying for ads or promotions. While many businesses see organic marketing as less effective than paid advertising, that's not the case. It may take longer to reach your target audience, but it can yield the same or even better results.

On TikTok, organic marketing is done by creating engaging, creative content that users will want to share and interact with. The key here is being true to your brand and customer base—only post what you think they'll be interested in viewing.

Pros

Authentic relationship building: The best way to get your audience interested in your brand is by being authentic and genuine. You should post content that is on-brand, relatable, and relevant. TikTok can also help build trust with your customers, which they may not feel if they see ads or promotions all the time. 

The truth is that people are getting increasingly savvier about ads that seem forced. Companies that try to be everything to everyone are often met with a lack of customer loyalty.

Leverage UGC: User-generated content, or UGC, is a popular and effective way to reach more customers. People love showcasing their lives, and if your brand can tap into that, you'll see a considerable increase in customer engagement. For example, if your product is meant to be worn outdoors, you might post a video of someone using your product in an exciting or adventurous environment. 

This will encourage people to share their experiences with your product, which can lead to more sales and revenue. It's a cost-effective way to promote your brand, as you won't have to worry about creating the content yourself.

Increased reach: As mentioned above, TikTok has a huge following, which gives your brand the ability to reach many potential customers. But organic TikTok marketing is more than that. TikTok is one of the easiest platforms for sharing and engaging with content. 

You'll find TikTok videos on other platforms and may even find them in your Instagram or Facebook feed. This is the definition of organic reach and allows your brand to go viral.

High engagement: In addition to having many users, TikTok videos often get high levels of user engagement. The people who view your video are likelier to share, like, comment on, and potentially even purchase from you. It all comes down to quality—if your video is engaging and interesting, you're more likely to see positive results.

Cons

Limited customization options: While TikTok does provide plenty of customization options, there is a limit to what you can do. The platform targets a younger audience, meaning its designs and features are straightforward. You may find yourself limited in terms of what you can do with your videos or your brand's overall look and feel on TikTok.

Higher competition: Along with having a large number of users, TikTok also has a lot of brands competing for those users. It can be challenging to get your content noticed, or worse, you might get lost in the noise. One of the best ways to overcome this is by creating high-quality video content and engaging with other influencers on TikTok.

High effort: Many people approach TikTok's 30-seconds limit as a challenge. They try to pack their videos full of content, clever jokes, and high-quality visuals. Although it might sound easy to create shorter content, it can be quite challenging. You need to be able to convey your message in a shorter amount of time, which can be difficult for marketers who are used to creating long-form content.

TikTok For Paid Ads

While organic marketing can be effective, paid ads on TikTok can provide a number of benefits. Like most social media platforms, TikTok also offers paid ad options for brands and marketers. BusySeed reviews these in the next section:

Pros

Complete control over campaigns: Unlike organic marketing, paid advertising on TikTok gives you complete control over your campaigns. You can set your budget, target audience, and more. It makes it easier to measure the success of your ad campaign and adjust as needed. The TikTok ads manager is intuitive and simple, making it easy to set up and manage your marketing campaign.

Analytics and tracking: In addition to having access to your campaign analytics, you can also track how many views your content gets with TikTok's built-in tracking tools. This allows you to see which ads performed well and optimize future campaigns. 

Higher ROI: With paid ads on TikTok, you can get a higher return on your investment (ROI). By paying for ads that target the right audience and are more likely to be successful, you'll see an increase in conversions and sales. When done correctly, this can lead to a higher ROI than what you might see with organic marketing. 

Going viral on TikTok these days is similar to how it used to be on Youtube. So, achieving virality is key for the brands out there who want to succeed in getting the most reach and engagement possible.

Plenty of influencers: One of the most significant advantages of using TikTok as an advertising platform is that there are plenty of influencers on the platform. These influencers have built large and loyal followings, making them great partners for brands looking to get more visibility and engagement. Partnering with the right influencer can help you reach a wider audience and boost your overall marketing efforts.

Cons

Costs: One of the main disadvantages of using paid ads on TikTok is the cost. In order to get a successful ad campaign off the ground, you will likely have to invest in purchasing your video views, using sponsored or promoted content, or paying for influencer marketing. 

This can be a costly investment, especially if you don't see positive results with your campaign. However, investing in paid ads can be worth it if you're able to reach and engage with a large audience.

Limited Demographics: TikTok's unique user base can also make it difficult to target specific demographics. Although the platform has a wide range of age groups and genders, it hasn't impressed older generations. Many people over the age of 35 don't necessarily understand the proprietary comedic styles and viral content that is popular on the platform. This can lead to low engagement and a lack of interest from these demographics, reducing your chances of a successful paid campaign.

Criticism: It's also worth noting that TikTok has been criticized by several governments agencies, who see it as a threat to national security. For this reason, many brands may hesitate to use TikTok for paid advertising and risk being associated with these criticisms. However, you can take steps to protect your privacy and avoid sensitive content on the platform. 

Mental health professionals and social scientists have also raised a red flag about the dangerous effects of TikTok on teens. Some experts believe that the video platform may encourage self-harm through practices such as self-diagnosis and viewing content that glamorizes unhealthy coping mechanisms.

Conclusion

In this edition of BusySeed Reviews, we've assessed the pros and cons of using TikTok for organic and paid advertising. On the one hand, TikTok provides a robust platform for reaching and engaging with a large audience. It is only gaining in popularity, making it a great option for brands looking to capitalize on the current trends.

However, TikTok's unique user base and pop culture references may make it difficult for some marketers to target specific demographics effectively. In the end, the success of your paid campaign on TikTok will depend on several factors, including your overall marketing strategy, the quality of your ads, and the influencers you choose to partner with. So if you want more visibility and engagement for your brand, TikTok may be just what you need!

BusySeed reviews digital marketing, but we can also help you succeed with your TikTok ads. To learn more about our services and how we can help you achieve your marketing goals, contact us today!