To this day, many companies still think that TikTok is a social media “for kids” , which is not worth investing in. In reality, it is good to know that the potential of the platform is growing every day , with a constantly increasing and increasingly varied user base . This, consequently, is leading the company to study ever more forms of involvement , organic and advertising, also from the point of view of in-app shopping .
Who do you find on TikTok today?
That TikTok is growing globally is undeniable: the platform has now well exceeded the figure of 1 billion global users . In Italy, according to the latest Audiweb data from October 2022, there are more than 18 million active TikTok users . In April 2022, there were 14.4 million: a growth of 4 million users in six months, which shows how TikTok is now taking root in the daily lives of Italians.
Not only is the number of users increasing, but also the average age. Today we no longer find only Generation Z on the platform, but a diverse and heterogeneous audience . Users in the age groups between 25 and 34, as well as those between 35 and 44, are absolutely growing and this automatically leads to greater advertising opportunities for companies and brands.
Additionally, TikTok continues to be the most downloaded app in the world, and its average usage time even surpasses YouTube , which until recently was the leading website for video.
Want to learn more? Read more: Everything You Should Know About Advertising on TikTok advertising
Is it sold on TikTok?
According to statistics:
56% of users say that ads on TikTok lead them to discover new products or brands;
48% of them make a purchase from companies they know on the platform within 3 months of seeing an ad;
70% of the platform's members find it very simple that it is possible to purchase directly through an ad.
TikTok Commerce, with TikTok Shopping, is growing. In some markets, including the Italian one, it is possible to create Video Shopping ADS campaigns . Thanks to this type of ads, it is possible to highlight the products featured in the video, thus making them purchasable by users without too many steps. TikTok has already announced that new features will soon be released to automate the user's purchase path, with a view to improving the shopping experience and the performance of advertising campaigns.
But that’s not all. After a long testing phase, TikTok has also released Live Shopping ADS campaigns . These types of ads allow you to direct users from your “For You” page to Live Shopping events, so they can participate and learn about new products . Live Shopping campaigns are designed to increase traffic to a live event and ensure that products are shown to potential buyers who are more likely to purchase.
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TikTok's Rapid Growth as a Social Media Platform and Its Potential
Every company should understand that TikTok is not just a flash in the pan in the social media landscape, and this is now widely demonstrated by the fact that TikTok has been the most downloaded app in the world for three years , that it has surpassed YouTube in video viewing time , and that more and more users are using it as a true infotainment platform .
The potential is therefore undeniable. The #BookTok phenomenon has brought a comeback in the publishing world, a sector in crisis for years. The trend is so galloping that in (almost) all bookstores today it is possible to find a shelf dedicated to #BookTok, or all those trendy books that are talked about on the platform.
The fact that TikTok is investing more and more resources in the implementation of its advertising tools demonstrates its desire to become a true point of reference in the world of advertising. More and more people are using the platform to look for inspiration on potential purchases, but also on places to visit and much more. Hence the idea of starting to work on a new advertising format based on research , in order to help advertisers reach an engaged audience and challenge the giant Google. From the published rumors it would seem that TikTok's goal is to offer unique features and targeting options, so as to make it even more attractive in the eyes of companies.
TikTok is the best platform for vertical videos and UGC
TikTok was born as a platform for short videos in vertical format . This option was then copied by various platforms, such as Meta with Facebook and Instagram Reels or Google with YouTube Shorts. As you can imagine, however, a copy is still a copy and Reels, like Shorts, have not won over users 100%.
TikTok has an average on-app time of 23.6 hours per month . This means that TikTok users spend about 5% of their waking time on the platform watching videos. This is extremely significant for companies, which still have a very high opportunity to engage users on TikTok, greater than on other platforms.
Furthermore, UGC , an acronym for User Generated Content, is very popular on TikTok. These are videos created by users, spontaneously and without sponsorship agreements, which allow a company to improve its awareness. For example, if a company launches a specific challenge, all the contents created by users with the dedicated hashtag can be considered UGC and have the function of making a company known to an even wider audience.
