TikTok stands as a genuine phenomenon, surpassing YouTube in user engagement and boasting 755 million monthly users globally, making it the third-largest social network. Despite its rapid rise and popularity, brands remain hesitant to invest substantially due to its relative newness and less mature targeting and attribution capabilities compared to Facebook or YouTube.

However, delaying entry is a significant oversight. Waiting for TikTok to catch up with Meta risks encountering ad saturation, resulting in higher costs, increased competition, and diminishing consumer interest. Brands have a chance to gain a valuable early adopter advantage on TikTok by embracing its unique dynamics. The window of opportunity, however, won’t remain open indefinitely.

Place your audience at the core of your media planning. Comprehend their media consumption habits, brand expectations, and the factors influencing their consideration across various media settings. Begin by determining their presence on the platform. While TikTok has witnessed remarkable growth, dispel the misconception that it solely caters to teens without significant purchasing influence.

In reality, TikTok has a broad user base, extending beyond teens. The 18-35 age group is the fastest-growing, while the 45+ demographic constitutes around 20% of users. TikTok users engage in familiar behaviors akin to other platforms; they seek information, entertainment, and community building.

Similar to Google, it serves informational purposes; like TV, it offers entertainment; akin to Instagram, users scroll extensively, and resembling Snapchat, they form unique communities with distinct language and references.

Short Videos Are The General Preference, But Longer Ones Are Well-liked Among Younger Consumers

TikTok’s distinctive value lies in its unique algorithm that continually surfaces relevant content, irrespective of existing connections. Relevance and engagement matter most on TikTok, where users prioritize content on their For You Page over content from familiar creators.

The platform is more than a passive viewing experience; users actively engage, create, and foster community. Strategies effective on other platforms may not resonate on TikTok.

To understand your audience’s preferences, goals, and their alignment with TikTok’s creative environment, direct engagement on the platform is crucial. Insights from in-platform signals, especially engagement metrics, are indispensable for a nuanced understanding.

Finding Niche Communities on TikTok