Is it worth your time to build a presence and create videos for your brand? ⁠ 
⁠ 
Tik Tok is one of the most downloaded apps in the world right now with 500M active users. Since the app launched in September 2016, its popularity skyrocketed over these past years. 

The platform allows users to create short Videos with music, filters & more. Most videos are up to 15-seconds long, but you can share content that’s up to 60-seconds long. ⁠

TikTok is mainly used and loved by Generation Z. 66% of its users are under the age of 30 and 41% are aged between 16-24. Tik Tok is proving to be very addictive for teens, who are spending more time on it than other social platforms. TikTok targets content creators. The younger audience appreciates how simple it is to become a creator & the potential they have on the app to go viral fast. ⁠
 

TikTok is still such a young app, many marketers might be wondering, “Is getting on this app even worth it? 

This question is understandable, considering that TikTok only recently launched an advertising platform and hyperlinking capabilities for brands. 

TikTok Ads: 

 TikTok support four types of advertisments on the app in 2019: 

  • Infeed native content 
  • Brand takeovers 
  • Hashtag challenges 
  • Branded lenses 

Each one contributes to a different purpose and will have a different outcome based on the type of campaign you’re running. 

Infeed native content: 

Infeed native content acts similarly to Snapchat or Instagram story ads. They play in full screen, are skippable, and must be 9-15 seconds in length, like any other TikTok video. You can measure the campaign’s success through tracking clicks, impressions, CTR (click-through rate), video views and engagement. 

Brand takeovers: 

Brand takeovers allow one brand to take over the app for a day and allow you to create images, GIFs, and videos. You can also add embedded links to landing pages or to hashtag challenges within the app. To measure your success of your campaign you can look at impressions and the CTR. 

Hashtag challenges: 

Thirdly, and most popularly, businesses can do hashtag takeovers, where you create a hashtag and an end goal or prize for participants. For example, Dreamwork Pictures hosted a sucessfull hashtag challenge to promote its new Netflix show (Spirit Riding Free) where the studio invited TikTok users to create a video of themselves dancing to the show’s theme song and posting it under the hashtag #SpiritRidingFree. The campaign reached over 34.4 million users with over 2.6 million engagement. 

This is a great example of a company recognizing the value of running a campaign on TikTok versus other social platformsas Spirit Riding Free is a children’s show, and TikTok’s user base is predominantly young; it had a great demographic base for its campaign, as well as a campaign style that fits the platform. 

Branded lenses: 

Lastly, you can create branded lenses like Snapchat or Instagram filters that users can apply in their videos. which are 2D lens filters for photos and 3D lenses for faces, as well as AR stickers like the NFL Stickers. 

Conclusion: 

If your brand is looking to market to teens, TikTok is the new place to be & could provide you with a great Return on investments. You could start your own channel & create content, work with influencers or advertise on the platform. If Generation Z is your target audience then TikTok is the new revolution in your digital marketing strategy.