TikTok is a marketers’ shiny new toy, but how do you optimize campaigns?

Tiffany Ou Contributor

Tiffany Ou is the General Manager, Americas at a href="https://www.nativex.com/">Nativex, where she leads go-to-market strategies for leading game and app developers.

TikTok is a rising star in the social media category. Since its launch three years ago, the company has secured 800 million active users worldwide . That makes TikTok ninth in terms of social network sites, ahead of LinkedIn, Twitter, Pinterest and Snapchat. As more people start using the platform and remain engaged, it goes without saying thatis an increasingly desirable destination for marketers.

But outside the sheer numbers, is there any real sustenance to the platform from a marketing perspective, or is this just a temporary fad brands are flocking to? Here’s a look into what makes TikTok unique through a marketer’s lens, and a few things the platform can improve on to make it a permanent option for brands looking to explore mobile.

Better user experiences lead to more unique advertising

Digital advertising is only as effective as a platform’s user experience — that fact presents a unique differentiator for TikTok. Being in 2020, where content creators continue to blossom, TikTok provides an opportunity for literally anyone to reach millions of people with their content. It is a “platform for the people,” as the algorithm sends user content to groups of 5-10 people, and based on the engagement, it will continue sending it out to the masses. What’s interesting here is that it resembles an early era of Instagram, where all content was user-generated.

Additionally, unlike other leading social media channels, a user is focused on one piece of content at a time. TikTok videos take up the entire screen, which leads to more engagement and genuine interest from the viewer. That said, creative plays an incredibly important role in every campaign you run on the platform, especially when trying to grab the user amid a mass of alternative entertainment options. The TikTok audience is hyperfocused on viewing organic, visually stimulating content that could be the next big meme or viral sensation.