Welcome to TikTok - the fastest growing social media platform. Users can post videos from 15 seconds to 10 minutes, take part in popular trends, collaborate with influencers, and create content to reach millions of viewers. Unlike other social media platforms where followers curate their own feed by choosing who to follow, TikTok uses a unique algorithm to show videos on a ‘For You’ page. The For You page is personalized to each user by showing videos the algorithm thinks they are most likely to engage with. This is based on the user’s recent likes, comments, location, and even actions outside the app, such as online purchases and Google searches.
TikTok can be a powerful tool for advertising, with multiple ad types offered in the TikTok Ad Manager. Through paid advertising, ads will appear on the user’s For You Page as they are scrolling through. Although the ad may just look like another TikTok, it is presented with a ‘Sponsored’ label and a call to action, encouraging the user to click on the ad. Recently, spark* has used TikTok Ads for our client Wine Growers Canada for their #TheRightAmount initiative. Through audience targeting available in TikTok Ad Manager, Canadian TikTok users interested in wine may see the ad on their For You Page, prompting them to click the link directing to WGC’s website.
Besides paid advertising, companies can use TikTok to reach large audiences, increase views, and grow their follower count. This leads to an overall increase of brand awareness and the opportunity for grassroots advocacy.