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‘Don’t make ads. Make TikToks.’ – will this be the new normal?

by Keira Barnard Avatar

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  • Posted on Monday 29th June, 2020

TikTok is capitalising on its user surge, by launching a global marketing platform for brands ‘TikTok For Business’, looking to generate greater ad revenue and more monetising clients.

The new platform provides the toolkit and ‘how-to’ for marketers to utilise the app phenomena for their advertising campaigns. TikTok is calling out to advertisers, to rethink their traditional marketing modes and consider the innovative storytelling outlet as one of the prime channels to advertise – TikTok wants to be the go-to destination for brands.

Dominating the app landscape, TikTok witnessed its reach more than double among at the beginning of 2020, it became the most downloaded non-gaming app, surpassing WhatsApp and Facebook. So if you’re thinking TikTok is only for the teens, you need to get down with the kids and realise its cross-generational appeal. A recently released Ofcom Online Nation report disclosed that interest in the app is showing no signs of slowing down, both in the UK and globally. The launch seems timely, particularly with Facebook being hit by its largest-ever advertising boycott, marketers may be looking to reconsider their options, particularly in a time where brand reputation is both fragile and paramount.­­

The app intends to leverage its current cultural capital as well as its ability to create globally shared content and trends which can go viral within hours to promote itself among advertisers. The launch of the new platform shifts TikTok from a place where marketers can experiment, to a channel that can compete with the likes of Instagram, Facebook, Twitter and Snapchat.

Whilst TikTok currently offers a few advertising options – in-feed videos, brand takeovers, hashtag challenges, branded AR content and custom influencer packages – the new For Business platform  intends to highlight its offerings for brands and make this a key part of the app’s package. Marketers now have access to tools which help them be discovered, offer valuable user-experience and engage with the app’s diverse communities in a meaningful way.

TikTok sees its unique position for brand success through the “ability to creatively engage and connect with users through feelings, actions and sounds”.

“With the launch of TikTok For Business, we set out to embrace the creative, positive, and real moments that make our community so special with solutions for businesses to connect and grow with our wonderfully expressive community,” said TikTok’s managing director for Global Business Marketing, Katie Puris.

Is now the time the rethink how brands and businesses can better equip themselves in this new advertising era? Will we now be telling our clients ‘Don’t made ads. Make Tiktoks.’?