Is TikTok Effective for Marketing?

S P Keating
3 min readOct 14, 2022


Photo by Alexander Shatov on Unsplash

As the digital world becomes increasingly fragmented, marketers are finding it harder to reach their target audience. New social media apps are emerging every day, and businesses need to find new ways to stand out from the crowd and market their products. TikTok is one of the newest and fastest growing social media networks. As of June 2019, it had over 450 million monthly active users , a number that has increased significantly in recent months. Read on to learn more about this app, its users, and how you can effectively market your brand on TikTok.

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What is TikTok?

TikTok is a mobile social media app that allows users to create and share short videos with special effects and music, as well as connect with other creators. The app is designed for all audiences, including children and teens. TikTok is owned by the Chinese tech company Bytedance and has been experiencing rapid growth since its launch in 2016. TikTok is a particularly popular app among younger demographics, with more than 50% of its users being between the ages of 12 and 24. TikTok can be used on both iOS and Android devices, and it is free to download. TikTok is a part of a larger media ecosystem called “Happening” that includes other social media apps such as and a video content app called Vine. TikTok users can easily create and share content between all three apps.

Why Should You Use TikTok for Marketing?

TikTok was designed to be a fun and engaging place to connect with your audience, and it’s the perfect place to find new customers. You can use the app to create content that is native to the app’s audience and drive traffic back to your website. TikTok attracts an audience that is especially active and open to marketing strategies. Because the app is designed for entertainment and social connection, users are more likely to pay attention to ads and come away with a positive perception of your brand. TikTok is a great place to start if you’re looking to expand your marketing efforts. It’s easy to use, has over 450 million users, and is still new enough to be considered an untapped resource. TikTok is also a great place to target a younger audience, including people in the elusive Generation Z demographic.

How to Market on TikTok

There are many ways to market your brand on TikTok, including sponsored content, collaborations with other TikTok users, and product placement. TikTok also offers an advertising platform where you can place ads in users’ feeds or have them appear as in-app takeovers. TikTok ads fall under two categories: in-feed ads, which are displayed at the top of the user’s feed, and in-app takeovers, which appear when a user clicks on an add. Both types of ads can be targeted by location, gender, and language, and can be bought as a cost-per-click or cost-per-view ad. TikTok is also a great place to host contests and giveaways, which can significantly boost your brand’s visibility. For example, you can host a contest that asks TikTok users to submit short videos with a product or brand tagline in the video’s description. The winner can be given an opportunity to become a brand ambassador or have their TikTok account featured on your own account. TikTok also has a growing advertising platform that allows advertisers to buy ads using a variety of metrics.

Drawbacks of Using TikTok for Marketing

While TikTok has proven to be an effective social media platform for marketing, it also has a few drawbacks. The app is designed to be highly visual, so you may have difficulty sharing long, in-depth pieces of content. TikTok is also designed for short-form content, so you may have difficulty getting your message across if you use it to share long blog posts, detailed product descriptions, or lengthy articles. The app also doesn’t allow links in bio descriptions, so you’ll have to get creative with your branding efforts.

Bottom line

TikTok has quickly become a valuable marketing channel for brands in all sectors. It boasts an engaged audience, valuable demographic data, and robust ad and analytics tools. TikTok is an excellent platform for marketing your brand and reaching a younger audience.

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S P Keating