No matter your industry, size, budget, or audience, your brand needs to be advertising on the social media platform TikTok. Not only has it been downloaded more than two billion times globally — making it one of the world’s most popular apps today — but it’s also where social media users spend most of their time. Compared to Snapchat, Twitter, Facebook, and Instagram, TikTok is where millennials and Gen Z scroll for the longest.

But how do you get your brand in front of these audiences? When you create content on the app that speaks to these demographics, you’ll engage with existing consumers and connect with new ones — resulting in growth and scalability over time. To help you effectively advertise on TikTok, here are the answers to three common questions.

1.   What are some of the biggest 2023 TikTok advertising trends?

According to TikTok’s What’s Next report, what will shape content in 2023 is “actionable entertainment, making space for joy, and community-built ideals.”

So, your ads should prioritize:

• Attention-grabbing videos that are original, funny, relatable, and uplifting. Consumers support brands they trust and that demonstrate strong storytelling chops.
• Humor and levity. Amidst all of the global issues we’re all bombarded by online, consumers are burnt out. Consider churning out some funny videos and jumping on TikTok’s audio trends to help users make time for joy.
• Human connection. To really tap into honest, open engagement with your audience, try targeting niche identities — like #bakingmoms or #workingmoms, instead of all moms.

2.   What demographics will I reach on TikTok?

TikTok is used by people from a wide variety of cultures and lifestyles, who share different identities, feelings, beliefs, and interests. The algorithm is designed to put your content in front of the most aligned audience, but remember, 73% of TikTok users are between the ages of 18 and 34 years old. So if your target demographic skews older, TikTok might not be the best platform to use. 

Understanding these key TikTok user demographics can help you create fresh, relevant, and engaging content that speaks to users’ likes and interests.

3.   What are my TikTok ad targeting options?

One of the easiest, most effective ways to find and engage with your ideal audience is through TikTok ad targeting. This marketing method helps ensure your ads are being consistently placed in front of the people best suited to buy your products or services.

TikTok can help you target consumers by:

• Audience, whether that’s helping you focus on users who are already familiar with your brand or have engaged with it in the past (custom audiences) or finding completely new groups of people who share similar interests with your existing customers (lookalike audiences).
• Demographics, including directing ads to specific users based on their gender, age, geographic location, and app language.
• Interests and behaviors, like honing in on people with specific interests (cooking, dancing, traveling, etc.), purchase intent, in-app behaviors (e.g., liking or commenting on videos in a particular category), and recent engagement with hashtags.
• Device, for example connection type, operating system, device model, etc.
• Smart targeting, which helps you use TikTok ad targeting options like targeting expansion, automatic targeting, and targeting recommendations to extend your ad delivery cycle and boost conversions.

As you can see, the answer to the question “should I be advertising on TikTok?” is a bit of a no-brainer. TikTok is one of the most popular social media platforms on the planet, helps you segment exactly who sees your ads, and, best of all, allows you to expand your reach in a creative way, without breaking the bank.

Plus, you don’t have to do it alone. Power Marketing has all the tips and tricks you need to build a compelling TikTok advertising plan that will find and engage with your best-fit audience. Connect with us to get started on TikTok.