10 Jul 2020 — 9 min read | Posted in Tiktok Marketing | Posted by Gints Gailis

Pros and Cons Of Tiktok

Pros and Cons Of Tiktok

As a digital marketer, you’ve probably heard about this new, popular social platform in town - TikTok! With 800 million+ monthly active users, the app became quite an overnight internet sensation, becoming the most downloaded app globally.

TikTok has incredible potential for marketers! The reason being its popularity amongst the Gen-Z and millennial demographic.

Who is on tiktok

Ilustration source: The Infographics Show

However, despite the potential, many people are unsure about how to approach this app for marketing purposes.

In this blog, we’ll weigh down the pros and cons of using TikTok to market your brand before you decide to invest in it. Take a look at them and decide whether this video sharing app fits your brand and marketing strategy.

You are a musician? Then there is no point to read the article, better save time and get your latest song out in TikTok.

Musicians are the ones crushing TikTok right now.

PROs of using TikTok

pros tiktok

TikTok Exposure to billions of users for FREE

Like other social media networks, TikTok too does not charge a fee from you to sign up and post content. And with a whopping 2 billion downloads, TikTok letely is getting more action than Facebook, Instagram, and Snapchat.

Platform offers you one of the largest social media audiences in the market. Which means you can post whatever you like, whenever you want and it stands a great chance to be seen by billions of people without a single dollar spent on ads.

Reach new markets

TikTok has a reach in 155 countries and is available in 75 languages - the majority of its users are in the US, India, and China based. This diversity offers you a chance to expand into new markets and with such a wide range of languages available, you can create effective targeted ads that resonate with regional audiences around the world.

Note that at first TikTok will test your content on local audiences, and then spread it all across the globe!

TikTok is Mobile-first

This is the decade of mobile, and there is no denying this fact. As the number of mobile users across the globe continues to grow and attention spans decrease.-

TikTok is particularly enticing, to showcase micro-videos that are easy to watch on mobile. The content on TikTok is mobile first, it is fast and snackable - just what we need now.

The way this app is built, users can create 15 to 60 second videos at most - the perfect content mobile users prefer to consume, before getting bored or losing attention.

Produce authentic content

Authenticity is the key to impress millennials and GenZ’s. When you keep things real and genuine, you make your buyers more likely to believe that your business does more than just sell products.

Doing this might seem tricky, but the right place to start this is storytelling. Focus on narratives that show your business going beyond money and emphasize the human element.

In a nutshell, authentic content attracts quality leads, you can leverage content creators who have huge influencing power to make a name for your brand**.**

Target younger audience

Since the time of its inception, TikTok has had its Target Group clear - younger viewers!

The app understood that the youth uses social media the most, and this has directed most of its features and campaigns. And very quickly, TikTok became an application younger audience was addicted to - A large chunk of their users are in their late teens and early 20’s.

These stats are especially important to you if you are trying to reach a younger audience. After all, the upcoming generations are going to take over most purchasing power in the future — projected at about 40% in 2020.

TikTok can be Time-Saving

TikTok strategies limit the time and resources you need to create your videos.

TikTOk is not in demand for high production crafts videos. The best you will be off with is a phone shot meaningful or relatable video of just everyday life.

Just make sure your TikTok videos are relatable.

Still no time , drop the part of figuring out how the app works, trying all its features to launch a bunch of videos that might not get much traction, tie-up with an influencer who already has a large, engaged audience and will create quality content for you.

Ease of Brand-Influencer collaborations on TikTok

To be honest, the video-sharing app is leaking with brand opportunities. And while Gen-Z uses this platform to showcase their creative side, brands are also beginning to experiment.

Influencers have been proven to work on Instagram( they are expensive there). The same pattern follows with TikTok Influencers.

TikTok influencers are not yet overwhelmed with proposals, like they are on other platforms. That allows them to be cheap, creative and very flexible when it comes to TikTok brand partnerships.

If the influencers put out content in a meaningful and captivating format, there is no reason why the audience would not like to know more about the brand behind the collaboration.

Brand awareness in a creative way

TikTok is quirky by nature. You need to be creative enough these days to gather attention from your audience.

A simple paid ad or sponsored instagram influencer post might not cut this fast-paced app. You can use it more for brand awareness rather than generating leads.

The trick is to leverage the TikTok creative functions like: duets, reactions, challenges and original songs to engage a younger target group.

Creative content is heavily supported on TikTok. Showing off a lighter side to yourself through funny and engaging videos,challenges, and creative content.

Global audience impressions via TikTok

Why be limited to your own target circles, when you can cater to audiences around the world?

If you are not just another local store, there is literally zero disadvantage in building up your brand that can reach out to people all over the globe.

Tiktok helps you do that. Even tech-giant Apple knows this and they have started running ads on Tiktok’s platform in recent times. If they can leverage this, what’s stopping you?

CONs of using TikTok

cons tiktok

Not meant for old adults


Everyone has been telling you that TikTok is not for adults, really..

TikTok is mostly used by 16-24-year-olds. Remember that TikTok is popular with social media influencers because it helps you create mostly comical lip-syncing videos to the latest pop tracks.

If your Target is over 35, then you might have a problem in connecting with your audience via TikTok. And If your consumer base is over 50, then don’t even bother.

The older demographic don’t get it, neither do they have time for it.

The reputation of your brand

Due to the kind of content that gets published on TikTok (usually comical), you might want to be a bit more careful using the app for business.

This steryote is a bit created by the boomer generation, but we let you be the judge.

You can accidentally stick an unprofessional label to your business by not matching your audience’s interest. This, of course, depends upon the content you create for your branding, however, is TikTok meant for professional content?

It’ll be hard to figure out what type of videos you want to create while also making sure it fits to be on TikTok. This could result in wasting a lot of valuable time for your business.

Censorship risk

Owned by a Chinese company, TikTok has been in the news for censoring videos that could be seen to stir up the political climate. Since then, the platform removes videos that they find seemingly appropriate, without any explanation.

And TikTok isn’t known for its customer service, so you are left in the dark on why your advert was censored - which can cost your business a lot of money.

And Look TikTok just got banned in India, could there be a chance that the country you’re in is next? Better hurry up and leverage that organic reach and cheap influencers while TikTok is still around

Fad going down

All good things come to an end, you may know that with platforms like Snapchat.

Right from Facebook, Instagram to Snapchat, every social media channel has been the trend for a while. User acquisition at an exponential rate. But every handle has reached their plateau.

Similarly, even though TikTok is growing leaps and bounds right now, it will have its expiry date too. There will be a time when it will go down at a rate faster than it is growing now.

Influencer marketing above paid advertising

In paid advertising, social media channels can laser target the audience and brands can push their products/services across with complete control over the content.

In influencer marketing – the brand has to let the influencer have the upper hand in terms of messaging at times.

If the influencer jumps into any controversy, the brands associated with them will get negatively impacted too.

Creating consistent viral content

Creating content that can go viral all over social media, is always a thing of chance. Even if you go viral once, keeping up with the similar consistent viral posts is a struggle.

Would your firm’s image get affected, if you can’t keep up with the expectations of your newly acquired followers?

Lack of past ad data

Data is gold, TikTok is getting there, but not there yet.

Tiktok, as an advertising platform, is still pretty new. Facebook ad library has ads data running back almost to the last decade, Tiktok didn’t even have its existence back then.

Brands will have to experiment a lot to get the right fit for themselves to advertise their brands.

Limitation of content format

As much as video content is the best performing post on all social media channels, Tiktok has limitations when it comes to text or picture posts.

Almost every other channel allows posting photos as content and even running paid ads on them, but Tiktok doesn’t let the users post photos as of yet, which kind of limits options as advertisers for the brands.

Expensive Ads

TikTok ads are expensive as compared to Facebook and Instagram promoted posts. The average cost of TikTok’s ads are:

  • Brand takeover (5 million impressions) – $50,000/day
  • In-feed native videos (min 600 impressions - prepaid) – $6,000 and then $10/impression
  • Hashtag challenges – $150,000/week
  • Influencer post (with 2.5 million+ followers) – $600-$1,000/post

TikTok isn’t the option for cheap and quick viral campaigns. It’s premium advertising that requires a relatively high digital marketing budget.

Yes, TikTok might seem like a pretty odd platform to you, but it’s your best bet when it comes to engaging and spreading awareness to a younger audience.

So while you brainstorm or film your first set of videos, keep the above tips in mind to create unique and engaging content.

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