The rise of TikTok over Generation Z

TikTok marketing has become a hot topic in recent years, brands are trying to get exposure on this new advertising platform. How did TikTok manage to get so much traffic? This article will explore the reasons behind it.

Source: DataReportal, <DIGITAL 2022: TAIWAN>

Whether in the social or advertising space, video clips are often more attractive and bring more benefits to brands compared to static images, which is why TikTok has created a global buzz with "short videos". As of early 2022, TikTok has 4.16 million users aged 18 and above in Taiwan, and the platform's advertising reaches 20.6% for all adults.

5 Reasons Why You Should Be on TikTok

• The explosive growth of platform users

According to the annual report of Data.ai, TikTok is the most downloaded app in 2021, adding an average of more than 650,000 new users every day, which equates to almost eight new users every second. In addition, the average time spent by platform users is 19.6 hours per month, which is second only to YouTube. The growth and stickiness of the platform's users are both impressive, making it a new force in social media.

• Success of the UGC strategy

TikTok has successfully attracted a large number of users through UGC (User Generated Content) marketing strategy, which not only likes to browse online, but also loves to share their lives through social media. This content is interesting, easy to produce, and highly interactive, such as dance challenges, so that all users can join in.

• Addictive video clips app

TikTok is loved by the public not only for its interesting content, but also because the official free editing software, CapCut, is very convenient and easy to use, so that even a novice editor can easily make interesting short videos. The software provides different soundtrack and effects as well as video templates, which can automatically generate a video. Users can also adjust the length of the video, slow down or speed up.

• TikTok isn't just for teens anymore

Ad audience data for TikTok users aged 18 and above indicates that more than 50% of all adults in many Southeast Asian countries such as Thailand, Malaysia, and Vietnam already use the platform, and the platform's adult user base is expected to continue to grow in the future.

Source: DataReportal, <DIGITAL 2022: GLOBAL OVERVIEW REPORT>

• High conversion rate

According to the latest statistics released by ByteDance, TikTok's ad reach reached 60 million in 90 days, and the platform's worldwide ad-reach is roughly 885 million by the start of 2022. An analysis of social shopping behaviors on TikTok by eMarketer indicates that 71% of users will shop on TikTok once they’ve inadvertently slid into product content, which proves that TikTok will be one of the undeniable competitors in social advertising in the future.

How e-commerce started TikTok advertising?

With the growing traffic and popularity of TikTok, many brands have extended their reach to TikTok, such as Puma & momo.

Source: TikTok

Source: TikTok

Advertisements on TikTok can be presented in a different way than traditional advertisements. Instead of single picture or long video advertisements, short video advertisements on TikTok can often reinterpret the brand image in a more innovative and humorous way, making it easier for viewers to buy.

Types of TikTok ads

• Top View

Top View Ads are ads that pop up every time you open TikTok, they appear at the top of "For You" and can be up to 60 seconds. The advantage of these ads is that they can guarantee a wider reach and more exposure, and are suitable for building brand awareness, but have relatively low purchasing power.

• In-Feed Ads

In-Feed Ads are embedded in the "For You Feed". They are often less than 15 seconds and resonate with viewers through a combination of content and music, and can be set up with CTAs to direct users to your target. These ads are more likely to be accepted because they look like a native content.

• Branded Hashtag Challenge

Hashtag Challenge is very popular in recent years, which encourages engagement and brand awareness building. The benefit of a branded challenge is that the creator creates the interesting content and then invites the crowd to imitate and share it.

• Branded Effects

Brands can also create stickers or filters that users can use in their own videos. Branded effects can be used in conjunction with the hashtag challenge, it is a great and fun way to enable users to engage with your business.

Source: TikTok For Business

Tagtoo has been developed in Southeast Asia since 2016 and now has branches in Malaysia, Singapore and Indonesia. We are also partnering with TikTok Singapore, to serve local customers in 2021. We have observed the explosive growth of TikTok in Southeast Asia in recent years, so we further signed the agency contract with ByteDance, looking forward to helping more customers use TikTok advertising solutions.

Although TikTok is not the main social media platform in Taiwan, there is no denying that it is rising at a phenomenal rate and has become the most popular community in Europe, America and Southeast Asia. So let’s start planning TikTok’s digital marketing before it’s too late!