In 2018, TikTok attracted attention as a forum for short videos of users lip-syncing and dancing to popular music—fun, but far from anything that’d attract serious marketers. Eight years later, 1 in 5 Americans regularly get news on TikTok (Pew), and the top advertisers on TikTok include heavyweights like Target, Amazon, and Procter & Gamble. It’s become a must-have channel for brands serious about connecting with highly engaged audiences, and if you’re not already, here are four reasons to advertise on TikTok this year.
- TikTok is cost-effective.
Many advertisers still spend their social ad dollars primarily on Meta, but TikTok ad spend grows up to 38% year over year, making it a strong option for your budget. So far, more people have joined TikTok than advertisers, so prices have stayed low. TikTok ads cost much less than traditional platforms. That’s good news for your ad budget. Consider:
- The cost to show your ad to 1,000 people on TikTok is about 2.5 times lower than on Meta. This means your money goes further, and more people see your brand.
- The cost per click on TikTok is about 30% lower, making it a cheaper way to drive traffic to your website.
So, if you want more impact without overspending, TikTok offers a rare window of affordability in the digital world
- TikTok offers unmatched engagement.
TikTok users don’t just scroll; they really pay attention to content. According to recent data, TikTok ads receive over 835% more engagement than Meta ads. Why? The best TikTok ads don’t look like ads. They fit right into the “For You” feed, just like the regular content people already enjoy.
Because ads fit in seamlessly, people skip them less and engage more. TikTok users may not click as quickly as on Meta, but their engagement is deeper. You pay for genuine connections, not just clicks.
- TikTok’s algorithm keeps users hooked.
TikTok’s algorithm keeps people interested. By showing users what they want, it keeps them on the app longer. This increases their exposure to your brand. As they stay engaged, your brand has a greater chance to stand out. In short, it’s not just about reaching people; it’s about making an impact.
- TikTok drives brand discovery, complementing your other ad programming.
TikTok bridges the gap between awareness and clicks. While TikTok ads don’t always drive instant sales, sign-ups or applies, that doesn’t mean the ad failed. That’s because TikTok drives discovery. For example, 42% of users who watched financial content later researched or made a purchase. Sales may not be immediate, but TikTok works.
According to a case study on Lemonade, a leading U.S. insurtech brand offering fully digital insurance powered by AI, by using TikTok Search Ads, the campaign delivered:
- 72% lower CPA
- 239% lift in CTR
At GA Creative, we have experience helping brands across industries find their groove on TikTok. If you're curious about testing the platform, we provide recommendations for how it can complement what you're already doing on other digital channels, create a roll-out plan, and develop creative that gets clicks.
