TikTok: The new social media app where Gen Z flock

TikTok launched in international markets in September 2017. But it was not until 2019 that it saw its huge growth. From the beginning of 2020 interest from brands and digital marketers alike has peaked and continued to grow. 

So what is it? Who is using it and how do you advertise on it? The paid social experts at Green Ginger have taken stock and are here to tell you all you need to know about TikTok. 

So what is TikTok? 

Taking 200 days to develop in China, TikTok is a video-sharing social media platform. Owned by the Chinese company ByteDance it has recently surpassed one billion worldwide installs. Its popularity has been surprising, particularly when you compare to apps such as Vine and Musical.ly.

You’re probably thinking who? Vine and Musical.ly are the apps who started the trend of creating short videos to be shared, but they both crashed and burned. TikTok is a merger of Music.ly and has a unique proposition in that it allows anyone to become a content creator. Whilst Vine was used for high quality, unique content. TikTok can be used by anyone, supported by its easy to use editing and camera filters. This means users are both consumers and creators, which has been important for the growth of the app vs. its predecessors. 

Who is using TikTok?

At Green Ginger Digital, we believe in an audience-first approach to marketing. Targeting specific consumer groups to ensure efficient media buying. When hearing about the app our first question was ‘who is the audience within TikTok?’.

Data from Statista shows the users on TikTok are 18-24-year-olds, with the group accounting for 26% of the total audience. Whilst Instagram tends to drive more female users, the TikTok gender split is relatively equal. The audience is highly engaged, driven by its personalised content which is algorithmically curated, as soon as the app is opened. 

How can I target the TikTok audience?

TikTok lends itself to brands and businesses targeting generation Z. Passionate, creative and innovative, this generation is highly influenced by social media. Creating partnerships with key influencers and showcasing engaging content is key. Plus a natural way of building a relationship with your audience through TikTok.

Like all social apps, TikTok is not missing an opportunity to offer paid advertising through the app. Which could be an opportunity for those wanting to invest media into an app not owned by Facebook. TikTok’s goal is to “connect the brands of today with the consumers of tomorrow”. Offering a less saturated market than Twitter and Snapchat, there are opportunities to target specific audiences through the app. Advertising options range from:

  • Brand takeovers – where ads appear as soon as a user opens the app
  • In feed ads – native ads placed at the bottom of organic videos or in the TikTok feed
  •  Hashtag challenges – creating a sponsored hashtag which encourages users to share content on TikTok for your brand

Big brands such as Nike and Guess have jumped at the chance to target a younger audience for their products. It must be noted that the ads are relatively rare and as such come at a premium. With minimum investments and an average $10 CPM. Understanding the impact of TikTok and ensuring there is a tangible audience for your brand is key before investing. 

To TikTok or not?

At Green Ginger Digital we are focused on results and driving a return for our digital marketing activity. The success of implementing a campaign is reliant on the audience you target and the metrics and measurement you put in place. 

It is crucial to understand its role in the customer journey and measure this accurately, to understand the investment and associated results of every campaign.

Need help with your social media strategy? Or if you want to chat more about the opportunities within new social media channels, get in touch today!

Green Ginger’s 2020 Digital Marketing Predictions

We’re a month into 2020. The New Year’s resolutions have gone out of the window, and at Green Ginger Digital we’re busy thinking about the year ahead and how digital marketing will evolve.

What will happen with digital marketing budgets? Will Organic Search continue to be turbulent? What social media apps will become popular?

Read on to find out our top 5 predictions for digital marketing this year. 

1. Digital marketing budgets will continue to evolve

In 2019 we saw more clients than ever moving traditional offline budgets to online. Retailers are on a quest for more targeted and measurable campaigns. TV spending declined and marketers invested more in Video On DemandDisplay Programmatic and Paid Social

With the rise of new social channels such as Tiktok, the lines between social and eCommerce have become blurred. Social media will take an upward turn in 2020. Opportunities will be there for those businesses who look at niche social channels and move quickly. Gaining competitive advantage and reducing marketing costs as a result. 

2. Organic search maintains its battlefield status

Core updates affected Google rankings throughout 2019. The BERT update came into play during October 2019, shaking up the rankings. We experienced three core updates in total and many smaller algorithm changes. All leading to ranking volatility on Google, and some big players noting drops in performance.

When we weren’t riding the waves of the algorithm updates, we were optimising content for the coveted position 0. Trying to maintain share across featured snippets within a search engines results page. This has become more difficult as Google continues to take up more real estate with its own features. Google is surfacing pieces of content within the search engine and reducing the need to visit the website.

It shows no signs of slowing and to win at SEO during 2020, a strategy which continues to focus on the end-user is essential. A customer-first strategy for SEO which focuses on; who your audience is, the content they consume and how they navigate around your site is essential. Offering them the best content and user experience will continue to put you in good stead for Google’s algorithm updates with more ranking volatility expected throughout 2020. 

3. Google will continue to favour paid advertising

Adding to the organic search battle is Google’s continuous introduction of different formats within search. Have you ever noticed how often Google changes? 

We will also continue to see Google offering more diversity to search results pages. Meaning more opportunities for Google to drive clicks. A 2019 Merkle study found Google was delivering less organic clicks vs. 2018, down by 8% in total, with the biggest drop seen through mobile devices. 

Maintaining position 1 isn’t enough for YOY growth in natural search. Optimise for all features and think about the spread of keywords, rather than focusing on 5 – 10 core terms only. 

4. In-housing continues to challenge the digital status quo

In-housing happens for several reasons; financial or to gain increased visibility and greater control. Whilst some businesses in-housed their digital activity in 2019 opting to use agencies for technical functionality only. Others have in-housed small areas where they have current expertise that can support delivery to a high standard.

Recruitment for in-housing continues to be a challenge, but using an agency isn’t always the answer. Digital agencies are changing their propositions to ensure they remain relevant. Offering technology software as a service (SAAS) or training to up-skill and empower in-house teams. 

To in-house successfully during 2020, brands and business must assess their skills and analyse any gaps in expertise. Undertaking an honest appraisal of the knowledge within your business will help you to identify which areas can be in-housed. Don’t be afraid to use agency support on an ad-hoc or project basis. Using the right people with the right skills and expertise at the right time. Whether that be outsourced or within your business, is the key to successful in-housing during 2020. 

5. Efficiencies will be gained through improved personalisation

It’s no surprise, with increased competition and higher demand, digital marketing can be expensive. However, it remains essential. With average conversion rates for a transactional or lead-based site sitting around 2% – 3%, depending on the industry. If you’re responsible for driving online performance you need to focus on how to use audience data to make every penny of the budget count. 

Ensuring advertising is personalised, and using unique messaging for each audience is important. It also allows you to reduce wasted media spend. Following this through to your website, with unique content or product recommendations for individual users will help to drive the conversion rate. 

Wherever you are in your digital journey, Green Ginger can help you navigate 2020. Let’s grab a coffee and chat about your free digital health check.

Clients Testimonials

Our clients are a diverse mix of eCommerce and service-based businesses.
From well-known UK fashion and furniture retailers to small independent companies - we love the variety!

Made
Habitat
Which
Joules
Wren Kitchens
Homebase
Harrisons of Hull
Pitchy
Riverford Orgnanic Farmers
Rapture Surf Camps
Mark Hill

Kate Harrison
Harrisons of Hull Ltd

Green Ginger Digital have been an absolute pleasure to work with from start to finish. They have listened to our business goals and marketing objectives and really delivered in terms of service, content and results. We would highly recommend the team to other businesses looking to build a digital marketing campaign and will continue to work closely with them going forward.

Nathan Green
Pitchy

Pitchy were one of Green Ginger Digitals first clients and we were really impressed with how they took onboard what we wanted to achieve and put together an impressive plan of how they could help us get there. Results were impressive and the team were always professional and approachable.

Andy Orvis
Fountain

Green Ginger Digital came to us with a clear brief and set of requirements. Their communication and ability to make key decisions quickly and effectively made the design and build of their website an easy process. Clearly knowledgable in their field, I'd recommend them for any digital advertising type campaign and certainly hope to work with them in the future.

Nicola Mooney
Adult Planet

We needed serious help with our PPC campaigns as we were wasting a lot of money on ads. The team at Green Ginger restructured everything, advising and adjusting as necessary along the way to really focus the campaign. We were really pleased with the revenue growth we achieved in such a short amount of time, and although early days still, we are seeing promising results! Very happy and would highly recommend the team at Green Ginger Digital.

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