This statement about the social media channel TikTok is made almost with reproach in its voice. The myth is that only the younger generation can be reached with advertising via this channel and that the other age groups are not represented. This often leads to uncertainty among B2B or B2C companies who do not want to reach the young TikTok target group as to whether this channel can also be successful for them. To remove any doubt right away, it can be said that TikTok ads are the ultimate next step for businesses of all kinds and will definitely bring success.
For timely, successful social media marketing, this platform has become indispensable. To make sure you are also convinced, the following article explains which target groups are represented on TikTok and how you can use this app to your advantage.
Are there really only teenagers on TikTok? We take a look at the facts
.TikTok is one of the most popular social media platforms around today. The short video service has more than one billion active users worldwide. And that is far from the end. The TikTok community continues to grow every day.
The European market is expected to grow steadily from 228 million users today to over 281 million by 2027 (source: Marketsplash.com).
And why? Because more and more people are craving entertainment in the form of creative, funny and entertaining videos. And this doesn't just apply to the younger generation, although if you look at the figures circulating on the internet, this impression can quickly arise. Here you come across figures such as: 69% of users are between the ages of 16 and 24. However, it is easy to overlook the fact that a lot has changed in recent times because, true to the motto "an old lady is not a D train", the older generations have also slowly but surely found their way to the app. The coronavirus pandemic and its impact on society's digital literacy was a supporting factor here. Everyone was looking for ways to stay connected and to see and experience something new. TikTok was the perfect app for this.
In the meantime, the over-25 community already has a 47 percent share of TikTok (source: Meltwater.com). The social media platform has therefore established itself across the entire age range.
TikTok marketing? Yes or no?
The above figures should encourage you to include TikTok in your marketing plan, as every target group appears among users. However, it is important that you have the right energy for marketing with this app. Every TikTok target group wants to be entertained on this platform and is not interested in dry, impersonal content. That's why it's helpful to show your face, be authentic and show more than just a little creativity.
If you can do this, you can build a strong brand identity through TikTok. Nowadays, it is important for customers to have an individual connection to the brand and to be in personal contact with it. This can be proven by the fact that 49% of TikTok users have purchased products or services from a brand via the app (source: Meltwater.com). For example, use authentic content from your employees, stories from everyday working life or application examples from your customers to be transparent and attractive for your TikTok target group.
Videos with such content also help you achieve more engagement. The TikTok community likes to share, like and comment. For this to happen, it is fundamentally important on TikTok that your advertising is not too obvious and intrusive. The platform appreciates a creative, relaxed approach to topics.
Another reason for a "yes" to TikTok marketing, even as a B2B or B2C company, is the increased use of the app as a learning tool. Short videos with interesting facts and information are very popular here. Share your detailed knowledge about your industry and the benefits that your products or services bring to TikTok users with the general public in this way. All in all, by using TikTok, you can show potential customers and your TikTok target group that you are keeping up with the times.
We have a TikTok account as a company! Now what?
- Create proper targeting
As on other social media platforms, you can also target auf TikTok. The TikTok target group can be defined by location, language and also by age. This allows you to target your content to the right age group and not just to young TikTok users. By precisely describing the interests of your TikTok target group, you can also expand your reach and reach potential customers.
- Activate the lookalike audience
A lookalike audience describes a new target group that has similar characteristics to your existing TikTok target group. If you activate this function for ad targeting on TikTok, the attributes of your users are analyzed according to the various characteristics and possible matching users are played with your ads. This results in effective targeting with little wastage and an above-average conversion rate.
- Make re-marketing with custom audiences
Custom audiences are also an option for ad targeting, allowing you to find people who already know or have engaged with your company. Here you can either upload customer lists and thus retarget users who have already been engaged before - for example, display advertising based on website activity. This allows you to optimally reach your target group.
- Use hashtags
It's important that you define your in-feed videos well with the right hashtags. This makes your videos easy to find and more often suggested. In general, a hashtag challenge is always a good idea.
(Image: omr.com)
Consider a memorable hashtag that is associated with your company. A successful example is the hashtag "MachdichzumOtto" from the online store OTTO.
Get young people on board too
This article has already shown that it is perfectly possible to reach other age groups on TikTok. But don't leave the young people on TikTok out in the cold. Because this younger generation is growing up and will eventually become potential customers for you. TikTok allows you to attract these users now with interesting, entertaining and modern content. Take advantage of the enormous number of young people on TikTok.
So it's not just teenagers after all?
TikTok should be used by every company today in online marketing, regardless of the TikTok target group they want to reach.
Because it has been shown that this platform is not only used by young people, but that the younger generation has only found access to this app more quickly with its unreserved nature. Because TikTok is not for young people, but for young-at-heart spirits.
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