Facebook, Google, Instagram, Twitter, Snapchat, Pinterest and now Tiktok.
The list of PPC advertising network is expanding once again. Tiktok Ads has joined them at the very beginning of the year.
Tiktok is a video-sharing app that counts 500 million monthly active users in large markets such as China, India and the United States. Recently, they have put to the test a paid advertisement system. The first company to seize this opportunity was Grub-Hub, a food delivery company.
If Tiktok is a social media that can stand toe to toe with the leaders of the market, it is still too young for advertisement.
Tiktok ads are still very basic and you have only a few formats available. As the biddable option is still in development, the ads are therefore very expensive and not suitable for smaller companies. Those ads are, for the moment, mostly focus on app-download, it is slowly evolving for other goals like brand awareness.
Tiktok ads are, in fact, very similar to Snapchat. It’s a creative and user-driven application that can be very useful if you are targeting a very young audience (60% of the monthly active users are aged between 16 and 24).
Otherwise, this network audience reveals to be less relevant for advertisers than Facebook or Google. However, we will keep an eye on it.
- Kerry Flynn : “ TikTok’s ad load has increased, but the quality remains low” – Digiday UK (May 21, 2019)
- HinaBrands : “ Tiktok Advertising : The Definitive Guide” (July 8, 2019)
- Kerry Flynn : “Tiktok is quietly testing ads” – Digiday UK (January 29, 2019)
- Jeff Beer : “ Sorry, ads are coming to Tik Tok” – Fast Company (June 21, 2019)