TikTok Marketing is The Next Big Thing in 2020: Divanshi Gupta, Director, The Marcom Avenue
There is not a level of saturation that can make a smartphone holder back away to keep itself engaged and express itself. Just as we thought that WhatsApp, Facebook, Instagram and Google Apps have monopolized the social media world, came in TikTok that broke all records within the year even upon being a hot controversial topic. TikTok is one of the most downloaded apps of 2019 and new users are joining in every day, especially Gen Z, who will form a major portion of the world population by 2030. The brands are interested in expanding their market share and are eagerly looking forward to chasing this target audience, making TikTok an ideal platform for achieving their marketing agenda. Previously, the only way to reach out to its target audience was influencer marketing, but with the rise in app downloads, TikTok has made available its platform for in-app ad promotions & marketing. So, the common consensus amongst social media analysers and marketers suggests that TikTok could really be "The Next Big Thing".
Questions that we look at answering in the Authored Article by Divanshi Gupta, Director, The Marcom Avenue:
There are a variety of Social Media Platforms that are fulfilling a kind of purpose for its users and are making available the opportunity to market for brands, and TikTok is looking at generating revenue from brand marketing& promotions from a distance, as of now. This platform is not yet saturated with a number of brand promotions as Facebook or Instagram, and even has relatively few users competing for ad placements and sponsorships; thus, creating marketing opportunities by enabling brands to reach out to their potential target audience at inexpensive ad placement rates and offering enhanced brand reach.
According to the recent studies and Brand Campaign insights, TikTok is the 'IT' platform to meet and engage GenZ audience and influencers with your brand to curate User-generated content. Another social media marketing study says that micro/nano-influencers can have a better impact on the audience than users with over 10k followers. Thus, the understanding of the studies clearly state that TikTok is THE social media marketing platform; that offers lucrative opportunities to brands by allowing them to have an enhanced impact on potential Gen Z customers.
Traditional advertising share has been suffering a blow ever since the launch of digital media platforms like Facebook, Twitter, Google Ads, YouTube, and now with TikTok it will suffer even further. The impact may not be as huge as expected, as the marketing & promotion rates are cut-rate at TikTok, but TikTok's further adoption by users will hike the prices of marketing on the platform which may cause a notable impact on the traditional advertising share.
If we go back in time, we'd see that the decision making journey started with the generation of a need in a family household being fulfilled by the eldest member of the family. But, with the changing trends and the decision maker being easily influenced by the youngest in the family, how brands communicate with the target audience has also changed. This may not apply to every brand, like luxury bags or accessories, but this ideology does apply to a number of brands.
Today, the world's median age is 29.8 years, and this age group of people are known as Millennials and Generation Z. They are highly active on social media platforms, especially TikTok, giving TikTok marketing the title of 'Social Media Platform of the Year 2020' for brand marketing and promotion.
Author article by Divanshi Gupta, Director The Marcom Avenue
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