Last year, TikTok was the most downloaded app in the world, with 850 million downloads.

Because TikTok continues to dominate digital advertising trends year after year, it’s no surprise the app has changed the way businesses create content and social media marketing campaigns.

It is its own ecosystem, after all!

How has TikTok changed marketing, exactly? Let’s dive into the details.

TikTok’s Audience and Reach

If we’re discussing how TikTok has changed marketing, we must start with its audience and reach. TikTok has a solid user base with Gen Z. In fact, nearly half of TikTok users are Gen Z. However, this also means that half of TikTok users are from other demographics, too, like Millennials and Gen X.

TikTok is the sixth most popular social media platform, with one billion monthly active users (MUAs). This is nearly double the app that first introduced short-form videos, Snapchat. In its entirety, over three billion people have downloaded TikTok, compared to one billion downloads for Snapchat.

Further, HubSpot details the following about TikTok:

By 2024, retail brands will spend more on influencer marketing on TikTok than Instagram.
It has the fourth-highest audience engagement rate for user-generated content (UGC) campaigns.
Its cost per mile (CPM), or cost per thousand impressions, is half that of Instagram.
The largest audiences are in Brazil, Indonesia, and the U.S.

Hubspot also mentions that TikTok has the fourth-best algorithm. The PBS documentary TikTok, Boom expertly discusses how the TikTok algorithm operates to explain how TikTok creators generate more followers.

How Has TikTok Changed Marketing?

The TikTok user base is clearly massive. With this many active users, how has TikTok changed the marketing industry? We explore some of the ways below.

TikTok as a Search Engine

TikTok is becoming a search engine, especially for younger people. This is caused by most people having short attention spans, and TikTok provides quick and concise information. It is also because video content significantly helps viewers retain information better than other forms of content.

Although Google is still the top place people go to search, many younger generations are using TikTok to search for things like restaurants to try.

Social Media Marketing Is More Creative

TikTok marketing takes creativity to the next level because the app comes loaded with features like:

AR effects
Editing tools
Filters

This encourages businesses to get more creative with their content. Following TikTok trends and using hashtags are also fantastic ways for companies to make content they wouldn’t otherwise create.

More Engaging & Personal

Since many TikTok videos are personal and intimate and often tell a story, it helps to form a bond between users and your brand. This is contrary to other platforms that are more curated, like Instagram.

Thus, TikTok is the ideal place to capture the hearts of your target audience.

Additionally, TikTok videos are more engaging than content on other platforms. Users spend nearly an hour on the app daily, with younger users spending an hour and a half daily! For comparison, the average user spends just 30 minutes a day on Instagram and roughly 20 minutes on YouTube.

Marketing Is More Interactive & Entertaining

TikTok videos tend to be more fun and entertaining than on other platforms. After all, the app became popular for people recording themselves dancing and lip-syncing! And because of features like Live and Duets, TikTok is incredibly interactive.

For entrepreneurs who want to connect with their audience and promote products or services in a fun way, TikTok is the place to do it.

Global Reach

TikTok has users in 150 counties, making it the ideal platform for those who want to reach a global audience. For instance, if you’re an eCommerce brand that ships internationally, you want to focus some of your marketing efforts on TikTok.

Even though platforms like WhatsApp and LinkedIn are in more countries, 180 and 200, respectively, TikTok still offers a far more extensive global reach because users spend more time on TikTok than other apps.

Marketing Is More Shareable & Efficient

It’s super easy to share TikTok videos with others. That’s why many marketing experts agree that if you’re a startup or small business trying to create a viral video, you’re more likely to go viral on TikTok than on Instagram Reels.

It’s even more likely your content will get views or go viral when you collaborate with TikTok influencers or content creators in your industry. With access to the fan base of those with a large following, you can create new content that is highly shareable and likely to draw a lot of attention.

Is TikTok a Good Marketing Tool?

TikTok is one of the best social media marketing tools for large and small businesses. The app allows you to:

Build brand awareness.
Create a community.
Form partnerships.
Sell products and services.

Also, you can track analytics in real-time to assess your ad spend and the effectiveness of your campaigns. If you notice an underperforming video, simply access the metrics page to see why.

Did you post at an unusual time?
Did the video lack creative features?
Was the video less engaging than your usual content?
Was the video targeting a group outside your core audience?

These are just a few questions to ask, as there could be many reasons why a video missed the mark. However, using analytics, you can always check in to see what content your audience loves (and performs well) and what content you should avoid.

This way, you can maximize your ad spending and ensure your content and ads always perform well. Go one step further and use the information to help your brand expand its audience!

Take Your Social Media Marketing to the Next Level

TikTok has changed many aspects of digital marketing for the better! Content is more creative, engaging, and interactive, which is great for viewers.

If the TikTok community continues to scroll past your TikTok ads and videos, then it’s time we chat about your content creation and digital marketing strategy.