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18th October 2021

Why Your Brand Should be Using TikTok in 2022

Insight from the Hunterlodge Media Team

TikTok is a real opportunity for increasing scale to young audiences that aren’t being reached in other social media channels.

Why as a brand should you use TikTok? The real question is, why wouldn’t you? Every few years, a new app redefines the way we use social media and since 2021, TikTok is the current most popular app in the world with over one billion active users, and this number is continuing to grow! 

If you’re currently out of the loop to what TikTok is or as we would say ‘the adults don’t understand it’, this amount of use seems staggering, but there are very good reasons why so many users are addicted to this app. 

But what is TikTok?  

TikTok is not an easy platform to understand at first glance but once you see it, you’ll conclude how effective this platform can be. It began life as a moderately successful video-sharing app, called Douyin in its native China and TikTok to the rest of the world. In 2018, it bought out the better-known app, Musical.ly, migrating all its non-Chinese users to a new combined TikTok platform. The company still operates Douyin as a separate app in China.  

But what actually is it? TikTok is a mix of music, lip sync videos, comedy, and micro-blog content. Most of the videos are music, comedy, or some sort of TikTok challenge related content. Many users use the video-sharing platform to express themselves and share their life in some unique sort of way. The ‘TikTokers’ don’t need to follow anybody. They can simply open their app, go to their Discover page, and start playing videos or search for videos on preferred topics by using relevant hashtags. 

How can we reach your audience? 

When it comes to TikTok, there is a vast market of people looking for entertainment and distraction for a few minutes during the day. If a video is interesting or appealing, it is reshared quickly by the algorithm on the ‘For You’ page and can have hundred and thousands of views. In fact, as of June 2021, 60% of the TikTok users are between ages 16-24. What we found astounding was that an average user spends 52 minutes a day on the app, that’s just over 6 hours a week on the app! Why wouldn’t you want your brand on this platform? 

As you can see from the graph below, TikTok has a very unique audience that we can’t reach on other social sites, for example, 38% of users are not on Facebook and 45% are not on Instagram. This is a real opportunity for increasing scale to young audiences that we’re not reaching in other social media channels.

Now we’re confident that your target audience is on the platform, why not use TikTok? Everyone and every brand can participate in trends and have the opportunity to have their video go viral on the ‘For You’ page. If your brand can make ads that are based on daily trends, this increases their relevancy and likelihood to show on someone’s feed because it allows for frequent content rhythm, instant relevance, and continual discovery.  

Doesn’t this sound wonderful? Well, it gets better. 

The platform is available in more than 150 markets in 75 languages, which no video app is on more mobile devices worldwide. TikTok’s internal tools allow you to create ads that match the style of user generated content, helping you get discovered and your brand will take over 100% of the screen, creating an immersive experience with no distractions. 

How could your campaign look? 

One of our clients drove 21,404 clicks from 2,216,892 impressions, producing a strong CTR of 0.97%. 

This client then received 2,284 conversions at a CPA of £2.01 and a strong conversion rate of 10.67%.  


To see how TikTok performed for the LSE Summer School as both an awareness channel and a platform that drove low cost per acquisitions, click here.

To discuss how you can maximise TikTok or any other digital platforms, contact kim.mclellan@hunterlodge.co.uk

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