TikTok is an emerging tech for brand visibility-experts
By Oghale Mafuru
TikTok app is one of the fastest-growing apps in the world recording massive strides in the social media landscape. With millions of active users around the globe, advertising and marketing professionals have described it as a gold mine for brand owners and managers for audience targeting and brand visibility.
Marketing and advertising expert, Ikechukwu Onyekwelu said target mapping is vital so that brands can effectively align messages that match the demographics and psychographics of the target audience.
“TikTok is the ideal platform if you’re looking to target a younger audience. If you have the time to invest in making fun and creative content, you can increase your brand’s awareness in far less time than it would take on other social media platforms. Target audience mapping is important. Each brand has to be clear about whom they’re talking to.”
Attention retention is a vital aspect of communicating a brand’s message to the target audience, Short videos that are entertaining get the eyeballs.
“Attention span is shrinking and the younger generation prefers short videos. This is for brand promotion though. They stimulate dopamine and keep up wanting more”, Onyekwelu observed.
He also noted that TikTok offers paid advertising to brands so that the platform comes with precise targeting to ensure that ads are reaching the right users that would be interested in your offer.
Acknowledging the massive reach of the video-sharing social media app, Promise Oduh, Business Unit Director, MediaReach OMD Nigeria, asserted that Tiktok has gained dominance in market share globally and its users have continued to grow in a numbers.
“This makes it a viable platform for brand awareness,” he said.
The IMC practitioner stated that Tiktok enables users to create short and exciting video contents that could make individuals become brand ambassadors.
“What TIKTOK has done is to create a sort of a platform for content co-creation; co-creation in the sense that it is a platform that quickly makes the GenZ more like an influencer. Do not forget that it is a platform where you create short videos of yourself and you can actually do so many things with Tiktok. So, what has happened is that the platform has enabled a lot of GenZ to create what I would call a brand for themselves.
“What it means in itself is that when you create videos with Tiktok and post, people will begin to associate with you and you can become an influencer on your own and brands will begin to use you. They can be brand ambassadors” he concluded.
Launched in September 2016, TikTok has exploded in popularity over the past six years.
The latest TikTok statistics report by DataReportal shows that as of January 2021, the platform has 689 million monthly active users worldwide making TikTok the seventh-largest platform in terms of users, ahead of others that have been around much longer such as Snapchat, Pinterest, and Twitter.
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