If you’re wondering whether your brand should advertise on TikTok in 2020, the answer is probably yes. Unless you’ve been living under a rock for the past 12 months, it’s highly likely that you’re aware of TikTok. Maybe you’ve even downloaded it and lost yourselves down the TikTok rabbit hole. Love it or hate it, the immersive platform has been a huge hit with Gen X, and the company is reporting huge growth.
TikTok offers a massive opportunity for brands to engage with a youthful audience. The likes of Missguided, Boohoo and PLT are all making the most of the platform, and audiences are responding well.
Digital Media Team have exclusive access to the TikTok advertising platform, which is currently in beta mode until mid-2020. This means that we are able to submit brands to be whitelisted, and run ads on the platform ahead of the general public.
Here are some key stats as to why your fashion brand needs to be using TikTok in 2020.
- 800 million monthly active users worldwide
- Roughly 50% of audience is under 34, with 26% of users between 18 and 24
- Average user spends 52 minutes a day on the app Users open the app eight times per day on average>
- Fashion is the 4th most popular topic on the platform
- Ad platform currently in beta mode
800 million monthly active users worldwide
TikTok usage has been growing and growing, and now it’s estimated that there are 800 million monthly active users worldwide. Now is the perfect time to jump onto a platform where native content is so effective. Put your brand in front of a large, engaged audience and you could build a very loyal following.
Roughly 50% of audience is under 34, with 26% of users between 18 and 24
TikTok’s audience is primarily made up of Gen Z and millennials. This audience has a hell of a lot of buying power, so catching their attention with well-crafted content is a great way to get noticed. If you advertise on TikTok to this audience while they’re young, they’re likely to buy into your brand values.
Average user spends 52 minutes a day on the app
At an average of 52 minutes spent on the app per day, TikTok comes in pretty high amongst social media platforms (we mentioned the rabbit hole). Let’s put that into context – users spend 53 minutes on Insta, 58 minutes on Facebook and 49.5 minutes on Snapchat.
Users open the app eight times per day on average
TikTok’s engaging short-form video content captivates its audience, who come back to the app again and again. The word ‘addictive’ is often used to describe TikTok, and it’s pretty clear to see why. If these users are landing on the platform time after time, put your brand there to make them sit up and take notice.
Fashion is the 4th most popular topic on the platform
Fashion is the 4th most popular topic on TikTok, thanks to a very style-conscious user-base. Many of TikTok’s hashtag challenges have a fashion twist to them, and fashion ads blend in nicely on the platform. What’s more, users can click directly through to your store from your ads, or even shop for products without leaving the app when you run sponsored hashtag challenges. This is big.
Ad platform currently in beta mode
The slick advertising platform is currently in beta mode, meaning that only selected brands and agencies can advertise on TikTok. As the platform is in beta mode, competition is lower than it may be in say, 12 months. As a whitelisted TikTok advertiser, DMT also have direct access with a TikTok account manager.
Ads on TikTok display in the form of in-feed videos, making them very immersive. The recommended video length is 6-9 seconds, and the video takes up the whole screen of the user’s phone. With a library of over 300 songs, you can pick the perfect soundtrack to accompany your brand’s ad.