Advertising on TikTok: Why Brands Should Care

Judging by the speed with which it has captured young global consumers, experts predict a bright future for the Chinese platform TikTok, which is why brands are advised to immediately seek ways to incorporate it into their marketing strategy. It is currently available in one hundred and fifty countries and, according to data from December last year, has over 1.9 billion users. It is primarily followed by members of Generation Y and Z.

Why should brands care about advertising on TikTok was explained by Sandi Hadžić, CEO/Creative Director of Rinzol, and Marko Vukman, Head of Digital at Ledo plus. The panel was moderated by Ilija Brajković, partner at Kontra Agency.

Why be on TikTok? Why think about it alongside all other social networks, asked Ilija Brajković, partner at Kontra Agency.

– There are 800 million reasons to use TikTok. That is the number of active users monthly on this network, and more importantly, the network has two billion downloads. Because of these numbers, everyone must ask themselves what is happening there and what is being done there. Certainly, everyone should be on TikTok; one should be ahead of the times if possible – said Sandi Hadžić.

Marko Vukman, Head of Digital at Ledo plus, says that Ledo is a pioneer and that they always strive to be the first in the region when it comes to presence on new social networks.

– You always need to know where your consumers are. Ledo has a large target consumer base, and we must know who they are, where they are, and which communication channels they consume – says Vukman, adding that if our clients are on TikTok and if they are there every day, we cannot develop other strategies for other channels if we know that our consumers are on TikTok.

In response to the claim that most users on that network are kids, Sandi Hadžić asserts that this statement is not accurate. 

– The way of communication on the network and the content that is published there is important. A brand that is not on TikTok today, targeting people under 30, is lagging behind – says Sandi Hadžić, adding that many companies are falling behind, which is a problem.

– We are the ones selling the service; if we want to talk about numbers, TikTok has 100 percent organic reach – added Hadžić.

Marko Vukman says that social networks are heavily saturated with communication from various brands.

– We get the maximum on TikTok because there is not as much media content, and with pure creativity, we can get up to 20 times more for 1 kuna invested than on Facebook  or Instagram – says Vukman.

And what kind of content is on TikTok and what content works?

Vukman says that every brand must seize the opportunity to create future consumers and think long-term, as these kids who are now on TikTok will be leaders and decision-makers in ten years.

TikTok is a network where, like on other social networks, implemented products no longer work.

– Product placement no longer works on social networks. Only content that adds value. Today’s people on social networks have six seconds to react. If they see product placement, they turn it off. It does not work. Everything must be masked in very interesting content – says Vukman, adding that there is no direct advertising on TikTok.

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