Risk & Reward as Seen on TikTok

TikTok has been one of the world's most downloaded apps since 2019, attracting a large number of users and becoming a go-to search engine for the Gen-Z demographic. To tap into this user base, the platform has been actively courting advertisers with new tools and integrations, including a WooCommerce integration, interactive in-feed ads, and the Pulse contextual advertising program. TikTok has also launched several initiatives to help businesses effectively leverage the platform, such as Follow Me and Showtimes on TikTok.

Despite its success, TikTok still faces several challenges in its relationship with advertisers. Government regulations, such as the FCC's ongoing debate on whether to ban the app, pose a significant obstacle. Additionally, the platform must build trust with both advertisers and customers, who may have concerns about content moderation policies, consumer safety, and quality control.

As such, brands that want to make the most of TikTok's advertising opportunities need to stay up-to-date with the platform's rapid evolution and be familiar with its unique style of content creation. Brands that have already established a presence on TikTok will likely benefit from the platform's growing relationship with advertisers in 2023. However, for new brands, now is the time to jump in and experiment with different strategies.

To be successful on TikTok, marketers need to understand how to effectively use audio in their campaigns, keep up with the platform's quick evolution of trends and jargon, and optimize their influencer marketing programs. By doing so, they can create consistent, timely, and efficient marketing on TikTok that resonates with its audiences..