Three ways TikTok can step up your performance marketing game

Today, we launch Performance Week, where we'll be showcasing exclusive know-how and sharing best practices to help you make the most of your marketing campaigns on TikTok.

We all know that ads must be highly efficient and targeted in order to optimise costs and achieve business goals. As TikTok is an immersive, sound-on platform with a highly engaged audience, its power to drive conversions is undeniable – 91% of users take an action after watching content on the platform, which is six times higher than other platforms.¹

These results are consistent and evident throughout every stage of the funnel. Brand awareness increases by 56% for brands on TikTok and the TikTok community is almost twice as likely as users on other platforms to search for products or brands found on TikTok, which has a positive impact on consideration.²³

Marketing campaigns on TikTok drive conversions at scale, too. In fact, 48% of our users in the last year bought a product after seeing it on TikTok and 71% of purchases made by users after being inspired by the platform were not planned.⁴

That's why we created this guide, to highlight why TikTok is the perfect always-on partner to ensure your campaign strategy drives concrete performance.

Your audience is here

With one billion people using our platform every month – and 100 million in Europe alone – having a presence on the platform means being where your audience is and reaching people who aren't found on other online platforms.

The TikTok mindset is what makes our community so special – with intergenerational, diverse and engaged users, what unites our audience is their openness to new ideas, desire to explore new trends and penchant for discovering new products – 42% of users choose TikTok to discover new things.⁴

Entertainment first

On TikTok, brands are encouraged to think of themselves as Creators, rather than advertisers. Our community comes to the platform first and foremost to be entertained, so developing creative and authentic storytelling is vital to engaging your audience.⁴

From business hacks to beauty tips, comedy to educational content, magic to music, the entertainment on the platform is creative and diverse, and it is the place where users can be their most authentic selves. This type of content has a huge impact on the community – almost three quarters of users (73%) experience more positive emotions after watching authentic content on TikTok.⁵

Make your budget work harder

Choose one of the tools on the platform and optimise your budget. With tools for targeting, bidding and optimisation, we can help you target users based on interests, behaviours and hashtags for Automated Creative Optimisation (ACO).

References:

1. TikTok Marketing Science Global Time Well Spent (EU 5 results) conducted by Kantar March 2021

2. TikTok Marketing Science UK Understanding the Impact of Attention on TikTok 2022 conducted by Neurons

3. TikTok Marketing Science US Path-to-Purchase Research 2021, conducted by Luth

4. TikTok Marketing Science EU Holiday Shopping Behaviour Research 2020, conducted by Walnut Unlimited.

5. Marketing Science EU Understanding Authenticity, Happiness and Joy research 2021 conducted by Flamingo Group.