DTCs Look To TikTok For New Customers
For the past 5 years or so, ad channels like Meta and Google had consistently grabbed the largest share of DTCs’ growth marketing budgets. The ability for brands to target specific consumers on these channels at scale and track their ad exposures to a sale enabled them to reliably acquire new customers at an efficient cost per customer. However, with the recent iOS changes wiping out ad tracking coupled with rising ad costs in these channels, brands needed to explore alternative channels for reaching new customers at scale. Not surprising, DTCs and other e-commerce sellers are looking towards TikTok as a viable growth channel to reach new customers.
Tiktok has grown to over 1 billion users globally, making it the 6th largest social media platform. In the US alone, the app has been downloaded over 200 million times and has over 140 million active users.
In addition, adult users spend an average of almost 46 minutes on TikTok each day, compared to 30 minutes each on Facebook and Instagram.
While Meta’s US revenue is still way ahead – $29.7B for Instagram, $25.7B for Facebook, Tiktok is expected to reach nearly $6B or 2.4% of digital ad spending in 2022, up from 1% in 2021, and reach $11 billion by 2024.
Ad Types Available On TikTok
TikTok In-Feed ads
TikTok In-feed ads are the video ads displayed inside the native news feed as users scroll through the “For You” page.
TikTok Top View ads
Top view ads appear at the top of the “For You” feed as users sign in. They occupy the first In-feed post after 3 seconds. After that, it shows up to 60 -seconds of full-screen video with auto-play and sound.
TikTok Spark Ads
Spark Ads is a native ad format that enables you to leverage organic TikTok posts and their features in your advertising. This unique format lets you publish ads using your own TikTok account’s posts or organic posts made by other creators – with their permission.
TikTok Branded Hashtag Challenge
Branded challenges are challenge-based ad campaigns created by a brand. Brands will partner with creators to promote their branded challenges to increase awareness for both the promotion’s hashtag and the challenge itself.
TikTok Branded Effects Ads
TikTok branded effects allow businesses to design an ad with their own custom filter on the app. The ad can last up to 10 days at a time and is a great way to increase user engagement.
Centralize Your TikTok Reporting And Analytics In Zeenk
Zeenk recently announced the launch of our new TikTok analytics capabilities. Brands can now centralize their TikTok campaign data and reports in the Zeenk dashboard where they can easily access along with the reporting & analytics from their other key sales and marketing channels, e.g.- Shopify, Meta, Google, Klayvio, etc. In addition, TikTok campaign information can be integrated with Zeenk’s CAC analysis to provide brands with a more accurate measurement of their new customer acquisition costs.