The social media landscape is continually changing, and perfecting your paid advertising strategy for each channel can be challenging. Here are the top trends for TikTok in 2024 and how OnSpot’s suite of solutions can be a great fit to achieve your campaign goals.
OnSpot audiences include data points not offered by the major social networks including past location visit behavior, expanded demographic characteristics, and unique audience extensions that include household members, real-world friends, and lookalikes. These highly targeted audiences are custom tailored to your campaign needs, and can improve performance and response on your paid social media campaigns.
OnSpot’s detailed audience analytics inform your team on new opportunities for data-driven decision making. Audience behavior including location visitor trends and patterns, demographic personas, and response metrics tied to your marketing efforts are difficult to measure in most social advertising platforms, but OnSpot can provide these valuable insights.
OnSpot’s attribution reporting provides tools that measure response to both brick-and-mortar locations and online to deliver multi-channel measurement of ROI on a social campaign. Social platform measurement tools are limited, leaving you without the insights stakeholders need to understand in-person and web visitor behavior outside of click-thrus in the social platform. Additionally, we can match sales back to the original audience exposed to the campaign for improved CPA analysis.
TikTok
TikTok has emerged as one of the most popular social channels in the last few years. According to HubSpot, “37% of US TikTok users made purchases through links on the app or directly on the platform.” Here are a few reasons why you should be incorporating TikTok into your paid media strategy.
Trend: A Growing User Base
Although this channel has received a lot of attention from the media about much younger users, 75% of TikTok users are between the ages of 18-34. These users are also more receptive to engage and make purchase decisions based on content they’ve seen in the app. Marketers can take advantage of this by creating video content that fits their brand in a relatively easy manner, and can quickly gain popularity if executed properly. While traditional social channels like Facebook and Instagram typically show you content from people and pages you already follow, TikTok shows you content from creators you may have never seen before.
Since TikTok users are typically younger, they have different expectations when it comes to advertising. The platform’s user base appreciates authenticity, creativity, and non-intrusive ad experiences. Advertisers need to understand the platform’s culture and create content that resonates with the target audience while avoiding overly salesy or disruptive ads.
Benefits of OnSpot
Make the most of your ad spend on TikTok by incorporating the precision audience targeting offered by OnSpot. Tailor your audience based on real-world & online visit behavior + demographic characteristics to align with the customer persona that is engaging on TikTok. Additionally, turn your existing data including CRM lists, store locations, competitor locations, customer addresses, and IP addresses into an audience that can be activated on TikTok, overcoming some of the existing limitations of their Ads Manager audience tools.
Improving your audience segmentation in addition to creating engaging and relevant content will allow you to effectively message to an audience that is ready to convert and support your business.
Trend: Record Breaking Consumer Spending
In 2023, TikTok became the first non-gaming app to reach $10 Billion in consumer spending. Consumer spending in 2023 alone grew 61%, or $3.8 Billion. Given the time, attention, and money users are giving to the app and content creators, this is a compelling reason for brands to create low-cost content and quickly earn impressions to generate conversions and sales.
Benefits of OnSpot:
Our suite of Analytics tools give you the ability to understand your audience on a deeper level, including location visit behavior, demographic characteristics, interests, and more. These insights allow you to improve your audience targeting tactics, and reach them where they are spending time online. Audiences created in OnSpot can be utilized as custom segments in the TikTok advertising platform, and results can be generated through attribution reporting just like any other digital campaign. As TikTok continues to grow, creating a presence for your brand on this channel is becoming more important.
Trend: Attribution Measurement
The TikTok advertising platform has come out with attribution measurement tools that take into consideration the varying conversion windows that brands consider attributable to their campaign. However, you must be utilizing the TikTok Pixel or Web Events API in order to access these attribution features.
The attribution tools work best when your campaign is driving in-app or online purchases, and by default, the conversion window is 7 days after the ad was clicked, or 1 day after the ad was viewed. This can be customized to 1, 7, 14, or 28 days for clickthrough attribution or 1, or 7 days for viewthrough attribution. However, attributing real-world purchases at a retail location or on your website back to your ad campaign is challenging with the existing TikTok attribution tools.
Benefits of OnSpot:
Attribution Reporting in OnSpot platform goes beyond the features provided by TikTok, allowing you to track the success of your campaigns back to both real-world and online visits. Go even further to tie real customer data back to the original target audiences for a granular conversion reporting approach. By analyzing the campaign’s impact in the real world, you can gain insights into the overall success of your TikTok strategy, and how it enhances your other multichannel marketing efforts.
Like other social channels, TikTok regularly updates its advertising platform, introducing new features to address some of these challenges. We recommend consulting their business help resources to stay updated with the latest information.
Utilizing the OnSpot Data platform can enhance your audience targeting, customer analysis, and attribution reporting for your TikTok advertising campaigns. Contact our team today to schedule a demo.
