If you’ve been living under a rock (or, you know, just busy), you might have missed the massive impact TikTok is having on the marketing world. What started as a platform for quirky lip-syncing videos has quickly evolved into a full-blown social media powerhouse. TikTok isn’t just the new kid on the block—it’s the kid with a skateboard, sunglasses, and a crowd of millions hanging onto its every move. Most importantly, TikTok is a good marketing tool to help your business grow.
So, what makes TikTok such a good marketing tool, and why should your brand jump on board? Let’s dig into the nitty-gritty, and maybe, just maybe, we’ll convince you to go viral.
Unmatched Organic Reach (Goodbye Pay-to-Play)
Let’s start with the facts: TikTok’s algorithm is engineered to let everyone have their moment in the sun. Seriously, anyone can go viral on TikTok, which is a far cry from platforms like Facebook and Instagram, where organic reach is, frankly, in ICU. TikTok’s “For You” page (FYP) doesn’t care if you’re a billion-dollar company or a mom-and-pop shop—it’s all about the content. This means businesses with zero budget for ads can still skyrocket to fame purely through organic growth.
Take, for example, the account @scrubdaddy. This quirky cleaning product went viral for something as simple as its scrubber’s face smiling back after scrubbing pans. Thanks to TikTok’s unique algorithm, Scrub Daddy became a household name, racking up millions of views—without spending a dime on ads.
According to Influencer Marketing Hub, the ability to reach massive audiences organically is one of TikTok’s strongest selling points. Compared to the “pay-to-play” models of Facebook or Instagram, TikTok is more like a social media playground where everyone gets a chance to win at recess.
For helpful tips on creating an effective organic social media strategy, check out this guide.
Audience Diversity: Not Just for Teens Anymore
Yes, TikTok started as a platform for teens. But don’t get it twisted—today, it’s way more than just dance challenges and teen angst. TikTok’s demographic has exploded, now attracting users of all ages, professions, and interests. A recent report from Datareportal showed that 67% of TikTok’s users are aged 25 and older.
This wide age range makes TikTok a marketing tool capable of reaching diverse consumer groups, from Gen Zers looking for the latest trends to millennials seeking life hacks, and even older generations who are catching on to the fun.
For brands, this means there’s plenty of room to tap into various niches. Whether you’re a fitness coach, a beauty brand, or a financial advisor, TikTok provides a platform to connect with an audience that matches your product.
Looking for more on connecting with younger audiences? We wrote about it here.
The Trend Machine: Why Viral Challenges Are Gold
Let’s face it: TikTok thrives on trends. Whether it’s the latest viral dance, hilarious meme format, or a challenge, users are all about hopping onto the latest bandwagon. For brands, this offers a golden opportunity to join the conversation in real-time. You don’t need to create a trend to capitalize on one. By participating in viral challenges or creating your own branded hashtag, your brand can become part of something bigger, driving massive engagement.
Take the #GuacDance challenge, a TikTok campaign by Chipotle that celebrated National Avocado Day. By encouraging users to participate in a dance challenge, Chipotle generated over 250,000 video submissions and a 70% increase in avocado orders on the promotion day. That’s the magic of tapping into TikTok’s trend machine.
Creativity Over Everything (And We Mean Everything)
You might think TikTok is all about dancing and lip-syncing—and while those things still reign supreme—it’s also a hub for raw, unfiltered creativity. TikTok encourages users to create content that feels real, relatable, and, most importantly, fun. For marketers, this provides a unique opportunity to show instead of tell.
Whether it’s humor, behind-the-scenes content, or quirky product tutorials, TikTok gives brands a platform to step outside the box and get creative in ways traditional marketing often stifles.
A great example is the Duolingo TikTok account, which embraces the app’s quirky brand voice by putting its mascot in all kinds of hilarious, meme-worthy scenarios. No one expected an owl in a green suit to become a viral sensation, but here we are.
Influencer Marketing is BIG on TikTok
Another reason why TikTok is a good marketing tool is its booming influencer ecosystem. TikTok influencers hold serious sway, especially among younger audiences. Influencer partnerships on the platform tend to feel more organic than on other social channels and often lead to higher engagement rates.
For example, skincare brand The Ordinary gained massive exposure by working with TikTok influencers and saw product lines sell out virtually overnight.
TikTok Ads That Don’t Feel Like Ads
Let’s be honest: people hate ads. But TikTok ads? Well, they’re a little different. What makes TikTok a great marketing tool is how seamlessly ads integrate into the platform. Rather than being disruptive, TikTok ads often feel like just another post in your feed.
TikTok offers a variety of ad formats, including in-feed ads, branded hashtag challenges, and TopView ads. One of the most engaging options is the Branded Effect, where companies can create custom stickers, filters, or effects that users can incorporate into their own videos. This type of ad engagement makes users part of the marketing process, boosting visibility while encouraging interaction with the brand.
To read more on how to create engaging ad campaigns, check out this comprehensive guide on social media advertising by Hootsuite.
Data-Driven Campaigns with TikTok Analytics
What’s a marketing strategy without data to back it up? Fortunately, TikTok offers robust analytics that allow businesses to track the success of their campaigns in real-time. TikTok’s analytics tools provide insights into video views, follower growth, and engagement rates, helping marketers fine-tune their strategies on the fly.
Additionally, TikTok’s ad platform offers detailed reporting metrics, enabling businesses to track conversions, view counts, and click-through rates for paid campaigns. The beauty of TikTok’s data-driven tools is that they provide actionable insights, making it easier to justify ad spend and prove ROI.
According to Wavve.co , TikTok saw a staggering $4.6 billion in ad revenue in 2022, with growth expected to surge even higher in the coming years. The platform’s ability to generate meaningful data insights makes it one of the most valuable tools in today’s digital marketer’s arsenal.
TikTok’s Cross-Platform Potential
One of the sneakiest tricks up TikTok’s sleeve is its shareability. Unlike Instagram or Facebook, where content largely stays within the platform, TikTok videos are easily shared across social networks. From Twitter to Instagram Reels, TikTok videos seem to pop up everywhere, often going viral in places beyond the platform itself.
This cross-platform potential makes TikTok more than just a siloed social media tool—it’s a gateway for your content to spread across the digital landscape.
Conclusion: Jump on the Bandwagon Before It’s Too Late
TikTok is no longer just a platform for viral dance challenges—it’s a dynamic marketing tool capable of reaching vast, diverse audiences. From the ability to create authentic content to tapping into viral trends, TikTok offers opportunities for brands to elevate their marketing strategies like never before.
Its data-driven ad solutions and influencer partnerships only solidify TikTok’s place as a social media marketing juggernaut.
For brands still sitting on the sidelines, waiting for the “perfect time,” here’s the truth: the time is now. As TikTok continues to grow, its influence will only become more ingrained in the marketing world.
Kylee is passionate about health and runs an online fitness and nutrition coaching business called Incinerate Training where she helps women to feel confident in their reflection again through lifestyle changes. She also runs a self development podcast called the Believing & Achieving podcast where she interviews experts and learns from their expertise.
