DIGITAL VIEW: No,TikTok ads aren’t a shortcut to reach young people and crack a new platform

“We’re trying to get our heads around TikTok,” someone asked the other day. “Wouldn’t it be far simpler to advertise to reach an audience?

On the face of its a really straight forward potentially bright idea.

TikTok is hot with more than 11 milliuon UK users and mainly from the hard-to-reach U24 demographic.

Can’t you just get your credit card out and magic yourself in front of an audience?

For the purposes of reaching a younger audience in a local lockdown it feels like a magic bullet.

But I wouldn’t for these reasons

Until you’ve got to know your platform you don’t really know what good content looks like. Like chucking cash at a badly designed pdf, anything you did put money behind you may well be wasting.

Not only that, in summer 2020 TikTok advertising is very high level. You can have the UK. You can even have Wales, Northern Ireland, Scotland or England. But you can’t select your town, city or borough.

If you’re a national agency that becomes an option. If you’re Birmingham City Council it doesn’t.

For TikTok, get to know the platform

If you are sold on TikTok then spend time with the platform to see how it works so you can create something of value. Then create something of value.

Or you can advertise on YouTube

There is more than one route up the mountain. If you are trying to find a younger demographic you may want to advertise via YouTube instead.

You can select the geographic location.

And you can sort out the demographic.

Enjoy.

Picture credit: Flickr / Documerica.

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