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Although Instagram and Facebook remain two of the most effective platforms for brands to connect with customers and prospects online, TikTok saw the most dramatic increase from single-digit to double-digit engagement over the past year. The Hootsuite Social Trends Report 2022 says the platform saw a 700% boost in perceived effectiveness in the same period. 

As a result of this impressive spike, more than a third of marketing teams say they plan to increase their investment in TikTok in 2022. If you're among their ranks or on the fence, this guide to the exponentially rising impact of TikTok can help you decide how to best allocate your social media ad budget for the common year. 

The challenges of driving digital ad results in 2022

Social media scrollers crave a seamless experience uninterrupted by ads. With the wave of innovative and interactive social shopping features, you need to rival the reader's most recent "wow" experience online to have a chance of getting noticed. Rather than competing with similar brands, prepare to vie with absolutely everyone for audience attention in 2022 and beyond. 

The COVID-19 pandemic has expedited this era of sky-high user expectations, with the stage set by the seamless, lifelong integration of tech into the lives of Generation Z. These new adults have grown up with unique UX from hot brands using direct-to-consumer models that mine user data to speak directly to their wants and needs. As these companies set a new bar, those personalized, intimate customer experiences have become the norm across the social spectrum. 

Could TikTok be your social solution?

With TikTok ads, you can connect with cross-generation users. Although the platform has a reputation as the realm of tweens and teens, data indicates the use of the platform among older generations grew by a staggering 550% during the first quarter of 2020. 

Today, about 41% of users are members of Generation Z, typically defined as those who will be 12 to 27 years old in 2022. The takeaway? More than half of TikTok's users are Baby Boomers (ages 60 to 78), Gen Xers (ages 44 to 59), or Millennials (ages 28 to 43).

In addition to its diverse user base, TikTok's interface makes it easy to create instant engagement. Versatile ad format options let you highlight your products and services in an authentic way without interrupting the flow of your audience's feed. Drive buzz around your offerings with fun, participatory activities like TikTok's branded hashtag challenge.

WithTikTok, you can also draw the user in with sound as another aspect of your brand identity. Trending tracks or fresh favorites could entice a sizable percentage of your target audience to stop scrolling and take notice. 

Much more than just another social app, TikTok boasts a highly engaged user base. According to data from the platform reported by the Backlinko blog, users spend an average of nearly 11 minutes during each session on the app, more than double the time on second-place Pinterest. Americans collectively spent nearly 1.5 billion hours on TikTok in March 2020 alone.

As TikTok's star continues to rise, familiarizing yourself with its functions can help your social media marketing strategy stay ahead of the competitive curve. For example, you can take advantage of curated gallery cards that highlight your products and link right to a shopping page for a friction-free social sales funnel. The platform also allows you to host live-stream shopping events for your followers.

Tackle TikTok in 2022 with Code3

When you work with Code3, you'll find out why we're the go-to agency for advertisers and brands that want to see success on TikTok in 2022. Our deep understanding of the ins and outs of these channels can help you create an effective user experience that rises above the clutter and noise. Reach out today to consult with our team and learn how we can serve as your strategic social media partner. We help our clients drive the ultimate performance by blending media, commerce, and creative to meet their unique objectives.


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