Advertising Strategies and Lessons


TikTok For Business: Just The Facts

July 2, 2020 Carolyn Harding

Using the tagline “Don’t Make Ads, Make TikToks,” fan-favorite social platform TikTok recently launched its new “TikTok for Business” website, offering digital advertisers an innovative and modern-day approach to expanding their audience reach.

What Is TikTok For Business?

The new TikTok for Business platform offers a hub of marketing solutions and resources – including tips, case studies, access to TikTok ad formats and more – for brands looking to incorporate the short-form video app into future marketing campaigns. According to Social Media Today, the platform is “prompting businesses to focus on aligning with platform usage, as opposed to interruptive ads.”

"With the launch of TikTok For Business, we set out to embrace the creative, positive, and real moments that make our community so special with solutions for businesses to connect and grow with our wonderfully expressive community,” said Katie Puris, TikTok’s Managing Director for Global Business Marketing.

What Additional Offerings Came Alongside TikTok For Business?

To coincide with the launch of TikTok for Business, the social platform also introduced three new developments to provide marketers with additional resources and further improve the experience for both users and participating brands:

  • TikTok Branded Scan: Part of TikTok’s AR Brand Effect, Branded Scan is a new tool that gives TikTok users the chance to experience augmented reality (AR) with different brands. Branded Scan features can include visuals like a brand’s logo and products within a TikTok video.
  • TikTok eLearning Hub: Featuring best practices, product guides and more, the TikTok eLearning Hub caters to marketers looking to learn more about TikTok’s ad offerings.
  • Further Testing Of TikTok’s Creator Marketplace: Creator Marketplace testing and enhancements are underway, geared toward brands looking to partner with TikTok influencers with large followings through collaborative marketing campaigns. TikTok shared the Creator Marketplace platform will help brands “drive awareness and attract new customers.”

“As we continue to build a platform where brands bring immense value to the user experience, we’re excited to continue investing in solutions that give brands a platform to inspire others, be discovered and meaningfully connect with the TikTok Community,” Puris added.

Why Will Digital Advertisers Want To Utilize TikTok For Business?

TikTok’s growing popularity has been impressive since its original debut, with revenue anticipated to reach $500 million in 2020. As TikTok continues to invest in more resources for brands, like TikTok for Business, the short-format social video platform is positioning itself as a valuable marketing platform for businesses looking to connect with more consumers. According to TechCrunch, “The launch of the new platform [TikTok for Business] aims to move TikTok from being a place where marketers can experiment, to one that demands a seat at the table alongside other social platforms, like Facebook, Instagram, Twitter and Snapchat.”

TikTok is known for being a place where viral content is created and viewed on a global scale, reaching consumers in more than 20 regions. The younger demographic, in particular, continues to invest time in TikTok, with the latest research from Statista showing roughly 37% of TikTok users are in their teens, and nearly 27% are ages 20-29. Brands who invest in TikTok, leveraging the social platforms’ newest resources, have the opportunity to place their products and services at the center of today’s generation, increase brand engagement and tap into a social media trend that continues to grow.

“We’ve seen more and more brands embrace the unique and creative ways the TikTok community expresses themselves through video,” said Blake Chandlee, TikTok VP of Global Business Solutions. “The experience is real, light-hearted and fun, and as we’ve seen over the course of these dynamic times, users and brands have the ability to make a meaningful and positive impact on their communities.”

Are You Looking For Innovative Ways To Grow Your Audience? 

Digital Media Solutions® offers customized, performance-based, adtech-enabled customer acquisition campaigns, designed to effectively engage target audiences and achieve the unique customer acquisition objectives of our clients.

About the Author

Carolyn Harding

Carolyn Harding is an Associate Manager of Communications at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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