Benchmarks to keep in mind for TikTok marketing
Posted: Tue Dec 17, 2024 5:42 am
That the TikTok user base has evolved and with it also the contents is undeniable, but there are even more concrete data to support all those companies that want to approach TikTok marketing. For example, several studies have shown that on TikTok the average engagement rate for video views exceeds 6.72% : a much higher figure if we compare it to the engagement rate of Instagram Reels.
In addition to the much higher average engagement rate compared to other platforms, TikTok has an average view rate of 16.23% , given that the feed shows videos exclusively based on users' interests.
TikTok Advertising numbers
In all this context, the numbers of TikTok Advertising have benefits of sms marketing literally exploded. In recent months, in fact, TikTok has become an increasingly interesting option for advertisers, especially following the collapse of performance on other platforms.
Many businesses that have invested in TikTok have found CPMs to be much lower than Facebook, Instagram, and Google. However, as more and more advertisers flock to TikTok, it is likely that CPMs will start to rise compared to the past.
Currently, the average cost per thousand impressions for conversion-optimized TikTok ads with the “Payment Complete” event on an e-commerce website is $9.50 for the US market . That’s 30% less than similar ads running on Facebook ADS .
For the same type of ads, however, the average CTR on TikTok is 0.58% . A figure that is decidedly more competitive than what is currently considered the most complete social advertising platform, namely the one offered by Meta.
Omnichannel is the watchword: how to use TikTok in a digital strategy
As always, when it comes to marketing, omnichannel is king . This does not mean being present everywhere and with the same content, but rather trying to understand the best solutions based on our goals.
It's not just a question of "Which social network to use?" and all the same content: proposed first on the other social network (i.e. Instagram), then on YouTube and then Telegram and then TikTok. The starting point must be the strategy, from that you can then better understand how to exploit the channels also based on their tone of voice and their target.
The first thing to do when you decide to include TikTok in a strategy is to define the objective . I want my company to be present on TikTok because:
I want to improve my brand awareness , perhaps by engaging a younger audience?
I'm looking to try new ways to generate leads?
I'm trying to follow my users?
I want to improve my social commerce strategy ?
In addition to the much higher average engagement rate compared to other platforms, TikTok has an average view rate of 16.23% , given that the feed shows videos exclusively based on users' interests.
TikTok Advertising numbers
In all this context, the numbers of TikTok Advertising have benefits of sms marketing literally exploded. In recent months, in fact, TikTok has become an increasingly interesting option for advertisers, especially following the collapse of performance on other platforms.
Many businesses that have invested in TikTok have found CPMs to be much lower than Facebook, Instagram, and Google. However, as more and more advertisers flock to TikTok, it is likely that CPMs will start to rise compared to the past.
Currently, the average cost per thousand impressions for conversion-optimized TikTok ads with the “Payment Complete” event on an e-commerce website is $9.50 for the US market . That’s 30% less than similar ads running on Facebook ADS .
For the same type of ads, however, the average CTR on TikTok is 0.58% . A figure that is decidedly more competitive than what is currently considered the most complete social advertising platform, namely the one offered by Meta.
Omnichannel is the watchword: how to use TikTok in a digital strategy
As always, when it comes to marketing, omnichannel is king . This does not mean being present everywhere and with the same content, but rather trying to understand the best solutions based on our goals.
It's not just a question of "Which social network to use?" and all the same content: proposed first on the other social network (i.e. Instagram), then on YouTube and then Telegram and then TikTok. The starting point must be the strategy, from that you can then better understand how to exploit the channels also based on their tone of voice and their target.
The first thing to do when you decide to include TikTok in a strategy is to define the objective . I want my company to be present on TikTok because:
I want to improve my brand awareness , perhaps by engaging a younger audience?
I'm looking to try new ways to generate leads?
I'm trying to follow my users?
I want to improve my social commerce strategy ?