With over 1.6 billion users worldwide, TikTok is one of the most attractive marketing platforms today. Not only a communication and branding channel, TikTok now plays an important role in increasing sales through e-commerce features such as TikTok Shop. However, this development also causes many difficulties for marketers due to increasingly complex user behavior and the increasing level of competition among brands on the platform.
In the latest TikTok 2024 marketing report from Influencer Marketing Hub, the platform has pointed out some of the new challenges and opportunities that will shape the TikTok marketing market in 2024 – 2025.
Challenges for Marketers on TikTok
The Balance between Commercialism and Authenticity
Along with the development of TikTok shop, brands on this platform are increasingly emphasizing commercial goals such as Sales and profits. In addition, consumers themselves also realize that commercialism is increasingly being emphasized on this platform. This opens up attractive revenue opportunities but is also a great way to approach consumer trust. Because their defensive mentality towards commercial and Advertising content is increasingly high.
So one of the biggest challenges for marketers on TikTok today is to ensure that the content is authentic and useful to users while ensuring conversion for the Brand. If you focus too much on advertising products, it can make consumers lose trust and become wary of marketing content from brands.
Traffic and Conversion Rate
Although TikTok Shop is growing at a very strong pace, marketers are currently facing many problems in increasing traffic and conversion rates on this platform. Therefore, solutions to increase the seamlessness of E-Commerce and content on TikTok are one of the biggest problems for brands today.
The US ban could make it difficult for many brands to access this market
TikTok is under intense scrutiny for data and privacy in many countries around the world, especially the US. Over the past year, the bill to ban TikTok in the US has significantly affected the marketing strategies of brands in this market. As one of the regions with the largest number of TikTok users, the ban in the US will cause significant damage to TikTok as well as brands looking to reach consumers here, especially Gen Z.
New Opportunities and Trends for TikTok Marketing
TikTok’s growth in augmented reality (AR), Livestream, and AI-powered Creative features has given brands a variety of new ways and opportunities to increase engagement and optimize user experiences:
Exploit TikTok as a Search Engine
One of the highlights of TikTok in the past year is probably the search trend on this platform. Besides its role as a social networking site, today many TikTok users, especially Gen Z, are using this platform as an information channel to search for the content they want.
Some statistical reports that we have analyzed before have also shown that for some groups of users, TikTok even acts as a more popular search engine than Google. Therefore, taking advantage of consumer search trends on this platform will help brands reach and conquer their trust very effectively.
The Evolution of New Content Technologies
The growth of augmented reality (AR) and Livestream will continue to provide brands with the opportunity to create more interactive, immersive experiences with consumers. This will promote engagement between users and brands, contributing to building effective loyal customer communities.
Seamless integration between Social Media and eCommerce
The development of TikTok Shop creates a seamless combination of social media and e-commerce, allowing users to shop directly through entertainment content on the platform, meeting the growing trend of shoppertainment.
Personalization with AI is revolutionizing marketing on TikTok
With tools like TikTok Symphony, AI is becoming a powerful assistant for TikTok marketing campaigns today, allowing brands to create a series of engaging and highly personalized marketing content for users on the platform.
Increase engagement through interactive content
Interactive content formats help increase brand engagement with users by allowing brands to invite creators to collaborate, while integrating dynamic effects such as pop out and countdown to attract attention and encourage them to interact with the brand.
Applying Artificial Intelligence in Dropshipping
AI tools are opening a new chapter for the dropshipping industry by helping brands create compelling product pages, develop TikTok Video Ideas, and build engaging ad scripts, thereby optimizing processes and increasing conversion rates for dropshipping brands.
Latest Trends in TikTok Marketing
More than 50% of marketers shared that half of their marketing budget has been allocated to TikTok Marketing campaigns, showing the overwhelming position of this platform in the marketing activities of brands today. So what are marketers around the world doing and will do to optimize the effectiveness of TikTok campaigns in the coming time? Let’s grasp some of the trends below:
Types of Content that work best on TikTok
User-Generated Content is showing breakthrough growth on TikTok thanks to the community and authenticity it brings. Sincere interaction is considered the key factor to determine the success of these campaigns, so brands’ seeding also needs to focus more on authenticity.
Additionally, educational content and Branded Challenges are also performing quite well, providing practical value and encouraging active user participation.
Goals of TikTok Campaigns
The report shows that increasing brand awareness is still the top goal of marketing campaigns on TikTok today. This is an obvious result because TikTok is still a social networking platform where consumers mainly operate for entertainment and sharing purposes.
Above all, this is also the platform that leads the most prominent trends and hot trends on the market today, so the opportunity to increase brand awareness is huge. However, the development of TikTok Shop and Livestream has also created new opportunities in terms of sales. Therefore, the goal of generating direct revenue is also gradually being emphasized more in Marketing campaigns on TikTok.
Metrics that determine the Success of a TikTok Campaign
With the top goal of “Increasing brand awareness”, engagement-related metrics are still the KPIs that marketers care about the most in every marketing campaign on TikTok. Views are considered the top metric with 62.2%, followed by Likes & Comments. Only 4.5% of marketers value the role of Conversion Rate for campaigns on TikTok.
Therefore, it is not difficult to see that marketers today still focus on content that can attract viewers and stimulate them to interact with videos.
Use UTM to measure Campaign Effectiveness
Besides the above indicators, UTM is also a familiar metric used by many marketers to measure the ability to drive traffic of Marketing campaigns on TikTok.
UTM (Urchin Tracking Module) is one of the tools that helps marketers better understand the traffic sources of a website from specific sources such as social networks. When using this tool, marketers not only grasp the traffic conversion efficiency of campaigns, but also grasp more details about consumer behavior, thereby effectively optimizing their experience.
Therefore, 60.7% of marketers surveyed responded that they regularly use UTM for their TikTok Marketing campaigns.
How often should you post new content on TikTok?
Content consistency is always considered an important key to maintaining visibility and engagement on TikTok. This consistency is also considered a criterion for TikTok’s algorithms to recognize the level of authority and appeal of your channel. Therefore, most marketers today post new content on TikTok every day, or at least a few times a week.
Most used TikTok Features to Engage with Audience
Interactive features such as Livestream and Video Duet are effective tools to enhance the connection between the audience and the brand, by encouraging them to collaborate and interact directly with the brand’s content. In addition, content related to catching trends, using trending Audio is also an effective way that many marketers use to increase views and interactions for videos.
Selection Criteria & how to cooperate with Influencers in TikTok Marketing Campaigns
The use of Influencers in TikTok campaigns is becoming increasingly popular, with more than 65% of marketers sharing that they will use this tool. In particular, marketers’ selection of celebrities to participate in campaigns is also becoming more and more stringent. Besides the number of followers, the interaction rate is also an indispensable criterion in evaluating the effectiveness and suitability of celebrities for the campaign. Brands increasingly prioritize Influencers with a high level of interaction with users, to ensure authenticity and authenticity in the content conveyed.
In particular, the report also pointed out a number of attractive content formats when brands collaborate with celebrities, including:
- Sponsored Content – Direct Promotion of Products
- Product Review Content – Following review trends, real product reviews, bringing a real feeling to viewers
- LiveStream – The Livestream wave with KOLs and KOCs is opening up opportunities for strong sales explosion for brands in the past year.
- Branded Challenge – Collaborate with Influencers to encourage users to participate in branded challenges.
Conclusion:
Overall, the TikTok Marketing report from Influencer Marketing Hub will give readers a comprehensive view of the context, opportunities and challenges when doing marketing on this platform in 2024. At the same time, the general trends of marketers globally in the period 2024-2025 will also be clarified. In addition, the report also shows other figures revolving around marketing strategies on TikTok such as Average Budget, measurement indicators, etc.
Source: Influencer Marketing Hub
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