Posting on Tiktok is already a win win, do we need to advertise on it?

I hated tiktok. The moment I first opened up my app all i had access to were dancing videos of the same girls i had seen in instagram, videos of users using voiceovers from famous comedians doing the same routine but just dubbing it and stupid jokes that were of no fun to me bcause well, im not the target, im 40+ c´mon dude.

But then i started following tiktokers that i was already following from other social media platforms who provided content of interest to me, but now they did it in a quick, fast easy to digest way and my feed started getting better. I now have a dancing video every now and then but most of my feed is composed of video game, marketing and startup content which is more fitted to my taste. The feed DOES work but you have to work it out and nurture it.

Tiktok has seen explosive growth in recent years and is quickly becoming one of the most popular social media apps among younger generations. Heck , try it out yourself, publish a video using any of the trending elements of the moment and you will get at least 1,000 views in a day or two. The hard part is to keep it that way during the following days but its cool that the platform is encouraging its users to keep posting by giving them a chance at their minute of fame.

I´ve seen many of my clients who like me thought it was a waste of time or that it wasnt the right channel to promote their business but after giving it an opportunity they were amazed on how quickly they growed their audience but also their client database with organic content. Most of these business are from health sector (one of the most popular trends at least this past 2022) and by showing a part of their work and solving potential patients questions their effort gave some really great results.

But then of course like most social media platforms Tiktok has to monetize and for that, they released their advertising platform trying to take advantage of the traction it has gained since its launch.

But thinking it through, do we really need to pay to get more traction when If you already have a content plan and stick to it you can keep a steady organic growth?

Think this: One of the key benefits of advertising on TikTok is its highly engaged user base. TikTok users spend an average of 52 minutes per day on the app, providing a captive audience. Additionally, the platform's unique format, with short-form videos, allows for creative and engaging ad formats that can capture users' attention. Yes we know what, we can also take advantage of that with what we already are doing.

Another advantage of advertising on TikTok is its targeting capabilities. The platform offers a variety of targeting options, including demographic, location, and interest-based targeting, which allows you to reach your desired audience with precision. THIS. This could become a deal breaker for our strategy since sometimes getting to the right person can become a real pain by sticking to non paid content.

So yeah, I think it COULD work and these could be my top three do´s and dont´s when moving to paid content:

Do´s

1. Think of a new plan or type of content to boost it, let your potential followers know that you are looking for them but keep it cool, you´re not in google ads.
2. The key benefit of tiktok advertising and of most any advertising platform is segmentation. Prepare yourself to take advantage of it and try to think of the perfect follower (or potential buyer) that you want to have as your follower. Google "user personas" so you can have an idea on what to work with
3. Have fun! If you already enjoy creating content on this platform, remember most users are there to laugh, dance, be funny or to learn so keep at it.

Dont´s

1. Dont stop posting content that you already have a plan for, stick to it, people know how to differentiate promoted from regular content.
2. Users KNOW you´re selling stuff, don´t push it, make it like an invitation to your home
3. Do not use the same content you already have unless you think you may have a good video that didnt have enough views or interactions but this time point it to the audience you believe will really enjoy it and ONLY if it back up your brand´s strategy and still is consistent.

So, tell me, are you already using tiktok advertising? what has been your experience like?