Is TikTok the Best ToF Channel in 2022?

Not just for Gen Z dancing videos... TikTok is a powerhouse for any brand looking to grow awareness.

Why TikTok is a Game Changing ToF Channel for Brands?

A few years ago we were all hearing Gary V talk about how TikTok was going to change the game for brands.

His TikTok evangelism was met with a split response from professional marketers and business owners alike:

1. Those who believed in the long term potential of the platform for brand growth.
2. Those who believed the platform would always cater to the Gen Z wannabe “creator” crowd and found excuses to get involved.

Admittedly, I fell into camp 2 — And I was wrong... 😂

A few years later and all anyone is talking about is how powerful TikTok is for business growth. Not having a presence on TikTok in 2022 is like not having a Facebook page in 2018.

So what changed?

1. The Facebook/Instagram Ad Playbook has Fatigued

To be clear... Facebook/Instagram advertising is still an essential for most businesses. But the channel was MUCH more effective just a few years ago.

Here are a few reasons why that’s the case:

1. Facebook is having trouble keeping millennials engaged on its platform

2. Negative political and social PR in recent years

3. iOS 14 conversion tracking changes had negative impact for advertisers (particularly for D2C)

4. Short form video is taking over

I’ll admit it... TikTok is fun. It’s the most fun I’ve had on social media in years. Not only does it play perfectly into the dopamine driven pleasure center of the brain but the content is refreshingly... light. The platform is probably the “happiest” social media platform out there.

The roulette style “For You” page is highly engaging and entertaining.

Speaking of the “For You” page — This is the most important platform feature for marketers. Content delivery and reach is an algorithm driven meritocracy. The best content gets the reach. Personally, I think that’s how it should be.

Organic reach on TikTok is the single largest ToF opportunity we have in 2022.

3. The platform is professionalizing

The loudest objection we heard for why not to invest in TikTok was that the audience was too young.

This is officially no longer the case - nearly 60% of TikTok users fall between the ages of 20-49

Of course, Gen Z still makes up the lions share of the age demographic. Given the fact that “74 million people in the U.S. will be part of “Gen Z”, which will make it the largest generation of all.” it seems important that we all pay attention to what’s happening here.

Additionally, B2B SaaS is flocking to the platform in droves as more software companies look to differentiate their go-to-market approach.

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I hate to say it... But Gary Vee was right. We all should be on TikTok.

Moreover, as marketers, we are the ones pioneering new ways for brands to leverage creative content on the platform to drive growth.

Are you marketing on TikTok? If so, I want to hear from you on what’s working and what isn’t.