It’s hard to believe that TikTok, the popular social media platform known for its short-form videos, was launched back in 2016! It’s safe to say this social media platform has taken the world by storm in the last seven years. With its evolution over the years, it has become a significant player in the digital marketing landscape. In this blog post, we will take a snapshot of TikTok’s journey and how it has evolved from learning the latest dance routine into a powerhouse for companies looking to market their products or services.
When TikTok first entered the scene, it was primarily used by individuals to create and share entertaining videos. The app quickly gained popularity among younger demographics, with users spending hours scrolling through an endless stream of content. But as the user base grew, so did the interest from businesses and marketers.
Recognising its potential as a marketing tool, TikTok started experimenting with advertising options to monetise the platform. Initially, it offered basic advertising features such as brand takeovers, in-feed ads, and hashtag challenges. These ad options allowed businesses to reach a massive audience and engage with users in a fun and creative way.
However, it was not until late 2019 that TikTok truly solidified its position as a marketing powerhouse. The platform launched TikTok for Business, a dedicated marketing solution for companies looking to leverage TikTok’s immense reach. This move signalled a clear intent from TikTok to become a serious player in the digital marketing space.
TikTok for Business introduced a wide range of features and tools tailored to meet the needs of marketers. It offered detailed analytics, allowing companies to track the performance of their campaigns and gain valuable insights into their target audience. Additionally, the platform introduced a self-serve advertising dashboard, making it easier for businesses of all sizes to create and manage their ad campaigns.
But TikTok’s evolution didn’t stop there. In 2020, the platform unveiled TikTok LIVE API, enabling companies to livestream directly on the app, opening up new opportunities for real-time engagement with the audience. This feature allowed businesses to host virtual events, product launches, and even Q&A sessions, all within the TikTok ecosystem.
TikTok expanded its offerings beyond traditional advertising with the introduction of e-commerce features. The platform launched TikTok Shopping, allowing businesses to showcase and sell products directly within the app, bridging the gap between content consumption and online shopping. This integration of e-commerce and social media made TikTok an attractive platform for companies looking to drive sales and increase brand awareness.
TikTok’s evolution from an entertainment-focused platform to a robust marketing tool has been remarkable. It has transformed into a company for marketing, offering a range of features and tools designed to help businesses achieve their marketing goals. Whether it’s through innovative ad formats, detailed analytics, live streaming, or e-commerce integration, TikTok continues to adapt and provide new opportunities for companies to connect with their target audience in unique and engaging ways.
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