The New IT in Performance Marketing: TikTok

Meta and Google might still reign supreme in the performance marketing world, but there's a new contender shaking things up: TikTok. It's the cat that's been stealthily creeping up, and now it's ready to pounce. While it might not command the same share of marketing budgets as the "top dogs" just yet, its influence is undeniable and growing fast. Consumers, creators, and brands are catching on, and so should you.

As we navigate the ever-changing landscape of performance marketing in 2024, TikTok emerges not just as another platform but as a paradigm shift in how brands connect, engage, and convert audiences. Let's break down why TikTok is the rising star you need to keep an eye on.

1. The Unstoppable Rise of TikTok

TikTok's growth has been nothing short of a rocket launch. It's not just about the numbers; it's about the *depth* of engagement and the unique ways people interact with content. TikTok has evolved beyond a simple social media app. It’s now a cornerstone of performance marketing strategies. With its global user base expanding at a mind-boggling rate, TikTok offers a goldmine of untapped potential for brands willing to think outside the box.

The platform's magic lies in its ability to foster authentic, creative content that resonates with a diverse, dynamic demographic. For brands and marketers, this is a dream come true: a chance to reach audiences with engaging, relatable content that traditional ads often miss. If you haven't already started leveraging TikTok's potential, you're sitting on a reservoir of opportunity that's waiting to be unleashed.

2. Dispelling TikTok Myths

Let’s tackle the elephant in the room: TikTok is not just for dancing teens and viral challenges. One of the biggest misconceptions is that TikTok is solely the domain of Gen Z or that it's just about entertainment with no room for commercial intent. Spoiler alert: this couldn't be further from the truth.

TikTok has grown into a rich, diverse community where educational content, product reviews, and brand storytelling thrive. Informative and brand-focused content has carved out its space alongside entertainment. Brands that understand this diversity can unlock unprecedented engagement and conversion opportunities. The key is to recognize that TikTok isn’t just a platform for fleeting trends but a place where authentic connections drive real business results.

3. TikTok as a Mobile Search Engine

Here's a twist you probably didn't see coming: TikTok is rapidly becoming a mobile search engine in its own right. According to recent reports from Search Engine Land, TikTok videos are now popping up in Google's Search Generative Experience and featured snippets. Yes, you read that right: TikTok is becoming a player in the search ecosystem.

Users increasingly turn to TikTok to discover products, find how-to guides, and read reviews, challenging the dominance of traditional search engines. This shift signals a new era where short-form, engaging video content can influence consumer decisions in real-time. For brands, it means optimizing TikTok content for visibility is no longer optional. It's essential. Your TikTok strategy isn't just about entertainment anymore; it's about discoverability and being where your audience is searching.

4. TikTok's Built-In Influencer Network

What truly sets TikTok apart is its ability to function as its own influencer network. Unlike other platforms where building an influencer campaign can feel like piecing together a jigsaw puzzle, TikTok naturally breeds influencers across countless niches. The platform's algorithm works its magic to push unique voices into the limelight, allowing brands to tap into a pool of creators who already have genuine influence over their audiences.

This ecosystem promotes authenticity and relatability. Two critical elements for successful influencer marketing today. Brands can seamlessly partner with TikTok creators who align with their values and messaging, ensuring campaigns feel organic rather than forced. It’s influencer marketing on steroids, minus the cringe factor.

5. Leveraging TikTok Shops for E-Commerce

Enter TikTok Shops: a game-changer for e-commerce brands. This feature lets brands showcase and sell products directly within the platform, making the path to purchase smoother than ever. But it's not just about slapping a product catalog on TikTok. It's about weaving products into compelling narratives that resonate with the platform's vibrant community.

TikTok Shops allow brands to engage users with value-driven content that doesn't just aim for views but goes straight for conversions. Plus, TikTok is throwing incentives at everyone in this ecosystem: users, creators, and brands. They're using a playbook that involves kicking back rewards, similar to Amazon’s tactic of incentivizing sellers to drive third-party traffic. It’s a win-win-win scenario, supercharging growth for brands savvy enough to jump on board.

TikTok is aggressively acquiring users across platforms using an entire arsenal of growth loops:

• Content Creation Loop: Users create content hoping for visibility and engagement, perpetuating the cycle as viral content draws in more viewers who then become creators themselves.

•   Social Sharing Loop:TikTok videos spill over to other social media platforms, attracting new users who download TikTok and dive into the endless scroll.

• Engagement Loop: The more users interact with content, the smarter TikTok’s algorithm gets at serving up personalized feeds that keep users glued to the screen.

• Collaboration Loop: Features like duets and stitches encourage users to collaborate, strengthening the community and making the platform even stickier.

• Monetization Loop: Successful creators monetize through brand partnerships and TikTok's Creator Fund, inspiring more users to join the creator bandwagon.

TikTok's Growing Role in Marketing Portfolios

Currently, about 8% of our client portfolio media runs through TikTok for influencer and paid marketing, but that number is poised to double to 15% by next year. TikTok's rapid rise isn't just hype; it’s becoming a crucial component of performance marketing strategies. The platform offers a unique blend of creativity, engagement, and commerce that few others can match.

To get the most out of this growing and often misunderstood channel, marketers need to debunk myths, embrace TikTok’s role as a search engine, leverage its built-in influencer network, and utilize TikTok Shops to drive conversions. The TikTok opportunity is here, and it’s ripe for the taking.

So, What Now?

The affiliate world has been waiting for a disruptor like TikTok for a while. Now that it's here, the real question is: What are you going to do about it? TikTok promises a landscape where creativity, engagement, and commerce converge like never before. It's not just a platform; it’s a movement. And it’s time for marketers to dive in and ride the wave.