• Kenneth Whitmore

Advertizing on TikTok, best practices in 2021.

Updated: Aug 8, 2021

One social platform in particular has left its mark on the digital landscape in 2020 and 2021, the video-based social media platform TikTok.



In the past year, TikTok has grown to 880 million users worldwide. The platform has thus overtaken a large number of established social media such as Snapchat. Although the platform is not yet mainstream in Europe, it is experiencing extreme growth.


“There is no doubt that TikTok is putting huge pressure on the current advertising platforms and we see a huge potential in the platform for advertisers in 2021.”

In short, TikTok defines itself as; “A short form video entertainment platform”. Inspired by its predecessors Vine and Musically, TikTok allows users to share short videos between 15 - 60 sec. It thus builds on the trend we see, where (primarily short) videos are becoming an increasingly large part of social media. But even though the format has been seen before, there are several factors that make TikTok unique.


Create Relevant Content


TikTok is first and foremost an entertainment platform, unlike Facebook and Instagram, which are more lifestyle oriented. Where Facebook and Instagram encourage users to share moments from their everyday lives, creativity is paramount at TikTok. In that sense, TikTok can best be compared to Youtube - but still not.


Where Youtube and TikTok both encourage users to share video-based content, in recent years Youtube has experienced a shift towards more curated content made by individual influencers, whose quality is comparable to professional TV productions. Here, TikTok is more relatable and authentic in its more unpolished content, and the platform has also shortened the production process to a few clicks. TikTok encourages their users to play with the platform's features, which include music, filters, AR, a duet feature and more.


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