It's Time We As Advertisers Took TikTok More Seriously
Whilst TikTok is still relatively new in the grand scheme of digital platforms, it’s about time we as advertisers started giving it more love and attention. Despite debates about TikTok’s place in media, the reality is that it fits (almost) seamlessly into two key areas: social and video.
Where TikTok Sits in Media Strategy
TikTok can be viewed as either an extension of your social media strategy or a fundamental pillar within it. At the same time, it serves as an extension of a video-first approach, offering a unique space where brands can engage audiences through short-form content. While not all attention is equal, TikTok’s ability to capture and retain user engagement means it deserves more consideration in media plans.
Why TikTok Sits Across Both Social and Video
TikTok uniquely blends social engagement with a video-first experience, making it a versatile platform for advertisers.
TikTok as a Social Platform:
Community-driven interactions: Users engage with content through likes, comments, shares, and duets, fostering a highly interactive environment.
Trending culture: Like other social media platforms, TikTok thrives on trends, challenges, and viral content, making it a key player in social conversations.
Influencer marketing: Brands collaborate with TikTok creators in the same way they do on Instagram or Facebook to drive engagement and credibility.
TikTok as a Video Platform:
Short-form video focus: Unlike traditional social media, TikTok is built entirely around video, making it a strong competitor to platforms like YouTube.
Lean-in engagement: Unlike passive video consumption (e.g., TV or YouTube’s autoplay), TikTok’s endless scroll keeps users actively engaged, similar to a video-centric experience.
Advertising opportunities: TikTok’s ad formats (e.g., in-feed video ads, branded effects, and TopView) closely mirror video-centric advertising seen on platforms like YouTube and CTV.
By fitting into both social and video strategies, TikTok offers flexibility. Brands can leverage it for community engagement (social) and as a scalable reach tool (video), making it an essential part of a modern media mix.
The Power of TikTok’s Audience
One of TikTok’s greatest strengths is its diverse and engaged audience:
User Base: As of early last year, TikTok had approximately 9.73 million users aged 18 and above in Australia, marking a 17% year-on-year growth.
Demographics:
Gender distribution is almost equal: 50.9% female, 49.1% male.
While the majority of users are 18-24 years old, TikTok’s appeal is expanding across age groups.
Engagement:
Australian users spend an average of 1.5 hours per day on the platform, totalling over 42 hours per month.
TikTok is Australia’s 4th most popular social media platform and the 25th most popular app overall.
Advertising Reach:
TikTok ads reach 46.6% of Australian social media users aged 18 and above.
The platform’s advertising audience skews slightly female, at 53.5% women and 46.5% men.
TikTok’s Strength: Reach and Engagement
TikTok is one of the most effective platforms for reach. The combination of an engaged audience and a content-first algorithm allows brands to extend their visibility in a way that is often more organic than traditional digital advertising. This level of engagement provides advertisers with a massive opportunity to build brand presence in a highly immersive space.
Where TikTok Can Continue to Establish Itself
While TikTok is fantastic for reach, there’s still room for growth in its full-funnel capabilities. TikTok’s eCommerce advertising solutions are already growing at an impressive rate, and for brands that leverage them correctly, the platform is on track to becoming an eCommerce powerhouse. However, beyond TikTok Shop, there is still an opportunity for further advancements in conversion tracking and performance analytics to see it keep up with the likes of Meta and Google, which would solidify its role as a leader in performance-driven advertising.
Additionally, TikTok itself needs to better define where it sits within the broader media landscape. While its ability to operate across both social and video is a strength, there is a lack of clear positioning from the platform itself. If TikTok were to either clarify its role as a hybrid platform or actively promote its unique dual positioning, it would help advertisers better integrate it into their media strategies with confidence.
The Bigger Picture
Australia’s digital advertising expenditure is booming. With platforms like TikTok commanding a growing share of user attention, advertisers must acknowledge its role in both brand awareness and customer engagement strategies.
TikTok isn’t just a passing trend—it’s a platform that has cemented itself as a major player in the digital landscape. The numbers speak for themselves. It’s time we as advertisers took TikTok more seriously and integrated it more strategically into our media plans.
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