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Marketing on TikTok: The Philippines’ New Frontier for Brand Awareness

April 18, 2023

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TikTok is a rapidly growing social media platform in the Philippines, offering exciting opportunities for businesses to leverage its popularity for marketing purposes. To help you understand TikTok’s user base and the most effective genres for marketing. Whether you’re planning to launch a TikTok marketing campaign or wondering if your products or services are a good fit, our guide will provide valuable insights to inform your decision-making.

TikTok Features

TikTok has been gaining popularity lately, not just as a social media platform but also as a corporate marketing strategy.

1. Proprietary Algorithm Diffusion Power

TikTok uses an algorithm that sets it apart from other social media platforms like Instagram and Facebook. Instead of showing posts from accounts users follow, TikTok displays short movies based on indicators such as average playtime, likes, and comments. The more attractive the posts, the more likely they are to be recommended to users who do not follow the advertiser company or influencer. This feature makes it easier to reach a broader target audience, especially those with low interest.

TikTok is an excellent tool for marketing products and services that require an immediate effect, such as trend-sensitive items and limited-time events. Due to the videos that flow one after another and the power of diffusion, information spreads fast, resulting in effective marketing.

  • Highly Appealing

TikTok allows users to create visually and audibly appealing content, making it an excellent platform to showcase the features of products and services. Compared to Instagram and YouTube, TikTok’s short-video format is easier to edit, and users can check and react in real time, ensuring quick feedback.

Posting compelling content for a brief time can provide opportunities to attract users and make them aware of your product or service, leading to potential sales.

  • Little Sense of Propaganda

Many users feel overwhelmed by the numerous web advertisements they encounter every day. Often, they lose interest and their willingness to buy when they realize that it’s an advertisement. By using influencers, TikTok provides a more natural PR method that doesn’t give users a sense of discomfort. Users can quickly skip ads they don’t want to see, reducing stress.

2. TikTok User Base

Initially, TikTok’s user base comprised teenagers and young adults who posted dances and music. But, since the user base has grown and developed through time, it is now able to reach a broader spectrum of users. The following are the most recent TikTok user demographics:

  • Age Group

Although TikTok’s primary users were teenagers and young adults when it was first launched, it has recently attracted a wider range of users. Parents of young users are also exhibiting interest in the site, allowing it to reach a larger audience, including people in their 30s and older. As a result, marketing companies and PR influencers are using TikTok to target a broader audience.

  • Gender Ratio

While TikTok has more male users, females tend to post more frequently. Gender isn’t a significant factor when it comes to approaching users and using same-sex influencers for PR isn’t always practical. For instance, male influencers can promote fashion and cosmetic products from a third party’s point of view, which can be useful to women looking for styles that are popular with men.

3. Top TikTok-Ready Genres for Marketing

As TikTok continues to grow in popularity, more and more brands are turning to this social media platform to expand their reach. TikTok offers a unique opportunity to reach a wide audience, especially in genres where speed and visual appeal are key factors. Here are three genres that are particularly compatible with TikTok and offer high cost-effectiveness for marketing in the Philippines.

  • Fashion

Fashion is a constantly changing field, so keeping up with the current trends is essential. Conventional marketing tactics, such as periodicals and ads, can be effective, but they need a significant amount of time and money. Online marketing via SNS, on the other hand, is very simple and inexpensive. With TikTok, brands can easily create and post content that is immediate and attention-grabbing.

  • Cosmetics and Beauty

Cosmetics and beauty related to fashion are also a perfect fit for TikTok. Short videos are the platform’s main feature and can easily convey information in an easy-to-understand manner. This is particularly useful for showcasing makeup products and beauty appliances, where users can see the product in action before purchasing. By communicating at a good tempo, brands can grab the attention of new users and lead them to official websites or YouTube channels for more information and potential purchases.

  • Entertainment

TikTok is an ideal platform for entertainment genres such as music and events. Users often use TikTok as a leisure activity, making it a great way to deliver naturally acceptable information to potential customers. Brands can also take advantage of TikTok’s fast-spread speed to market pinpoints such as music festivals and limited-time pop-up events. By disseminating information, brands can increase awareness among potential customers who don’t directly follow influencers.

Final PopStar Tip:

 TikTok is a rapidly growing social media platform that offers unique features for effective marketing. Its algorithmic approach to displaying short movies makes it easier to reach a broader target audience, and its visually and audibly appealing content format allows for quick feedback. TikTok’s user base has expanded and matured over the years, making it possible to reach a more extensive range of users, including those in their 30s and older. In conclusion, TikTok offers endless marketing opportunities for brands in various genres. By utilizing the platform’s features and focusing on speed and visual appeal, brands can effectively reach a wide audience in the Philippines and beyond.

Send us a message or contact our Team at contact@pop-star.me for more information on how PopStar can help you in your TikTok marketing here in the Philippines.