Digital advertising: ΤikTok, short videos, and income increase
Social media are now an important part of people’s daily lives. Counting over 3.5 billion users worldwide, we can now claim that we live in a “Digital Age”. Recent television history has shown that media budgets are ultimately a matter of practicality. With the migration of audiences comes the change in direct business plans, which recognize that the ultimate goal of any brand is to reach its target audience as effectively as possible.
TikTok had already proven its usefulness as a social media platform before the outbreak. This short video-sharing app has been downloaded more than 2 billion times since its launch. Researchers have noticed the increasing popularity of the app and are trying to communicate the general bases of the app. With the majority of people staying home due to the COVID-19 pandemic, Tik Tok has experienced phenomenal growth. In March 2020, the app gained 12 million new users in the United States, bringing the total number of users worldwide to 52.2 million, making it the most popular gaming app on the Apple App Store in the first quarter of 2020. It also grew time spent on the app and related websites (Su et al., 2020).
Businesses are becoming more targeted by having variety in their TikTok advertising campaigns. The marketing ecosystem allows brands to reach their target market in a timely and accurate manner, leveraging various technologies and methods. Product reviews, parenting tips, and pet videos have all risen in the rankings of these verticals (Mou, 2020).
At the moment in Greece, businesses or influencers can choose:
1. TikTok
2. Instagram Reels
3. The youtube shorts
The growth of TikTok with its addictive algorithm has overwhelmingly surpassed the rest of the platforms and is now forcing them to change their strategy for the coming years.
In this digital era that we are living in, ICAP CRIF continues to invest in Digital Marketing, offering since 2008 integrated solutions for the online promotion of businesses both in the domestic and global markets.
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Source: Google Scholar