Is it worth investing in ads on TikTok? » Insights Portal

If you follow news from the digital world, you've probably heard about TikTok, a new social network that is quickly becoming popular among young people, aged 16 to 24. Its main feature is high engagement compared to Facebook and Instagram.

But is it worth producing content and investing in ads on TikTok? Or is it worth waiting a little longer to see what will happen?

The best way to find out whether TikTok or any other internet content channel is valid or not for your business is to test it. Each company has a very specific segment and audience, with equally specific behaviors and needs, and, therefore, there is no way to standardize the validity or otherwise of a network for everyone.

Not to mention the issue of the moment – ​​both for the company and the platform in question. Is now the best time to invest, is it next year? There is also a hint of luck when it comes to investing in social networks, although this is not the most important variable that we must take into account.

Testing and comparing is the key to success

On the other hand, with all the features, tools and technologies we have at hand, it is very easy, nowadays, to test the possibilities at a minimum cost. So, for TikTok, the tip is to open an account – if your audience is the audience of the platform in question –, start creating content and analyze whether it performs well.

The main metrics are:

• post engagement;
• website visits;
• brand view.

The trick is to always compare the test base with other platforms that the company already uses, measuring results from all of them and seeing where time and money are gained or lost in digital marketing efforts.

So always test – and compare. This act will give you the answer to whether it is worth investing in TikTok and any other social network.

Let's assume you start testing TikTok today, creating an account and publishing your first content. If it works, you will accelerate your learning curve and start reaping the benefits before your competitors.

And if it goes wrong, at least you'll know faster that TikTok isn't the ideal channel for your content. The advantage is not spending time worrying about whether it's worth it or not, doing several studies and collecting frustrated attempts at engagement.

With this, the company can invest its money on platforms where it knows it will have a return. This is very important when we talk about a market like digital marketing, which is completely dynamic.

The surprises of digital marketing in practice

A practical example to illustrate this dynamism comes from a coach from the sports world who hired our growth hacking services to optimize the sales of her service. Analyzing all of its acquisition channels, we realized that 90% of the traffic coming from social networks – around 20 thousand visits to the website – came from Pinterest.

That's right: Pinterest, a social network with a high niche value where people share a lot of images. It's not text, it's not video, it's images – and yet, that's where her audience came from, because a big influencer shared, on this social network, an infographic that the coach created.

For some reason, the algorithm validated that content, which generated a lot of access – even without her knowing, since the client didn't even have a Pinterest account when her traffic started to accelerate.

So, as we always like to emphasize here, there are no rules – and the “magic formula”, if there is one, to know if it is worth investing in a social network is to test it.

Never be fooled by miraculous tips: when you come across them, don't take them as truth, but as an idea to test.

This, in fact, is the vision of growth hacking, whose main objective is to create environments in which feasibility can be tested as quickly and at the lowest possible cost.

If you want to know more about TikTok's performances, digital marketing or growth hacking in general, subscribe to the Portal Insights newsletter and always keep an eye on our content.