Where does TikTok fit in your marketing funnel?

Everyone and their grandma – including us – have been talking about how TikTok’s constant development of new features for marketers can be both exciting and overwhelming.

In this article, we shift our perspective and look at TikTok through a more strategic lens: how does the platform fit into the different marketing funnel stages?

Turns out, it isn’t just great for awareness: it’s a 🌱powerhouse🌱 for nurturing consideration and driving conversions.

Read along to learn how marketers can maximise TikTok’s potential for meaningful engagement and tangible results!

1. Awareness

TikTok captures a significant portion of the users’ focus by being a full-screen, sound-on app. Since users are completely immersed, engagement levels are high.

Additionally, TikTok has cheap CPMs and offers ample opportunity for scalability. This is the perfect recipe for fostering a lasting connection with your audience.

By expanding campaigns and reaching a broad audience, brands increase their reach and visibility to a large pool of potential customers. Prioritising awareness strategies on TikTok enhances visibility and lays the groundwork for successful mid and lower-funnel activities. This expansive approach helps fuel the algorithm with valuable data that can be used to identify profitable audiences across all stages of the funnel.

💡Pro tip: Avoid restricting your upper funnel activities with too many targeting filters – doing so will keep you from maximising TikTok’s potential!

2. Consideration

TikTok serves as a catalyst for brand and product discovery, with 80% of users crediting the platform for introducing them to new ideas (according to WARC).

At this point, your awareness activity has given the algorithm loads of data it can use to find promising mid-funnel audience segments.

Now that users know your brand exists, it’s crucial to articulate why your product or service is useful to them. Trust plays a pivotal role here, emphasising the importance of brand credibility and social proof.

💡Pro tip: Interact with your audience by replying to comments, duet customers, and so on. Don’t sound like you’re emailing your boss! Keep a human, light tone. You want to be seen as relatable, not robotic. We can recommend observing how users comment on popular posts for research purposes. Leverage influencer collaborations and UGC. This boosts social proof and is an engaging format.

3. Conversion

Establishing a retargeting strategy is one of the most efficient ways to drive conversions on TikTok. To realise the full potential of your retargeting efforts, define your audience segments based on behaviour (e.g., website visits, ad engagement, cart abandonment, etc.) and tailor creatives to each segment. Doing so will increase relevance and effectiveness.

Your ads should reflect the stage of the funnel they operate in. For lower-funnel objectives aimed at driving conversions, emphasise product benefits, use promotions when possible.

Psst! You can also create a sense of urgency to prompt action (e.g., countdowns, stock alerts, etc.). A clear call-to-action (CTA) is also essential.

💡Pro tip: Don’t forget about TikTok shopping ads! Shopping Ads seamlessly guide users from the For You page to the checkout with just a few taps. The make or break here is how simple the user journey is to purchase. If there are too many obstacles before the checkout page, most users won’t stick around.

TL;DR

• TikTok offers immense opportunities for brands to engage with audiences across every stage of the marketing funnel.
• If you’re running awareness activity, TikTok is a great channel to add to your mix.
• However, don’t miss out on TikTok’s capacity to capture value throughout the rest of the funnel. By understanding the nature of the platform, nurturing consideration, and optimising for conversion, brands can tap into TikTok’s vast potential to build meaningful connections and achieve their marketing goals.

Want to learn more about how to advertise on TikTok? Read about how we helped Satispay drive reach and app-installs in new markets.