Updated on December 14, 2022 | 2 minute read
TikTok’s like marmite: you either love it or you hate it. But for one of our retailers, TikTok became the key to increased traffic across all their channels. Google Shopping is another platform that can be used to increase brand awareness and get your products in front of interested shoppers. For more information on how to optimize your Shopping campaigns, book a free demo with one of our specialists today.
With such a huge audience, TikTok can be a great place for brands to advertise themselves and show their personality. For one of our clients TikTok was an integral part of generating traffic, which they found out the hard way.
Since its launch in 2017, TikTok owned by ByteDance.com has been downloaded 3 billion times and gathered 383 million installs in the first half of 2021. This makes TikTok the first non Facebook app to reach the milestone of 3 billion downloads.
During a call with our client success team, we found out that a client had experienced an unexpected drop in their traffic. Traffic had dropped from around 16,000 users a day across all their channels to almost half of that ringing alarm bells.
The client saw a drop in organic traffic by 17%. A paid traffic drop of 25%, and an email traffic drop of 87%, which had previously been one of their best performing channels. After speaking to the client, it turns out they hadn't been seeing much return through TikTok and so decided to turn ads off on the platform.
Unfortunately, this turned out to be the culprit behind the drop in traffic. So while TikTok seemed to be a potential waste of time for our client, it ended up being a crucial part of generating traffic and revenue.
TikTok is brilliant for increasing brand awareness with multiple types of ad opportunities for advertisers and with less interruptive ads than traditional ads, the platform is great for connecting with potential customers.
User engagement is really high on the app, with 90% of users using the app more than once per day. A video can go from zero to a million views in the blink of an eye, giving brands a golden opportunity to get in front of potential customers.
The experience our client after turning off TikTok ads serves as a great lesson of how useful the platform can be in generating traffic.