by Adam Ortman, SVP Growth & Innovation, Generator Media + Analytics



Advertising on TikTok has become a popular way for businesses to reach a younger audience, but is it safe? The short answer is yes, it is generally safe to advertise on TikTok. However, there are certain risks that businesses should be aware of before diving into the platform.



The Risks:



One potential risk of advertising on TikTok is the platform’s reputation. TikTok has faced criticism in the past for its handling of user data and privacy concerns. While the platform has taken steps to address these issues, the perception of TikTok as a less-than-trustworthy platform may make some businesses hesitant to advertise on it.



Another risk is the platform’s content moderation. TikTok has faced criticism for not doing enough to remove harmful or offensive content from its platform. As a result, businesses may be concerned about their ads appearing alongside inappropriate content. However, TikTok has announced new moderation and community guidelines in 2021 to improve the platform and to give more control to the users over their own experience.



Additionally, TikTok’s algorithm can be a bit unpredictable. While it can be effective at putting your ads in front of the right audience, it can also lead to your ads appearing in unexpected or undesirable places. This can be frustrating for businesses and may make them hesitant to advertise on the platform.



The Benefits:



Despite these risks, there are also many benefits to advertising on TikTok. The platform has a large and growing user base, with over 150 million monthly active users in the U.S.. This means that businesses have the potential to reach a large and engaged audience. Additionally, TikTok’s algorithm is designed to surface content that is likely to be engaging, which can help to increase the chances that your ads will be seen and remembered by users.



Another benefit of advertising on TikTok is that the platform’s audience is generally younger, with a significant portion of users under the age of 30 spending an average 1.5 hours per day on the app. This can be a great opportunity for businesses looking to reach a younger demographic. Additionally, TikTok’s content is highly visual, which can be a great way to showcase products or services in a way that is both engaging and memorable.



In conclusion, advertising on TikTok can be a great opportunity for businesses looking to reach a younger audience, but it’s important to be aware of the risks. Businesses should be mindful of the platform’s reputation and content moderation, as well as the unpredictability of the algorithm. However, if businesses can navigate these risks effectively with their media partners, they may be able to benefit from the platform’s large and engaged user base and its visual content. As always, it’s important to do your own research and make a decision that is right for your business. If you would like to know more about the pros and cons of TikTok, get in touch using the link above!