You’re probably hearing a lot about it in the news or from your kids. Or, if you’re like us, you can’t quite stop scrolling TikTok yourself. By 2025, TikTok will be the top social app in daily minutes— and adults will spend up to 1 hour and 50 minutes per day on social media. And while 18–24-year-olds are spending 76 minutes per day, the app isn’t just for young people: 45–54-year-olds are spending 45 minutes per day, more than any other platform, on TikTok.

As part of our continual pursuit of industry expertise, EchoPoint Media recently hosted an on-site TikTok workshop with our agency representative. She highlighted best practices, shared platform updates and releases, and gave us some insider knowledge (but more on that later). Other members of the TikTok team also passed on specific vertical insights for education, home & living, tourism & hospitality, and finance, and a TikTok tech specialist led a session focused on measurement applicable to any category, and we wrapped the day learning about premium placements. Since then, we’ve brainstormed ideas to bring to our brands and prospects that will keep them on the forefront of this important and ever-changing space.

Here are a few takeaways that you should be thinking about for your business:

• Make TikToks, not ads: TikTok is its own ecosystem, and advertisers need a unique strategy for the platform. Simply repurposing ads from other platforms isn’t an effective use of the app. Ads should always feel authentic—like they’re coming from a real person—and engage audiences quickly. EchoPoint’s relationship with TikTok allows us to leverage their creators to make content at no additional cost. This gives our clients access to ads made specifically by those who the know platform best.
• TikTok Shop is Growing: TikTok Shop is growing as a popular e-commerce channel, (just ask our dedicated team of in-house impulse buyers). Running shopping ads is shown to increase overall revenue by over 100%. When you make it easy for customers to find and buy your product, you’re allowing it to become an impulse buy for a large audience.
• Ad Placement Options: Placements on TikTok run a spectrum of budgets and types. Premium placements, for example, help reach users early in their scrolling—and surround related content. These options are only available to brands who have been whitelisted by TikTok through an agency rep.
• NOT PUBLIC KNOWLEDGE: We can’t share everything we learned , but rest assured: exciting things are ahead. A few major product updates in the works will allow TikTok advertisers to reach key audiences more efficiently than ever before. Only certain agencies are granted access to these betas, and WE CAN HARDLY WAIT to be among them!

So tell us: do you currently have a TikTok strategy, or are you just repurposing something from another platform? Are you missing out on some of the best inventory? If you’d like to step up your TikTok game, we’d love to help. We’ll meet with you and identify ways to begin partnering with TikTok—or enhance how you’re currently using this powerful platform.

Drop Brad a line here, and he’ll get something set up for us.