Why TikTok is earning more wallet share of Brand Ad dollars

Talked with Erin Cabrey at Morning Brew about the ways marketing a DTC brand is changing. TikTok specifically is earning more wallet share of Ad dollars.

There are a few reasons for this that Erin lays out really well in the article. My high level thoughts are:

#1 TikTok CPC/CPMs are much cheaper than Meta. I tweeted this back in February. (don’t mind the typo :))

#2 The video content medium is more engaging and is particularly effective for product demonstrations and authentic UGC.
#3 The younger audience desirable to most brands shifted to TikTok.
#4 There is an added bonus of the chance to go viral.

Below is the link to the article. It has some great perspective from brand owners and ecommerce marketers.

If that’s your thing it’s worth a read: DTC advertisers, once reliant on Facebook and Instagram, are looking at different - and less expensive - marketing platforms.

If you are interested in fast growing brands on TikTok use the Charm.io TikTok Growth Score to identify the fastest-growing brands on TikTok: https://charm.io/for-sales