Pros:

• New, first to market advertising, efficient pricing due to less competition (for now).

• Highly engaged audience that skews younger - 60% of users are between the ages of 16 and 24 in the United States.

• TikTok has a video creation tool that includes templates, sound, and text overlays to help bring motion to static images and to better optimize your creative to the TikTok audience.

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Cons:

• Limited targeting capabilities - advertisers can only reach their audience through interest-based groups

• This is a very new advertising platform, so there are many unknowns with campaign success and best practices. 

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Best Practices:

• Despite being a new advertising platform, what we do know is that creative is going to either make or break your campaign. We recommend creating content that matches with TikTok organic content to increase engagement.