Newsletter #48: The best niche on TikTok..... but no one targets them

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The newsletter as exclusive as the Jedi Council... But you get access granted, no Midi-chlorians needed.

In this edition:

• 😱 TikTok is 28% Gen X….. But marketers only target 5%

• 🤔 MIXED BLESSING... TikTok wins, but lacking with Influencers

• 🤖 MEET YOUR NEW HIRE….. Use TikTok‘s New Creative Assistant

• 🚨 LEGAL ALERT... Utah Sues TikTok: Claims Kid 'Addiction'

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😱 TikTok is 28% Gen X

But marketers only target 5%

Ever heard of the 'lost', 'forgotten', or 'invisible' generation? Yep, we're talking about Generation X.

According to a study by media agency Wavemaker, Gen X is a seriously underserved market on TikTok, despite making up a whopping 28% of its user base and holding some serious spending power.

Gen X as those aged between 45 and 60; 92% of this group are daily social media users, yet they're the wallflowers at the influencer marketing party.

As only 5% of brands are targeting these former 'latchkey kids', even though they're now responsible for 27% of global spending.

This is a missed opportunity!

What happens when you target this cohort?

L’Oreal successfully targeted this cohort by partnering with influencers aged 45 and above to promote its Age Perfect Rosy-Oil Serum. The campaign smashed its KPIs by over four times.

Stop thinking TikTok is for kids!!!! Your competitor’s aren’t….

🤔 MIXED BLESSING

TikTok wins, but lacking with Influencers

So this hurts….. especially as I run a TikTok agency 😞

TikTok is still on top:

• Month-on-month its the most downloaded app

• 50M downloads on both the App Store and Play Store.

• That's 5M more than Instagram.

But, here's a shocker……

While TikTok's a big player in the influencer marketing game, it's not the top dog.

A recent report reveals that 53.7% of US users are using Reels for influencer marketing in 2023, compared to the 50% using TikTok.

And the future's looking bright for Instagram, with almost all US marketers planning to advertise on the platform thanks to its "diverse content formats, extensive creator tools, and large audience."

And this trend isn't slowing down anytime soon. By 2025, it's predicted that 62.2% of marketers will likely use Reels for their influencer campaigns, compared to 57.7% that will use TikTok. It's a close race, folks.

Sounds obvious….. but the world of social commerce is constantly changing.

So whilst I am focussed on TikTok, I am keeping a close eye on Instagram 👁️.

🤖 MEET YOUR NEW HIRE

Use TikTok‘s New Creative Assistant

I mentioned this in a previous newsletter…..

But TikTok recently overhauled its Creative Assistant.

Stop asking your 12 year old nephew for advice on TikTok…..

Use TikTok’s Creative Assistant:

Spent 10 minutes playing around with it….. will give you more ideas than a pre-teen going through puberty at a nude beach 😉

🚨 LEGAL ALERT

Utah Sues TikTok: Claims Kid 'Addiction'

I recently watched a documentary on the tobacco industry (I am an ex-smoker….. don’t judge).

The documentary pointed out how the tobacco industry targets teenagers so that they will ‘have a customer for life’.

Sadistic…. cruel…. immoral 😞

But how different is TikTok to the tobacco industry?

‘Cos we all know teenagers are addicted to TikTok.

And Utah is fighting back:

I am not saying we should support TikTok like the tobacco industry…..

But…

TikTok’s super power is their addictive algorithm, take that away and they don’t have much.

Eventually, TikTok will become more restrictive….like my wife after we got married 😞 (if you are nodding your head, you know what I mean).

But in the meantime:

• Keep your kids off TikTok

• Use TikTok’s algorithm to stay ahead of your competitors

That's it for this week 👊

But I need to ask a favour...

Thanks for reading.

- Paul

PS.... Rankster was recently approved to be a TikTok Shop Partner. 🚀 

We are onboarding tons of Amazon brands and they are making sales within a few days. Message me if want to get started (you must have a registered US business to open a TikTok Shop US account….. TikTok’s rule)

PPS…. Expect tons of case studies over the next few weeks! I took a 2 week break from this newsletter to work on some projects that you will thank me for later 👊