At the end of 2018, TikTok surpassed Instargam and Snapchat downloads. Now the application has more than a billion installations, and the MAU is approaching the 500 million mark. At the same time, the platform remains quite closed for advertisers. Often the only way to access it is through an official reseller.
One of these partners has recently become the Moscow agency Mobio. The other day, it announced that it now officially provides an opportunity for Russian companies to purchase traffic on TikTok in rubles (with direct work with the service, payment would take place in yuan).
In addition to the wide popularity of the site itself, Mobio calls its main advantage the young core of the audience. The main users of TikTok are teenagers and young people — people aged 16 to 24 years.
As noted in the comment for App2Top.ru Herman Kapnin, head of the traffic purchase department at Mobio, is now installing TikTok at a cost comparable to or cheaper than traffic from other social networks. At the same time, it is not inferior in terms of retention.
But there are also nuances. TikTok is a social network where the main content is videos created by users of the service. Accordingly, video is one of the main formats in TikTok.
On the one hand, this is a plus. Because, as Kapnin says, “In the key sources for the gaming industry, videos often show the best results compared to banners.”
The disadvantage follows directly from the advantage: “Tests require more work with creatives/ads to scale.”
Also on the topic: