At the end of 2020, we launched the first video campaign on TikTok with VOO. This was a first test to adapt our approach to the new way of living during the pandemic: people were much more connected and tiktok boomed as one of the most downloaded app in Belgium. Also, it started to be much more used by older users with 22% of the users being between 25 and 34 years old and 12% between 35 and 44 years old.
This shift in behavior made us curious about tiktok advertising and that’s how we launched the first campaign as one of the first brands to have visibility on this platform. Today, TikTok has become a must in all media plans and is going to grow much bigger in 2022.
Let’s go back to the end of 2020, we couldn’t redirect users to our website. It was pure awareness that we could do through reservation with no control on the audience, the budget optimization, and more. At the beginning of 2021, we could finally direct users to our website and analyse the quality of the traffic coming from this platform. Results were encouraging with a quality in trafic. Afterwards, a much bigger improvement came with the arrival of TikTok Ads manager. This was the opportunity to have immediate controle on our campaigns and have a day to day optimisation. In the evolution of this trend, we could also add conversion tracking in the platform to know the impact of our advertising. We see through this evolution that 2021 was the year of tiktok and that the evolution was tremendous during this year.
And this is not finished, they have already announced many improvements for 2022. In the continuity of the conversion tracking, the shoppable ads will arrive soon becoming a must in the different phases of the acquisition funnel.