Advantages and Disadvantages of TikTok Advertising in Serbia
Who did TikTok add to its list of advertising countries? Yes, Serbia!
The long-awaited advertising on the TikTok platform has finally arrived. We are already used to Instagram, Facebook, and YouTube; let's see what is different on the most entertaining social network in the world.
Everything in life has its pros and cons, and so does TikTok advertising. I'll start with the advantages because I am an optimist.
Here are the advantages of TikTok advertising:
1. Enhanced Virality
This platform has a powerful algorithm that pushes content to every corner of the internet. That’s why everyone knows about the video of your aunt and her cat. If this is how organic content works, just imagine what will happen when we "boost" it a little.
Everyone is wondering if the old saying "you get what you pay for" will apply. To cut your troubles short, in the beginning, this is not the case. In theory, and in practice from other countries, we know that everyone in Serbia and beyond will see the boosted content. Make no mistake, it will be cheap at first, similar to how Facebook was 10 years ago.
If you're on a tight budget (and who isn't?), now is the time to start your TikTok adventure.
2. Creativity Without Limits
TikTok is a place where creativity grows like mushrooms after the rain (I found this phrase somewhere on Google). We can use trends, music, effects, filters, challenges, and much more. It’s an ideal place to showcase how interesting our brand is.
TikTok doesn’t favor “bad” ads, and you’ll quickly understand what I mean. For this reason, we’ll need to step out of our comfort zone. Don’t be afraid—this will encourage us to create more creative content, which won’t only be enjoyed by our close friends (who might not always tell us the truth) but also by the wider audience.
3. Direct Contact with the Audience
So far, many viral TikTok videos with millions of views have not been fully utilized. By "utilized," I mean monetized. There was simply no way to link or redirect traffic to a site or elsewhere.
Now, every video can direct viewers exactly where we want—whether it’s to a phone number, an online store, or elsewhere. This way, we will have direct contact with the audience and gain clearer insights into the return on investment.
Enough with the advantages; if I keep going, it will be too tempting. Let’s get back to reality.
Disadvantages of TikTok Advertising:
1. Speed of Light
TikTok is a platform where everything moves at the speed of light. While our ad might capture attention and bring great results, it can be forgotten very quickly. It’s like preparing lunch for four hours and eating it in 30 minutes. After that, you’ll need to invest another four hours to prepare the same or a similar meal.
Just as one swallow does not make a summer, no single advertisement will be a long-term solution.
2. Organic Production
Your sales shouldn’t rely solely on your success with TikTok advertising. Everyone expects advertising on this platform to boost their sales significantly, but it may not work that way.
As with other platforms, a combination of unpaid (organic) videos and paid (advertising) content here also brings the best results.
3. Technical Handicap
Given that it is just the beginning, TikTok advertising does not yet offer the best ad placements or sophisticated analytics like those available on the Meta platform. For all of this, we will need to be a bit more patient.
Enough about the flaws; balance is important. If you’ve read this far, drop me a line, and I’ll buy the drinks.
TikTok advertising is like the Wild West—there’s a lot of potential, but we can easily fall into traps. For brands willing to adapt, take risks, and be creative, it can be a fantastic opportunity to attract new audiences and strengthen relationships with existing ones.
I’m watching a video of a cat on a skateboard and thinking about how to put a chocolate bar in its paw. I think it would go well. If you have any ideas, save them for the drink I promised.
Text: Nikola Jagodić, TikTok Consultant, smartpoint adria