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The social media landscape is continually changing, and perfecting your paid advertising strategy for each channel can be challenging. Here are the top trends for TikTok in 2023 and how OnSpot’s suite of solutions can be a great fit to achieve your campaign goals.

OnSpot audiences include data points not offered by the major social networks including past location visit behavior, expanded demographic characteristics, and unique audience extensions that include household members, real-world friends, and lookalikes. These highly targeted audiences are custom tailored to your campaign needs, and can be published to the social platform of your choice for improved performance and response.

OnSpot’s detailed audience analytics inform your team on new opportunities and allow for data-driven decision making for your business. Audience behavior including location visitor trends and patterns, demographic personas, and how they are responding to your marketing efforts are difficult to measure in most social network advertising platforms, but OnSpot can provide those insights. 

OnSpot’s attribution reporting provides tools that measure response to both brick-and-mortar locations and online to deliver multi-channel measurement of ROI on a social campaign. Social platform measurement tools are limited, leaving you without the insights stakeholders need to understand in-person and web visitor behavior outside of click-thrus in the social platform. Additionally, we can match sales back to the original audience exposed to the campaign for improved CPA analysis.


TikTok has emerged as one of the most popular social channels in the last few years. Users are projected to continue to increase year-over-year, stealing attention away from giants like Facebook and Instagram. But according to Hubspot, only 44% of marketers are currently leveraging TikTok in their social marketing mix. Here are a few reasons why it may be time to jump on the TikTok bandwagon.

Trend: A Growing User Base

Although this channel has received a lot of attention from the media about much younger users, 75% of TikTok users are between the ages of 18-34. These users are also more receptive to engage and make purchase decisions based on content they’ve seen in the app. Marketers can take advantage of this by creating video content that fits their brand in a relatively easy manner, and can quickly gain popularity if executed properly. While traditional social channels like Facebook and Instagram typically show you content from people and pages you already follow, TikTok shows you content from creators you may have never seen before.

Since TikTok users are typically younger, they have different expectations when it comes to advertising. The platform’s user base appreciates authenticity, creativity, and non-intrusive ad experiences. Advertisers need to understand the platform’s culture and create content that resonates with the target audience while avoiding overly salesy or disruptive ads.

Benefits of OnSpot

Make the most of your ad spend on TikTok by incorporating the precision audience targeting offered by OnSpot. Tailor your audience based on real-world & online visit behavior + demographic characteristics to align with the customer persona that is engaging on TikTok. Additionally, turn your existing data including CRM lists, store locations, competitor locations, customer addresses, and IP addresses into an audience that can be activated on TikTok, overcoming some of the existing limitations of their Ads Manager audience tools.

Improving your audience segmentation in addition to creating engaging and relevant content will allow you to effectively message to an audience that is ready to convert and support your business.

Trend: Record Breaking Consumer Spending

TikTok was the highest grossing app in Q3 of 2022, and it is projected to continue to trend upward in revenue. Nearly half of users have reportedly made a purchase based on an ad or product review on the platform. This is a compelling reason for brands to create low-cost content and quickly earn impressions to generate conversions and sales. Lastly, any content you create on TikTok can be easily cross-posted to Instagram.

Benefits of OnSpot:

Our suite of Analytics tools give you the ability to understand your audience on a deeper level, including location visit behavior, demographic characteristics, interests, and more. These insights allow you to improve your audience targeting tactics, and reach them where they are spending time online. Audiences created in OnSpot can be utilized as custom segments in the TikTok advertising platform, and results can be generated through attribution reporting as is the case for any other digital campaign. Given that TikTok continues to grow, creating a presence on this channel that fits with your brand is becoming more important. 

Trend: Attribution Measurement

The TikTok advertising platform has come out with attribution measurement tools that take into consideration the varying conversion windows that brands consider attributable to their campaign. However, you must be utilizing the TikTok Pixel or Web Events API in order to access these attribution features.

The attribution tools work best when your campaign is driving in-app or online purchases, and by default, the conversion window is 7 days after the ad was clicked, or 1 day after the ad was viewed. This can be customized to 1, 7, 14, or 28 days for clickthrough attribution or 1, or 7 days for viewthrough attribution. However, attributing real-world purchases at a retail location or the like back to your ad campaign is very challenging with the existing TikTok attribution tools.

Benefits of OnSpot:

Attribution Reporting in OnSpot platform goes beyond the features provided by TikTok, allowing you to track the success of your campaigns back to both real-world and online visits. Go even further to tie real customer data back to the original target audiences for a granular conversion reporting approach. By analyzing the campaign’s impact in the real world, you can gain insights into the overall success of your TikTok strategy, and how it enhances your other multichannel marketing efforts.

Like other social channels, TikTok regularly updates its advertising platform, introducing new features to address some of these challenges. We recommend consulting their business help resources to stay updated with the latest information.

Utilizing the OnSpot Data platform can enhance your audience targeting, customer analysis, and attribution reporting for your TikTok advertising campaigns. Contact our team today to schedule a demo.

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