Generation Media’s Emilie Flanders looks at how TikTok will feature across the toy marketing landscape this year.

While Meta and Google have reigned supreme in the digital advertising realm for over a decade, the landscape is shifting. Relying solely on these platforms is no longer the definitive path to success. The emergence of advertising channels such as TikTok, and the evolving preferences of demographics for short-form video content, have blurred the once-dominant duopoly. Contrary to popular belief, TikTok’s appeal stretches far beyond younger audiences. It’s not just the Gen Z playground; parents are increasingly joining the TikTok community, with a substantial 48% of UK parents counted among its users.

Due to the platform’s innate discovery capabilities, 67% of TikTokers say that the platform helps them get ideas about products they had never thought of before, making them an exceptionally valuable audience to lean into in the lead up to Christmas season.

So how can toy brands make the most of TikTok? Firstly, it’s important to note that the platform does not allow direct targeting to children. Therefore all messaging should be focused on parents and building content they can engage with and relate to. To achieve this, marketers should make sure they are following some golden rules…

In this article, Emilie talks about how “native is best” and the power of creativity. She also refers to the tone and values of brand, how to reach niche communities and cost-efficient solutions. Her final message is about getting to the right people at the right time.

To read Emilie’s detailed advice for TikTok marketing in the run up to Christmas, click here for the full article, which appeared in the November edition of Toy World.

Readers can also visit the Generation Media website here.