Why Use TikTok for Acne Advertising Campaigns?
TikTok’s ascent as a leading social platform, especially among the younger crowd, aligns perfectly with the demographic Health Union aims to engage. With Gen Z and young adults flocking to TikTok[3] and dedicating nearly an hour daily to scrolling[4], the platform offers a prime opportunity for targeted outreach. Here’s why TikTok became Health Union’s strategic choice for reaching its audience:
- Young Demographic Reach: TikTok’s user base skews towards the 18-35 age acne demographic. It’s the go-to platform for reaching individuals seeking help for skin concerns.
- High Engagement Rates: The platform’s knack for high user engagement makes it an ideal venue for brands to capture attention. Viral potential means significant visibility for Health Union’s campaigns with the right content strategy.
- Visual Storytelling: TikTok’s format supports engaging visual content, crucial for showcasing acne treatment effects through before-and-after visuals, testimonials, and product demos.
- Interactive Content: The platform encourages user participation with features like challenges and hashtags. Health Union leveraged this interactivity to foster user engagement and transform viewers into brand advocates.
- Educational Opportunity: Beyond promotions, TikTok allows for educational content about acne prevention and care, positioning Health Union as a trustworthy authority in skincare.
- Trend-Setting Platform: Establishing a presence on TikTok helps position acne treatment brands as innovative and in tune with the latest digital marketing trends.
Health Union’s strategy on TikTok was calculated and precise—engage a young audience where they spend their time with content that educates, entertains, and encourages participation, setting the stage for a successful campaign.
The Results: Acne Advertising Campaign Enhances Brand Awareness & Consumer Engagement
From the get-go, Health Union’s dermatology campaign on TikTok was successful, quickly capturing the attention of the younger demographic it aimed to reach. The numbers speak volumes: within the initial three months, the campaign’s TikTok ads didn’t just attract views—they turned viewers into active participants, underlining the platform’s magnetic pull on this age group.
Elevated Engagement Through TikTok in Healthcare
The campaign’s metrics clearly indicated success, amassing over 71,000 likes, 1,200 comments, and 232 shares. The preference for video content was unmistakable, with video ads striking a chord with the audience—evidence that video reigns supreme on social media when it comes to engagement.
Strengthening Bonds with Acne-Affected Audiences
The numbers tell a story of strategic finesse: branded content achieved a 1.06% click-through rate (CTR), and unbranded content was just a little behind, with a 0.87 % CTR and an overall cost per click (CPC) of $1.22. This balanced approach between branded and unbranded narratives allowed Health Union’s client to present itself as an authentic and trustworthy authority and forge stronger connections with its intended audience.
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Learn more about how Health Union is activating the largest and most unique HCP data in healthcare: health-union.com/human-side-of-data/#HCP
Sources
- Acne medication market size by therapeutic class (antibiotics, benzoyl peroxide, retinoids, salicylic acid, and others), and by type (over-the-counter medicines and prescription medicines) regions, global industry analysis, share, growth, trends, and forecast 2023 to 2032. (2023, December). The Brainy Insights. https://www.thebrainyinsights.com/report/acne-medication-market-13845
- Harth, Y. (2023, November 12). Acne statistics – update. MDacne. https://www.mdacne.com/article/acne-statistics-update
- Lebow, S. (2023, December 14). Gen Z leads the pack on Snapchat, TikTok. EMARKETER.
https://www.emarketer.com/content/gen-z-leads-pack-on-snapchat-tiktok - Lebow, S. (2023, March 16). TikTok screen time is growing faster than expected for adult users. EMARKETER. https://www.emarketer.com/content/tiktok-screen-time-growing-faster-expected-adult-users
- Sanghavi, A. 50+ effective video marketing statistics for growth in 2024. G2. https://www.g2.com/articles/video-marketing-statistics