To TikTok or not to TikTok? In marketing, there’s a mounting pressure of modernized and ever-evolving media platforms nagging you to be on top of the next best thing before anyone even knows its name. But sometimes, it’s better to wait it out. Not all trends are trendy to your audience, and that’s the case with TikTok and casinos. While the video sharing platform is all the rage amongst younger generations, your slightly older target demographic likely isn’t scrolling the Tok.
Don’t worry; this doesn’t mean your casino will never go viral—it just means that the audience needed to make that happen is a little too busy right now scrolling on Facebook. Eventually, we should see the age span widen on TikTok, which will make room for casinos to create relevant and popular content on the platform.
In the meantime, you can continue to advertise on Facebook—and do an even better job at it. From 2020 to 2021, there was a 47% price increase in CPM on the platform, causing ad spend to rock the budget boat for many advertisers. To ensure you don’t fall victim to a shifting ad algorithm, you can do these three things:
1. Refine your targeting
2. Revisit your strategy
3. Take your ads off auto-pilot
