TikTok social advertising
As of recently (June 2021) TIkTok has narrowed down their targeting to the DMA level, so we can now target individual markets and not just whole states. However, the interest targeting is extremely broad and would result in impressions being wasted on large vague audiences. It is still not, in our opinion, a great alternative for multifamily paid advertising. Their interest targeting is based on video topics people watch, and it has interests like "food" or "cosmetics" or "online shopping." Until they are able to get more granular about user behaviors, we would stick with organic content on this platform. It may, however, play an important role in certain general market campaigns as a sales-driver.