Meet the Switchers
of TikTok users intend to change their current network provider over the next 4 years. TikTok users are also the most likely to plan upgrades or buy a new mobile in the next 12 months, across all social media platforms.
How to target a Switcher?
Simple! Create content addressing mobile user concerns, showcase the benefits of your network, and offer solutions to common pain points.
Switcher Audiences on TikTok
We have launched two new switcher audiences for Telco advertisers to utilise when targeting their campaigns on the platform.
Recent Switcher
TikTok users who have changed their carrier in the last 9 months.
Recommendation: Use this segment to create exclusion audiences. This can reduce CPAs and ensure media budget is not spent on users who have switched providers recently.
Annual Switcher
TikTok users who changed their carrier 9-12 months ago.
Recommendation: Include this acquisition segment in ad groups with targeted offers and deals.
There’s never been a better time for Telco brands to tap into their audience on TikTok.
We’ve identified the attitudes and behaviours of our users, so you don’t have to:
Meet the Loyalists
Loyalty is strong among TikTok users, with 46% saying they have no plans to switch mobile providers in the future!
How to target a Loyalist?
Brands should lean into their key attributes, such as: value for money, good customer service and satisfaction. Focus on connecting with existing customers on TikTok to build brand love and active loyalty.
Other tips and tricks
Telco providers should align their package extras, perks and partnerships with TikTok users’ personal passion points and interests.
Users are transforming research habits by turning to TikTok to inform their choice of network provider and mobile package - leverage content, tips, tricks and recommendations to build a sense of excitement as users progress down the funnel.
Source: TikTok Marketing Science UK Telco Survey April 2024 conducted via AYTM, n=1000
Learn more about how to supercharge your Telco Campaign on TikTok. Reach out or visit TikTok for Business