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Challenging Creative Boundaries: Reflections from the TikTok Workshop in Barcelona and Madrid
May 16 and 20 marked a milestone for digital marketing professionals in Barcelona and Madrid. Rocket Digital’s Paid Media team had the privilege of participating in the TikTok Workshop, alongside the Agency Partner Managers of this leading video content platform. The event was not only an opportunity to learn and share ideas, but also to glimpse the exciting future of online marketing, especially in a space as dynamic as TikTok.
Data and trends that are revolutionizing the world of advertising
A surprising fact that was shared at the event was the exponential growth of the platform: TikTok Spain went from have 13.8 million users in 2021 to an impressive 22.6 million in 2024. This dramatic rise not only reflects TikTok’s growing popularity, but also changing consumer behavior , with a particular focus on the 25-34 demographic.
One of the most intriguing aspects of the Workshop was the discussion on how to respond to the unique creatives the platform offers. With an impressive 64% of users using TikTok to discover new products, the potential for brands is undeniable. Plus, with consideration rates of 84% and conversion rates of 61%, TikTok is quickly establishing itself as a crucial driver at all stages of the sales funnel.
Top 5 TikTok Verticals: The Categories That Are Taking the Platform by Storm
- Among the various verticals featured, the beauty sector stood out notably. With a significant shift in discourse towards authenticity and sustainability, beauty brands are creating a trusted ecosystem on TikTok. Concepts such as cruelty-free products are gaining influence, and brands such as Olistic are leading the way on this platform.
- For travel brands, the message was clear: TikTok is becoming an increasingly important destination for travel-related content. It’s essential for brands to have fully mobile-responsive versions of their content that make it easy to book services directly.
- Sport has also found its place on TikTok, with sporting events and celebrations consistently ranking among the most popular content in Spain. The excitement of events such as the Paris Olympics is capturing users’ imaginations and offering unique opportunities for brand engagement.
- The food sector, meanwhile, is experiencing a boom on TikTok, with a staggering 404 billion pieces of related content. For food brands, this presents an exciting opportunity to connect with an audience hungry for new culinary experiences.
- Education has also found its place on TikTok, with brands promoting courses, generating leads and sharing compelling testimonials. Surprisingly, 64% of users don’t bother with education-related advertising, underlining the untapped potential in this vertical.
In addition to these established verticals and insights gained for TikTok Ads, the Workshop also gave us an insight into the next revolution in the world of e-commerce: TikTok Shop . Although the exact date for its launch has not yet been announced, this new feature promises to transform the online shopping experience and offers brands an exciting opportunity to engage with consumers in a whole new way.
Taking into account TikTok's influence in the digital world
This event was a perfect opportunity to explore TikTok's Business Manager, which offers valuable tools to maximize the use of the platform as an advertising channel, as well as allowing you to know the best time to publish on TikTok in Spain. From the ad library to the Creative Center and Top Ads , each tool provides essential information to better understand our audience and optimize campaigns.
In summary, the TikTok Workshop was an inspiring and educational experience that left us with a deep appreciation for the power and potential of this dynamic platform. With its explosive growth and continued commitment to innovation, TikTok is positioning itself as a key player in the world of digital marketing , and we are excited to be a part of this journey into the future.
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