After a breakthrough yr throughout the pandemic, TikTok has climbed the ranks to be probably the most downloaded social media apps in current historical past.
With a wealth of customers spanning a vast number of ages, content material niches, and international locations, TikTok presents a distinctive and fascinating alternative for entrepreneurs trying to capitalize on the app’s rising recognition – which is particularly true for the reason that app launched its inside self-serve promoting platform.
As an AI-first, data-driven digital agency, we at all times suggest that methods are backed by information and stable, well-defined success metrics. Much like the opposite social media platforms, so as to achieve success on TikTok, you need to have a clear, versatile technique that addresses why you’re utilizing the platform, what you purpose to get out of it and the way you’re going to obtain your objectives. In this text, we’ll break down how one can take advantage of out of TikTok by crafting a nice TikTok advertisements technique.
What is TikTok?
In its most elementary type, TikTok is a social media app that permits its customers to add and have interaction with short-form video content material. Users can make the most of the platform’s wealth of licensed audio content material, filters, and results to share movies which are up to a minute lengthy.
In 2021, TikTok launched its self-serve promoting platform, making promoting on TikTok extra accessible to small to medium-sized companies. This replace permits corporations to share customized advertisements to their goal person on the app, monitor analytics, and measure conversions and return on funding.
From a enterprise perspective, TikTok ads can help:
- Build model consciousness
- Get suggestions from prospects
- Sell services or products
- Launch focused advertisements
Why Should I Use TikTok Ads?
Let’s be sincere, the principle motive you’re most likely trying into this in any respect comes down to the next statistic:
TikTok has been downloaded over 2.6 BILLION instances worldwide.
But does that mechanically imply you need to dedicate all of your advertising spend to creating and sharing TikTok advertisements? Any good digital marketer will let you know that simply because your viewers is someplace, doesn’t imply it’s the most effective place for you to spend your advertising price range – particularly if there are different platforms which are extra conducive to your objectives.
But, the reality is, there are a lot of professionals to utilizing TikTok advertisements – the hyper-engaged viewers is the largest draw, however the platform itself is straightforward to use (lifting its construction nearly immediately from Facebook Ads Manager), and TikTok is superb at producing model consciousness. Honestly, the one motive we wouldn’t suggest TikTok is that if your online business is based on fixing short-term, speedy points like plumbing, pest management, or authorized points.
That’s not to say you possibly can’t use the app organically if your online business delivers related providers – the viewers measurement on the app mainly ensures you’ll discover your area of interest but it surely’s up to you to decide whether or not or not it’s price investing money and time into creating high quality video content material. If you need the entire professionals and cons breakdown, take a look at our article on “should your business be advertising on TikTok?“
Getting Started on Your TikTok Ads Strategy
TikTok customers love tendencies, however a lot of the time tendencies really feel actually random, with fashionable transitions, sounds, and dances seemingly popping out of nowhere. So how do you make a technique for an app the place the algorithm randomly determines what’s fashionable? The reply is creating a complete, agile TikTok advertisements technique that matches inside a broader digital technique.
We know that’s simpler mentioned than carried out – however fortunately you don’t have to do it alone – we’re right here to assist by providing you with a rundown on what that technique ought to appear like.
Step One: Download Tiktok
Seems like a given, however we don’t simply imply obtain it – we imply to use it. Explore the app, its options, its hashtags. Find out how the typical TikTok person engages with the app, and do some studying up on how the algorithm works. The extra concerning the app from an natural standpoint, the higher geared up you might be to run a profitable paid Tiktok promoting marketing campaign.
Step Two: Decide Who Your Audience Is
Tiktok advertisements are nonetheless advertisements, and a good advert wants a well-defined viewers. So earlier than you choose up the digicam and begin recording, it’s greatest to ask your self what sort of viewers you’d like to attain on the app. Once you determine who you’re trying to have interaction on TikTok, you can begin researching the kind of content material they often like to have interaction with – do they take part in hashtag challenges? Are there prolific content material creators in your area of interest? Do they like particular sounds or filters?
When you gauge what’s seemingly to seem on their feed, you possibly can serve them a feed advert that really feels prefer it belongs – constructing model consciousness with out interrupting their person expertise.
Defining your audience may also allow you to create a tailor-made advert group within the promoting platform, however that’s not to say that you need to solely be concentrating on who you suppose will have interaction along with your content material. TikTok is a numerous app with many customers, so you need to undoubtedly take a look at testing broader audiences – you may discover an viewers you didn’t even know you had!
Step Three: Audit Your Competitor’s Ads and Organic Presence
If your opponents are working TikTok advertisements, you need to undoubtedly keep watch over what they’re doing. Essentially, you need to carry out a SWOT analysis in your opponents on the platform. This permits you to “pick up the slack” and fill the opening which may be left behind by your opponents within the area.
Scoping out your opponents is a wonderful means to see how folks in your subject are working with TikTok promoting and might offer you a important aggressive benefit. This could be carried out by being attentive to what they’ve carried out nicely (artistic and fascinating content material, fashionable branded hashtag problem, cool branded results), in addition to what they aren’t doing nicely. By finishing a competitor audit you possibly can make the most of the issues they’re doing nicely on your personal TikTok advertisements, and fill any gaps left behind of their content material.
TikTok can also be dwelling to plenty of content material creators and influencers – a lot of whom will seemingly function inside your content material area of interest, so it’s additionally price together with these kinds of creators in your SWOT evaluation.
Step Four: Define Your Messaging
Plenty of guides will really skip this half, however you need to at all times concentrate on the picture you need to painting in your promoting. This a part of the information shouldn’t take too lengthy as a result of the messaging you choose will just about align immediately with your online business’s mission assertion and worth proposition.
If your online business is based on promoting luxurious items which are ethically sourced, these components ought to be communicated not solely in your advertisements but additionally in your selection of TikTok influencer and your natural content material. After all, nailing the messaging is vital in attracting your perfect TikTok person and potential buyer.
Step Five: Set Some Measurable Goals
The actuality is that there’s no possible way of understanding if TikTok advertisements are going to give you the results you want with out having some actionable, measurable objectives in place. TikTok’s advertisements supervisor is refined and might measure marketing campaign success in accordance to the objectives your online business has. Setting up and understanding your marketing campaign analytics is essential in figuring out the place you have to be directing your advert spend – in case your high view advert isn’t performing however your branded hashtag problem is delivering nice outcomes, the place your price range ought to be going.
Although it feels prefer it ought to go with out saying, objectives allow you to and your advertising staff validate whether or not or not an promoting avenue is definitely worth the money and time funding. It may also assist you determine if a explicit advert format is working for those who ought to prioritize an in-feed advert over a spark advert, and even simply decide which advert group is probably the most worthwhile to your online business.
Step Six: Get Creating, and Get Posting!
After determining what you need to say, who you need to say it to, it’s time to create a TikTok video. Take benefit of all the nice options that TikTok has to provide, and begin experimenting with various kinds of movies.
Get to know the advert varieties so you can begin creating tailor-made content material on your advertisements. Here’s the fundamental run-through of the totally different advert varieties out there to use through TikTok advertisements supervisor:
- Topview advert: Topview advertisements are the advertisements customers see as they open the platform.
- Brand takeover advert: Brand takeover advertisements are considered because the person opens the app however with out the button CTA, or possibility to like or remark.
- In feed advert: Ads that seem in feed are probably the most like natural content material, showing as customers swipe on the app amongst different content material.
- Branded hashtag problem: Gives customers the power to take part in your marketing campaign and create content material round your area of interest.
- Branded results: Any filters, stickers and particular results constructed by a model for the platform.
Step Seven: Measure Success
TikTok’s advertisements supervisor has inbuilt analytics so you possibly can monitor the efficiency of your campaigns, and we suggest utilizing them. Analytics lets in case your advertisements are doing what you need them to, so we suggest you verify in along with your analytics a minimum of as soon as a week simply to guarantee that your advertisements are spending your advertising price range in the easiest way doable.
Analytics additionally supplies you with the outcomes of checks – and as information folks, we can’t undersell how necessary it’s to verify your numbers, particularly for those who’re testing out a new advert format or advert model.
TikTok is a nice app with a lot of potentials to make companies reach an setting that’s extraordinarily aggressive – however which may be tough with out an agile advertisements technique in place. Hiring an company (like us) with expertise in delivering platform-specific methods might assist mitigate the stress and confusion surrounding a new platform.
If you’re excited about discovering out extra about what TikTok can do particularly for your online business, and also you’re on the lookout for an company backed by information and artificial intelligence, e-book a free discovery session with the pinnacle of our digital advertising staff to talk about if TikTok is the suitable app for you.