TikTok has taken the world by storm in the past three years, quickly emerging as one of the most talked about social media platforms of all time. People of all ages make content on this platform, so you’re bound to reach your target demographic with strategic paid social ads. Here is your complete guide to advertising on TikTok.
CONSIDER YOUR DEMOGRAPHICS:
The reach that is possible through TikTok has put many marketers in an advantageous position because by marketing your brand on the platform, you are bound to eventually achieve decent exposure. If you are a marketer who is trying to reach an audience internationally, TikTok is the best place to start. The demographics range anywhere from 7 years old to 97 years old, and just about everyone around the world has an account. Although, the demographics that respond most to ads are women 18-35 years old and brands that are hoping to build a strong presence in the Middle East/ Asia (source:{TikTok Statistics}).
YOUR CREATIVE MUST FEEL AUTHENTIC:
TikTok ads are a relatively new concept and users are not nearly as open to seeing them as they are on Facebook or Instagram. Your ad creative MUST feel raw and authentic and have less branding than you usually would. The best kind of TikTok ad creative is one where the user takes a while to notice they even saw an ad or knew they were being targeted.
When it comes to the format, some of the most effective ads you can design are feed ads, video ads, and spark ads. T These three types of ads are very similar, but it can depend on what section of the app you are on. Most ads are designed to slip right in with your home feed to surprise you, moving smoothly with the flow of the app. If you are designing a campaign that involves influencers or user-generated content, the feed ads are your best bet for gaining the most exposure, as those views are on par with organic videos on the app.
Spark ads are a newer feature on TikTok and they allow you to boost organic content from your account to gain more exposure. This is a great option to use when you have influencers involved in your campaign and want the ad to look as natural as possible. TikTok reports that Spark ads have a 24% higher completion rate and 142% higher engagement rate than standard in-feed ads. TikTok has also developed a newsfeed where carousel ads get are placed for users viewing that section. The bottom line is if you are in advertising, get your ads on Tik Tok if you want copious amounts of attention for your brand.
USE HASHTAGS AND CUSTOM FILTERS
If you are familiar with TikTok, you have probably noticed that companies’ hashtags often begin to trend. It is important to encourage influencers and followers who normally engage with your content to begin to use the hashtag you curate for each campaign so it can gain traction. This is easier said than done, but it can be very effective in getting your brand exposure on TikTok and getting your ads to more users’ feed pages. The best way to design a campaign with hashtags is to curate one that includes tons of user-generated content and lasts for around 3-6 days.
Bigger brands oftentimes make filters or stickers out of their brand logo and encourage their influencers and followers to use them in their videos. This is very similar to word-of-mouth marketing, but for the digital world instead. This is a great way to gain exposure because when people are attracted to your logo and create posts with it, they are interacting with your brand without even knowing it.
Consider partnering with influencers and compensating them for creatively using your hashtag or filter in their video so you can increase your odds of ending up on the explore page. This, at the end of the day, is the NUMBER ONE goal with TikTok.
How to get Started
Regardless of the tools, you are going to use to advertise your new product or brand, here are some great ways to maximize your success:
- Choose your campaign: decide what your main goals are and apply various ad techniques to how they would fit best. The more dynamic your campaign is, the better chance you have of landing on different types of home pages.
- Name your campaign: pick something that will align with your company vision and assist you in the right direction toward your goals.
- Mix it up: TikTok was designed for creativity, so take advantage of this to get your ad in front of as many people as possible. Create a custom audio, filter, or hashtag that other users can apply to their posts! You never know what could take off, so be sure to use these features in as many ad formats as possible.
With high rates of viewership and copious amounts of users, advertising on TikTok is the newest and most effective form of reaching people. With many forms of ads to choose from and various options for designs, the possibilities are endless. If you need more help on developing and implementing a killer TikTok ad campaign, give us a call at L7 Creative today!