There is a ton of advice and information available for advertising on well-known social media platform websites like Facebook, LinkedIn, and Instagram, but not as much for TikTok. Due to the fact that TikTok is a relatively new medium, advertisers have little time to learn what strategies are effective. We’ll cover a range of subjects about TikTok advertising in this blog post, from rules to creating campaigns. Let’s begin with the fundamentals:
Who Uses TikTok and what is TikTok?
Currently, according to statistics from Douyin, the Chinese version of TikTok, TikTok is the fourth most popular social media network worldwide. There are 1 billion monthly active users worldwide who can share 10-minute-long short-form video material on this platform. Musically, an app where users could publish brief lip-sync videos, was the previous name of TikTok. When Musical.ly changed its name to TikTok in 2018, users could initially create videos that were only 15 seconds long; this feature is now extended to 10 seconds. Over 3 billion downloads of the app have been made worldwide.
TikTok is now available in 150+ countries and 35+ languages, and it is the most downloaded app in more than 40 of those nations, according to the TikTok Creator Marketplace. According to data released in January 2022 by TikTok’s self-service advertising tools, users between the ages of 18 and 24 make up the largest age group on the platform globally with 43.7% of all users, followed by users between the ages of 25 and 34 with 31.9%.
In January 2022, there were 43% men and 57% women using TikTok.
The statistics presented above does not include individuals under the age of 18 due to advertising regulations. The graphic above does not represent data from users between the ages of 13 and 18 because the minimum age to use TikTok is 13.
Why Is Advertising on TikTok Different?
Although there are significant changes to take into account before beginning, TikTok advertising shares many parallels with other social media sites. It is advised for both small and large enterprises to use TikTok advertising, which takes place on the company’s own advertising platform, TikTok Ads Manager, through TikTok For Business. According to TikTok, 61% of users believe that TikTok advertising stands out from that on other popular social media and video platforms.
Since TikTok is a wholly video-based platform, there is only one ad type available: video, preferably vertical and with a resolution of 1080 x 1920 pixels or a 9:16 aspect ratio. This is the main distinction between TikTok Ads Manager and other social media platforms.
Another crucial consideration is that, given the demographics and readership of the platform, TikTok might not be as effective for B2B marketers.
What is the price of TikTok advertising?
Due to the fact that TikTok is a very new platform and only began experimenting with advertising in 2019, it can be expensive to run ads and see results, but there are various ad types to select from to accommodate businesses of all sizes and budgets. On the platform, the amount spent on advertising can be specified as a daily budget or a lifetime budget for both individual campaigns and ad groups.
A daily budget is the amount you are willing to spend each day for a specified period of time, as opposed to a lifetime budget, which is the maximum amount of money you are willing to spend on a campaign or ad group over the course of the specified term. For instance, if you establish a lifetime budget of £300 and your total spending for April is £300, you won’t go above that amount in any given month. If your daily budget for the entire month of April is £300, you will spend £9,000 (30 x £300).
Guidelines for TikTok advertising
All platforms have advertising guidelines that primarily outline what you are allowed and not allowed to do on the platform. The TikTok Advertising Policy’s section on forbidden and restricted content is one of the most crucial to read through. Additionally, you can learn more about ad forms, ad language, ad quality, and editorial.
The TikTok Community Guidelines and Terms of Service must also be followed by ad creatives.
What You Need To Know About TikTok Promotions?
TikTok Ads Manager and TikTok For Business
TikTok Ads Manager is a feature of TikTok For Business, a tool for managing your company’s presence on the platform. You can use this platform to explore the creative aspect of your brand. TikTok Ads Manager is constructed quite similarly to Facebook Ads Manager, especially in terms of reporting. You may traverse a dashboard, campaign, assets, reporting, and insights tab. The platform’s design is comparable to the Facebook and LinkedIn interfaces when it comes to campaign management. Campaigns can be turned on and off, and key metrics like CPC, impressions, and CTR are displayed along with the budget and status of the campaigns. There is a campaign level, an ad group level, and an ad level, as shown in the demo image below.
You must register for a TikTok business account called TikTok For Business in order to run advertisements on the app. You are prepared to begin your advertising journey on TikTok Ads Manager once the account has been setup and the appropriate business information has been submitted. We’ll go over some important things you should be aware of before diving right in the following few paragraphs.
TikTok Ads Manager Organization
Although TikTok Ads Manager includes five levels with various settings, overall, it is pretty similar to Facebook Ads Manager:
- You may manage your TikTok advertising account in the TikTok Ads Manager.
- The foundations of your advertisement, along with the advertising objectives and formats, are laid out at the Ad Campaign level.
- You can select your target market, ad placements, and budget at the Ad Group level.
- You are able to write your real ad and copy at the Ad Creative level.
- Finally, you may choose a destination URL for your advertisement on the Landing Page level.
TikTok’s Advertising Goals
It is advised to consider your business goals and match them with one of the TikTok advertising objectives before you begin to consider ad styles or settings in the future. Depending on the stage your potential consumer is in right now, advertising objectives are divided into three groups.
To get your product or service out there and familiarize people with your company, it is ideal to employ the Reach goal under the Awareness stage if your customer is not yet aware of your brand.
Reach: With the Reach aim, you can reach as many people as you can with your advertisement.
To get the most out of your advertising budget and to maximize your return on investment, pick one of the following goals if your target market is already familiar with your brand:
- Traffic: Your website or mobile app will receive more visitors thanks to the Traffic aim.
- App Installs: The App Installs goal is to have as many users download your app as you can.
- Views of your videos: The Views of your videos objective is to increase the number of viewers of your videos.
- Lead generation: The goal of lead generation is to get leads for your company or brand that you can follow up with quickly.
We advise selecting the conversion objective if you want to use your ads to promote actions like purchases, sign-ups, cart additions, or other comparable occurrences.
Conversions: The Conversions target will encourage useful website actions.
Formats For TikTok Advertising
On TikTok Ads Manager, 5 advertising forms are now accessible. You should take into account your objectives, financial constraints, and the advantages of each format to determine which is ideal for you and your company.
As soon as your target audience opens the app, TopView ads appear. On TikTok, this is one of the priciest forms of advertising.
Control of a brand
The cost of brand takeovers is equivalent to that of TopView. Due to its cost, big brands primarily utilize this format.
Because of their reasonable cost and excellent ROI, in-feed advertising are the most often used ad forms on the platform. In the intended population, these advertisements appear at random when app users are scrolling.
Branded Hashtag Competition
Businesses can publish a challenge on the site using the Branded Hashtag Challenge ad style. This works for bigger campaigns.
With the Branded Effects ad format, advertisers may own branded stickers that users can apply to their own content.
The Instant Page On TikTok
A few months ago, TikTok Instant Page debuted. Its major goal is to offer an in-feed ad-accessible landing page that loads quickly and takes users to the brand’s website. In order to improve user experience, these lightweight native landing pages load 11 times faster than typical landing pages and are incredibly simple to develop and customize. Users of the TikTok app can access information, movies, photos, carousels, and more with the help of Instant Pages without ever leaving the TikTok app itself.
How Do I Create TikTok Ad Campaigns?
In a word, you must decide on a goal, choose your audience, establish your budget, and create your advertisement in order to launch a campaign. However, there are more to this than just these 4 easy stages to a successful TikTok campaign.
To start, you must register your company on TikTok For Business in order to create a business center account. You can create a TikTok Ads Manager account after this has been setup within this interface.
A measurement tool called the TikTok Pixel allows advertisers to monitor the effects of their TikTok adverts on their websites. It is a small piece of code that aids in tracking user activities and sales, and setting it up is free.
Setting up conversions using the TikTok Pixel is highly advised if you want to track various occurrences and the effectiveness of your ads as a result. This is something you can do in the Events Manager area. Install the code manually or through various integrations on your website. Simply put, adding the TikTok Pixel and setting up events will let you to see where visitors went and what they did on your website after seeing your advertisement. Here is a video that shows how to set up the TikTok Pixel for a beginner.
Ad campaigns on TikTok
Once your Pixel is operational, you may begin developing your campaigns. The simplified mode and the bespoke mode are the two alternatives. We advise selecting the custom mode for better customization. Don’t worry, though; we can walk you through the process:
You must select your advertising purpose for the campaign, which must coincide with your corporate goal. The possible advertising goals are described above.
You have the option to select where your advertising will be shown at the ad group level. You can either add or exclude third-party platforms in the placement section. Due to their poor quality, Harnix Tech typically advises against including any third-party placements. You must also set up your audience targeting at this stage. If you want to start out easy, use demographic audience targeting. If you already have some data in your account, you can also create a custom or lookalike audience. You must put up the TikTok Pixel on your website in order to use some of these audiences.
To target the appropriate audience, you can pick relevant areas, age groupings, languages, hobbies, and behaviors by using targeting by demographics. We advise using the targeting expansion option on TikTok so that it will expand your chosen audience to include users who share your interests if it is anticipated that your audience will be too small.
On this level, you must also select a budget and determine whether to use a lifetime budget or a daily budget.
You can now submit or record your video advertisement on the level of ads. TikTok only supports video, as was already mentioned. Various ad copy variations can be placed in the smart text section, and TikTok will choose which one to display to each user based on a variety of parameters.
If you feel that an Instant Page might help your business at this point, you can establish one.
After you post your ad and insert the destination URL, your campaign will enter the review phase, which can take anywhere from 24 to 48 hours.
How Do You Write A TikTok Ad?
How can I make my TikTok ads successful? is a question you might have given how expensive TikTok is to advertise on. Don’t Make Ads, TikTok advises. Make videos for TikTok. Given how brief this is, we shall translate:
Make sure to develop authentic material if you want your TikTok advertising to be successful. When businesses employ user-generated content (UGC) as their advertising, this is a wonderful example. The fact that these customer testimonial videos appear to be real reactions to goods or services makes them more personable to viewers. Customers despise it when there are too many logos and branding on display. This does not imply that you shouldn’t use your brand’s logo, just that you should do so subtly. Consider making a video in a more unpolished, organic approach. User-generated content (UGC) can be helpful in the beginning or if you don’t have the funds for professionally produced videos. However, we wouldn’t say that UGC is the only way to succeed because it varies for specific industries and markets.
Vertical filming is another crucial consideration. You may have seen material on TikTok that was shot horizontally in the past, but doing so just lowers user satisfaction and renders your advertisement ineffective.
People will scroll further if they are not immediately engaged, which is a crucial point to remember in this situation. TikTok is a quick-moving medium, so you need to start your ad with something that captures the audience’s attention in the first few seconds and keeps it throughout the entire commercial. The appropriate audio and music may really improve your video.
Question yourself, “Would I personally click on this ad if I saw it on TikTok?” when it comes to TikTok advertising. That’s true, don’t be hesitant to play around with the personality of your brand. The fact that your material doesn’t require a significant investment from a production standpoint is one of the best things about this platform.
TikTok ads that have been successful
Visit this page to view advertisements from well-known brands like Duolingo, KFC, Sephora, PUMA, and many more. If you want to see some of the best ads from popular brands according to TikTok, browse this page.
Each person has a unique approach to marketing, so what works for company A might not work for company B.
Ads on TikTok: Reporting
You can report on a campaign level, an ad group level, or an individual ad level once your ads are live or have stopped airing. Determine the most crucial metrics you need to analyze for your organization, then choose the time period you want to report on.
Click on the reporting section in TikTok Ads Manager to generate a custom report from a template that can be emailed to your email address or the email address of your client to check how your marketing initiatives are performing. These can also be exported for your own use or scheduled to be sent as an xlsx or csv file as regularly as daily reports. You can create these custom reports with the appropriate information and analytics for each campaign.