TikTok has grown so much to become one of the most popular video-sharing platforms. It is surprising to most people that it had overtaken many other social media platforms that started way before it was launched.
Despite the growing popularity among consumers, the platform is new ground for brands and marketers. This, however, does not mean that TikTok marketing is not effective. The TikTok audiences are mostly untapped, and smart marketers can do a lot with TikTok advertising.
One of the first things to realize before embracing TikTok ads is the uniqueness of the platform. The algorithm and the distribution processes of the short video clips of TikTok are different from what you find in other platforms.
Marketers must understand TikTok advertising and adopt practices that will allow them to reach their target audiences with the right ads. Here are some of the best practices:
Take Campaign Management Seriously
The performance of your TikTok ad campaigns will significantly depend on how your account is set up and managed. From your account structure to your audience setting, you need to be serious and knowledgeable about every aspect of account management.
- Create the right ad groups and create a new ad group when there is a need for modification.
- Keep the targeting broad in the early days and optimize later when the campaign is live.
- Bid higher than the desired CPC/KPI for the initial set-up and adjust gradually after the first round of optimization.
- Be careful with budgeting, but ensure that you allocate enough budget to the accounts and ad groups.
Look Before You Leap
TikTok advertising may not really be a hard nut to crack, but since it is a new area you are stepping into, you must approach carefully. It is recommended that businesses, marketers, and individual advertisers take time to understand what the users are doing on the platform. Understand the sort of videos they consume and learn how to reach them with the right messages.
It may be more beneficial to leverage influencers and product placement in the early days than create your own content. When you are sure of the sort of original content to create, do so with the utmost discretion. Another option is to consider hiring a TikTok ads agency to manage your TikTok ads campaigns.
Tell Stories That Connect With Your Audience
TikTok users are not using the app because of ads. In fact, you have to understand that they really don’t like ads and will enjoy the platform better when they see less promotional materials. There is a way to go around this. You can genuinely connect with your audience by creating the right stories.
It will also help if you follow TikTok’s format while creating your ads. Make them simple, funny, and concise. Using touches of humor will improve the chances of connecting with the right audience and building brand followers. Resist the temptation to the self-promoting in the early days of TikTok advertising.
Work With Influencers
As mentioned earlier, working with influencers may bring many more benefits than doing it yourself during the early days. Influencers are TikTok users who have made a name for themselves on the platform. They already have followers and will help promote your brand when you pay them.
An influencer strategy may not work in the same way for different businesses in different industries, but it is always efficient in the early days of advertising. To make it even more efficient for your marketing goals, engage with people, and accounts that have a following aligned to your target market.
Create Great In-Feed Videos
A great in-feed video will look as native as possible and fit the ad space perfectly. It must also maximize user and brand experience. You should always have vertical videos in mind when trying to create these videos. To make the right impression with the videos and engage your target audience, ensure that you start with a high impact visual.
Make sure there is a clear hook for the audience. You should also try to keep all in-feed videos short. With TikTok, we have learned that a lot of positive marketing can be done in 15 seconds. It is also recommended that you include critical information within the caption since some users may not watch even your 10 seconds clips to the end.
Make It Fun
The importance of making your TikTok ads fun cannot be overemphasized. As stressed already, your target audience is not on TikTok to see your ads. They want something else from the platform, which is basically fun. You have to be fun to grab their attention and engage them. Being too serious will be detrimental.
From the visuals to the sound, ensure that you establish the fun side to all stories. Memes and themes are particularly useful. Whatever you feel people will embrace and share within the community should be included in your strategy.
Include a Strong Call-To-Action
In TikTok advertising, you need to capture the attention of your target audience and get them to do what you want them to do. It is imperative that you lead them on from the caption of the ad. The strong call-to-action must be clearly and directly stated. If you don’t want to include it in the caption, use the native CTA button.
Ensure That Landing Page Is Optimized
Like in traditional advertising, landing pages are critical in TikTok marketing. You want to make sure that most of the people that will follow the call-to-action buttons will get to an appropriate landing page that will meaningfully improve the conversion rate.
Therefore, it is very important that whatever message you have on the landing page is correlated with the information you communicated in the ad. If your target audience feels they are being deceived, they will quickly abandon the landing page. You need to ensure that all landing pages are optimized for mobile devices and tested for fast loading time.
TikTok is a youthful video sharing platform with lots of potentials. The platform has been fully embraced by Gen Z, which is a difficult market to target. By adopting the best practices discussed here, you will be able to reach the right audience with the correct message and enjoy smooth conversion flow.