Branding and marketing with TikTok Ads
The digital world moves fast and new platforms are constantly emerging, each with their own marketing potential. TikTok is certainly no exception.
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Although TikTok is still a newcomer, it is now competing with the well-established platforms Instagram, Facebook and Youtube. TikTok is currently the most downloaded app with more than 800 million active users worldwide, of which 200,000 are Danish. So it's no surprise that companies are starting to see a growing potential for marketing on the platform - even Amplify is on TikTok!
Despite its huge popularity, the app is still a bit of a mystery to many marketers in some ways. If you want to succeed on the fast-growing app, you need to keep your tongue in your cheek and your finger on the pulse. Whether you're just getting started or you're ready to update your digital presence, take a look at this sharp presentation of the future of media.
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TikTok - hours of entertainment
TikTok. You've probably heard the name before and with its massive popularity around the world, it's almost impossible not to. Many may still associate the platform with children and young people making dance videos. This may have been the case... a few years ago, but a lot has happened since then.
The app is characterized by being high-speed media. From the second you open it, you are presented with a stream of videos selected by an algorithm based on your interests. However, the algorithm means that users have no control over what is shown on their For You Page (FYP). Therefore, there is an opportunity to target both the target audience AND users who were not necessarily interested beforehand. With the high speed, the medium is ideal for spreading videos to as many users as quickly as possible.
Why you should advertise on TikTok
So far, so good. To summarize the above, TikTok is a high-speed medium that offers a great opportunity to reach a large user base quickly. It also means that it's not necessary to have a large following to go viral, as it typically does on other platforms. It also means that the platform is already home to all kinds of businesses and creative industries that are taking advantage of the opportunity to spread their product and services to a wide range of users quickly.
The videos are usually between 15 seconds and a minute long, making the application ideal for people who need some quick entertainment. It also means that users don't necessarily care about perfect camera work or quality video production. The content covers a wide range of entertainment, including dance, lipsync, satire and informative stories - the possibilities are almost endless. TikTok provides ample opportunity to unleash your creativity and drive traffic through fun content.
The statistics don't lie
If we take a closer look at how users perceive content, some quick statistics say that:
- 68% of TikTok users say popular songs and sounds help them remember brands better.
- 36% of TikTok users would like to learn about products through short video formats.
- 55% of TikTok users use the platform to research new products and companies.
- 83% of TikTok users say the medium plays a role in their buying behavior.
These numbers make a good argument for why it is relevant to include TikTok in your marketing strategy - especially if your business is B2C. The medium is a great place to increase both brand awareness and knowledge of a new product.
3 different ways
The next step is how to actually drive visibility and sales on TikTok. Let's take a closer look at that.
There are three main ways you can market your business on TikTok.
- Create your own channel
- Collaborating with Influencers
- Pay for ads on TikTok.
The most obvious method is that you can create your own channel from which you can create and upload videos yourself. This is not advertising, but organic content. Another method, which you probably know from Instagram, is that you can partner with influencers to spread the content to a larger user base. Last but not least, you can choose to advertise.
Start your TikTok advertising
To get started advertising on TikTok, you need a business account. You then create ads, campaigns and measure data in TikTok Business Center (TBC), which looks very similar to Facebook Ads Manager. However, TBC doesn't have as many features as Ads Manager, which makes this tool easier to navigate.
In the Business Center, you create campaigns by clicking Create under Campaign. Setting up an ad is then divided into three levels, which we will discuss in more detail below.
This is where you set the campaign objective. The objective indicates what you want users to do when they see the ad.
This can include:
- Range of coverage
- Traffic
- Lead generation
- Video views
- Interactions
This is where you choose the ad placement, determine the target audience and budget. In short, you make your ads more concrete.
There are two different budget methods to choose from:
- Daily budget: Budget of one ad set per day.
- Lifetime budget: Budget for the entire lifetime of the ad.
Each campaign can contain several different ad sets and you can test which ad sets perform best in relation to the campaign objectives
This is where you design the specific ad that will be included in the ad set.
You can get creative with the text, choose the landing page and Call To Action. When you are done, you can press submit. The Business Manager setup allows you to continuously customize the ads to your specific product or service.
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Examples of TikTok Ads
Now that you know how to set up an ad, it's time to decide what type of advertising you want to use. The two most commonly used advertising methods in Denmark are In-feed and Topview. They are considered to be the two most effective ads at the cheapest price.
There are five different ad types on TikTok:
- In-feed Ads
- Brand Takeovers
- TopView
- Branded Effects
- Hashtag Challenges.
Let's go through them one by one.
This type of advertising offers an up to 60-second full-screen experience that appears on users' FYP between organic videos. In-feed Ads allow for a Call To Action, which is highlighted after nine seconds. Users will have the option to skip the ad at any time, so it's crucial that the videos are short, concise and eye-catching.
In-feed ads are also great for creating engagement among users as they have the opportunity to like and comment on the ads. They are therefore relevant for accomplishing campaign goals such as driving traffic, conversions, app installs and awareness.
Brand Takeovers also works with a full-screen experience that is shown first when the app is opened. The special thing about Brand Takeovers is that only one advertiser per category per day can use this campaign type. The ad is only shown once a day and has a slightly higher price tag. However, many marketing experts consider Brand Takeover to be the ad method that works best. The method is good for driving traffic, conversions, sales and awareness.
According to TikTok itself, TopView is the method that provides the best ranking. Just like Brand Takeovers, TopView also appears on users' FYP.
The ad plays automatically with sound 3 seconds after the app is opened. It is possible to link to both internal and external landing pages, making this method great for driving traffic and awareness.
Branded Effects are a slightly different kind of advertising. Here you create a filter, sticker or effect that users can use in their TikTok videos - similar to the ones you see on Snapchat. Branded Effects require you to be particularly creative if you want to successfully entice users to use your filter.
However, this type of advertising is particularly relevant as the younger target group is not a big fan of classic commercial campaigns. Branded Effects allows users to interact with your brand in a fun and different way, which can yield good results in the long run. The method is therefore good for creating awareness among a broad user base.
The last type of ads advertising also stands out from the above. Here the concept is based on user-engaged content. Organic content is created by, for example, setting a challenge or creating a trend, which could include a dance or a skit that TikTok users have to perform in a video and finally use the hashtag.
This method can be done without having to advertise, or you can choose to sponsor your video to reach your target audience to gain exposure and visibility. This method is great for driving traffic, conversions and plays.
Tips for success on Tiktok
To create a successful platform on TikTok, both your videos and ads should stem from trends, humor, storytelling and effects - most importantly, you need to stand out from the crowd.
- Use trendy audio and captions
Using music and sound effects that are trending is probably one of the fastest ways to create visibility on TikTok. The texts are also important for creating a CTA, for example. The algorithm rewards you based on engagement, so make sure to create interaction in the form of viewers, likes, comments and shares.
- Be creative, keep your finger on the pulse and stand out
It can be easy to follow a trend. It's therefore important to take part in a trend while it's happening, but also to create original content within that framework.
- Get to the point
TikTok moves fast - both in trends and video uploads. It's therefore important that you are able to participate in the trends while they last, and at the same time create eye-catchers if you want to keep viewers' attention. Most videos, including ads, emphasize the main message within the first three seconds. Finally, it's important that you have a positive, authentic and inspiring energy.
Get your social media marketing off to a safe start
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At Amplify, we're ready to help you succeed on social media - from Facebook and Instagram to Snapchat.
Does your company think long-term and understand that one-off hourly tasks are not a shortcut to social media success? Then Amplify could be your next social media agency.
We can help you with:
- Sparring and strategic advice
- Market and competitor analysis
- Setting up paid ads
- Tracking organic and paid ads
- Content development
- Monitoring social media performance.
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TikTok is a fun medium that can be useful for informative information or for pastimes and procrastination. Nevertheless, the high number of active users suggests that it is here to stay - making it an interesting medium to include in your marketing strategy.
Do you need professional help with social ads or your social organic strategy - and do you want to work with a full-service social media agency that is data-driven, strategic and branding-oriented?
At Amplify, we understand that a cohesive marketing strategy is necessary to create a lasting impression.
That's why we integrate tailored social media strategies as a natural part of a larger strategy that strengthens your position across all channels.
Contact us today and let our campaign managers and content creators help you reach your target audience on the right social channels.
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We are if your company can answer "yes" to several of the following:
- Want specialist knowledge
- Want to influence your own social media strategy
- Thinking long-term
- Will expand and develop marketing efforts
- Want success across channels.
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