It’s been nearly a 12 months since TikTok’s ad management platform launched. If there have been any skeptics about TikTok’s potential as a web based promoting platform, this previous 12 months’s development has dispelled all doubts.
So you already know TikTok deserves a chunk of your advertising. However why make investments sources and finances right into a TikTok technique, apart from as a result of everybody else is doing it?
Learn on for eight compelling causes and advert options that gives you the arrogance to pursue TikTok or to double down, if you’re already dwell on TikTok.
1. TikTok’s Superior Person Engagement
Whereas many tout TikTok’s fast-growing consumer base, it’s the excessive consumer engagement that’s actually noteworthy.
In response to TikTok, the common TikTok consumer spends 87 minutes per day (as of April 2021) on the platform. That may be a colossal period of time that manufacturers can faucet into.
Moreover, TikTok’s content material is very interactive. Not solely do manufacturers get a captive viewers, however these customers actually work together with the content material they see versus passively watching it.
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In contrast to YouTube, Facebook, or Pinterest the place customers primarily watch a video, TikTok’s rising listing of options invitations customers to contribute their artistic contact to the content material they’re consuming.
Snapchat does come near TikTok in interactivity, with its lens offering. Nevertheless, 52% of TikTok customers don’t use Snapchat. That’s a big viewers that, if not marketed to by way of TikTok, wouldn’t be reached in any other case.
2. Ecommerce Capabilities
Whereas greatest identified for its consciousness and engagement options, TikTok is set to supply entrepreneurs a set of full-funnel choices.
On the finish of final 12 months, TikTok launched a partnership with Shopify which has now grown to fifteen international locations.
This new performance permits Shopify retailers to entry the TikTok For Business Adverts Supervisor with out leaving the Shopify dashboard.
Strategically, it is a huge profit to ecommerce businesses. It permits them to succeed in potential clients early of their decision-making journey when they’re researching on TikTok, whereas additionally seamlessly driving them to a conversion level because of Shopify.
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From an execution standpoint, the aptitude can be enticing thanks to those 4 options.
Unified Marketing campaign Planning
Shopify retailers can plan TikTok campaigns, goal TikTok audiences, and monitor outcomes multi function place.
Scalable Artistic Instruments
TikTok’s highly effective artistic instruments are built-in into the aptitude permitting retailers a scalable method to create participating adverts, with no need to put money into additional improvement sources.
“Flip-Key Pixel Monitoring”
Shopify now permits its retailers to hyperlink their TikTok Pixel with a single step simplifying conversion monitoring.
Retargeting Utilizing Hashed Buyer Information
Shopify retailers can now retarget audiences and extra precisely monitor TikTok advert conversions by leveraging buyer knowledge, all whereas sustaining consumer privateness because of the info being hashed.
3. Model Results
Set your adverts aside by layering in Brand Effects. Just like lenses on Snapchat, that is an AR characteristic for video overlays.
Nevertheless, it’s particularly designed to spotlight brand-specific parts.
Probably the most intuitive purposes are for CPG, retail, and leisure verticals, however this versatile characteristic could be effectively tailored to others as effectively resembling journey or automotive.
Tapping into customers’ affinity for self-expression, that is simply the characteristic to make use of for making certain a excessive degree of engagement, model recall, and the chance of your content material getting shared.
4. Catalog Adverts
Use TikTok’s catalog ads to show a wide range of merchandise in your adverts.
In case you are not a retailer with a large number of product variations or SKUs, that is nonetheless a worthwhile format to contemplate, even if in case you have simply a few merchandise. There are 4 causes for that:
- Producing tailor-made movies for every of the merchandise.
- Leveraging automated guidelines to customise your product particulars.
- Functionality to deal with key details about merchandise immediately inside TikTok’s Adverts Supervisor.
- Creating particular units for every product.
5. Spark Adverts
Launched earlier this summer season, Spark Ads is certainly one of TikTok’s latest advert codecs. In contrast to different codecs that require advertisers to create their very own video content material, this format doesn’t — it leverages natural social content material.
Spark Adverts permit manufacturers to sponsor natural content material. As a substitute of getting to create new content material and analysis to what extent it would go viral, manufacturers can sponsor content material that already exists and has confirmed itself by having gained momentum.
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Whereas this answer doesn’t goal audiences throughout their whole analysis journey, being the very best match for mid or higher funnel audiences, it’s nonetheless an awesome weapon in your advertising arsenal.
Spark Adverts create synergy between natural and paid social channels. It additionally accomplishes a quick-to-market benefit because of not needing to develop customized content material which frequently entails expensive delays.
6. Hashtag Challenges
If accomplished proper, a hashtag problem can work wonders in your model.
Except for capturing a big viewers and driving excessive engagement, there may be the significant good thing about embedding your model inside the prevailing tradition by leveraging hashtags that are seen because the extra pure type of interplay on social media.
The continued snowball impact of hashtag use typically lasts effectively after the problem is formally over, generally happening for weeks.
Be forewarned, nonetheless, that a number of issues are key to success with a TikTok hashtag problem:
A Important Funds of $150,000
Sadly, that is presently a TikTok requirement with out flexibility on the quantity.
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Maintain the Hashtag Product-Targeted
To make sure customers will hold supporting your model and the unique function just isn’t forgotten, it’s key to incorporate the model identify and to focus content material on the product’s advantages.
Watch out to not make the content material too dry or salesy, however do guarantee customers bear in mind the product’s core characteristic(s).
The Extra Intuitive the Spelling the Higher
Keep away from overly artistic abbreviations, image or quantity substitutions, and something that somebody who just isn’t a model insider might not instantly acknowledge.
Hashtags have to catch on immediately and be as simple as potential on the typing. A single typo can tank your sizable funding or take the hashtag in an unpredictable course. Going for one thing much less progressive however extra predictable is safer.
Keep away from Utilizing Date or Month References
To maximise the hashtag’s shelflife, don’t use references that may develop into dated. Nobody will wish to use a hashtag mentioning Might in June.
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Whereas many causes are celebrated over a time period (e.g., Mom’s Day is commonly related to actions main as much as in addition to after the precise day), selecting a hashtag that’s extra thematic will garner extra momentum (moms usually vs Mom’s Day particularly, for instance).
Reinforce Your TikTok Channels Throughout Different Platforms
When your problem runs, don’t neglect to help it throughout different social media and your advertising efforts at massive. Most customers are current throughout a number of platforms and can profit from being reminded to make use of the hashtag wherever they’re
Don’t Shy Away From Influencer Help
Particularly in case your TikTok or common social media following just isn’t that robust, it’s price investing in influencer help to make sure the hashtag problem launches as strongly as potential.
Sure, this implies paying much more on high of the already sizable minimal. Nevertheless, that may effectively make a distinction between a hashtag problem taking off vs catching on a lot slower.
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7. Public sale Insights
Lastly, after your marketing campaign launches, make sure you try TikTok’s public sale insights.
It’s a useful evaluation portal displaying totally different views of marketing campaign efficiency with a spread of graphs and totally different metrics to information optimization alternatives.
To find this house, navigate to View Information inside the Marketing campaign degree of the TikTok Adverts Supervisor.
8. Rising Adoption with Older Customers
One potential argument in opposition to promoting on TikTok is that its consumer base skews very younger, with its buying energy on the low aspect in comparison with different social media platforms. In spite of everything, 59% of TikTok customers are 24 or youthful.
Consider it or not, TikTok’s fastest-growing segments are older. That is a lot the identical as what we noticed with Fb, Twitter, Pinterest, and just about each social media platform at an analogous stage.
In response to TikTok, its fastest-growing age demographics are 25-34 and 35+.
From January 2021 to April 2021, as a share of general month-to-month lively customers:
- The section of 25 to 34-year-olds grew 22% to 24%.
- The section of 35+ elevated 19% to 25%.
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Be a part of TikTok’s development and boost your digital technique with its most participating, progressive options!
As with all channels and platforms in digital advertising, there may be some benefit to being early to the desk. Whereas opponents are centered elsewhere, you need to use the highly effective options and advantages above to interact a brand new viewers and construct your small business.
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