If you have a digital brand with a target market consisting of young users, TikTok marketing is something you should definitely be looking into... especially considering it is one of the most downloaded apps in the world and growing every single today. In this post I will tell you everything you need to know about running effective TikTok marketing campaigns!
Since its creation in late 2016, the Asian social network has not stopped growing, and has now surpassed Snapchat in size. For many, it has now become a substitute for the now extinct Vine app and, although the app is used primarily by younger people (16 - 24 year olds), everything seems to indicate that there will be an exponential growth in the average age of their user base in 2020.
With a potential reach of 500 million users worldwide, and in addition to being one of the first company's to have a presence on TikTok, it seems difficult to resist testing the performance of ads on the app.
However, before starting 'blindly' to campaign and take advantage to TikTok ads, there are several issues that must be addressed and understood if we are to achieve decent results...
Age of the audience
The success of campaigns on TikTok depend mostly on who your target audience is. If your brand is targeting an older audience or is related to goods/services in the financial sector, for example, then this platform may not be right to advertise on (yet!). However, if you are looking for a young and trendy audience, then you will be interested to know that 66% of TikTo's active users are under 30 years old.
The quality of the content is extremely important on TikTok. Marketing on the TikTok platform is only possible if it follow the trend of what currently works: dynamic, visual content, with a touch of humour. Ensure you are standing out by being unique, and avoid being static or boring 🤪
At this point, you are probably wondering how much it costs to promote your brand on TikTok, and the short answer is "it depends". At the moment TikTok ads cost $10 per CPM (cost per 1000 views), and you are required to spend at least $500 on each campaign that you run. So, if you are relatively new company this may be hefty investment, but with far less competition compared to Facebook/Instagram you have a much better chance of going viral.
Like other ad platforms, TikTok has a number of different ad formats available, allowing you to tailor your ad depending on your objectives:
These are 3-5 second ads that appear full screen once the user opens the application, making it a perfect ad format to try and achieve maximum brand impact.
This is the most common ad format and the most similar to native advertising, since these ads appear when the user scrolls through their feed alongside other users' content. These ads are 15-second videos that are accompanied by a CTA that leads the users to a landing page or a Hashtag Challenge.
As the name implies, you create a challenge through a hashtag in order to drive content. The hashtag challenge will appear on the 'discoveries' page for six days. This challenge is usually a video accompanied by a song that users have to try and imitate, so you get great interaction with the brand.
These are considered the most premium of advertising formats you can have on TikTok, since they consist of animated filters (2D, 3D, and augmented related images) that adapt to what is being recorded.
In summary, if you want to increase brand awareness, try the Brand Takeover and In-Feed ad formats, while if you are trying to get greater brand engagement and grow your audience, you should try the hashtag challenge and/or brand effects.
If you like this content you’re going to love everything else I do. I want to provide you with unbelievable value so you, too, can achieve all your business goals. Let me know what you think of this post and I'd be happy to help any of you guys who may be struggling with your own marketing and advertising on TikTok. Also check me out on Instagram, YouTube, and Facebook. 😁