Social media advertising is a highly effective way to reach certain target audiences. While Facebook and Instagram are staples of any social advertiser’s arsenal, TikTok ads have quickly become an important advertising platform with mass appeal to over 800 million active users, especially for younger audiences.
About 66% of TikTok users are under 30, with 41% in the 16 to 24 age brackets; and many of the trending videos on the platform relate to topics like school and homework. TikTok is used for sharing user-generated videos, mostly of people lip-synching to popular songs. Users can create and upload their own videos where they lip-synch, sing, dance, or just talk. Users can also browse and interact with other users’ content, which covers a wide range of topics, songs, and styles.
There are three main ways that marketers can leverage TikTok:
Many brands do a combination of all three types of advertising to drive effectiveness.
The first thing a marketer must do is create a TikTok Ads account. To do this:
Once approved, marketers can launch a TikTok ads campaign by doing the following:
It is always important to keep viewers engaged on the platform. With TikTok ads, marketers can choose from a variety of formats, including horizontal, vertical, or square videos and images.
For your TikTok ads, you will need creative, lots of it. It is a good idea to make use of TikTok’s Video Creation Kit when designing ads. This tool makes it easy to create video ads. It provides a variety of video and image templates, which can be customized using existing assets, as well as free background music options.
You will want to continually develop, test, and optimize your campaign creatives. Learn how to use creative testing best practices to drive performance. Social media audiences require a cadence of fresh content and creative, otherwise, they get ‘creative fatigue’ and will begin to ignore your campaigns. If you cannot test creative ads quickly and affordably, your campaign’s financial performance is likely to suffer from a lot of non-converting spend.
But testing alone is not enough. You also must generate enough original creative concepts to fuel testing and uncover winners. Over the years, we have found that 19 out of 20 ads fail (5% success rate), you don’t just need one new creative: You need 20 new original ideas or more to sustain performance and scale! Check out our article on how to make creative that stands out.
On TikTok, you can also experiment with a variety of different ad types, including:
To ensure the success of TikTok campaigns, advertisers must find the perfect balance of cost and visibility to ensure maximum results from campaigns. To ensure that each advertising dollar is used effectively, create a unique campaign for your business, depending on your market position, industry, size, and area of operation, and constantly analyze and improve keywords and locations.