Creative is a mobile app advertiser’s best opportunity for a competitive advantage in social advertising. The combination of Facebook’s and Google’s Media buying automation with Apple’s removal of IDFA makes ‘winning’ creative ﹘the five percent of Facebook videos that are successful﹘of paramount importance. Here we break down mobile app advertisers on TikTok with competitive trends & creative recommendations, so you can learn from their creative best practices. Check out the definitive TikTok creative strategy:
Leading Mobile App Advertisers on TikTok:
- Game of Thrones: Conquest, Fit & Squeeze, Bubble Ouch, Beat.ly, Hair Challenge, Tile Master, VivaCut, Mini War, Tally, Experian, Wish: Shopping Made Fun, Instagram, Soundcloud, Amazon Shopping
TikTok: Competitive Strategy and Trends
Gameplay/Music Combo: Simple app or game capture combined with music. (Fit & Squeeze, Bubble Ouch, Beat.ly, Hair Challenge, Tile Master, VivaCut, Bubble Ouch)- Testimonial: Player reviews of the game or demonstrating app benefits. (Game of Thrones: Conquest, Mini War, Tally, Experian)
- Testimonial/Music Combo: Lip-syncing to music with testimonial and effects. (Quadpay)
- Influencers: Using celebrities or influencers to deliver the primary message. (Soundcloud, Amazon Shopping)
- Game Trailer/App Overview: Overview of how to use the app. (Wish)
- Image/Music combo: Still image with music. (Instagram)
- UGC: User-generated content. (Instagram)
TikTok Demographics
According to TikTok, as of February 2021:
- TikTok has ~80 million monthly active users in the United States.
- 60% are female
- 40% are male
- 60% are between the ages of 16-24
- 26% are between the ages 25-44
- 80% are between the ages 16-34
- Full age Breakdown
- 10-19: 32.5%
- 20-29: 29.5%
- 30-39: 16.4%
- 40-49: 13.9%
- 50+: 7.1%
TikTok Creative Strategy Recommendations
Trend: App Capture/Music Combo
Create concepts using app or gameplay footage of your app, set to music:
- Test multiple lengths
- Good opportunity to test different music genres
- Visual FX with app content (set to music)
Apps utilizing trend: Fit & Squeeze, Bubble Ouch, Beat.ly, Hair Challenge, Tile Master, VivaCut, Bubble Ouch
Player Motivations: Targets TikTok demographic as well as players unfamiliar with the app
Trend: Testimonial
Create concepts centered on user testimonials:
- Experiment with split-screen and inset testimonials
- Try testimonials that skew younger
- Try testimonials featuring young male users
- Test different music genres
Apps utilizing trend: Mini War, Tally, Experian
Player Motivations: Targets TikTok demographic as well as players unfamiliar with the app
Trend: Testimonial/Video Meme
“Testimonial” that demonstrates emotional benefit:
- Funny and simple visual, combined with SFX or GFX
- Communicates as simply as a meme, but with the engagement of video
- Good concept for demonstrating emotional benefits of the app
Apps utilizing trend: Tally
Player Motivations: Targets TikTok demographic as well as players unfamiliar with the app
Trend: Testimonial/Music Combo
Try testimonials with a visual & musical element:
- Lip sync with the music
- Experiment with visual FX
- A simple way to try something different in category
Apps utilizing trend: Quadpay
Player Motivations: Targets TikTok demographic as well as players unfamiliar with the app
Trend: Influencers
Try testimonials with entertainment influencers:
- Leverage existing app relationships
- Try Cameo to enlist young actors/musicians/celebs to talk about why they love the app
Competitors utilizing trend: Amazon, Soundcloud
Player Motivations: Targets TikTok demographic as well as players unfamiliar with the app
