What Is TikTok?
TikTok, also known as “Douyin” in China, is a video-sharing service created by a Chinese company called ByteDance. TikTok is the international version of Douyin and was first released in September 2016.
This social media platform features user-generated content. Users create videos that last anywhere from 15 seconds to 1 minute long (3 minutes for some users) and upload them to share with others. They can record one long video or clip several videos together, add music, captions and effects to create exciting, comedic, funny and emotional TikTok videos.
Nearly four years after the app was first released, its popularity nearly doubled thanks to the COVID-19 pandemic.
TikTok & The COVID-19 Pandemic
As TikTok became increasingly popular, more people were encouraged to download the app. More people quickly discovered the appeal of a seemingly endless amount of short videos at their fingertips and became daily, loyal users of the app.
TikTok’s explosion in popularity has caused the app to change drastically. What once was a place for fun dances and skits has now expanded to many different areas of entertainment. Many users use TikTok to watch cute frog videos and mini vlogs (video blogs), learn new skills, have a laugh, and much more. Hundreds of trends have started and fizzled over this platform and some users have even found fame as TikTok influencers.
Why You Should Create A TikTok Ad Campaign
Despite TikTok’s exponential rise in popularity, many companies and their marketing departments are quite hesitant to begin advertising on TikTok. This is likely because this social media platform is very new in comparison to others like Facebook, Instagram and Twitter; marketers are not sure about how to approach or optimize their advertising on this new platform. Others also naively assume that the only people using the TikTok app are those who belong to GenZ, the generation of people who were born between 1997 and 2012. These worries and misconceptions can lead many companies to believe that TikTok ads will not benefit their business.
In reality, TikTok advertising can be a beneficial part of any company’s marketing strategy. TikTok has over 689 million users worldwide per month, making it one of the most popular social media platforms in the world. It also had the most app downloads than any other app in all of 2020. Taking advantage of TikTok marketing can be a great way to advance your digital marketing efforts.
1. TikTok Users are More Than Just GenZ
Assumptions that most of TikTok’s audience belongs to GenZ have proven to be false. As the app has grown in popularity, the user demographic has become more diverse.
While most TikTok users in the United States are between the ages of 10 and 19 years old, the second-largest population using TikTok are people between the ages of 20 and 29 years old. More adults over the age of 30 are also joining the platform. Companies know that they can reach both GenZ and Millennials (1981 – 1996) in major countries like Canada, the United States, India, Russia, Turkey, France and more with effective TikTok ads.
2. Choose Between Many Exciting Ad Types
These are video ads that show up in a user’s feed or timeline. As they are scrolling through videos, an ad will come up. These are videos that are usually obviously branded, have a “Shop Now” button underneath, and include a tag that says “Sponsored” next to the account that posted it.
An in-feed video ad can last anywhere from 9 to 15 seconds, so they will have to be short and catchy – especially since users simply need to keep scrolling to pass by these ads.
Branded Hashtag Challenges
A Branded hashtag challenge is both an organic and sponsored opportunity for businesses to advertise their products or services. A business will create a unique, branded hashtag along with a challenge to encourage user-generated content. As users post videos and use the hashtag, the hashtag challenges can be organically displayed on an FYP. It will also be shown on the Discovery page.
For example, Universal Pictures launched the #FindYourMagic hashtag challenge to promote their new movie “The House with a Clock in its Walls.” They encouraged users to interpret the theme for themselves and show off their own magic. Uses branded music as the smart video soundtrack also helped raise awareness for the film. Shortly after the launch, the campaign received 1.3 million likes and was one of the top trending hashtags on TikTok.
3. Make Authentic Connections with TikTok Advertising
TikTok is known for being a social media platform full of positivity. Its business slogan, “Don’t Make Ads, Make a Connection” emphasizes the platform’s ability to reach and connect to potential customers on a personal level. This is especially true because most businesses advertise on TikTok feel organic to users.
For example, many companies use content creators or influencers to make their ad creative through affiliate marketing. They choose this route because an influencer marketing their products or services to their followers can help build brand awareness authentically and to a large audience. It also encourages users to visit a company’s website and boosts their website traffic.
4. A Powerful Way To Engage With Users
Businesses can look forward to interacting with engaged users while advertising on TikTok. As the app has become more popular, more people have started spending time on the platform. It is also easy for a Tiktok user to spend a large amount of time on the app. A user can easily spend hours scrolling through TikTok due to the seemingly infinite amount of content on one’s personal news feed. These factors have played an important part in creating engaged TikTok users. In fact, user engagement metrics show that daily time spent on the app has nearly doubled from October 2019 to March 2020. The increased amount of screen time can increase the amount of advertising potential for businesses.
5. Your TikTok Ads Could Go Viral
Get to Know TikTok For Business Purposes
Manage Your Campaign With Ease
TikTok Ads Manager has made it easy for marketers to create and manage their advertising campaigns in one place. They can create a new campaign, view insights of current ones, and see reports of their engagement by navigating through the various tabs. The campaign tab is particularly helpful as advertisers can layout their ad, TikTok ad spend budget and duration of the campaign. Its advertising platform and tools also automate the process of creating, delivering and optimizing your ads for your target audience. It has never been easier to plan your digital marketing!
Target Your Ads
When TikTok users open the app, they are brought to their timeline or feed which TikTok has named a For You Page (also known as FYP). This landing page is populated with videos and ads that the algorithm has determined are relevant to the specific user.
According to Clario, Tiktok collects 46.15% of available data on its users including their hobbies, interests, employers, social media profile, image library and facial and voice recognition. This data allows the algorithm to curate videos and in-feed ads to the specific user.
How Much Do TikTok Ads Cost?
TikTok offers a range of paid advertising types. It currently has two budgeting options: daily or lifetime. Both of these options allow advertisers to adjust their budget anytime throughout their campaign. This allows both small and big businesses to take advantage of marketing their products and services to new audiences on a growing social media platform without having to drain their budget.
Businesses can create a free TikTok Ads account and create in-feed ads according to their personal budget and schedule. All businesses need to dedicate is a minimum of $50 to pay their ad group budget and start advertising on Tiktok.
Those who dream of having their ad displayed at the top of the Discovery page and seen by tens of millions of users may want to keep dreaming. While these ad banners can provide a great deal of exposure, allowing users to view a new ad as they browse TikTok for users, hashtags or specific sounds and effects, they can cost up to $150,000 a day. Thankfully, you don’t need to have the top banner to increase brand awareness. Thoughtful and organized social media marketing strategy can help any business’s TikTok advertisements succeed.