TikTok became a platform that competes with Facebook, and it is the new player in your social media marketing. Marketers can’t deny the importance of this platform that was judged as silly and useless in the beginning. Today, Tiktok is the fastest growing social media platform and counts more than 2 billion downloads, and about 800 million monthly active users.
The application is so addictive, and the addiction expanded and passed from Gen Z to Millennials. In the beginning, the platform was deemed as a teenagers’ app, but today, we see all ages and generations there. That’s why it seduced many businesses to start advertising there. The platform is also encouraging marketers to advertise by giving free ad credit worth $300 to be used by December 31, 2020.
Not all countries or businesses can benefit from this initiative (The initiative, called Back-to-Business, involves setting aside $100 million in ad credits to give out to owners of these businesses for free)
Small and medium-sized businesses will have to submit their documents and Tiktok will review them to determine if they are eligible or not. The country plays a huge role, only a few Arab countries can claim free 300$, only Egypt, KSA, and UAE.
Before starting your first Tiktok ad, you need to know that creating an ad is very simple, what matters the most is what content will you advertise.
TikTok’s Campaign Objectives
After creating an account, you will have to choose your campaign’s objective like any other platform. Tiktok offers 5 different objectives:
- Reach: Show your ad to the maximum number of people.
- Traffic: The most used, it helps you Send more people to a destination on your website or app.
- App Install: Get more people to install your app.
- Video Views: Get more people to view your video content.
- Conversions: Drive valuable actions on your web.
Next, you will have to choose your ad group’s ad placements, then determine the audience targeting. The platform allows you to target audiences by general demographics, interests, and devices. The steps are simple, practically similar to other social media platforms, but with small differences that we will see in an upcoming post.
TikTok’s Ad Types
What matters more is choosing your Tiktok ad’s type. Tiktok has 4 different ad types.
- Brand Takeovers: They are the ads that appear when you first open the application. They are like pop-up videos, and you can skip them from an up and right button.
- In-Feeds video ads: They are native video ads, and they appear when you scroll through your For You page. They are more affordable than Brand takeover ads.
- Hashtag Challenges: TikTok users love challenges. You can contact the application’s marketing team to d generate a unique hashtag challenge for you, encouraging the users to participate in the challenge by making relevant TikTok videos and using your hashtag under it. Challenges generally last for 6 days.
- Branded lenses/filters: It’s also called Branded AR content. Like Snapchat, Tiktok offers the brand to get its filter, lenses, and stickers that Tiktok users can use in their videos.
There is another kind of ads which is Sponsored influencer content where you partner with an influencer on Tiktok to advertise for your brand.
To make a successful campaign on Tiktok, you need to have the right content, and try to change the message and adapt it for the platform’s style and audience. You can’t use the same content as Facebook.
Stay Tuned for a post with tips on Tiktok’s content, but meanwhile, Share with us your tips for using Tiktok, and what influencer would you partner with if you had to advertise on Tiktok?