Social networks are essential tools to get known, promote products and reach new consumers. However, this requires understanding the characteristics of each platform and identifying which one can help us achieve our goals. Today, more and more brands are turning to TikTok. The social media platform stands out for its young audience and creative features. We reveal how to integrate the TikTok Ads in your marketing strategy.
How to use TikTok ads as part of your marketing strategy?
In a webmarketing strategy TikTok ads can be powerful levers. They can help to develop its notoriety, expand its audience or increase its traffic. To achieve this, it is necessary to become familiar with the habits of users, the trends of the social network and the functioning of TikTok Ads.
TikTok is a must-have app for Generation Z
Whether it’s videos of challenges, tutorials or humor, every content posted on TikTok has the potential to go viral. The younger generation regularly shares short videos from the social network. 41 % of users are between the ages of 16 and 24, making it an ideal platform for brands to engage with Generation Z, but also Millenials.
Creativity and entertainment, which are at the heart of TikTok’s operation, particularly appeal to them. They can add filters, music or even stickers, turning the social media into a real playground for young users. The visual effects are much more numerous than on other social networks.
It is therefore appropriate to say that the platform can be an effective marketing lever to target a younger audience, as long as you take up some codes, and look at the different existing options to make TikTok ads and boost your marketing strategy.
TikTok Ads: What is it and how does it work?
TikTok Ads is the advertising network of the Chinese social network. It offers a variety of tools to create advertising campaigns including images and videos with textual content and Call-To-Action (CTA). You have to define your objective, create ad groups and choose the right format for your TikTok ads.
Choose the right target
To be effective and target the right audience, TikTok ads must have a clear objective. The social network offers three of them:
- Taking into account to ensure that its advertising is distributed to the largest number of users;
- The consideration which presents three cases of figures:
– traffic, to increase the number of visitors on its website or on a landing page ;
– apps install, to boost its downloads ;
– displaying video, to increase the number of users who watch its video. - The conversion to encourage prospects to take action.
Create and set up ad groups
Like Google Ads, TikTok’s ad network works on several levels:
- Campaigns You need to define your objectives and the formats of your ads;
- Ad groups To choose your placements, your budget and the targeted audiences;
- The ads i.e. the advertisements that have been created.
During this second step, we must define which users we want to reach with our ads. It is possible to let the TikTok algorithm do this, or to do it yourself. In this case, you have to specify demographic criteria, such as age, geographical location and language spoken, but not only. The social network also offers to target them according to their interests, their behavior on the application as well as the settings of the device they use. This can be for example the operating system.
Next, you need to specify the amount you want to spend on each group of TikTok ads. You can choose a daily budget, which will be spent day after day, or a total budget, i.e. the amount you are willing to spend during the whole calendar. You then need to specify the duration of the ads and the time slot during which you want them to be shown.
We must also determine the speed at which our budget will be spent. There are two options:
- standard, so that the amount is spread evenly over the duration of the campaign;
- maximized, to spend the budget as quickly as possible during the planned period.
Choose the right advertising format
On TikTok Ads, there are several ad formats to achieve different goals.
Top View
A Top View ad appears the moment a user opens the TikTok application. It can redirect to an internal link, such as another TikTok video, or to an external link, such as its website. This format is particularly relevant to attract the attention of Internet users, increase traffic to one of its pages or promote a new product.
In-feed Native Video
These are native ads placed in the users’ news feed. The videos can also be redirected to an external link, like a platform or an application. This format aims to help brands develop their visibility and push users to take action, either by buying the item presented or by learning more about the brand.
Branded Hashtag Challenge
This type of TikTok ads encourages users to participate in a challenge initiated by a brand by using the hashtag created by the latter. Each person who uses the hashtag sees his or her video appear on the page specific to the hashtag alongside other content. Note that the Branded Hashtag Challenge only lasts six days. To boost the campaign, it may be wise to use an influencer who can promote the hashtag to his community and highlight the brand.
Branded Effects
Like other social platforms, TikTok offers Branded Effects. In concrete terms, these are filters and stickers that can be used to personalize your TikTok videos. Developing an effect so that users try it in turn can be a good way to boost engagement.
TikTok Ads: the importance of hashtags
If SEO is essential for a website, hashtags are essential for social networks, no matter the platform: Twitter, Instagram, YouTube, Facebook or TikTok. They allow brands to get more visibility. They also help users to more easily find a challenge they’ve heard about, a specific topic or a trend that’s buzzing.
When properly targeted, hashtags can help extend the reach of a post, and thus reach the right audience. It is therefore essential to research and identify the hashtags of the moment on which you can create relevant content. It can also be a good idea to create a video related to the challenge of the moment, in order to generate engagement.
It is also recommended to create a hashtag specifically for your brand. This can be a great help to stand out from your competitors, but also to find user generated content that is related to one of your products or services.
In a TikTok advertising campaign, it is best to focus on one main keyword so that users can easily remember it and recognize its brand on the application. In order to be understood by everyone, it must be clear and simple to write.
TikTok Ads: for which sector?
On TikTok, users address a variety of themes. This suggests that many sectors have the opportunity to integrate TikTok Ads into their marketing strategy. However, there is a strong interest in the topics:
- FASHION;
- SPORT;
- video games;
- music;
- toys and games;
- the cinema.
