TikTok has quickly grown into one of the most popular social media platforms for different generations alike, making it the perfect space to reach a large market of customers. With over 1 billion active users worldwide, the platform offers a unique opportunity of reaching multiple sets of demographics all in one place. Here are some helpful tips to run a successful campaign.
Stay on Brand
TikTok users value and respect the authenticity in the brands they engage with. Ensuring that ad content aligns with the company’s values and beliefs and is cohesive with any other company branding will create a larger trust between the brand and consumer.
Timing is Everything
While TikTok ads can be as long as 60 seconds, be sure not to make any videos too long or too short. Videos ranging from 21-34 seconds typically perform best and result in a higher boost in conversions. Additionally, researching when a brand’s key demographic is typically using the platform is another integral piece to an ads success.
Partner With Influencers
TikTok users are more likely to stop scrolling when they see/hear a familiar face/voice. Partnering with an influencer who already has a steady following can help to expand your reach and increase the views and visibility on the ad.
Using audio helps to boost ad impressions, along with the use of captions and text overlays improves the overall impact of ads. Just make sure any caption or text overlays are not overused as that may lessen the effectiveness of the ad. Additionally, the use of trending hashtags, while potentially less relevant to the brand or content topic can help to boost the content onto different ‘For You’ pages and increase visibility to an untapped market.
Experiment and Practice
TikTok allows different options for ad capabilities through the platform to ensure brands are selecting the most effective option to reach the target audience. Experiment with these different ad types to learn which format works best for your campaign. Note, content filmed with vertical orientation performs with a 40% boost in impressions than content filmed in the horizontal format.
– In Feed Videos: Ads that appear within a person’s “For You” page like organic content
– Brand Takeover: An ad that allows the brand to dominate the conversation and takes over the whole screen before turning into an in-feed video ad
– Spark Ads: Spark ads allow brands to sponsor public organic content that is related to their products
– Image Ads: Brands can place image ads in videos that appear in TikTok’s news feed apps (BuzzVideo, TopBuzz, and Babe)
– Video Ads: Full-screen video ads running between 5-60 seconds that appear in a user’s FYP
– Carousel Ads: A carousel of up to 10 images that appear in TikTok’s news feed apps
If advertising on TikTok is new for the brand, it may be helpful to do a few shorter-term ads to review and analyze results to find the best strategy to reach your goals
To Promote or Not Promote
TikTok offers a promotion feature, TikTok Promote, a separately paid feature that helps boost existing ads with an additional goal. Additional goals include video views, website videos, and new followers. Pricing varies with this feature but for the first round of ads we recommend not including any paid promotional additions to learn how the ads perform on their own.
With its vast advertising possibilities and ever-growing user base, TikTok offers a new set of opportunities for brands to stay on top of current trends, work with key influencers in the space, and gain the attention of new audiences, all while reaching the campaigns main goal. By being true to the brand and taking the steps to personalize the content to best suit the brands’ needs, the campaign will be set up for success.