How to create a deadly TickTok ad strategy

How to create a deadly TickTok ad strategy

After a pivotal year during the pandemic, TikTok has risen to one of the most social media downloads in recent history.

With a multitude of users of different ages, niche content and countries, TikTok represents a unique and interesting opportunity for retailers who want to take advantage of the growing popularity of the application – which is especially true since the application launched its internal self-service advertising. platform.

As an AI-first, data-driven digital agency, we always recommend that strategies be supported by data and solid, well-defined success metrics. Much like the others social media platforms, to be successful at TikTok, you should have a clear, flexible strategy that talks about why you are using the platform, what you want to gain from it, and how you will achieve your goals. In this article, we’ll explain how you can get the most out of TikTok by creating a great TikTok ad strategy.

What is TikTok?

In its most basic form, TikTok is a social networking application which allows its users to upload and engage in short video content. Users can use a wealth of licensed audio content, filters, and platform sharing effects that last up to one minute.
In 2021, TikTok launched its self-service advertising platform, making TikTok advertising more accessible to small and medium-sized businesses. This update allows companies to share personalized ads with their in-app target users, track analytics and conversion and ROI measures.

From a business perspective, TikTok ads can help:

  • Build brand awareness
  • Get feedback from customers
  • Sell ​​products or services
  • Run targeted ads

Why use TikTok ads?

Let’s be honest, the main reason you’re probably dealing with this at all comes down to the following statistics:

TikTok has been downloaded over 2.6 BILLION times worldwide.

But does that automatically mean that you should dedicate all your marketing spending to creating and sharing TikTok ads? Any good digital marketer will tell you that just because your audience is somewhere doesn’t mean it’s the best place for you to spend your marketing budget – especially if there are other platforms that are more suitable for your goals.

But it is true that there are many advantages to using TikTok ads – a hyper-engaged audience is the biggest attraction, but the platform itself is easy to use (lifts its structure almost directly from Facebook Ads Manager), and TikTok is great at generating awareness about brand. Honestly, the only reason we would not recommend TikTok is if your business is based on solving short-term, current problems such as plumbing, pest control or legal issues.

That doesn’t mean you can’t use the app organically if your business provides similar services – the size of the app’s audience basically guarantees you’ll find your niche, but it’s up to you to decide if it’s worth the time and money or not creating quality video content. . If you want all the advantages and disadvantages, see our article on “should your business be advertised on TikTok?

Get started with your TikTok ad strategy

TikTok users love trends, but most weather trends feel really random, with popular transitions, sounds and dances seemingly coming out of nowhere. So how do you create an application strategy in which the algorithm randomly determines what is popular? The answer is to create a comprehensive, agile TikTok ad strategy that fits into a broader digital strategy.

We know it’s easier said than done – but luckily you don’t have to do it yourself – we’re here to help by giving you an overview of what that strategy should look like.

Step One: Download Ticket

It seems like a given, but we don’t just mean to download it – we think we use it. Explore the app, its features, hashtags. Find out how the average TikTok user uses the app and read how the algorithm works. The more you know about the app from an organic point of view, the better equipped you are to run a successful paid Tiktok advertising campaign.

Step Two: Decide who your audience is

Tiktok commercials are still commercials, and good advertising requires a well-defined audience. So, before you take the camera in your hands and start recording, it is best to ask yourself what kind of audience you want to reach in the application. Once you understand who you want to engage with on TikTok, you can start researching the type of content they usually like to deal with – do they participate in hashtag challenges? Are there prolific content creators in your niche? Do they like certain sounds or filters?

Once you’ve estimated what is likely to appear on their feed, you can serve them a feed ad that actually seems to belong – building brand awareness without interrupting their user experience.

Defining your target audience will also help you create a custom ad group on the advertising platform, but that doesn’t mean you should target only those you think will engage with your content. TikTok is a diverse application with many users, so you should definitely take a look at testing a wider audience – you might find an audience you didn’t even know you had!

Step 3: Review your competitor’s ads and organic presence

If your competitors run TikTok ads, you should definitely watch what they do. Basically, you want to execute a SWOT analysis to your competitors on the platform. This allows you to “pick up the looseness” and fill the hole that your competitors can leave in the space.

Assessing your competitors is a great way to see how people in your field work with TikTok advertising and can give you a significant competitive advantage. This can be done by recording what they have done well (creative and engaging content, a popular branded hashtag challenge, cool branded effects) as well as what they are not doing well. By completing a competition review, you can take advantage of things that work well for your TikTok ads and fill in any gaps left in their content.

TikTok is also home to many content creators and influential people – many of whom are likely to operate within your content niche, so it’s also worth including these types of creators in your SWOT analysis.

Step 4: Define your messages

Many guides will actually skip this section, but you should always be aware of the image you want to display in your advertising. This part of the guide should not take too long as the messages you choose will be largely aligned with your mission statement and value proposition.

If your business is based on selling luxury goods that are ethically produced, these elements should be communicated not only in your ads but also in your choice of TikTok influencers and your organic content. After all, sending messages is key to attracting your ideal TickTook user and potential customer.

Step Five: Set some measurable goals

The reality is that there is no right way to find out if TikTok ads will work for you without setting some measurable goals. TikTok Ad Manager is sophisticated and can measure campaign success by the goals your business has. Setting up and understanding your campaign analytics is key to determining where you should spend your ads – if your top-ranked ad has no effect, but the branded hashtag challenge works great, you know where your budget should go.

While this may seem like an implication, goals help you and your marketing team confirm whether the advertising journey is worth the time and money. It can also help you determine if a particular ad format works if you should prioritize an in-feed ad over a spark ad, or even just determine which ad group is most valuable to your business.

Step Six: Create and Publish!

Once you understand what you want to say, to whom you want to say it, it’s time to make a TikTok video. Take advantage of all the great features TikTok has to offer and start experimenting with different types of videos.

Learn about ad types so you can start creating custom content for your ads. Here’s a basic overview of the different types of ads available for use with TikTok Ad Manager:

  1. Topview ad: Topview ads are ads that users see as they open the platform.
  2. Brand download ad: Brand download ads are viewed when the user opens the app, but without the CTA button or the like or comment option.
  3. In the feed ad: The ads that appear in the feed are most similar to organic content, appearing as users drag through the app among other content.
  4. Branded hashtag challenge: It gives users the opportunity to participate in your campaign and create content around your niche.
  5. Branded effects: Any filters, stickers and special effects created by the brand for the platform.

Step seven: Measure success

TikTok’s Ad Manager has built-in analytics so you can track the performance of your campaigns, and we encourage you to use them. Analytics lets you know if your ads are doing what you want, so we encourage you to check your analytics at least once a week to make sure your ads are spending your marketing budget in the best possible way.

Analytics also gives you test results – and as data people, we can’t underestimate the importance of checking your numbers, especially if you’re testing a new ad format or ad style.

Take it away

TikTok is a great app with a lot of potential for business success in an extremely competitive environment – but it can be difficult without an agile advertising strategy. Engaging an agency (like us) with experience in providing platform-specific strategies can help alleviate stress and confusion around a new platform.

If you are interested in learning more about what TikTok can do specifically for your business, and look for an agency that supports data and artificial intelligence, book a free discovery session with the head of our digital marketing team to discuss whether TikTok is the right app for you.

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