Jun 16, 2020
Since its launch in 2017, TikTok has taken the social media world by storm. It’s now one of the fastest growing mobile apps in the world, with over 800 million monthly active users. As a digital marketer, you can’t afford to ignore TikTok. Read on to discover how you can use the platform to market your product or service, and to reach new and diverse audiences around the world.
TikTok is a social media app that allows users to post short-form music, talent, or comedy videos up to 15 seconds in length (although users can put four separate videos together to create 60-second pieces). Videos can incorporate filters and editing effects, or show the user lip-synching to a song. Users can also browse millions of user-generated short videos – many of which are bizarre and whacky - on the platform. The majority of TikTok users are Generation Z or millennials, who are based in major cities around the world and are attracted by the authenticity and creativity offered by the platform.
TikTok brought ads to its platform in 2019. Since then, big names like Nike, Universal Pictures, and Guess have used TikTok ads to create unique, eye-catching campaigns – and to drive huge numbers of impressions. Advertisers on TikTok also have access to its global family of apps, including Helo, TopBuzz, and BuzzVideo, which can help them find new users who may be interested in their offerings. However, TikTok is not automatically the right advertising vehicle for every brand. To check if it’s right for you, ask yourself these questions:
If you decide to go ahead and advertise on TikTok, the first thing you need to do is create a TikTok Ads account. To do this:
When your account is set up, you will have access to the platform’s dashboard and can start creating ad campaigns.
It’s pretty easy to create a TikTok ad campaign. Just go to your account dashboard and follow these key steps:
Once you’ve created your campaign, you’re ready to upload ads to TikTok. You need to think creatively here, as it’s important to keep viewers engaged on the platform at all times. On TikTok Ads, you can choose from a variety of formats, including horizontal, vertical, orsquare videos and images.
It’s a good idea to make use of TikTok’s Video Creation Kit when designing your ads. This tool makes it easy for you to create video ads. It provides you with a variety of video and image templates, which you can customize using your existing assets, as well as free background music options.
On TikTok, you can experiment with a variety of different ad types, including:
Use these tips to ensure your TikTok ads are as effective as possible:
You could also consider using influencer marketing on TikTok, which is really gaining in popularity. In particular, a growing number of micro-influencers are now active on the platform, enticing younger audiences away from more established social platforms like Facebook and Twitter. A micro-influencer is someone who has a social media follower-base of about 1,000 to 100,000 followers. Increasingly, brands are collaborating with micro-influencers on TikTok in order to market themselves to more focused, niche audiences. They can use the popularity of the influencer to increase brand awareness or sales, and to boost their authenticity.
To find a suitable micro-influencer to partner with, you’ll need to do some research. Look through the videos on the platform and see if there are any creators posting high-quality, engaging content that relates in some way to your brand. If you’d like to work with one of them, simply reach out and discuss your requirements.
TikTok is one of the most downloaded apps in the world and is growing organically at a phenomenal rate. It’s impossible to know how long its success will continue or whether its millions of users will remain loyal to the app in the long term. What’s clear is that this is a platform that’s well worth investigating. It can offer advertisers access to the trend-setters of today, as well as the consumers of tomorrow. So don’t waste time or get left behind. Take a look at what TikTok is offering today. The clock really is ticking….