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It's essential to approach TikTok advertising with a tailored strategy, one that takes into accounts the platform’s unique style, tone, user base and ever changing trends. TikTok's algorithm rewards creativity and authenticity, making it a powerful platform for businesses that can authentically engage with users.
Discussed will be some vital lessons to be learned as well as common pitfalls to avoid. By understanding how to leverage TikTok's unique features, businesses can create successful ad campaigns that reach their target audience and drive engagement.
TikTok Advertising
Much like adjacent social media platforms, there are several options on how best to approach posting content and engaging with audiences. Listed are the 3 most effective advertising avenues you can leverage to reach your marketing goals:
- The most common type of advertising is In-Feed ads; videos which appears in user feeds, along with other user generated content, as they scroll through the app. These ads can be up to 60 seconds in length and include swipe up links to a website, campaign or landing page of your choice. This is so effective as it seamlessly slots your content with that of other non-business accounts, meaning audiences are less likely to skip or dismiss them like on a platform like YouTube.
- The next type of advertising on TikTok is Brand Takeovers; a style that allows businesses to take up the entire screen of the app for a few seconds once a user first opens the app. Included in these ads can be anything from images, GIFs, videos and even swipe up links to your website or campaign landing page.
- Finally, there are branded hashtag challenges; a less direct form that allows business to create their own hashtag challenge on TikTok. This involves creating a dance or lip-sync challenge that encourages users to participate in and share using your branded hashtag. This style of user generated advertising is so effective as it encourages community participation and in turn more authentic and genuine engaging between your product or services and target audience.
User Age
As previously mentioned, TikTok is, more than any other platform, a platform primarily used by a younger demographics, with 62% of its users aged between 10 and 29. Therefore, if your product or service is geared towards an older demographic, TikTok may not be the best platform for you as audiences will not be able to relate and thus relate to your content.
On the other hand, if your product or service is aimed at users aged within the teenager to young adult demographic, then TikTok could be the perfect platform for you to advertise on. For example, if you sell clothing or accessories aimed at teenagers or young adults, TikTok could be an ideal platform to showcase your products. Similarly, if you are promoting a new mobile game or app, TikTok could be an effective way to reach your target audience.
It is also important to note that TikTok is a platform that thrives on creativity and authenticity. Therefore, when promoting your product or service, it is to create content that is visually appealing, engaging and authentic. TikTok users are more likely to engage with content that is unique and stands out from the crowd, which is key on an app where users can scroll through hundreds of individual videos in a matter of hours or even minutes.
Email Address
In addition to creating videos to engage with audiences, email addresses from relevant accounts can be collected from within the app, later used to retarget audiences with curated email campaigns and initiatives, increasing engagement and conversion rates over time significantly. A great way to increase your email list is by adding a call to action in ads to encourage sign ups for newsletters or updates on new products or services; encouraging users to do so with discount code or promotional offers. User emails gained via this method is likely to yield direct communication with motivated audiences as they have shown genuine interest and curiosity in the product or services you have promoted.
However, when handling user email addresses, one must comply with relevant data privacy laws and regulations such as GDPR and CCPA. Businesses must not only obtain necessary consent from users in collection their personal information but provide clear information on how the data will be used. Moreover, businesses must ensure the data collected is secure and protected against unauthorized access.
Lessons Learned
As with any new marketing space or platform, there are several lessons to be learned and pitfalls to avoid: the most pressing being the importance of authenticity and creativity. On such a rapidly moving platform where trends come and go faster than that on any other site, audiences on TikTok are always seeking out unique, vibrant and above all engaging content. With hundreds if not thousands of videos being viewed by a single user, it is paramount that your content can resonate with the interests and behaviors of your target audience or risk being skipped all together.
Achieving tangible results is no easy feat, requiring new business invest significant time and resources into their TikTok advertising campaigns with a hand on approach unlike other traditional or even social media platforms.
Businesses can achieve success on TikTok by adopting a creative and authentic approach to advertising. TikTok's algorithm rewards content that is original, engaging and relatable, therefore, businesses must over time develop their own unique style, tone and content that truly resonates with users.
TikTok advertising offers an excellent opportunity for businesses to connect with younger audiences and promote their products or services. However, it's essential to tread carefully on the platform and avoid common mistakes, such as targeting the wrong audience or creating dull and uninspiring content.
By keeping these lessons in mind and leveraging TikTok's unique features, businesses can successfully navigate this new and exciting advertising platform. With over one billion active monthly users, TikTok provides businesses with a massive opportunity to reach a vast and engaged audience. By crafting compelling ads that speak to the platform's user base, businesses can build brand awareness, drive engagement and ultimately achieve their marketing goals.
