With TikTok on the rise and on its way to becoming the next platform with billions of users, a growing number of marketers are also looking at the app, wondering how to integrate the platform into their digital marketing campaigns.
But, after all, how effective are ads on this platform and what can you do to integrate this successful social network into your business? Find out in this article!
What is TikTok Ads?
O TikTok ads is an exclusive TikTok platform, available on TikTok for Business and developed especially for ad creationat banners to advertising videos.
Large companies like Nike and Coca-Cola have already used TikTok in their marketing strategies, but the platform has also sought to add small and medium-sized businesses through TikTok Ads Manager.
Among the advantages offered by the platform, the following can be highlighted:
Through its algorithm and artificial intelligence, the platform makes it possible to segment ads in an intelligent and optimized way, involving different dimensions such as Demographics, Interests, Behaviors, Devices and Custom Audiences, in order to reach the most relevant audiences and ensure that the ads have greater chances of interaction and conversion on your landing pages.
TikTok Ads: is it worth it?
TikTok Ads is a powerful and easy-to-use platform to help companies and brands advertise to a community that has millions of users around the world, enabling creating ads with audience segmentation, insights reports and other management tools.
This is an incredible opportunity for brands looking to expand their reach and discover new audiences and potential customers. Just follow the growth of the platform as demonstrated by the data below.
Some important data:
TikTok ranked 1st in the global ranking by brand value (Kantar Media Reactions Study, 2020);
TikTok received the title of Advertiser of the Year in the 2020 edition (AdAge, December 2020);
92% of users around the world took some action after watching a TikTok. (Marketing Science Global Time Well Spent research, conducted by Kantar in 2021).
Source: TikTok
Now, therefore, it is perfect time to start using TikTok ads, as not many brands and companies have yet realized its potential.
Whether you're a small business with a limited budget or running a large campaign, the TikTok Ads offers a series of exclusive tools to help your brand and business stand out.
What are the ad formats on TikTok Ads?
TikTok Ads is always evolving and bringing new ad formats. Currently, the following formats are available in Brazil:
TopView
TopView is the first video seen by users when opening the app, making it Tik Tok Ads' biggest billboard. By capturing users' attention and opening up space for the delivery of creative storytelling, the TopView significantly increases brand recognition and audience interactions.
In-Feed Ads
Os In-Feed Ads aim to full funnel marketing of the brand, in a native and flexible way. They are displayed in the "For you" feed and created to engage and capture the customer’s full attention, through an environment that features full screen and sound.
With the help of Spark Ads, which allows the amplification of existing organic videos – either your own or those of other creators –, brands can further improve their performance.
Hashtag Challenge
The advertisements of Hashtag Challenge (Branded Hashtag Challenge) seek to transform the way in which brands interact with their audiences, whether stimulating trends and cultural movements or launching collaborative challenges for the TikTok community.
Brand Effects
Branded Effects stimulate engagement through fun games, stickers, custom filters and special effects for your brand. It is therefore possible to develop your brand in a creative and interactive way, generating repercussion and impact even beyond your current follower base.
How much does it cost to advertise on TikTok?
In TikTok Ads, budgets can be set for both campaigns and ad groups, remembering that a campaign can consist of several ad groups, with this in mind the question remains: how much does it cost to advertise on TikTok? Campaigns have a minimum budget (daily or total) of $50 and ad groups of $20.
In addition, the Budgets can be lifetime or daily. In the first case, the maximum budget to be spent on a campaign or group of ads during its execution period is defined, while in the second case the maximum spend per day is defined. In both cases, budgets are upper limits that will not necessarily be reached, but will never be exceeded.
You can also choose the type of ad delivery, between standard or accelerated, thus determining the speed of delivery and, consequently, the budget expenditure. The first option helps to better distribute the budget over the period of advertisement based on traffic distribution, optimizing the return. The second aims to obtain the greatest number of results in the shortest time, focusing on agile and broad exposure.
6 steps to create a campaign on TikTok Ads
TikTok Ads has a structure very similar to other platforms of ads, divided into three parts: campaigns, ad groups and ads.
After creating an account and logging in, the first step is to create a campaign, configuring it according to the following steps:
1st Choose your objective
Select an objective in order to obtain a optimized campaign according to him.
It’s worth mentioning that campaign objectives fall into three main categories: awareness, consideration and conversion.
2nd Select your audience
Reach the right people using multiple targeting options.
3rd Set your budget
Set your budget and never pay more than you want, with flexibility to adjust or pause your spending at any time.
Through CBO tool You can optimize your budget at the campaign level by applying an optimized setting to all ad groups at once, rather than configuring each one individually.
4th Create your ad
Use your own videos and images or create a new video using the intuitive TikTok tools, based on artificial intelligence and with native editing features.
5th Participate live
Once published, TikTok Ads Manager's smart auction system will ensure that the your ad will be shown to the right audience at the right time.
6th Evaluate your results
Monitor and optimize your campaigns with the informative tools of TikTok Ads Manager.
Some best practices in TikTok Ads
Quality matters
Some people wonder what TikTok's resolution is. In fact, more than 83% of the top-performing videos on the platform have a 720p resolution or higher." This restructuring helps to directly engage the reader and contextualize the information in a clearer and more objective way. Therefore, don't let poor video quality be an obstacle to your message.
The format and orientation of the video also matters. The vast majority of TikToks are shot vertically and over 98% of the top-performing videos adopt the full-screen format (full screen).
Mix and match your creative style
Instead of using just one creative type or very similar creatives, change style. TikTok suggests updating your creative every week or frequently
to avoid public fatigue. It also recommends diversifying the scenes, using B-roll or image transitions.
Go straight to the point
Video ads can be up to 60 seconds long, but TikTok recommends keeping them between 21 and 34 seconds. Make the first 3 to 10 seconds be especially attractive and engaging to avoid losing viewers. The best-performing ads highlight the main message or product in the first 3 seconds.
Use sound and subtitles
93% of the best performing Tik Tok videos use audio. In particular, fast tracks above 120 beats per minute generally have the highest view rate.
But subtitles and text are also important. In particular, use text to highlight your callout. TikTok found that 40% of auction ads with the highest view rate include text overlays.
What are the benefits of TikTok Ads for companies?
Diverse audiences
Most content creators on TikTok are Gen Z, but this does not mean that all users are only between 16 and 24 years old. While 41% of users are in this age group, 59% of the audience is made up of users from the Millennial, Generation X and even Baby Boomers generations.
In this way, there is opportunity to advertise to different niches, communities and age groups through TikTok Ads' unique audience targeting tools.
It's easy and affordable
Many brands, especially small ones, believe that it is not worth investing time and money in advertise on TikTok, due to the difficulty in configuring campaigns, creating authentic content and control data from another platform.
In reality, however, it is quite simple set up a campaign on Tik Tok Ads and there are many other resources to help you get started, such as how-to tutorials and cost policies for small and medium-sized businesses looking to get started. social media campaigns.
Marketing of Influence
Various content creators such as influencers, celebrities, bloggers, athletes, etc. use TikTok to share their ideas, perspectives, recipes, families, and other aspects of their daily lives. Collaborating with these creators is an excellent way to invest in influence marketing, promoting your brand through content with the greatest potential reach.
Unlike other social networks, where more elaborate editing, lighting and filming are used, on Tik Tok the idea is to share more natural experiences, making the more relatable and genuine content.
Brand perception
But it's not just influencers who create and drive trends on the platform. Anyone, in fact, can participate in trends and have the opportunity to see your video go viral through the hashtag FYP (For Your Page). Including your brand!
Making ads based on daily trends and keywords increases your relevance and the likelihood of being shown in someone's feed, thus increasing the perception of your brand.
Signing Off
TikTok is on the rise and professionals MarTech are increasingly paying attention to how to use it in their marketing strategies.
After all, the internet is dynamic and in addition to more consolidated actions such as mail marketing, investing in digital marketing actions on social networks is fundamental to the success and competitiveness of a business today. And in the context of social media, the opportunities that TikTok has created are countless!
So too for your brand or company. With just a little know-how and creativity, you will be able to create an effective campaign that will produce results in no time.
Our intention here blog posts is always to inform you and keep you updated and we hope that this article has been able to offer an overview of information about this platform that has revolutionized the current market and the way to do digital marketing.
And if your goal is to boost the growth of your brand and the purchasing journey of your products and services, as well as improving your digital marketing strategies across different types of networks, Bytebio can help you!
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