TikTok is now among the most popular social media applications of all time after a breakout year during the pandemic.
Since the debut of its internal self-serve advertising platform, TikTok now offers advertisers a novel and intriguing option to leverage on the app’s rising popularity among users of all ages and from a wide variety of content genres and nations.
As a digital agency that puts data and artificial intelligence first, we insist that all plans have both. If you want to be successful on TikTok, just as you would on any other social media site, you need a well-thought-out, adaptable strategy that details your motivations for using the platform, your goals for utilising it, and the steps you will take to realise those goals. Get the most out of TikTok by learning how to develop a successful TikTok advertising plan, which we will discuss in detail below.
Simply put, what is TikTok?
TikTok, at its most fundamental, is a social media software that enables its users to upload and interact with short-form video content. Users can create and share videos up to one minute in length using the platform’s extensive library of licenced audio content, filters, and effects.
TikTok’s self-serve advertising platform was released in 2021, making TikTok advertising more approachable for small and medium-sized enterprises. This change paves the way for businesses to provide targeted adverts within the app, monitor user engagement, and evaluate ROI.
TikTok commercials benefit businesses in the following ways:
- Raise product visibility and recognition
- Inquire into client opinions
- Contribute to the bottom line by peddling goods or services
- Get specific with your advertising
Is it Worth It to Use TikTok Ads?
Let’s be frank about why you’re even researching this:
2.6 billion people around the world have downloaded TikTok.
However, does that imply you should ignore other forms of advertising in favour of making and sharing TikTok ads? Good digital marketers will remind you that just because your target demographic is present on a given platform doesn’t mean that’s where you should be investing your marketing dollars — especially if there are alternative options that would better help you achieve your objectives.
The truth is that there are several benefits to using TikTok ads; the platform is user-friendly (it borrows its structure almost verbatim from Facebook Ads Manager) and it does a great job of increasing brand recognition, but the network’s engaged audience is the biggest lure. If your company’s primary focus is on providing instant services, such as plumbing, pest treatment, or legal advice, then we can’t really recommend TikTok.
But that doesn’t mean you can’t use the app naturally if your business provides related services; the app’s massive user base practically ensures you’ll find your niche, though it’s up to you to decide whether or not it’s worth your time and resources to invest in producing high-quality video content. Check out our article “should your business be advertising on TikTok?” for a full discussion of the benefits and drawbacks.
Preparing to Launch Your TikTok Ad Campaign
Even though popular transitions, sounds, and dances on TikTok can appear out of nowhere, consumers still enjoy them. But how do you plan for success in an app where user preferences are seemingly determined at random by an algorithm? The solution is to develop a thorough and flexible plan for using TikTok advertisements as part of a larger digital campaign.
We recognise that this is easier said than done, but you are not in this fight alone; we will outline the essential components of a successful approach to assist you succeed.
1. You need to install TikTok.
It may seem obvious, but we don’t mean merely to download it; we want you to actually put it to good use. Learn more about the app and its features by looking at the hashtags it supports. Investigate the algorithm’s inner workings and get a feel for how the typical TikTok user interacts with the programme. You will be better prepared to manage a successful paid TikTok advertising campaign the more you understand the app from a natural perspective.
2. Identify your target demographic.
Even while TikTok advertising are short and sweet, they are still advertisements, and effective advertisements require a certain target demographic. To better serve your intended audience on the app, consider who they are before you pick up the camera. Once you’ve identified the audience you want to reach on TikTok, you may learn more about the types of content they enjoy (for example, do they take part in hashtag challenges). Do you know if your field has any prolific writers? What kinds of music or audio processing do they prefer?
By anticipating what content they will be exposed to in their feed, you can provide them with an ad that does not feel out of place, thereby increasing brand recognition without being intrusive.
Determining who you want to see your ads won’t just help you establish a more targeted ad group in the advertising platform; you should also be aiming for those who are actually interested in what you have to say. Because of the sheer number of people who use TikTok, it’s a good idea to do tests with a variety of demographics.