Tiktok Marketing

Create A Successfull Campaign To Promote Your Brand

Tiktok Marketing: Create A Successfull Campaign To Promote Your Brand

TikTok is undoubtedly a social platform that has been getting incredible results in the last two years. Most likely, most people over the age of 30 do not know the platform or simply do not use it. But, it represents more than 40% of the youngest monthly users (408 million monthly active users). This increase is mainly due to the type of user. And because of this growth, more and more brands have decided to dedicate some part of their budget to advertising TokTok. But how exactly do you advertise TokTok? It's very simple ... The Chinese app provides an advertising platform for everyone. It is very similar to those that already exist in the market.

Next, we’re going to explore what types of promotions are available on the platform, how they can be created, and how TikTok can take advantage of the potential to grow your brand. Also, we will learn about TikTok Influencer Marketing where the influencers of this platform can lead your marketing. So stay with us till the end if you are really interested in TikTok marketing.

What is TikTok?
TikTok is a social platform where users create vertical video content of about 15 seconds. Videos can be customized with various filters, music samples, tags, and other creative elements. All these allow users to create highly creative videos with viral potential within the platform.

The app was created in 2017 by the Chinese company ByteDance, which decided to buy the famous Musical.ly app. From the moment it was created, the app has enjoyed instant success. It identifies itself as one of the most important presences of the market. All this, obviously, allowed the Chinese app to take advantage of this unique monetization. And, it grew much faster shortly after the TikTok Ads Manager platform was launched.

TikTok Ads Manager: The type of campaign and how it can be created.
First, you need to create an account to start TikTok advertising. If this has not already been done, the process of creating an advertiser account can be started by clicking "Create an ad" on the homepage of TikTok Ads. In this first step, you will be asked to connect to your account or create a new account for those who do not yet have one.

The configuration of TikTok ads for promotional campaigns is similar to most platforms on the market. What kind of purpose do you have to choose once you want to create a promotion? TikTok provides us with 3 macro-objectives

  • Awareness (people to know the brand)
  • Consideration (to persuade people to consider your products and learn more)
  • Conversion (to encourage interested people to buy or use your products or services).

Once the objectives in the section are selected, the specific purpose of the campaign must be chosen. We have different goals:

  • Reach: If we want the ad to be seen by as many people as possible.
  • Traffic: If you want to attract as many people as possible to the website or application.
  • App Install: If you want to generate an installation for an application.
  • Video Views: Get the maximum number of views per video)
  • Conversions: Increase conversions on your site.

At the promotion stage, it is possible to decide to invest a budget, which can be daily or total:

Once you choose the type of promotion that best reflects your strategy goals, you move on to the next level: Ad Groups.

These can be a special combination of ads with the same goal, placement, and bid set. Each ad group can have multiple ads, while each promotion can have multiple ad groups.

At the AdGroup level, we can choose the placement (where the ads will appear), the orientation (who they will appear to), the schedule (the campaign schedule), the bid, and the optimization (depending on the parameter we want to optimize the campaigns).

On location, you can let TikTok decide where ads will appear or where they will appear manually.

Once the location is chosen, you need to define the target audience that you want to impress with the ads. Definition parameters are several (equivalent provided by Facebook Business Manager): It can be divided by gender, age, interest, geographic region, etc ... All you need to do before selecting the parameters is to study and create the ideal client for investment.

Once the purpose is defined, you need to define the budget and let the TokTok know how you want to manage the budget.

In fact, it is possible to decide on a specific time of day to spend the budget uniformly or to spend everything available. The next step in setting up an ad group is to determine what kind of bid strategy we want to use.

When it comes to bidding, TikTok currently offers several options:

  • Cost per click (CPC): The price you are willing to pay for each click is a bid.
  • Optimized Cost per Click (OCPC): We are given a bid for expenses that we are interested in paying for each result. In this case, the system shows ads to users who can probably perform the desired action at the expense of the offer.
  • Cost per thousand (CPM): Bid for the price we are willing to pay for one thousand impressions
  • Cost per Install (CPI): The goal of promoting "application installation" is limited. In this case, the algorithm shows the ad to potential people downloading the mobile application.
  • Cost per view (CPV): Currently in beta. In this case, we bid for every thousand video views (6 or 2 seconds) that we are interested in giving.

Once the technical part of launching the campaign is over, it’s time to move on to the creative stage. Like other platforms, TikTok is essential to the success of a promotion. Because it is an advertisement to get the user's attention and persuade them to take a certain step. You can create video or image ads.

To create the ads we have to follow several steps:

  • Choose the creative: You have to select "Image" or "Video" as the ad format, adding it from the computer, from the media library (to access the previous ad media), or create a video through the tools of TikTok.
  • Choice of video cover: Cover Photo or Video Cover - An important part of choosing attention. We can upload a custom cover photo, or choose one of the pre-selected images from the video.
  • Enter the name of the ad: The ad text will be displayed above the ad. 12 to 100 English characters (6 to 50 Chinese / Japanese characters) and emojis are supported, while “{}” and “#” cannot appear in the ad text. Punctuation marks and spaces count as characters.
  • Add call to action: You have to choose a CTA for the ad: "Download now", "Learn more", "Buy now", "Subscribe", "Contact", "Book now". The CTA must be consistent with the objective of the campaign.
  • Create and send the ad: By clicking on the "Submit" button, the ad is created, and a second ad can be created by clicking "Add". You can also copy or delete existing ads.

At this point, TikTok's promotion will be subject to review and will be approved soon, all ad guidelines are met.

How to optimize and manage TikTok campaigns?
Continuous analysis is needed to optimize TikTok promotions and see how users behave to take full advantage of the potential of this platform. In fact, unlike other platforms, it is very young and its users behave completely differently from other platforms (e.g. Google ads).

The key metrics that must be considered for campaign optimization are:

  • Impressions 
  • Clicks
  • CTR 
  • Reach 
  • Conversions 
  • CPA
  • Result 
  • Cost per Result 

You need to pay special attention to the metrics related to video playback to understand if the ad really caught the user's attention.

Another suggestion for optimization and management is to try bolder types of communication than "conventional" advertising platforms. Since the target audience is much smaller and the content promoted is completely new to us users.

TikTok Influencers can make your future promotional plan

As Influencers are playing a key role to promote business online, TikTok campaigns can be run with it. There are so many social influencers that are now growing for promotional branding. In TikTok, some younger people are much known for their business-minded presence. Although TikTok is based on entertainment content you can promote your business through it. Because most of the young aged people are on it. Not only the age fact but the mind setup brought the promotion. Thus the hype behind the TikTokers as influencers is growing regularly for making a solid TikTok campaign. 

TikTok influencers are those who can engage your targeted audience for your branding on TikTok. They can motivate people to know your brand and its benefits. Mostly TikTok is much more effective for fashion-based promotional products. But another branding is also much growing through it. Many are now joining this platform to make their position famous. Some are targeting to make help from influencer marketing platforms. Social media networks are the major floor to expand the branding of your online business. Anyone needs to promote their business and product as much as they can. Social media marketing to boost all is now getting common. And many people are ignoring these criteria. Best analysis and management are falling. In this mid-point influencer marketing appears with the dream of success result. So business people can turn TikTokers (if they are influencers) into the best weapon of marketing or promotional activities. They can solve their marketing plan and get some growing results. 

From my point of view, Tiktok is certainly a channel for considering a complete digital marketing strategy. We’ve seen the potential of this and we consider that if you want to create your own brand and introduce your products to an audience that has abandoned traditional thematic channels.

Obviously, the choice of the TikTok ad depends on the type of product you want to promote and requires a careful choice of the line of communication you want to target.

At Jocial, we work with these and other strategies to maximize our clients' advertising investments.

And you, are you already doing it?

Stella Palmer