The digital world is moving fast and new platforms are constantly emerging, each with its own marketing potential. TikTok is certainly no exception.
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Despite still being one of the newer kids on the block, TikTok now competes with the well-established platforms Instagram, Facebook and Youtube. TikTok is currently the most downloaded app with more than 800 million active users worldwide, of which 200,000 are Danish. So it comes as no surprise that companies are starting to see a growing potential for marketing on the platform - even Webamp is on TikTok!
Despite its enormous popularity, the app is still a bit of a mystery to many marketers in some respects. If you want to succeed with this fast-growing app, you need to keep your tongue in your mouth and your finger on the pulse. Whether you're just about to embrace the application now, or you're ready to update your digital presence, it's worth giving this sharp presentation of the future of media a look.
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TikTok. You've certainly heard the name before and with its massive popularity around the world, it's almost as hard to avoid. Many may still associate the platform with kids and young people making dance videos. This may have been the case... a few years ago, but a lot has happened since then.
The app is characterized by being media at high speed. From the second you open it, you are presented with a stream of videos selected by an algorithm based on your interests. The algorithm, in turn, means that users are not in control of what appears on their For You Page (FYP). There is therefore both the opportunity to target users AND users who may not have had an interest in the first place. With its high speed, the medium is ideal for disseminating videos to as many users as quickly as possible.
So far, so good. To summarise the above, TikTok is a high-speed medium that offers good opportunities to quickly reach a large user base. It also means that it doesn't need to have many followers to go viral, as it typically does on other platforms. It also means that the platform already hosts all kinds of businesses and creative industries that are taking advantage of the opportunity to spread their product and services to a wide range of users quickly.
The videos usually last between 15 seconds and a minute, making the application ideal for people who need some quick entertainment. It also means that users don't necessarily care about perfect camera work or quality video production. Content ranges across a wide range of entertainment, including dance, lip-sync, satire and informative narrative - the possibilities are almost endless, in fact. So TikTok offers plenty of opportunity to unleash creativity and drive traffic through fun content.
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If we look a little closer at how users perceive the content, some quick statistics say that:
These figures make a good case for why it's relevant to include TikTok in your marketing strategy - especially if your business is B2C. Overall, the medium is a great place to both increase brand awareness and awareness of a new product.
The next step is how to actually create visibility and sales on TikTok. Let's take a closer look at that.
There are three main ways to market your business on TikTok.
The most obvious way is to create your own channel, from which you can create and upload videos. This is not advertising, but organic content. Another method, which you probably know from Instagram, is that you can partner with influencers to spread the content to a wider audience. Last but not least, you can choose to advertise.
To start advertising on TikTok, you need a business account. You then create ads, campaigns and measure data in the Tiktok Business Center (TBC), which looks a lot like Facebook Ads Manager. However, TBC doesn't have as many features as Ads Manager does, which makes this tool easier to navigate.
In the Business Center, create campaigns by clicking Create under Campaign. Setting up an ad is then divided into three levels, which we will discuss in more detail below.
This is where you set the campaign's objectives. The objective indicates what you want users to do when they see the ad.
These may include:
Here you choose the location of the ad, define the target group and budget. In short, you make your ads more concrete.
There are two different budget methods to choose from:
Each campaign can contain several different ad sets, and you have the opportunity to test which ad sets perform best against the campaign objectives
This is where you design the specific ad to be included in the ad set.
You can be creative with the text, choose the landing page and Call To Action. When you're done, you can press submit. The setup on Business Manager allows you to continuously customize the ads to your specific product or service.
Now that you're clear on how to set up an ad, it's time to decide what type of advertising you want to use. The two most commonly used advertising methods in Denmark are In-feed and Topview. They are considered to be the two most effective ads at the cheapest price.
On TikTok, there are five different types of ads:
Let's go through them one at a time.
This form of advertising offers up to 60 seconds of full-screen experience, which is displayed on users' FYP between organic videos. In-feed ads allow for a Call To Action, which is highlighted after nine seconds. Users want to be able to skip the ad at any time, so it's crucial that videos are short, to the point and eye-catching.
In-feed ads are also great for engaging users, as they have the opportunity to like and comment on the ads. They are therefore relevant for executing campaign objectives such as driving traffic, conversions, app installs and awareness.
Brand Takeovers also works through a full-screen experience that is displayed first when the app is opened. The special feature of Brand Takeovers is that only one advertiser per category per day can use this campaign type. The ad is only shown once a day and has a slightly expensive price tag. Nevertheless, many marketing experts describe Brand Takeovers as the ad method that works best. It is good for driving traffic, conversions, sales and awareness.
According to TikTok itself, TopView is the method that gives the best ranking. As with Brand Takeovers, TopView also appears on users' FYPs.
The ad automatically plays with sound 3 seconds after the app is opened. It is possible to link to both internal and external landing pages, making this method good for driving traffic and awareness.
Branded Effects is a slightly different form of advertising. Here you create a filter, sticker or effect that users can use in their TikTok videos - the filters are similar to those you see on Snapchat. Branded Effects require you to be particularly creative if you are to succeed in enticing users to use your filter.
However, this type of advertising is particularly relevant as the younger target group is not a big fan of traditional commercial campaigns. Branded Effects allow users to interact with your brand in a fun and different way, which can yield great results in the long run. It is therefore a good way of raising awareness among a wide range of users.
The last form of ads advertising also stands out from the above. Here the concept is based on user-engaged content. Here, organic content is created by, for example, setting a challenge or creating a trend, which could include a dance or a skit that users on TikTok have to perform in a video and finally use the hashtag.
This can be done without actually advertising, or you can choose to sponsor your video in order to reach your target audience and gain exposure and visibility. This method is good for driving traffic, conversions and plays.
To create a successful platform on TikTok, both your videos and ads should draw on trends, humour, storytelling and effects - most importantly, you need to stand out from the crowd.
Using trending music and sound effects is probably one of the fastest ways to create visibility on TikTok. Lyrics are also important for creating a CTA, for example. The algorithm rewards you based on engagement, so be sure to generate interaction in the form of viewers, likes, comments and shares.
It can be easy enough to follow a trend. So it's about taking part in a trend as it unfolds, but also creating original content within that framework.
TikTok moves fast - both in trends and video uploads. It's therefore important to be able to participate in trends while they last, and at the same time create eye-catching content if you want to keep viewers' attention. Most videos, including ads, highlight the main message within the first three seconds. Finally, it's important to have a positive, authentic and inspiring energy.
TikTok is a fun medium that can be used for informative information or to pass the time. Nevertheless, the high number of active users suggests that it is here to stay - making it an interesting medium to include in your marketing strategy.
Webamp is an ambitious and data-driven digital marketing agency that specialises in creating online success. We can also help with SEO, Google Ads advertising, Facebook advertising, Instagram advertising and Snapchat advertising.
We're ready to help you analyse what it takes to get the most out of TikTok Ads. Use the contact form to learn more.