TikTok is the social network that is growing the most in recent months, so many companies are also on this network creating content, working with influencers to reach a wider audience and advertising. Today we will talk about this last point.
what is TikTok Ads and why should you use it?
TikTok Ads is the TikTok tool that allows you to design advertising campaigns on this video platform, generating several groups of different ads, with a specific budget and segmentation. Although it has its particularities, this tool has many points similar to those of other social networks. For example, in the case of wanting to better manage the investment, it allows you to manage budgets both at campaign level and at ad group level.
The figures of this new community surpass those of some of the most consolidated networks on the market, such as Twitter, and one of its main advantages is that for the moment it is not as saturated with ads and advertising as Instagram or Facebook. We also provide you with these key points to convince you to use it:
- TikTok offers creative options to show your product in ads.
- It has a very wide audience, especially if your target audience is young people.
- You have very interesting targeting possibilities.
what types of ads can be created on the TikTok social network?
- In-Feed Ads / Biddable Ads / Native Ads: These are the ads that usually appear in the user's feed, and this is the most affordable type of advertising, as there is no minimum advertising investment.
- TopView: This is an ad that appears instantly on the screen when a user opens the app, in full screen and can last up to 1 minute. With this ad, which can be static or animated, users can access an internal or external destination. It has a fairly high price.
- Hashtag Challenge: As the name suggests, this ad encourages user-generated content, as the brand asks users to participate in a challenge (a challenge, a fun test, a great challenge) through a hashtag. In this way, users create and share content on the app, making the brand go viral and gaining visibility.
- Branded Lenses: Branded Lenses (branded effects) are very similar to the augmented reality filters created by users or brands already on the social networks Instagram or Snapchat. In this way, TikTokers, i.e. TikTok users, can use the filters in their videos, making the brand that created them gain popularity and visibility.
how to improve your company's presence with TikTok Ads?
- Focus on a broad target audience. One of the best ways to optimise your TikTok Ads is to use the TikTok Ads Manager, the platform where TikTok Ads are managed, which offers a wide range of targeting (gender, age, interest...) to determine very precisely the audience you want to see your Ads.
- Make sure your conversion event works: An event is the action that the user will take when viewing the campaign and that you can track to get information (view content, add to cart, purchase...).
- Use multiple creatives to keep your campaign alive and reduce ad fatigue. Although in many occasions the "trial and error" technique is key to know which creative strategy works best in each case, keep in mind these four recommendations to improve the creatives in TikTok Ads, which will help you to keep your campaign fresh:
-Develop native content. Create content vertically and use TikTok's free text overlay and music library. Make your ad campaigns look organic, for example, through user-generated content.
-Take advantage of the Boosted TikToks option to boost your own content or work with a creator who generates content for your brand - it's a way to reach your exact target and increase the reach of your TikTok campaigns.
-Use multiple creatives - we recommend that for each ad group you use at least 3 different creatives and rotate them along with the copy.
- Design your ad using the TikTok Video Creation Kit. TikTok ads can be horizontal, vertical or square images or videos. To create them, the best of all is the Video Creation Kit, where you will find video and image templates for you to customise and create the most ideal ads. You will also find more than 300 music options that you can use in your ads.
- Focus on a single CTA (call to action), it is important not to confuse the user by asking them to perform more than one action.
- Collaborate with Influencers - if you can, work your ads with TikTok content creators. You'll get the user's attention faster.
