With 800 million active users and a skyrocketing audience, TikTok represents a real opportunity for businesses. Thanks to its numerous advertising tools, the platform allows you to reach a younger target and develop their visibility. We show you in detail how to design your first social media campaign.
How to create your first TikTok advertising campaign?
Do you want to run a TikTok advertising campaign as part of your social media marketing strategy? Before that, you need to take a close look at the possibilities offered by the social network.
Contextual targeting reconciles consumers with advertising
TikTok Ads: Are They Right For Your Business?
This is one of the first questions to ask before embarking on the creation of an advertising campaign on TikTok. You need to make sure that your company’s offer and its target match the social network’s audience, which is younger than other platforms. In fact, according to data from Globalwebindex, 41% of users are aged between 16 and 24. TikTok is also a daily habit for teens between the ages of 10 and 19. It is a means of curiosity for those in their thirties, who use the application a little less.
It must therefore be said that TikTok is not the most suitable platform for companies offering products or services for people over the age of 50. The most successful ads on social media are those aimed at teenagers or young adults.
However, it’s important to keep in mind that TikTok’s follower count is growing rapidly. It’s a safe bet that older demographics will join the platform as well. The advantage is that the social network allows you to target Internet users based on demographic criteria such as age, geographic location, gender or even their centers of interest. In the future, it could thus become a marketing lever for brands targeting the youngest as well as the elderly.
Choose ad formats for your TikTok ads
As with Twitter and Instagram ads, there are different ad formats to make your ads on TikTok.
view from above
Top View is considered one of the most effective formats among those offered by the platform. Why ? Because the ads open as soon as the application is launched. They allow you to easily grab the attention of users and thus greatly improve the awareness of your brand. They should last five to sixty seconds and are visible for 24 hours. Internet users can click anywhere in the ad, which directs them to internal or external links. This can be useful for increasing traffic to your website or TikTok account.
Integrated native video
In-feed ads are native ads embedded in the user’s newsfeed. It is a non-invasive format that naturally complements content generated by other Internet users. These ads appear when the person scrolls up to see a new video. It must also last between five and sixty seconds. You can redirect your audience to a landing page.
This feature is often preferred by brands running their first ad campaigns on TikTok, as costs per thousand (CPM) aren’t as high as for other formats. This allows you to launch TikTok ads with caution.
Brand hashtag challenge
Branded Hashtag Challenges consist of navigating one of the latest trends in the social network. These are sponsored challenges accessible from the Discover page. The goal is to encourage the public to promote a hashtag. Users can then resume the content or reply to the video, which are grouped on a page dedicated to this popular hashtag. This allows a company to strengthen its reputation and improve its engagement rate.
In this case, the campaign is rolled out over six days and across multiple markets.
With this format, businesses can customize their ads with 2D, 3D and augmented reality filters, effects, or even stickers. Note that you can also create your own filters.
Branded effects are especially useful for connecting with your target audience and inviting them to play with effects and interact with a brand. They come with additional engagement features, such as Call-To-Action (CTA) and QR code.
Creating an ad on TikTok: the procedure to follow
Launching advertisements on TikTok can help build awareness, reach new audiences, and showcase your products. To achieve this, however, a few key steps need to be followed.
Creating an advertiser account on TikTok
On TikTok, creating an advertiser account takes only seconds. On the TikTok For Business page, click “Get started now”. Some information is then requested, such as e-mail. If you already have an account on the application, you can connect directly with it. Once done, the process of creating a TikTok ad is fairly straightforward.
Preparation of an advertising campaign
The time has come to design your first advertising campaign on the social network. In the TikTok ads dashboard, simply click on the Campaign tab, then click “Create”. It is therefore necessary to define its objective. Several are offered:
Consideration, to reach as many people as possible;
Consideration, whether to increase your traffic, increase the number of people who download your application or increase the number of users who watch your video;
Conversion, to push prospects to take action.
So you need to set a budget. On the Settings tab, you can choose a daily or global budget.
Create an ad group
Like on Twitter, you are asked to create a TikTok ad group. Specifically, they are all the ads that will be part of an advertising campaign. During this step, you have to choose the position advertising, which can be TikTok or one of the other applications offered by the platform (News Feed and Pangle). However, you can let the social network algorithm choose where the ad will appear.
The second step is to define target. Several criteria are proposed:
- Demographics, i.e. gender, geographic location, age or language spoken;
- areas of interest;
- Behavior ;
- The settings of the device used, such as the operating system.
Then you have to indicate the details of the announcement. This includes the following:
- The type of promotion, including the main focus of TikTok advertising;
- Profile picture, which will be visible to users. It must have a 1: 1 ratio and must not exceed 50 KB;
- The displayed name, i.e. that of your company;
- The category of your ad;
- Keywords, so that the ad is seen by the right audience. It is possible to add up to twenty;
- Download the video so people can keep it.
You need to specify whether you opt for the daily or global budget and the amount of the same. The duration of the announcement must also be entered, as well as the time slots we prefer. It is also possible to choose continuous execution.
Setting delivery options
You need to specify how quickly you want to spend the assigned amount. There are two options:
- The standard transmissionthanks to which the budget will be distributed evenly over the entire duration of the advertising campaign;
- Maximum diffusionwhich consists in spending the agreed sum as quickly as possible in a given period of time.
Choice of optimization target
As on any social network, campaigns are optimized according to specific objectives. For its part, TikTok offers three, starting with conversions. Ads with this goal target users who are most likely to take action, either by purchasing the brand’s products or doing further research on it.
The second is the clicks, with the goal of getting as many people as possible to click on an ad or call to action. The last one is the impressionsso that it can be viewed by as many people as possible.
Designing the visual appearance of your ad doesn’t require technical knowledge or a lot of time. The tool called “Creation Kit” provides image and video templates that you can use to personalize your posts. Comes with over 300 free background music. All you have to do is upload your media, write your text and add a CTA.
TikTok ads can be helpful in increasing your brand awareness, increasing your leads, and increasing your sales. The challenge is to create advertisements that will seduce your target and push them to take action. To achieve this goal, it is always possible to use the advice of a web marketing agency.
If you would like to know more about our areas of expertise within the Siècle Digital agency, do not hesitate to contact us using the form on our website shinemedia.fr