Social networks are essential tools for making yourself known, promoting products and reaching new consumers. However, this requires understanding the characteristics of each platform and identifying which one can help us achieve our goals. Today, more and more brands are turning to TikTok. Social media stands out for its young audience and creative characteristics. We show you how to integrate TikTok Ads into your marketing strategy.
How to integrate TikTok ads into your marketing strategy?
In a web marketing strategy, TikTok ads can be powerful levers. They can help build your notoriety, expand your audience, or even increase your traffic. To achieve this, you need to become familiar with user habits, social network trends and how TikTok Ads works.
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TikTok, a must have app for Generation Z
Whether it’s videos dealing with challenges, showing tutorials or humor, any content posted on TikTok has the potential to go viral. Younger generations regularly share short videos from the social network. 41% of users are aged between 16 and 24, making it an ideal platform for brands that want to target Generation Z, but also Millennials.
Creativity and entertainment, which are at the heart of TikTok’s operation, particularly appeal to them. They can add filters, music or even stickers, turning social media into a real playground for young users. Visual effects are much more numerous than on other social networks.
It must therefore be said that the platform can be an effective marketing lever for targeting a younger audience, as long as you adopt certain codes and examine the various options that exist for advertising TikTok and empowering your marketing strategy.
TikTok ads: what is it and how does it work?
TikTok Ads is the advertising network of the Chinese social network. It offers a variety of tools to create advertising campaigns including images and videos with textual content and Call-To-Action (CTA). You need to define your goal, create ad groups and choose the right format for your TikTok ads.
Choose the right lens
To be effective and target the right audience, TikTok ads must meet a clear goal. The social network offers three:
- Keep in considerationto ensure that its advertising is disseminated to the greatest number of users;
- The considerationwhich presents three scenarios:
– traffic, to increase the number of visitors to your website or a landing page;
– installation of applications, to increase downloads;
– video viewing, to increase the number of users who watch your video. - Conversionto encourage potential customers to take action.
Create and configure ad groups
Like Google Ads, TikTok’s advertising network works on multiple levels:
- countrysiderequesting you to define your goals and ad formats;
- Ad groupsto choose its placements, its budget and target audience;
- Adsthat is, the ads that have been created.
During this second step, we need to define which users we want to reach with our ads. You can let TikTok’s algorithm take care of this task or do it yourself. In this case it is necessary to indicate demographic criteria, such as age, geographical location and language spoken, but not only. The social network also offers to target them based on their interests, their behavior on the application and the parameters of the device they use. This can be for example the operating system.
Then, you need to indicate the amount you want to spend for each TikTok ad group. You can choose a daily budget, which will be spent day after day, or a total budget, which is the amount you are ready to allocate for the duration of the calendar. It is then necessary to enter the duration of the announcements, and the time slot in which you want to see them broadcast.
We also need to determine how quickly our budget will be spent. There are therefore two options:
- standard, so that the amount is evenly distributed throughout the campaign;
- maximized, to spend the budget as quickly as possible during the planned period.
Choose the right ad format
There are different advertising formats available on TikTok Ads to achieve different goals.
view from above
A Top View ad appears the instant a user opens the TikTok app. It can redirect to an internal link, such as another TikTok video, or an external link, such as its website. This format is particularly relevant for grabbing the attention of Internet users, increasing traffic to one of its pages or promoting a new product. .
Integrated native video
These are native announcements placed in the user’s newsfeed. Videos can also be redirected to an external link, such as a platform or application. This format aims to help brands develop their visibility and encourage internet users to take action, both by purchasing the featured article, and by learning about the brand.
Brand hashtag challenge
These types of TikTok ads encourage users to join a brand-initiated challenge using the brand-created hashtag. Each individual who reuses it sees their video appear on the specific hashtag page along with other content. Note that the Branded Hashtag Challenges only last six days. To power up your campaign, it might be wise to call in an influencer who can promote the hashtag in their community and highlight the brand.
Brand effects
Like other social platforms, TikTok offers branded effects. Specifically, these are filters and stickers that can be used to personalize your TikTok videos. Developing an effect for users to experience can be a good way to increase your engagement rate.
TikTok Ads: the importance of hashtags
If SEO is essential for a website, hashtags are essential for social networks, regardless of the platform: Twitter, Instagram, YouTube, Facebook or TikTok. They allow brands to gain greater exposure. They also help users more easily find a challenge they’ve heard of, a specific topic, or a buzzing trend.
Well-targeted hashtags can help extend a post’s reach and thus reach the right audience. It is therefore essential to research and identify the hashtags of the moment on which to create relevant content. It might also be wise to design a video related to the challenge of the moment to generate engagement.
It is also recommended that you create a specific hashtag for your brand. This can be of great help to stand out from the competition, but also to find user-generated content related to one of your products or services.
In a TikTok advertising campaign, it’s best to focus on one main keyword so people can easily remember it and recognize its brand on the app. To be understandable to everyone, it must be clear and simple to write.
TikTok Ads: for which sector?
On TikTok, users discuss various topics. This suggests that many industries have the opportunity to incorporate TikTok Ads into their marketing strategy. However, there is a strong interest in the subjects:
- fashion ;
- the sport ;
- video games ;
- the music ;
- toys and games;
- the cinema.
For businesses using digital advertising as a growth lever, TikTok is packed with marketing opportunities. To insert them correctly, we recommend that you follow the different steps described in this article, or ask our web marketing agency for advice. It will help you integrate TikTok ads into your social media marketing strategy.
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