Tik Tok is taking over social!
This micro-entertainment app has over 800 million active users worldwide since they debuted in September 2017, ranking no. 1 most downloaded app on the Apps Store and Google Play store in the first quarter of 2020. Tik Tok currently remains at the top 2 fulfilling its duty to kill the boredom of those who are stuck at home. (Zoom is currently sitting at the 1st spot, by the way.)
With its uber fast-growth, big brands will not miss this opportunity to do business inside the app. Tik Tok claimed that they can connect brands to the ‘consumer of tomorrow’ offering several options for advertisers – Some that are more interesting and done differently from other ad platforms due to the nature of the Tik Tok community of dancing, sharing certain ‘challenges’ and the viral music sharing.
So how can your business advertise on the platform?
Here are the ad options you can do on Tik Tok:
In-Feed Video – This campaign will let your ad appear in the native news feed of TikTok on the For You page. This ad also allows you to redirect users to your website or app.
Brand Takeover – The ad appears when TikTok users open the app. Your ad will completely take over the screen for a few seconds before turning into an In-Feed Video ad. You can redirect users in an internal or external link (another video). However, this ad type is limited to one advertiser a day.
Hashtag Challenge: The ad appears on the Discovery page. You can encourage users to participate in your created challenges then share their own content on your brand’s behalf. This can include a shoppable component for retailers. Keep in mind that challenges will only last for 6 days. For me, this is the most powerful ad type among the others since everyone who will participate will literally promote your brand.
Branded AR Content: The ad appears as branded lenses, stickers, and other 2D/3D/AR that can be used by TikTok users in their videos.
Custom Influencer Package: The ad appears as part of Tiktok users with influence in the market as sponsored content.
ARE TIKTOK ADS RIGHT FOR YOUR BUSINESS?
The common misconception would be that the users are – ‘Too Young’. Wrong.
Looking at its user activity and their participation in the trend, you will definitely benefit from Tiktok ads because theres actually a balance of all ages now. It has evolved.
All the young kids join first as early adopters and then the age range grows.
However, the major factor which every marketer’s concern is the cost and it’s demographic.
How much does Tik Tok ads cost?
Since Tiktok is new and ads are rare, it will cost you a quite expensive CPM that starts at an average of $10. You need at least $500 for the ad budget (actually, that’s the minimum budget Tiktok requires for advertisers). And this is really great for awareness.
If you can afford the minimum ad budget and you think advertising on Tiktok is a worthy-investment then the next question is if your target audience is on this platform.
Primarily, 66% of Tiktok users are in the age group of 16-29yrs old. But that means that almost 34% of them are over 30!! From 800 million – do the math.
Tiktok users spend an average of 45minutes a day on the app! That is a lot of average time spent in app engaged – 35% of its users participated in Hashtag Challenges.
So when it comes to the setting up of the TikTok Ads, it is a self-seving platform and it’s relatively similar to do.
HOW TO SET UP TIK TOK ADS:
Similar to Facebook really but here’s the step by step guide on how you can do it:
#1: Creating an ad account
Visit the Tiktok Ad Homepage, then “Click the create Ad button” which you can find at the center of your screen or you can click the one at the upper right corner. (screenshot).
As I repeatedly mentioned, Tiktok is new so their ads are in beta yet. A form will pop up to your screen which you need to complete and submit. Their representative will then contact you regarding the details in setting up the ad. It will take up to 48hrs to receive your account.
#2: Creating an ad campaign
Once everything is set, you may now proceed in setting up your first ad campaign just click the campaign tab at the top of your screen and then hit the “Create” button.(screenshot)
Choose your campaign’s objective. You can choose between Traffic, Conversion, or App Install. (screenshot)
Afterwards, set your ad budget limit. Choose between Daily Budget or Total Budget. Don’t forget that your total ad budget should not be lower than $500. (screenshot)
#3: Custom Audience targeting
Moving on, choose where you want to show your ad. What’s interesting on Tiktok ad is you are allowed to choose specific placement even outside the platform and access their family of apps and even news platforms such as BuzzVideo, NewsRepublic, etc. (screenshot)
After selecting your placement, just follow and fill up all necessary details about your ad campaign such as URL, display name, images, target audience, etc.
#4: Set up your budget schedule
Select how you want to get charged. You can choose Daily budget and input the amount you are willing to spend each day or choose to get charged with Total budget by inputting the amount you are willing to spend for the whole duration of the campaign.
You can also set the pacing of your budget. Set Standard delivery if you want to spend it evenly and choose Accelerated delivery if you want to spend all the budget as fast as possible within the timeframe.
Then, you can now set your optimisation goal which is the key metric of your campaign. You can choose between Conversion, Click, or Impression and your bid will be optimized based on your goal. If you choose Conversion, your ad will be delivered to those people who are likely to convert to your product or services.
You can track all the action taken to your ad by creating conversion events. Just click the “Library” and select “Conversions.” If you choose to Click as your optimisation goal, you’ll be billed on a CPC basis which will opt to drive as many clicks as possible. Lastly, if you set Impression as your optimisation goal then you will be billed per CPM (Cost per mille) basis and denotes the price per thousand impressions.
Once everything is set, submit your ad campaign then wait for the review.
BEST PRACTICES ON TIKTOK ADS
Although TikTok feels like the new kid on the block. Everyone is really interested in the platform and buying ad space – that it will be a competitive market very quickly.
I have a theory that the performance of the ad campaigns will depend predominately of the style of ad creative and how creative or integrated with the community it will be.
Check out my Instagram post on @junehustlehacks :
Anyone keen on trying out TikTok Ads.? Be happy to help you test this out to do some more learnings. Or if you already have, let me know so we can discuss the performance.
Get in touch – firstname.lastname@example.org