With over 1 billion users and counting, TikTok for business offers a great opportunity for businesses to promote their services, grow their audience, and increase their ROI through targeted ad campaigns through TikTok advertisement.
The challenge? Stand out in such a competitive platform and ensure that the right audience sees your TikTok advertisement at the right time. If you want to get the most out of your TikTok ad budget, you need to employ effective strategies, so here’s how to master TikTok advertisement and run successful campaigns.
Who Should Use TikTok for business Ads?
Anyone can advertise on TikTok for business. However, TikTok advertisement campaigns work best if you target specific demographics.
Here’s what I mean. TikTok generally appeals to teenagers and young adults. According to research by DataReportal:
- 43.3 percent of users are between 18 and 24 years old.
- 32.2 percent are between 25 to 34 years of age.
More than 11 percent are 45 or older, so it’s not the best site if you’re targeting this age demographic.
Let’s dig a little deeper into demographics.
- Although both men and women use TikTok, it is most popular among women: women make up more than 60 percent of TikTok’s user base.
- TikTok is most popular in the US with over 136.4 million users.
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Say you’re targeting young U.S. women. Do TikTok advertisement even work better for some businesses over others in this demographic? Maybe. Fitness and sports-related content is the most popular content with over 57 billion views, while beauty and skin care content have over 33 billion views.
To be clear, TikTok for business is available in 154 countries, so it has a global appeal among teenagers and young adults.
7 Steps to TikTok Advertising Success
While there is no “right” way to run a TikTok ad campaign, there are ways to optimize your TikTok ads and increase your chances of success. Follow these seven simple tips to master TikTok advertising.
Get to Know TikTok Advertisement Manager
TikTok Advertisement Manager is a hub where you can create, run and manage your ads. With TikTok Advertisement Manager, you can:
- Create ads that are engaging using different visual formats and templates;
- targeting specific audience groups for a campaign; And
- Track ad performance with customized reports.
How Much Does TikTok Advertising Cost? Well, TikTok for business uses a bidding model, so you can set your daily and campaign limits depending on your marketing budget. As a guide, be prepared to spend at least $50 per day on campaigns and $20 per day on specific ad groups.
First, go to the Tik-Tok for Business page and click “Get Started.” On the next screen, click “Register” and enter your details before pressing “Register” again:
then, enter some basic business details to create your account:
Once you’ve signed up, you’ll need to provide some more business details, including payment information, and wait for account approval before creating your first ad.
Creating TikTok Ads
- From your TikTok Ads Manager account, click the “Campaign” button at the top of the page.
- Choose your campaign objective. Example: app installs, traffic, lead generation or audience reach.
- Set a campaign name and budget. If you choose “No Limit”, your cost will be determined by the budget you set at the “Ad Group” level. Or on the other hand, you can pick “Day to day Budget” or “Lifetime Budget,” and that implies you’re restricted by the day to day or lifetime spending plan you set at the mission level.
- Create your campaign.
Once a campaign is set up, you can set up an ad group and then create individual ads. The instructions are very easy to follow and you can be up and running in minutes.
Here is something important to note. Once you’ve created a campaign, you can’t change the budget. Before creating your TikTok ad campaign, make sure you’re happy with your maximum spend limits.
Use Creative Elements to Stand Out
Although you can run ads up to 60 seconds, TikTok recommends keeping most ads under 15 seconds. Given the tight deadline, you’ll want to use some fun creative elements to stand out, so here are some suggestions.
- Try “Branded Effects”. Branded effects are elements like stickers and filters that you can use to enhance your ads.
- Choose your ad format wisely. For example, in-feed ads look and feel like native content, helping them feel more authentic, while TopView ads appear above the user’s “For You” section and help drive brand awareness.
- Add music or sound to add extra layers to your ads. Ensure the music or sound effects match your brand’s voice.
Laneige, a popular Korean skincare brand, wanted to increase engagement and encourage people to download coupons for skincare products. They used branded effects to show what people looked like before moisturizing:
Then after moisturizing:
The result? 419,000 engagements, 12,000 new followers and thousands of coupon downloads.
Not sure what components to use? Look at popular posts, consider why they resonate with your target audience, and apply these principles to your campaigns.
Test Spark Ads
See someone using (and liking) your product on TikTok? Want to run this User Generated Content (UGC) as part of your own advertising campaign?
Well, thanks to Spark Ads, you can take existing organic posts from other TikTok accounts and turn them into original ad content. Why do you want to do this? I will give three reasons.
Using existing content means less work for you for one thing.
Also, since the content comes from real TikTok accounts, any action you generate (such as likes, follows or shares) will be linked to your post. If you want to increase your engagement, Spark Ads can help.
Finally, UGC adds credibility to your organization and helps boost your brand’s reputation. Since customers are twice as likely to like UGC than branded content, Spark Ads are definitely worth your time.
Here is an example. Digital bank Up targets Australians between the ages of 18 and 34. They wanted a creator partnership to build brand awareness and increase audience traffic.
For their work, Up selected Australian financial influencer @TashInvests. They produced Spark Ads, which generated more than 1.5 million impressions and 76 app downloads, exceeding App’s original expectations:
Here are some tips to get the most out of this form of TikTok advertising.
- Choose content with happy, positive comments to present your products in the best possible light.
- Use short text overlays to emphasize key points e.g. Properties of the material.
- Run A/B tests to find out which ads perform best and edit your less successful ad content.
- Finally, always make sure to get someone’s permission before using their content in Spark Ads.
Test Different Targeting Options
The most successful ads target specific audiences. TikTok knows this, so the platform allows you to bypass specific audiences and target others directly to see who sees your ads.
You can target audience by dimensions such as age, behaviors, device, interests and physical location. For example, you might want to target people under the age of 25 using iPhones, Canadians, men interested in soccer, and so on.
Here’s how to do it.
From the TikTok Ads Manager, go to “Ad Group” and then “Target”.
Then, choose which audience segment to target. For example, you might choose US users between the ages of 25 and 44:
TikTok will optimize who sees your ads, so you have a higher chance of running a successful campaign. Cool, right?
Use Data to Leverage Hashtags Effectively
Hashtags allow people to organize content into categories so that others can find what they’re most interested in. For instance, someone looking for Starbucks content might search for #starbucks.
While you can use as many hashtags as you like, you won’t reach your ideal audience if you don’t know which hashtags to target, so here’s how you can choose the right ones.
First, see which hashtags your successful competitors are using. It’s worth adding at least one or two of these hashtags to increase your visibility.
Next, use trending hashtags. For example, Mountain Dew targeted #nationalpetday with a fun, engaging ad for its “Code Red” drink:
To find these hashtags, go to the “Discover” tab and see the top tags of the day. Choose whatever resonates with you:
You can also find related keywords by searching for a word and leaving out the hashtag. Tap “Hashtags” under the search bar and you’ll see similar hashtags to add to your campaigns.
Create High-Quality Graphics
TikTok is a highly visual platform, so your ads need graphics and videos to stand out. If you don’t have expensive recording equipment, don’t worry; You don’t need it. Here’s how TikTok creator @lucajpeterson creates high-quality visual content quickly.
First, shoot and upload your video content as usual. Before clicking “Post”, press “More Options” and drag the “Upload HD” bar to the right until it turns green:
Sharp videos bring your content to life. In this Zoomerang TikTok video, for example, the brand uses high-quality graphics so we get a real sense of fabrics, textures and colors:
To get the most out of your TikTok ad, upload the clearest, sharpest graphics and videos you can.
Let me give you a final tip here. According to TikTok’s own research, more than 63 percent of videos with a high click-through rate (CTR) highlight a product that has a key focus within three seconds. Whatever your marketing goal is, get to the point quickly.
Keep Your CTAs Simple
When it comes to TikTok business ads, you can get anyone’s attention for just a few seconds. This means you need a clear, concise and actionable call to action (CTA).
CTAs ask visitors to do something like visit your website, use a promotional code, or download an app. Good CTAs can help increase sales by directly responding to users’ needs and driving specific actions.
For example, Sour Patch Kids likes to promote its “custom mix,” which allows customers to create their own bag of candy. The “Make Your Mix” visual card is colorful, engaging, and fun, and specifies the desired action:
You can access pre-made CTA buttons through TikTok Ads Manager; However, creating your own visual record helps your campaign stand out.
- Focus on your objective and use as few words as possible to express the message.
- Choose the right color palette: Your button should complement the ad.
- Try to create a sense of urgency that entices visitors to click the button.
- Run A/B tests using different versions of the same ad to see which CTA works best.
Frequently Asked Questions About TikTok Advertising
How much does TikTok advertising cost?
Your TikTok ad cost depends on many factors. At the campaign level, the daily and lifetime budget is $50. At the ad group level, you need a minimum budget of $20 per day, and your lifetime budget works out when your daily budget is multiplied by the number of planned campaign days.
How do you create ads in TikTok?
- First, create a TikTok ad account.
- Select your campaign objective.
- Name your campaign.
- Set your marketing budget.
- Decide on ad placement.
- Choose your target audience.
- Set up your campaign schedule and create your ads.
What kind of businesses should use TikTok advertising?
If you are a business on TikTok, you can try TikTok Ads. However, TikTok ads may work better for retailers selling to a younger audience.