TikTok ranks at the top of the app industry as the fastest growing and most downloaded app in the world.
It shapes culture, redefines social media and sparks conversations among its users. For businesses, it can be an advertising haven and can increase brand awareness and user acquisition.
TikTok started out as an abbreviated video maker and sharing app. With the right video advertising, any business can quickly reach large audiences and spot niches without the hassle.
The massive number of active users on the platform is what prompts companies to get involved, create an account, and start advertising on the platform. It has 800 million daily users worldwide and over 26 million monthly active users are from the United States. It is widely preferred by those under 30, which represents 66% of their base users. Although this trend is evolving and slowly attracting more and more adult users.
The funny, the cute and the cringe
If you are a baby boomer or a millennial, this can seem overwhelming and confusing. But, let’s change that, okay?
TikTok is like a vertical, endless variety show. A remixed version of Vine, Snapchat and Instagram.
A community social network where hashtags play a big role, content creators are at the heart of the platform and everyone is encouraged to get started.
“For you.” is one of the first features the user will encounter on TikTok. This tab provides content with AI-based technology. As a result, he is constantly learning from what you like. The app is able to recognize the type of content you tend to watch (is it food or puppies?) And gives you recommendations that could be related to it. This creates a bespoke, super complex algorithmic flow based on what the user is interested in. More importantly, it fuels the ad engine.
The stream expands in all directions, providing endless recommendations, and is filled with an eclectic array of talented, creative, and enthusiastic members uploading content ranging from beauty tips to skits, cranky or weirdly satisfying videos and more. What’s even more interesting are the niche communities, like games, dance, and comedy.
And now you can even sew it! This new feature launched in September allows users to grab clips from other users and integrate them with theirs to facilitate video responses, duets, and remixes.
Gen Z users love to engage, however, like any other platform, you’ll find prowlers and passive users, who lack the confidence or skill to upload their own content while still enjoying the entertainment.
Succeed on TikTok
The key to creating a high performing campaign on TikTok is understanding that the “wow factors” are originality and relativity.
Perfectly “staged” videos work well on other platforms, but TikTok is all about being authentic and users will appreciate it. Be bold and show the humorous and down-to-earth side of your brand. User feedback is rapid and abundant. TikTok allows you to target audiences based on broad demographics, interests, and devices. Use it to understand your potential customer.
Some tips to influence your consumer: Show diverse and creative video ads, iterate regularly, generating small changes that add up over time based on performance. Try new approaches. Understand and follow the trends, make a statement and try the road less traveled. Go out and show what makes your brand unique and last but not least, know your audience.
Understanding the TikTok user
When you start to think about whether TikTok should be included in your marketing strategy, you must ask yourself this question: Does your product appeal to the TikTok demographic?
Who is the TikTok user? What are they looking for? Find relevant information below to help you make data-driven decisions about your ad campaign and learn more about TikTok’s audience:
Best Practices for Advertising on TikTok
To help you effectively achieve your campaign goals, we include key aspects of high-level TikTok content. These requirements apply to all kinds of advertising opportunities on TikTok:
- Familiarize yourself with trending content and use it to your advantage
- Make sure your video ads are aimed at your target audience.
- Create content in portrait mode to build a strong visual identity.
Below, we’ve included a list of ways you can advertise on TikTok.
1. Native video ads (in-feed)
Use brand storytelling as a TikTok creator with your video ad embedded in the “For You” user feed.
It looks like an Instagram skip story. The CTA will link to a landing page URL, TikTok page, or app download. This provides a lot of data on the impact of video advertising on audiences. Ideal for increasing brand awareness, generating clicks or sales.
The details: Portrait, full screen. Duration: 15 seconds. Automatic sound activation
2- Top view
You can achieve unique engagement and capture the attention of your audience with premium ad placement.
Your video ad will be the first thing people see when they open the app. TikTok calls it “must-have and distraction-free”. Top Views in China generated 25-40% higher CTR than their Brand Takeover counterparts, and 50% of views often reach 5s
Details: Portrait, full screen. Duration: up to 60 seconds. Automatic sound activation.
3- Trade marks
The short and sweet version of Top View. A video or image composition of 3 to 5 seconds (static, dynamic, GIF). This type of ad provides a CTA that will lead the user to landing pages, challenges, and hashtags like the Nike or Vans examples below. Ideal to guarantee printing.
Details: Portrait, full screen. Duration: 3 to 5 seconds. Automatic sound activated.
4- Brand lenses
Similar to what you can find on 2D and 3D Snapchat lenses for photos and faces using augmented reality. Fully immersive, stickers, filters and special effects, tailored to your brand that users will apply to their videos. They go hand in hand with a #hashtagchallenge (see below). Here are some examples of branded glasses.
5 – Hashtag challenge
TikTok is all about expressing yourself, creating content, and inspiring the community. #Challenge is TikTok’s signature advertising product and in terms of engagement, it ticks all the right boxes. A free invitation that allows users to upload their videos around a theme proposed by your brand. This will bring you tons of branded user-generated content that is highly shareable (often across multiple platforms) and ultimately can go viral. Popular examples of #challenge include: memes, self-care, sanity, comedy. It works best when you can find influencers that match your brand and challenge yourself. Check Out TikTok’s Chipotle Lid Flip Compilation Below
Details: Portrait, full screen. Duration: approximately 15 seconds. Automatic sound activated.
6- Influencer marketing campaigns
Work with influencers. Pick a verified influencer whose audience matches your target market and create a partnership. If your influencer appeals to your demographics, your campaign should be a viral success. By employing an influencer brands don’t need to build an audience and don’t suffer from advertising fatigue, fans will quickly notice your brand or product. Check out 2 Fortnite game influencers below, source, TikTok.
In a word
TikTok has amassed an impressive number of users in a short period of time. Mainly Gen Z users (with a female bias) who are socially aware and find the platform as a hub to express their unique personalities in a relaxed, fun but also meaningful way.
1 billion videos are viewed in a single day in over 155 countries. It is very likely that your audience is located in one of these countries. So how do you go about including TikTok in your marketing strategy? Can we help you? Contact us today!
Apptamin is the creative agency specializing in application videos (advertising videos, store videos, explanations, etc.). We work with brands, agencies, startups and game studios around the world with passion, pride and coffee, lots of coffee.
We build bridges between our customers and real people through creativity and craftsmanship.
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