How to Grow Your Business with TikTok Advertising
Davids Ogan (mMBA)
Managing Director/Brand Strategist at MODE Digital Creations Limited. With over a decade of experience in Brand Development and Marketing. Initiator of Digital Skills Initiative, that teaches coding in Schools
“Stopping advertising to save money is like stopping your watch to save time.” – Henry Ford
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Advertising they say is the right to choose. Every day, the world bombards us with messages and images, far beyond the capacity of our fast-declining attention span.
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Due to the complexities of different activities and actions dragging our limited attention span, it then implies that every serious business person must utilise every medium and channel to keep the message of their business and offers coming. The merrier the better they say. Either swim or sink.
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In today’s write-up, we will focus on how we can utilise TikTok advertising to promote our businesses. ?I know many business owners will be quick to dismiss and possibly see TikTok as a platform meant for teenagers or generation -next.
According to research data, TikTok boasts of the following stats:
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·???????? 1 in 4?TikTok users are under 20 years old
·???????? TikTok has more Gen Z users than Instagram
·???????? The majority of TikTok creators are aged?18 to 24
·???????? 57%?of TikTok users are female
·???????? The US has the largest TikTok audience?(over 135 million)
·???????? Almost 90%?of Saudi Arabian adults use TikTok
·???????? The average age of the top 10 TikTok creators is?24 years old
·???????? Each of 2021’s top seven TikTok earners was?25 years old or younger (source: https://explodingtopics.com/blog/tiktok-demographics)
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It would be wise to say then that TikTok has quickly become one of the most- popular social media platforms in the world, with over 1 billion active users worldwide.
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While the app was originally designed for short-form video content, it has evolved into a powerful tool for businesses looking to reach a wider audience.
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TikTok advertising is a great way to get your brand in front of potential customers and drive traffic to your website. But with so many users and so much content, it can be challenging to make your ads stand out.
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Let us explore the ins and outs of TikTok advertising and give you tips on how to use it to reach your target audience and grow your business.
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Understanding the TikTok audience
Before you can start advertising on TikTok, it is essential to understand the platform’s audience. TikTok is primarily used by younger generations, with over 60% of its users under the age of 30. The app has a global reach, with a significant user base in Asia, Europe, and the United States.
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The platform is known for its short-form video content, with users creating videos that are often less than 15 seconds long. TikTok’s algorithm is designed to show users content that it thinks they will enjoy, based on their viewing history and engagement on the platform.
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To make the most of TikTok advertising, you need to create content that resonates with the platform’s audience. This means creating short, engaging videos that capture users’ attention and encourage them to take action.
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It is also essential to understand the type of content that performs well on the platform. For example, dance challenges, lip-sync videos, and comedy skits are all popular content types on TikTok.
By understanding the platform’s audience and the type of content that performs well, you can create ads that are more likely to resonate with viewers.
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Benefits of advertising on TikTok
TikTok advertising offers several benefits for businesses looking to reach a wider audience. Firstly, the platform has a large and engaged user base, with users spending an average of 52 minutes per day on the app.
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This means there is a significant opportunity to get your brand in front of potential customers. Additionally, TikTok’s algorithm is designed to show users content that it thinks they will enjoy, which means your ads are more likely to be seen by people who are interested in your products or services.
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Another benefit of advertising on TikTok is the range of advertising options available. The platform offers several ad formats, including in-feed ads, brand takeovers, and hashtag challenges.
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This means you can choose the ad format that best suits your business’s goals and target audience. TikTok also offers advanced targeting options, which allow you to reach users based on factors such as their location, interests, and behaviour on the platform.
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TikTok advertising options
TikTok offers several advertising options for businesses looking to reach a wider audience. The most common ad formats are in-feed ads, brand takeovers, and hashtag challenges.
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In-feed ads
In-feed ads are short videos that appear in users’ TikTok feeds. These ads can be up to 60 seconds long and can include a call-to-action button that takes users to your website or app.
In-feed ads can be targeted to specific audiences based on factors such as age, location, interests, and behaviour on the platform.
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Brand takeovers
Brand takeovers are full-screen ads that appear when users first open the TikTok app. These ads can include images, videos, and GIFs and can be targeted to specific audiences based on factors, such as age, location, interests, and behaviour on the platform.
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Hashtag challenges
Hashtag challenges are a popular advertising format on TikTok, where brands create a hashtag and encourage users to create content using hashtags.
This can help increase brand awareness and engagement on the platform. Hashtag challenges can be targeted to specific audiences based on factors, such as age, location, interests, and behaviour on the platform.
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Setting up your TikTok advertising account
You first need to set up a TikTok advertising account to advertise on TikTok. To do this, you will provide basic information about your business and create an ad account. Once your account is set up, you can start creating advertising campaigns.
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Creating your TikTok advertising campaign
When creating a TikTok advertising campaign, it is essential to have a clear goal in mind. This could be to increase brand awareness, drive traffic to your website, or increase sales. Once you have identified your goal, you can choose the ad format that best suits your business’s needs and target audience.
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When creating your ad, it is important to make it visually appealing and engaging. This means using high-quality images and videos, and including a clear call-to-action that encourages users to take action. You should also consider using music and sound effects to make your ad more engaging.
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Targeting your audience on TikTok
TikTok offers several advanced targeting options that allow you to reach specific audiences based on factors, such as age, location, interests, and behaviour on the platform. By targeting your ads to specific audiences, you can increase the likelihood that they will be seen by people who are interested in your products or services.
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TikTok advertising best practices
To make the most of TikTok advertising, there are several best practices you should follow. Firstly, you should create short, engaging ads that capture users’ attention and encourage them to take action.
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?You should also make sure your ads are visually appealing and use music and sound effects to make them more engaging. It is also essential to target your ads to specific audiences and to use advanced targeting options to reach people who are interested in your products or services.
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Measuring the success of your TikTok advertising campaigns
To measure the success of your TikTok advertising campaigns, you can use TikTok’s built-in analytics tools. These tools allow you to track metrics such as impressions, clicks, and engagement rates, which can help you understand how your ads are performing. By analysing this data, you can make adjustments to your campaigns and improve their effectiveness over time.
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TikTok advertising case studies
To give you an idea of how TikTok advertising can be used to grow your business, let us look at some real-world case studies.
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Fenty Beauty
Makeup brand Fenty Beauty used TikTok advertising to promote its new mascara product. The brand created a hashtag challenge, encouraging users to create videos using the hashtag #fentybeauty. The campaign generated over 6.5 million views and increased brand awareness and engagement on the platform.
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Guess
Fashion brand Guess used TikTok advertising to promote its new denim collection. The brand created a series of in-feed ads that featured influencers wearing the new collection. The campaign generated over 5 million views and increased sales of the denim collection.
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Final Thoughts
TikTok advertising is a powerful tool for businesses looking to reach a wider audience and grow their brand. By understanding the platform’s audience, creating visually appealing ads, and targeting specific audiences, you can make the most of this powerful marketing tool.
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By following best practices and analysing your campaign’s success, you can improve your ads’ effectiveness over time and achieve your business’s goals. Whether you are new to TikTok or a seasoned pro, TikTok advertising is a valuable tool that can help take your business to the next level.
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I hope you enjoyed reading this as I did writing it.
I want to see you win, let us win together.
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