Advertising on TikTok is the promotion of a business on a fast-growing, popular platform around the world. The audience of the social network is approximately 800 million active users with different needs and interests. Almost any business segment can find potential customers on TikTok. But in order for the product to reach your target audience, you need to know the features of promotion on the platform and take into account a number of factors: from specific promotion algorithms to the way content is presented.
To evaluate the effectiveness of all marketing, campaign payback and lead generation, Calltouch tools will help you - a service of end-to-end analytics, call tracking and advertising management.
What is TikTok
TikTok is a social network with an emphasis on the visual part. The interaction here takes place through videos - the only type of content available. Each user has a feed, which consists of their subscriptions to interesting accounts and recommendations based on their browsing history.The bulk of the content material is pranks, sketches and dances. However, there are informative and useful videos. You can find videos of lawyers, doctors, travelers.
Social network features
TikTok users post short videos ranging from 15 to 60 seconds. The application has a built-in video editor: you can use masks, stickers, music and effects.There are also likes, feedback beneath neath the video and private messages. Social network algorithms allow new users to quickly gain millions of views.
Initially, the TikTok audience consisted of teenagers, now it is young people under 30 years old. Promoting a regional product on TikTok is difficult, as coverage in certain areas (except for Moscow and St. Petersburg) cannot yet be accurately determined. Therefore, the whole of Russia should be chosen as the target audience.
Russian TikTok audience
According to statistics as of January 2020, the Russian audience on TikTok amounted to about 18 million monthly active users. Of these, 60% are women and 40% are men. Mostly they are teenagers 13-17 years old. Users from 25 to 34 - only 21%. But the time indicators are high - an average of 45 minutes daily.
Why Run TikTok Ads
TikTok advertising, like other promotion methods, attracts users and tells about the brand. It can bring new customers without a serious struggle with competitors, as commercial promotion is only developing on the platform.
Is advertising on TikTok right for your business?
To understand how optimal this method of promotion is for a business, you need to consider two important points: who is your target audience and how much advertising will cost.
What is your target audience
More than 60% of the audience on the platform are people under 30, 41% are users aged 16 to 24. Consider the age of the audience: if your product is aimed at people over 30, advertising is likely to be ineffective. The age of the TikTok audience is growing every year, but for now it is better to run ads for young people.
TikTok ad budget
TikTok ads cost at least $50. The platform can show your ads around the clock or at certain times. In any case, in the settings you can not specify an amount below $ 20 per day of the show. It is difficult to predict the results of an advertising campaign, you will have to try different approaches and track changes. According to statistics for 2019, the minimum price for an advertising campaign through videos in the feed is $25,000. The rest of the formats, which are more often used by large brands, cost $50,000 or more.
Ranking algorithm
TikTok allows you to quickly promote the first videos to measure viewer interaction. Likes, comments - this activity increases the importance of the video and the chances of being recommended to other users.
The following factors also affect promotion:
Use of hashtags. It is especially worth taking a closer look at the hashtags from the "Interesting" section, which users often visit.
Text design. The video caption should be concise and simple so that it is easy to read. Long texts are not suitable for the visual format and are not interesting to the audience.
What won't go on TikTok
In the social network you can find different content , which in any case will find its audience. You can shoot absolutely everything on TikTok, the main thing is to make it interesting and present information in an entertaining way. Even educational videos can get high views if they are relevant to the interests of the audience and creatively done.
How to Promote a Business on TikTok
There are two ways to promote your product or service on TikTok: paid and free.
Paid promotion methods
There are several options for paid promotion:
Direct advertising through the application cabinet. With its help, you can set up retargeting for site visitors, a list of buyers or users of a branded application; add demographic features; select the user device type.
Blogger advertising. It can be of three types: pre-roll (a short video before its main video), custom creative or challenge.
Free ways to promote
Free promotion methods require constant and long work:
Hashtags. Put hashtags on your topic and popular tags from the tab in TikTok.
Activity. Subscribe to other users, comment and like. Often they do the same in return.
Challenges. Follow the trends in the "Popular" tab.
Mutual PR. Ask a channel with a similar number of subscribers for mutual advertising on each other's profiles.
Advertising opportunities
TikTok ads have little functionality. There are three main types of social media advertising.
Brand Takeovers
This is an advertising banner that pops up when you open the application. It can be in the form of an image or a short five-second video. By clicking on the link, you can go to your TikTok account or to another website or application.
Ads in the feed (In-Feed Ads)
Such ads appear in video format in the user's feed among other videos. Outwardly, it looks like a user video, so viewing does not cause rejection. Links can also lead to a website or app.
Hashtag challenges
Challenges are usually launched by big brands that collaborate with celebrities or popular bloggers. Celebrities shoot videos with a hashtag, where they encourage users to complete their tasks and demonstrate this in response videos.
If bloggers do not participate in the promotion, the platform itself does this - it places the challenge banner on the main page of the social network.
Also in the application there are formats:
Branded Lens - filter settings signed by the authors (analogues of masks in Instagram * (* a product of Meta, which is recognized as an extremist organization in Russia) and Snapchat);
Top View is a 15 second video that combines Brand Takeover and In-Feed Video.
You can only launch videos for the feed (In-feed Ads) through the advertising account on your own. Other types of advertising are launched through the TikTok manager.
You can also create promotional videos with a built-in lead form - that is, the user leaves their contact information right in the ad. This functionality is called TikTok Lead Generation. This is convenient for both the advertiser and the user - there is no need to go anywhere, and you immediately get a lead at a bargain price.
But there is a nuance here - such leads need to be processed quickly, otherwise the client will simply forget that he shared his number or mail. You have to wait for the list of leads to be uploaded, and there is simply no time to enter the advertising account every 10 minutes. That's why Calltouch has a TikTok integration that calls tickets from the TikTok Lead Generation.
The widget script automatically connects the user with a call center operator or sales department. So you will not lose a single appeal and will not waste your advertising budget on “cooled down” leads. Read more about how it works. Try the Calltouch - TikTok Leads widget in action and start increasing your conversions now.
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