The visual app for the “Z” Generation
With its young audience TikTok is the most fast-growing app of the last years. So, it does have not to surprise the fact that they introduced TikTok advertising on the app at the beginning of 2019.
TikTok app had more than 1.1 billion downloads and installations in the first part of 2019.
If you are unaware of this app, TikTok is a video platform that allows users to create clips between 15 and 60 seconds long. With plenty of creative tools and a big music library, TikTok is growing really fast; with more than 800 million users in the world is almost as popular as Instagram, with its 1.000 million users.
What is TikTok exactly offering?
This platform allows users to upload and share short videos, the average it is 15” seconds but you can as well post 60” video stories; its audience results to be really young going from 13 to 24 years old people, the “Z generation”.
Started as a Chinese music sharing platform, previously called
Musical.ly, you can now upload to Tiktok videos of many different types.
So, how can any company use this app for commercial purposes?
Just like any other social network, you can create a profile for your company, sharing commercial videos, or you might be working with influencers to spread your business awareness; at the beginning of 2019 they started to launch and test TikTok advertising as well.
Let’s have a brief look at the way a brand could increment its brand awareness with TikTok.
Sponsored challenges for users, about posting short video where they are using the product or doing something to show the brand.
American tourister launched a hashtag challenge with some well-known influencer about their luggages and it had a great success; Started with the Indian sportstar Virat has now become viral on TikTok.
With more than 30 million view Another example of successful marketing campaign is #GalaxyA hashtag challenge for launching the new Samsung model in the German market. In this challenge, two famous German influencers asked to the young audience to draw an “A” on the palm of their hands and transfer it to a friend palm’s thanks to some visual effects, to pass the message that Galaxy connects you with your friends.
Moreover, Guess proposed the viral #InMyDenim hashtag challenge; after a 6 days the campaign got more that 5550 videos, 10,5 million video views, an 14,3% engagement rate and 12,000 more followers than what Guess had before.
It is basically an ad that pops out as soon as we open our Tiktik app, addressing to any kind of different link; at the moment is limited to one per day but will be probably increased in the future.
They are basically ads that appears on the video feed of users or as well in organic research. Scrolling down to visualize more videos you might see as well this kind of advertising.
Advertising for this platform is still very young, as only started at
the beginning of 2019, and even if it is almost a year that they are running
advertising is not yet efficient.
For example, Tiktok advertising happens to be quite expensive, especially if you are not a big company. It means the minimum that the minimum amount of money to run an advertising is 10$ CPM and as you can imagine, it speeds up really quickly.
Given that, if you want to start advertising on Tiktok here is our guide.
Advertising account on TikTok
The very first thing you need to do is as always to create an account.
It is kind of clear that the whole process is not completely tested as to create an ad account you need to wait up to 48 hours to get your business account operative.
Once you have received your account you might start your advertising
campaign on Tiktok by choosing the right business objective for your company.
So, for the moment, you can choose three different goals for your campaign:
◦ App Install
TikTok advertising Budget
Secondly, you need to set your budget. As we mentioned before, advertising is kind of new on TikTok, and it is still going through a trial stage, it might be not very suitable for small businesses.
You will have to set:
● Lifetime Budget, basically the maximum amount of money that you are willing to spend in a whole campaign;
◦ Daily Budget, i.e. the maximum amount of budget that our ad set or campaign can spend during one day;
TikTok requires you to set a Minimum Budget as well, in order to run the ads and get some considerations at the end. For example, at a campaign level you will have to set a daily and total budget, bigger than 50$.
Similarly, if we are talking about the daily budget at the ad set level, it will have to surpass 20$; if you are choosing the lifetime budget, on the other hand, your minimum budget has to surpass the 20$ multiplied for the scheduled advertising days.
Ads placement and target audience
Third step is to create an ad set and to choose a placement and a target audience for your ads. An interesting feature of Tiktok ads is that, like in Google Ads, you have the possibility to choose up to 20 keyboards in order to make your ad visible for your target audience.
Set all the parameters and target your audience.
Here we are, almost ready to advertise. We need to create our ad and
that is luckily the most fanny and easy thing to do in Tiktok.
The Video Creation Kit make things much easier; with plenty of templates it is possible to modify any image or video we want to post.
There are as well other interesting tools in this platform, for example the Automated Creative Optimization tool, that allows you to upload up to 10 images, 5 videos, 5text and 1 call-to-action each, and mix them to create different versions of your ad.
Also, TikTok algorithm will learn and start proposing different ads without you to change anything; automatically you will always have the best version for your ad, saving a lot of time.