Do you know which was a most downloaded app in March 2021?
Exactly, TikTok. And is that this application, which already has approximately
800 million active users, is one of the fastest growing and is already
positioned as the ninth most popular social network.
All this makes TikTok a very interesting social network for
companies to advertise and develop their digital marketing strategy .
What is TikTok and how business can use it
TikTok is a mobile application in the category of social
networks that allows users to create, edit and share short videos (maximum 1
minute) with music, filters and other features (artificial intelligence and
augmented reality functions, eye-catching special effects ...) .
One of the reasons that have made it famous is that it
offers all its features in a very simple way. Anyone can make fun and original
video without editing skills. In fact, its original name is Doyin ("shake
the music"), and it is still known that way in China.
With the data we were talking about at the beginning, it is
quite clear that TikTok is a very interesting platform for companies when it
comes to advertising, but how, exactly, can companies use TikTok ?
On
the one hand, nowadays the application already allows
adding a link in the user's biography . That means that you can add a link to
attract traffic to your website. This is the same formula that Instagram uses
and, although at first it might seem a not very useful format for companies,
today it is one of the social networks that companies most demand for their
online marketing strategies.
On the other hand, through TikTok Ads you can configure
advertising campaigns for your business. But before going into detail to know
what this functionality consists of and how you can use it in your strategy, it
is important to ask yourself two questions to know if this platform is suitable
for your company . Keep reading!
Are you interested in advertising on TikTok?
As we mentioned, we see that TikTok in general is a very
interesting platform because of the popularity it is gaining. So much so that
the numbers of active users already exceeds Twitter or Snapchat, the social
network that also started strong for the more centennial public. However,
leaving aside the figures, there are two things that you must take into account
to decide if it is a suitable social network for your company.
Is your buyer persona on TikTok?
The first questions you to ask yourself is whether you are
going to find your buyer persona on TikTok . The buyer persona is an archetype
of the ideal customer of a service or product. Therefore, it is that potential
client that we are interested in capturing to ensure that they end up being our
client. To reach our buyer persona we have to ask ourselves if we are going to
find him on TikTok or not.
TikTok is a platform that is having a lot of success among
teens (Gen Z). According to Globalwebindex (2019), 41% of TikTok users are
between the ages of 16 and 25 , but the vast majority are under 30.
Therefore, if you are targeting a primarily young audience,
take advantage of advertising on TikTok and start to stand out among the
trends. If not, you should bear in mind that, sometimes, the statistics escape
reality, and perhaps the sector of your company will be monopolizing a more
mature audience that, little by little, will move to this platform. In fact,
this is the natural evolution of social media.
So the most recommended thing is that you carry out an
exhaustive search in this social network, that you investigate the habits,
tastes or interests of your potential client and draw your own conclusions.
Do you have the budgets to advertise on TikTok?
The second question to ask yourself is whether you have the
right budget . First of all, keep in mind that advertising on TikTok is more
expensive than on other platforms, such as Facebook or Instagram, since the ads
on TikTok are quite recent. However, it is likely that over time they will
decline and, optimizing the campaigns well, you can reduce them.
To ensure that your ads have a sufficient budget, the
minimum budget at the campaign level is € 50 per day and, at the ad group
level, € 20 per day .
TikTok Advertising: formats and their main benefits
If after all we have not convinced you and you doubt whether
TikTok is a good social network for you or not, we recommend that you continue
to inform yourself. Not only do we have to consider all the benefits of TikTok,
but it is also important to know in depth everything that TikTok Ads offers us
to promote our brand.
You will see that there are a several types of ad formats,
some very similar to what we are used to seeing and others, on the other hand,
not so much. You will be amazed!
Benefits of advertising on TikTok
The “stirring music” platform has thought about companies
(and a lot). These are the main benefits of advertising on TikTok:
• It is an
effective way to reach Gen Z and new audiences, including the foreign market.
• You can
advertise and transmit your message in a different, entertaining and
interactive format.
• Like
other social networks, you can set a budget to make sure you don't exceed your
maximum.
• As it is
a relatively new social network, it is not saturated yet, therefore, you face
less competition.
• In
addition, and as we have already seen, it grows at an exponential rate.
TikTok ad format
TikTok Ads offers a variety of ads that you can use for your
advertising campaigns:
TopView
In this type of ads, a video of maximum 1 minute is shown in
the most visible place of TikTok . Its content format is usually video, so
narrative pieces can be included, as well as different visual and sound
effects.
Brand Takeover
Similar to the previous one, the ad will be shown in full
screen once users open the app, but, in this case, with a video of maximum 3-5
seconds . It is the advertising format with the greatest impact, although its
use is limited to one advertiser per day and country.
In-Feed Ads
It is the most used type of ad, and consists of the ads that
appear in the feed , along with the rest of the content posted by users. This
allows users to show their reaction more easily, which improves the interaction
data with the brand. It is also in video format of maximum 1 minute, and in
this case the pricing system works by dynamic bids according to:
• Cost per
click (CPC)
• Cost per
thousand impressions (CPM)
• Cost per
view (CPV)
Hashtag Challenge
In this case, users are asked to participate in a challenge
and are encouraged to give it a try by uploading content with a specific
hashtag. It is an interesting format, as it harnesses the power of user-created
content and has a high potential for virality and visibility . What you get is
a banner within the trends tab for 3 or 6 days, and it also has a high price.
Branded Effects
Finally, this format is the most creative, since it allows
the brand to create customized augmented reality filters for users to use and
share. To do this you need help from TikTok technical support, so the price is
also quite high.
Another way to advertise on TikTok
In addition to the advertising formats discussed, we cannot
ignore the alternative of promoting our products and services on TikTok through
influencer marketing. This type of advertising is increasingly used on social
networks. However, on TikTok, where posts take on an even more personal
character and the audience is often younger, you can be more effective. To do
this, the influencer will exhibit the products through videos of between 15
seconds and one minute, but the budget and the type of publicity that is made
will depend on each agreement, so the conditions of the commercial agreement
will have to be assessed in detail, the public of each influencer and, also,
take into account that the results will be more imprecise.
Which TikTok ad format has convinced you the most?
Of all the advertising formats that TikTok offers us, the
most affordable is that of In Feed ads . So the most convenient thing is to
start with this format and, if you see that it works for you, you can gradually
increase your budget.
In this way, if you decide to invest in advertising on
TikTok, it is very possible that you will be able to increase the database of
possible customers interested in your brand and, in parallel, implement other
strategies. And, as with Facebook and other social networks, TikTok allows you
to implement a pixel code and track events to track user behavior. Everything
is connected!
Now, first make sure that you create quality audiovisual
content and adapted to what users expect to consume on this platform. If, from
the outset, the budget to create advertising campaigns is already higher, you
should bear in mind that the investment in creativity will also have to be
greater.
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