TikTok is a social media app for creating and sharing videos with the world. Users can select music snippets from a vast library, add filters to short clips, or engage with other users via a response video.
The app is known for its creative freedom. Coupled with an unrivaled community and a smart algorithm, TikTok has grown from strength to strength.
While brands have garnered impressive TikTok results organically, there is opportunity in using TikTok advertising to expand your reach.
Read on, and we’ll go through why we should all be advertising on TikTok, how to create TikTok ads and set up a campaign that converts in 2022.
TikTok advertising guide for 2022
1. Why use TikTok advertising in 2022?
2. How to advertise on TikTok?
3. Design your ad with TikTok’s video creation kit
4. Refine your ad for advertising on TikTok
5. 5 Best practice tips for TikTok ads that convert
1. Why use TikTok Advertising in 2022?
Why add TikTok advertising to your social strategy? Put simply, users spend over an hour every single day on the app. With 689 million active users, you can do the math.
TikTok is often associated with Gen Z and Millenials.
However, contrary to popular belief, TikTok isn’t just for kids. 53% percent of TikTok users in the US are over the age of 30.
No longer limited to the youth market, TikTok stats show that it is now a platform on which to target consumers of all ages.
Going viral and connecting with your customers is easier than ever with TikTok. Gone are the days of requiring massive content creation budgets. In fact, the more authentic it looks to the platform, the better.
Not only does it offer a wide user base, easy creation of viral content, but it also has improved targeting.
Now, TikTok lets you target just the right audience using age, location, interests and more.
Previously, TikTok’s targeting ability was weak in comparison to its closest competitors. Facebook was the king of data.
However, as targeting on other platforms becomes more difficult due to privacy, TikTok is no longer quite so far behind.
Large brands are already advertising on TikTok. If you’re looking to create consumer advocacy with creative and shareable content, we’d recommend you do the same.
2. How to advertise on TikTok?
Creating ads on TikTok is easy. Creating ads that can blow your organic TikTok data out of the water, that’s a little bit more tricky.
You’ll need to define your goals, set up target audiences, choose a realistic budget and design eye-catching content to get started.
Thereafter, measure, refine, and do it all again to meet your goals.
We’ve broken the process down into a step-by-step guide to ensure you’re prepared to set up a campaign that converts.
A. Create your TikTok ads account
This may seem like an obvious step, but you would be surprised.
To advertise on TikTok, you need a business account. This is easily created via TikTok for Business. You’ll submit a quick form with your business information, and a TikTok representative will be in touch within 48 hours to get you started.
B. Set up your campaign
After setting up your account, you’ll be able to create your first campaign via the ad dashboard. Here, you’ll specify the campaign objectives, campaign name and set your campaign budget.
- Campaign objective
Your objective is what you want viewers to do after seeing your ad.
Similarly to those on Facebook, TikTok objectives can be in one of three categories: awareness, consideration, or conversion.
To choose the best option, ask yourself the following. What are your goals? Are you looking to increase traffic to your website? Drive conversions? Improve your call center analytics? Understand your overarching goal, and you have your objective.
- Campaign budget
You’ll then set a campaign budget. This is the amount that you’re willing to spend on running your ads. Once you hit your budgeted amount, no more ads.
You can choose to run your campaign with no limit, or a specified budget. With no limit, there will be no restrictions on your ad delivery at the campaign level. You can however set a budget on individual ads.
- Campaign name
Give your campaign a name you’ll be able to recognise and differentiate when reporting.
C. Set up your ad groups
Every TikTok campaign can have multiple ad groups. This allows you to optimize ads and measure performance. Use this to test different targeting options, images, videos, and calls to action.
Here’s how to set up an ad group in TikTok Ads Manager:
- Choose your ad placements
Ad placement is where your ad will appear on TikTok. You have the ability to control where your ads are placed. For example, in feed video, or top view ads.
If you have no preference, or you’re not sure which will be the most effective, you can select automatic placement.
The algorithm will then optimize your delivery to maximize your TikTok results and help you achieve your specified objective.
- Fill in your ad details
This section is where you’ll fill out all the details related to the landing page or app you’re promoting.
- Set a target audience
Define the target audience for your ads. This is fairly self explanatory - choose who you want to see your ads.
You can choose from parameters such as location, demographics, interests or devices.
The more specific you are, the smaller your potential audience, but the more likely you are to reach those who will convert.
- Set up a budget and schedule
Here, you’ll determine how much you want to spend on your ad group. You’ll then be able to schedule these.
You can also choose whether you want your budget to be spaced evenly across a timeframe, or an express option. This will spend your budget as quickly as possible, but may be useful for time-sensitive marketing or trend items.
- Choose your optimization goals
To optimize your goal on TikTok, ensure you are clear on the key metrics you want to achieve with your ad campaign. You can choose to optimize your ad group for:
- Conversion
- Click
- Impression
If you want your ad to be seen by users most likely to buy your products, it goes without saying that conversion is the way forward.
Thankfully, long gone are the days of manually analyzing sales call reporting to measure effectiveness.
You’ll be able to install a pixel to track conversions on your site - whether these be add to carts, purchases, or subscriptions to an email list.
Click is better suited to those looking to increase referral traffic - in layman's terms, to get as much traffic as possible.
Your final option is impression, which means that you pay at a cost per thousand impressions.
3. Design your ad with TikTok’s video creation kit
With your campaign and ad groups set up, we can now explore the fun part.
TikTok is known for its creative freedom. TikTok’s Video Creation Kit offers you a database of video templates and images for customisation, and over 300 background music tracks.
You can also create variations of your ad with automated creative optimization. This allows you to upload up to ten images or five videos, five ad texts, and one call to action. It then combines these into a variety of ads to find the best combination for your audience.
4. Refine your ad for advertising on TikTok
As a new platform, getting your ads right will be a process. As with any new means of marketing, go through extensive testing.
Marketers should be revisiting the most important TikTok metrics for their ads periodically. This will allow them to work out what an audience likes, what they respond to and ultimately what will garner conversions.
Use A/B testing and refine your ads according to the results. It’s a process of trial and error, but one that will pay off in dividends.
As more TikTok trends for 2022 emerge, be sure to revisit running ads - you may be able to hop on a viral train that will send your TikTok stats soaring.
5. 5 Best practice tips for TikTok ads that convert
So now you know how to create a TikTok ad, but how do you do it well?
When looking to create videos that garner impressive TikTok numbers, always consider the following:
- Ensure visuals are both engaging and emotive. On TikTok, this means keeping it real and relatable. Great TikTok content often includes an undertone of lightheartedness and positivity. These have proved valuable as customer engagement strategies on the platform.
- Focus on ads that show how the customer could use or benefit from the product in question, but in a funny or creative way. 76% of consumers like to watch funny content, while 61% want to watch something creative.
- Pick music that’s in keeping with your target market. TikTok’ers are not children anymore; make sure you’ve considered the growing age of the users. With Gen Z in the workforce and millennials now well into their 30’s, think of what will appeal to them.
- Be short and snappy. Be brief when using the TikTok platform. While you can create an ad up to 60 seconds long, the most impactful will be around 15 seconds. 63% of ads that show the product within the first 3 seconds get the highest click through rate.
- Keep it authentic to the platform. Most viewers don’t really want their usual viewing experience interrupted by adverts. The more authentic, the more likely your content goes viral. Think of this as automated affiliate marketing, as consumers can become prosumers.
Final thoughts
Due to the rapid growth of the platform, TikTok advertising is right for most ecommerce businesses.
It’s never been easier to get more followers on TikTok than now. The platform offers a chance for brands to bring personality and authenticity to the table, while reaching more users than ever before.
It also isn’t much different from the other social media platforms you’re used to advertising on.
With a plethora of content marketing solutions available on the market and TikTok’s self-service ads manager, you’ll have your TikTok KPIs through the roof in no time.
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* This article was originally published here
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