Unless you live away from civilized society, you may have heard of the SNS app “TikTok” once. The casual TikTok content is watched by millions of people every day. With that in mind, it’s easy to see the growing interest in TikTok advertising.
Attracting about 700 million active users around the world, the TikTok app is a dream advertising medium for marketers. So how does TikTok advertising work? And is it really possible for a small business to advertise there?
For those who are interested in TikTok advertising but don’t know where to start, tools, user base, and a wide range of features to conduct a survey on TikTok, check out its videos, and understand how TikTok advertising works. We have created a handy guide to explain things like that.
Here’s a look at the wonderful and mysterious world of TikTok, and how your business can engage with TikTok.
What is TikTok ?
TikTok is an SNS app that allows users to create and watch short videos to match music and custom-made soundtracks .
It is an app that can be widely used because the mechanism of video creation is remarkably simplified, but it is also possible to passively watch the content of other users without uploading the content by yourself.
Before we dive into the app’s feature description, do you know where TikTok was made in the first place and how it has gained worldwide attention? Actually, it’s very interesting content, so let’s introduce it here.
TikTok is run by ByteMedia, which first announced the Chinese version of the app “Dǒuyīn” in September 2016. TikTok, which uses the same software as “Sound,” was released a year later as an overseas version of “Sound.” Shortly thereafter, ByteMedia acquired the lip-sync app Muscial.ly. And when we integrated the two apps in August 2018, it quickly became popular.
With the rapid growth of the app, the creators of TikTok have become very popular and have received outside attention. Some users sign contracts with talent agencies after the posts have spread .
Who is using TikTok ?
So who is watching the content created by these creators? In fact, most of them are young people under the age of 30, especially Gen Z, and it is known that 41% of TikTok users are 16 to 24 years old. Given that the majority of users are in this high purchasing age group, the importance of TikTok advertising is well understood.
How to use TikTok for marketing?
TikTok, which has been in its current format since late 2018, is still in its infancy. Although it may change significantly in the future, the marketing activities that can be practiced at present are as follows.
Probably the most effective and low-budget marketing activity on TikTok is to create a profile, create content, and build an audience . However, in order not only to promote the brand but also to attract viewers, it is necessary to produce videos that require advanced technology. Users are not using the TikTok app to watch commercials. So if you want to launch a TikTok ad, you need to know exactly what types of popular content you have before you create an account (please rest assured that we’ll guide you later).
Paid official TikTok ads
Below are the types of ads available on TikTok.
Pre-roll (startup screen) ads: Video ads that run when the user launches the app
In-feed ads: Video ads that flow as users scroll
Hashtag Challenge: Video ads that encourage users to post using customized hashtags
Branded Effects: A custom effect filter used in videos, similar to the filter features on Snapchat and Instagram, that handles brand-specific information.
4. Partnership with influencers
Partnering with a purpose-built TikTok influencer to promote your product is a good compromise between spending a lot of money on TikTok advertising and creating your own content from scratch. Many companies are now embracing this approach, from well-established existing brands Elf Cosmetics and Petco to smaller entrepreneurial brands that want to promote their stand-alone products.
Directing access to your website from your video is not so easy, as TikTok’s video captions can’t contain clickable URLs. Instead, influencers can address this issue by posting a link to their online shop in their profile or in the comments section of the video. However, you should be aware that even if you ask for this additional step, you may not keep your promise.
No matter which promotional option you choose on TikTok, you need to put out the right and smart ads to make an impact. Since the majority of TikTok users are of the Internet generation, they are often familiar with advertising and don’t even look at overt content. That doesn’t mean they are against advertising. All you have to do is make the ads match their values .
So what is the most effective promotion on TikTok? It takes advantage of the unique features of the app and the user culture.
Promotion on TikTok : Use of app features
Unlike social networks like Facebook and Twitter, TikTok users create content based on trends, internet memes, and more. As a result, content changes rapidly, and it is often possible that content that was popular this week will become less topical the following week. And the key to success here is to catch trends quickly. While original content is highly evaluated, many content that gets a reaction attracts a lot of attention. Below, we will introduce some contents that are effective for TikTok marketing.
A hashtag challenge is one user who sets up a particular task, encourages other TikTok users to try that task, attach the relevant hashtag, and post the results. Any user can take a hashtag challenge, but there is no guarantee that other users will participate in the challenge or that the challenge will spread.
When a brand runs a hashtag challenge for a fee, the hashtag will be published for a few days and a microsite will be displayed where users can purchase products of that brand on TikTok. This is the same hashtag challenge that grocery chain Kroger conducted with “#TransformUrDorm” during the pre-semester sale period.