As a business owner or marketer, you can no longer afford to ignore TikTok. The short-form video app has taken the world by storm, with over 1 billion monthly active users. And it’s not just Gen Z using it, either—TikTok is now one of the most popular apps in the world, across all age groups.
By creating engaging, creative video content, businesses can reach a broad scope of potential customers and create a connection with them that goes beyond a simple purchase. TikTok offers a unique opportunity to build customer loyalty across a wide ranging audience.
In this post, we’ll discuss ways businesses can escalate growth by using TikTok Ads to build conversation around their brand and scale sales revenue. But first, it’s important to understand how short-form video content works compared to traditional, longer formats when deciding what’s best for reaching your goals.
Why Choose Short-Form Video?
In today’s age of skimming content, brands need to get their message across in quick, digestible bites. That’s why short-form video is such an effective tool—it allows marketers to present long-winded, technical, or otherwise boring information in a way that is more concise and engaging.
It’s ideal for capturing audiences on the second screen who are more likely to have shorter attention spans, especially Millennials and Gen Z; it’s also more shareable, meaning it has the potential to reach a wider audience through social media and other online channels. Additionally, short-form video is typically less expensive to produce than long-form video, making it a more cost-effective option for businesses on a tight budget.
Short-Form Video Ads on TikTok
Smart marketers are always looking for new advertising channels to boost their bottom line, and TikTok’s short-form videos are a breath of fresh air in the social media realm. Research shows that 92% of people take an action after watching a TikTok, which is a testament to the platform’s ability to evoke joy in users by prioritizing content that makes them happy.
This is especially important for brand-building content, where marketers must tread the fine line between creating ads that engage and keep brands top of mind while not disrupting the user experience.
TikTok offers 5 main creative ad formats for brands and businesses to explore:
- In-Feed Ads
- Brand Takeover
- Branded Hashtag Challenge
- Branded Effects
While the success of your video ad strategy will vary depending on which ad format you select for your campaigns, there are still practices you can implement now that will carry over to each format.
Define Your Target Audience
Before you begin creating content for TikTok, learn about its demographics to identify who might be your target audience. Many businesses that serve older demographics are currently missing out on new or unexpected audiences thinking that the app is exclusively for teenagers.
While it may not be possible to reach your exact buyer persona on TikTok, you can certainly find new groups of people with related or slightly different interests who might be interested in your product or service. Consider researching your audiences on other social media platforms and look for overlap.
Use Ad Hooks & The 3 Second Rule
The first three seconds of your TikTok video ads are crucial. If you don’t capture the user’s attention within this time, you’ve probably lost them and are less likely to have your ads reach a wider audience. But if you are able to engage the user within that first three seconds, watch time and completion rates are likely to be higher.
That’s why you should craft captivating TikTok ad hooks for those crucial opening seconds to increase viewers’ interest in your content. According to TikTok for Business, more than 60% of the content with the highest click-through rates on the platform highlight its key message within the first three seconds. The best advertisers know not to sacrifice story-telling in favor of hooks, however. A video ad, even short-form, must have a beginning, middle, and end if it’s to be engaging.
Embrace TikTok Influencers
TikTok influencers are the trusted faces of the platform, with many users following their favorite content creators for recommendations on what to watch, wear, and buy. They’re great for building brand awareness and creating a connection with potential customers. In addition, TikTok influencers can drive conversions by featuring products in their videos and linking to brand websites.
Just remember that TikTok users, and younger audiences in general, are great at detecting inauthenticity – so when it comes to working with influencers, do your research and make sure that their audience niche fits your brand.
And don’t forget about micro-influencers.
It’s true that social media platforms have become more saturated with sponsored content in recent years, so many brands that have partnered with influencers in the past are searching for new ways to boost their bottom lines. One tactic that’s been gaining popularity is partnering with micro-influencers. Micro-influencers are social media users with a smaller but more engaged following than celebrities or traditional influencers.
These tastemakers have a more personal relationship with their followers and are less likely to be perceived as selling out. Additionally, micro-influencers are often more niche, so they can reach a specific target audience and turn leads into buyers.
Measure the Proper KPIs
When you’re just starting out on TikTok, analytics can help you avoid the pitfalls of video content strategy. Many brands waste valuable time on guesswork and end up repeating mistakes due to improper or surface level analysis.
Close monitoring of important key performance indicators (KPIs) will ensure that your ad spend helps you collect the information you need to guide your brand’s growth. The KPIs businesses using TikTok Ads should be tracking include:
- Conversion Rate
- Click-through Rate (CTR)
- Cost Per Click (CPC)
- Cost Per View (CPV)
- Cost Per Action (CPA)
- Return on Investment (ROI)
- Cost per 1000 Impressions (CPM)
- Engagement Rate
The best way to set TikTok Ads KPIs will vary depending on your specific goals and objectives, but keep in mind not to track too many at once. This could lead to confusion when analyzing which KPIs are truly important. Once your goals are established, then comes the time to select the appropriate metrics to track progress.
Overall, TikTok ads are an excellent way to reach new audiences and boost sales. However, it is important to understand the platform and create a marketing strategy that leverages the right ad formats before diving in. By working with the best micro-influencers and creating relevant content that fits your niche, you can set your business up for success with TikTok Ads.