7 Features of a Successful TikTok Advertising Campaign
With over 800 million users and growing, TikTok was the most downloaded app of 2019.
Although it’s future in the United States is uncertain—being owned by the Chinese company ByteDance—marketers are discovering that it’s an effective way to reach millions of new potential customers.
India currently has the largest share of users, but the number of Americans on TikTok has doubled since 2018. Most of the new users are from Generation Z and older people who quit Facebook or Instagram.
The platform now offers paid media options and TikTok advertisers are getting huge results.
Are you interested in learning more about TikTok advertising? Keep reading below to learn 7 features of the app that can help you optimize a campaign.
Understanding the app is half the battle and we’ll discuss hashtags, trends, engagement, and app tools.
1. Absolute Anyone Can Go Viral on TikTok
Your chances of going viral on TikTok are much better than on older, established platforms like Facebook or Instagram.
It’s not uncommon to see a TikTok with hundreds of thousands of likes where the user only has a few hundred followers.
The TikTok algorithm doesn’t autofeed the most popular accounts.
It’s important to note there’s no guarantee any of your content will go viral on a platform. Much of it is luck and timing. Rather, if you produce the best content possible, you’re more likely to excel on TikTok.
2. TikTok Hashtags Are Just as Relevant
Hashtags help you search for specific content on social media and join conversations. They first took off on Twitter and Instagram years ago, and now are used on most major apps. Hashtags have become the industry standard.
Here’s some good news for you: hashtags are just as relevant on TikTok!
You can take the campaign hashtags you’re currently using on other platforms and add them on TikTok.
Some of the highest performing hashtags on the platform today include #entertainment, #dance, #pranks, #fitness, and #diy. They’re getting billions of views and worth a look.
3. Keep An Eye on Tik Tok’s Trending Culture
TikTok users love the latest trends. Once something catches on, they want in on the action.
Whether it’s a silly challenge, hot song, or running joke, being successful on TikTok is all about creating your unique content around these trends. And they’re changing all of the time!
The best way to keep up on the trending culture is to be an active participant on TikTok. Watch videos and see what’s taking off. Even within the trends, there are opportunities to innovate on behalf of your brand.
4. Like Other Social Platforms, Engagement Drives Performance
People enjoy TikTok’s fun, light-hearted content and that’s what they’ll hit “like” on its videos.
Regardless of their status or number of followers, performance is based purely on engagement. It’s one of the most egalitarian platforms out there.
Why was TikTok the 2019 most downloaded app in the world?
Social media users are frustrated at how their content is being buried in the algorithm. They are sick of seeing the same post dozens of times.
And they’re tired of the anger and anxiety other social apps are producing in its users.
5. TikTok’s Enormous Sound Library Is at Your Disposal
The TikTok app provides users a handheld production studio. Once you record a video between 15 to 60 seconds, you have the option of adding music.
Think of the TikTok sound library like Spotify or Pandora. You have access to thousands of songs. But, you can also add original sound by recording it on your phone.
You also have the ability to do voice-overs. And don’t discount the video editing software. You can add effects, filters, text, and stickers.
If you have more than one video clip, the app will help you with transitions.
Not sure what type of videos people will respond to? Just watch the most popular TikToks for inspiration.
And conduct as much research as you can and test your marketing content among multiple audiences.
6. Influencers Can Boost Your Tiktok Marketing Campaigns
If you’re ready to launch a brand awareness campaign on TikTok or purchase advertising, consider the help of influencers.
Influencer campaigns have been big business on Instagram, but many of these same creatives are crushing it on TikTok.
The difference is on Instagram you need an established following and big budget to be effective. This isn’t needed on TikTok.
The TikTok algorithm is top secret, but the company announced earlier this year it’s establishing a TikTok Creator Fund to help influencers make money.
More successful influencers on the platform will mean more opportunities to partner with brands like yours.
7. Discover the Options for TikTok Advertising
Can you advertise on TikTok? The answer is yes!
If you’re ready to advertise on this growing platform, the company recently launched TikTok For Business. It’s similar to the Facebook Ads Manager.
There are currently four TikTok advertising options:
- Brand Takeovers: An image or video lasting 3 to 5 seconds
- In-Feed Videos: A video lasting up to 60 seconds
- Hashtag Challenges: An invitation for users to make content based on your hashtag
- Branded Effects: Brands can be added to a video in 2D, 3D, or AR formats
If you need help with using TikTok or building ads, they also launched an e-learning center to help marketers learn about the app.
Although it’s not easy to nail down TikTok’s advertising rates, they’re affordable and comparable to other social media platforms.
Get Professional Help With Your Social Media Advertising
Let’s face it, you run a business and you’ve got a lot on your mind. Social media may not be at the top of your priorities. But, marketing is the key to growing your business.
TikTok advertising can be challenging if you’re not social media savvy or even familiar with the app.
Following the tips above will help you construct effective campaigns, but sometimes it’s just better to call the professionals.
Sprague Media is a social media marketing agency that works with clients on strategy, media buying, influencer marketing, video creation, analytics, and even training for your staff.
You can get in touch with us for a free audit and analysis of your social media channels