What is Tik Tok, and Why is it the Best Social Media Platform for Advertisers?
Tik Tok is a social media platform that is best known for its short-video-sharing app. It is the most popular video sharing app in the world, with over 700 million monthly active users. Tik Tok has been a game changer for advertisers and marketers, as it has created a new way to reach their audience.
Tik Tok has made it possible for advertisers to get more creative with their marketing campaigns and ads by providing them with an outlet where they can post videos of various lengths to engage with their audiences. The videos on Tik Tok are also much shorter than those on Facebook or YouTube, which means that it is easier for people to consume them in one sitting.
How an Advertiser can Use Tik Tok’s Advanced Targeting Tools for Maximum Reach & Engagement!
Before you start marketing on TikTok, make sure your demographic aligns.
TikTok is most popular with people between the age of 16 and 24, which makes up 60% of the total userbase. TikTok reports that 80% of all users are between the ages 16-34, confirming that this probably isn’t the channel for marketing to the older crowd.
Aside from age, the other stats we know seem to indicate popularity fairly evenly across the board.
- 58.4% of TikTok users are male and 41% are female. This is a flip from 2020, where the gender split was in similar proportions, but skewed the opposite way.
- The app is available in 150 markets in 39 languages.
- iPhone/Android usage is a 52%/48% split.
As long as you’re in the correct age range, you can probably pretty safely find your customers.
So with that in mind, we do recommend only using TikTok for marketing if you have a young audience. While there’s no doubt that older people are slowly starting to adopt the platform, your marketing resources will likely be better spent elsewhere if that’s your targeted audience.
Create original TikTok content for your brand
Making your own content can be a powerful TikTok marketing strategy. However, it will take lots of time, creativity, and resources. TikTok is largely based on viral content, so your content needs to be viral too and enternaing. Otherwise, it will likely be ignored by TikTokers.
Another option you have to get your content on TikTok is to collaborate with other creators on the app. This is an effective strategy because it can help you build a following and also grow your social media followers. The other way is to create viral content. Viral content is content that people want to share. This can be done by creating a video that is funny, shocking, beautiful, or something different from what anyone else is doing.
Use TikTok Ads For Your ECommerce Business
If you don’t have the time to come up with creative ideas, execute videos, and then slowly cultivate their reach through organic engagement, don’t sweat it—TikTok has an advertising platform that will expand the reach for you if you set aside some budget.
TikTok Ad Formats
TikTok offers a variety of ways your ad can appear in the feed, depending on the creative assets you’re visualizing or what makes sense for your campaign. TikTok says these formats “include but not limited to: horizontal, vertical, or square videos and images.”
To create these ads, they also offer a couple creation tool sets, should you choose to use them:
- “Video Creation Kit” which provides you with a variety of video templates and allows you to create videos by using your existing images, without needing to be a pro editor.
- “Automated Creative Optimization” which helps you automate the process of creating, delivering, and optimizing your ads.
These ads can appear in four places on the Tik Tok App:
- In-feed
- Detail Page
- Post-roll
- Story
TikTok Ad Targeting For Your ECommerce Business
When managing your TikTok Ads, you can target your audience by gender, location, age, interests, and what TikTok calls “other unique variables.” These variables, while not confirmed, based on our ad tests we can see that they’re based around types of content creators, interests and engagment by users.
For more advanced users who may have practice using these same popular strategies on other paid social initiatives, such as Facebook/Instagram, you can create “Custom Audiences” and “Lookalike Audiences” to reach more people similar to your existing customers.
If you have a self-serve account, you can use TikTok’s chart here to see which geographic ad targeting options are available to you based on the location of the owner account.
Measuring Your Ecommerce Ads On Tik Tok
TikTok Ads measurement tools let you monitor your ads performance by using a few different devices meant to help you track actionable KPIs:
- Use the TikTok pixel to monitor your ad performance and measure your marketing results by tracking users’ behaviors on your website.
- TikTok partners with third-party tracking companies to track ad conversions, users’ in-app behavior, impressions and click attribution data
Setting these up is critical to your advertising success on Tik Tok. Without setting these up you won’t know which of your ads are performing well and which aren’t. It will be critical to your business to understand this.
As you can probably tell, the above ad specifications indicate that TikTok ads are meant to blend into the average customer experience as much as possible.
If you want users to linger on your ad (or even better, click through and convert), you’re not off the hook for creating something entertaining that doesn’t disrupt their social experience.
The brand, Guess jeans kept this in mind when launching their TikTok advertising campaign, leaning into both the musical and “trending challenge” aspects of the platform by creating their own challenge hashtag and generating an influx of consumer-generated content.
They used the idea of “transforming your looks” with the slogan “Transform your outfit from a mess to best-dressed! All you need is denim!” accompanied by Bebe Rexh’s “I’m a Mess” and the hashtag #InMyDenim.
The campaign was wildly successful, and you can read more about the KPIs they hit in the case study on TikTok’s website.
Ultimately, in making the decision between organic and paid TikTok content, you will have to decide if you’re paying with your time or your money. There’s pros and cons to each, so it will depend on your budget and how you want to interact with your audience.
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