07 July 2020 by Madison Potter
TikTok has been a social media platform that all marketers have been on the fence about, is it another Vine, will it die out in the next year? Well, marketers' minds are about to be changed, as TikTok has launched their TikTok For Businesses. If the company has done it right they could be the next big platform and massive competition for both Facebook & Instagram advertising.
If you are not aware of what TikTok is, it is a video app. You might be thinking “Well what is so great about that?” TikTok has found its niche in creating “challenges” and using hashtags, similar to Instagram, for people to find the content they want to see. There are lots of great features that allow everyday normal people to let their creative side shine.
Every marketer knows that video content is king, so it makes sense that TikTok has developed a way for businesses to showcase their brand using creative, lighthearted and funny videos to reach people on their platform.
Reach users in their personalised ‘For You’ feeds where this video format fits seamlessly alongside user-generated content.
Capture the attention of every TikTok user the moment they open the app with a full-screen takeover. TopView videos guarantee millions of views in a 24-hour period, producing incredible brand awareness and engagement results.
Like TopView, this format is the first thing users see upon opening the app. Instantly deliver your message with our only sound-off product to achieve immediate impact in 5 seconds.
Branded Hashtag Challenge
Ready to start a viral movement? Choose our most talked-about format and watch as our creative community responds to your challenge by making and sharing videos of their own.
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The company goes further to help companies and marketers better understand this new platform by outlining what ad options would best the primary objectives.
If your client or business is looking to focus on Awareness TikTok suggests using TopView, TopView Lite and In-Feed Ads as these objectives concentrate on strong views, impressions and click-throughs.
For Consideration, which they describe as a new promotion, sale or launch, the best options are to use TopView and In-Feed Ads as they measure CTR. TopView obtains a CTR’s at 15-20% and In-Feed Ads receive 2-5%.
If you are looking to boost your company's branding and connect with your audience by Engaging with them more then there are few options TikTok has to offer. Branded Hashtag Challenge, Branded Hashtag Challenge PLUS and Branded Effects encourage the creation of UGC and attract likes, comments and shares.
Conversions are one of the most important objectives to marketers and businesses. If you want landing page visits or app installs are the focus of your campaign there are two ad objectives that should be considered. In-Feed Ads allow you to send users to your website or app with clickable buttons, like ‘buy now’, ‘download now’ and ‘learn more’.
The last key element for any advertising platform is how their software measures success and what information you are given about your audience you are trying to target.
There are three metrics that TikTok considers while measuring the success of campaigns on its platform:
All of these metrics are exactly what marketers and businesses need to know when promoting and spending money on a platform such as TikTok. Being able to understand what is working and what is not is key in ensuring a max return on ad spend.
Although it may seem daunting that you may need to develop video content when you examine some of the companies in TikToks case studies, you see that not every brand is using high definition videos and animations.
Check out these case studies of big companies that used simple videos and saw massive results!
Sports Direct x Puma
Since Covid-19 the platform has seen a huge rise in millennials, people born between 1981-1996, because of this TikTok may start to become an even bigger competitor for Instagram and Facebook where this generation is most prominent.
If the platform delivers on everything it is claiming then TikTok may have just climbed the social media ladder to stand on top with the big players’ Facebook, Instagram, Twitter, SnapChat & LinkedIn.
If you want to jump-start your online presence and reach the right audience, then contact one of our Social Media specialists today!