According to DataReportal, a platform designed to help people find accurate data, trends, and insights that can help them make informed decisions, Facebook is the number one social media network with over 2.8 billion monthly active users, followed by YouTube with over 2.2 billion. Because Facebook is the most popular social media network, 67% of marketers believe it is also the most effective social media platform for businesses. This means that Facebook is virtually at par with Google Ads for being an essential part of any powerful marketing strategy.
While Facebook Ads is an immensely effective digital marketing tool, it has become painfully expensive over the years. Because of this, marketers are forced to find new channels to promote their businesses.
TikTok: the answer to the rising costs of Facebook Ads
TikTok was initially released in September 2016 by Chinese company ByteDance. Then, its stable version was released on March 31, 2020. In just one and a half years, this video-sharing social media platform has grown from being the hottest new social media networking service to becoming the fastest growing social media platform of the decade and one of the most intriguing advertising channels that offer numerous benefits to businesses.
While some people may think that TikTok is just an app for teens, it has grown to be such an interesting and effective marketing tool that is going to be a major player in the market.
Here are a few statistics to prove that you shouldn’t ignore TikTok.
- 732 million active users worldwide
- 33 million downloads in Q1 of 2019
- Available across 155 countries
- 90% of users access the app multiple times a day
- Estimated 1 million videos are viewed on the app every day
Yes, TikTok is fairly new and may be focused now on gaining more users instead of aggressively monetizing their platform. Businesses can still take advantage of the app’s potential to easily drive more traffic and garner maximum reach.
By investing in content creation fit for TikTok, your business can reach out to Generation Z, which makes up for 65% of the app’s users.
TikTok: the best time to use it is now
While TikTok is more popular among teenagers and young adults between ages 16 and 29, this social media platform offers the most opportunities to “go viral.” It has a huge potential for becoming an advertising haven for businesses.
So, how do you know that now is the best time to use TikTok for your business?
Take a look at these telltale signs.
- Your target audience is from ages 16 to 30.
- You want to spread brand awareness to the younger demographics.
- Your brand can easily create light-hearted content that appeals to young adults.
- You can easily promote your products/services in a video.
- You like trying something new and experimenting with content fit for the platform.
TikTok is a platform that’s specially designed to make the user experience fun and engaging. This is why businesses that thrive the most on this platform are those that make video content that’s visually appealing, light-hearted, and interesting enough to increase engagement with a brand.
TikTok: creating an ads campaign
To start a TikTok ads campaign, the very first step you need to take is to sign up for a business account. If you already have a TikTok account, all you need to do is switch to a Pro Account. Next, choose “Business” for the account type. Then, select the category where your business belongs.
Now that you’ve switched to a Pro Account, here are the next steps you need to take.
Sign up for an Ads Manager Account
You need this to be able to create and run ads campaigns using your TikTok account.
- Go to TikTok.com/business.
- Click “Get Started”.
- Click “Sign Up”.
- Create your account by filling out the necessary details.
- Click “Register”.
- Access your account settings.
- Select “Account Info”.
- Fill out the “Business Information” form with the necessary details.
- Add your “Primary Contact”.
- Click “Submit”.
- Wait for the approval.
Once your registration is approved, you’ll be able to start creating ads campaigns.
If your account registration is declined, check the website address you typed in the Business Information form. You should also check their advertising policy to know exactly why your registration didn’t push through.
Prepare your account
You’ll be able to access your account’s dashboard once TikTok approves your registration. Here, you will see all of your campaigns’ performances, trends, overall spending, etc.
Aside from that, you’ll also be able to access the following pages:
- Campaign – to know which campaign is actually performing well.
- Assets – a place to store and manage events data, catalog, audiences, and creatives.
- Reporting – to customize reports.
- Insights – get useful recommendations on how you can improve your campaigns.
Another important step to take to prepare your business account on TikTok is to set up your pixel, which is a small piece of code that you place on your site to help new customers find you.
TikTok lets you create a custom audience from your customer files, engagements, app activities, website traffic, and lead generation. You can also create a lookalike audience, which helps you find an audience that resembles an existing custom audience. This is created after analyzing attributes, such as location, operating system, demographics, interests, etc.
Create your campaign
There are three ad structures in TikTok: ads, ad groups, and campaigns.
To create a campaign, click on “Campaign” and then “Create”. In the next screen, you will need to choose your campaign objectives to know the bidding method TikTok’s algorithm will optimize your budget for. The objectives you can choose include reach, traffic, app installs, video views, and conversions. All of this falls under three categories, namely consideration, conversion, and awareness. For e-commerce marketers, it’s best to start with the traffic objective. However, you should create a conversion campaign only after your pixel has recorded a certain number of conversion events from your business. After that, set up the campaign budget that suits your ad groups. You can start with the minimum, which is $50, and set it to “Daily” or “Lifetime”.
Create your ad groups
First, you will need to define a placement, which is where you want your ads to appear.
- Automatic placement – ads will be placed across all available placements.
- Select placement – you will manually select the specific placements, be it in-feed, newsfeed, or Pangle, which is a TikTok-owned premium global publisher.
TikTok experts recommend choosing “Automatic Placements” since you can start cutting some of the least profitable placements in the long run. You can also enable “Automated Creative Optimization”, which lets you generate combinations of your creative assets and deliver only the best performing combos.
Once all that’s set up, the next thing you need to do is set your target audience, which can be a mix of device, age, demographic, gender, operating system, and interests. After that, you can set the budget for each ad group if you don’t want your budget to be evenly distributed across each ad group. The minimum daily and lifetime budget is $20.
At this point, you should set your optimization goals and bidding methods.
- Optimization goal – this can be “Conversion”, “Click”, or “Reach”.
- Bid strategy – “Standard Bid” is the default, where the system chooses your cost per result more strictly to ensure the average cost per result stays within your bid throughout the campaign.
- Bidding – this is how much you are willing to pay for the optimization goal based on the metric you want to use – CPA, CPV, CPC, or CPM.
- Delivery type – you can choose “Standard”, where your ad budget will be distributed evenly, or “Accelerate”, where your budget will be spent quickly.
Make sure you choose your options carefully because you won’t be able to change the Optimization Goal, Conversion Event, and Start Date later on.
Create your ads
Start by choosing an ad format, which can be one of the following:
- In-Feed Ads – ads will shop in the user’s feed, which can last between 9 and 15 seconds.
- Branded Takeover – ads will take over the screen for a few seconds as soon as a user opens the app. TikTok allows only one ad per category per day, which can cost around $53,000 per day and buys you 8.9 million impressions.
- TopView – ads are similar to Brand Takeovers but only appear five seconds after a user opens the app and lasts up to 60 seconds.
- Branded Hashtag Challenge – ads that redirect users to a landing page where the challenge is explained to them after interacting with a branded hashtag.
- Branded Effects – ads that allow you to create AR stickers, filters, lenses, and branded shareable stickers.
After you’ve defined your ad format, upload your ad video. TikTok has the following specifications for videos:
- File size – under 500 MB
- Aspect ratio – 9:16, 1:1, 16:9
- Name length – 2-20 characters
- Description length – 12-100 characters
- Resolution – greater than 540px x 960px, 960px x 540px, and 640px x 640px
- File type – .mov, .3gp, .avi, .mpeg, or .mp4
Once you’ve set all of the correct specifications, you should then choose a thumbnail, enter your text and URL, and set your CTA.
Even if you’re doing well on your Facebook Ads and don’t really mind the cost, it’s still a wise marketing strategy to diversify your traffic acquisition sources. Give every promising social media platform a try to know which ones work best for your business. Don’t forget to revisit this guide to help you get a good start in your TikTok ads.