How to Use TikTok as a Marketing Strategy

How to Use TikTok as a Marketing Strategy

Michael Stelzner said that if you can deliver better results for your company with your social media marketing, you could be the reason your company thrives.

What Stelzner tried to emphasise is that marketers should adopt social marketing approach because it is the only way to make your products or services known in no time. But with plenty of social media platforms to choose nowadays, why do we propose TikTok? The answer is quite simple: TikTok has surpassed every social media statistics as the most downloaded and used app. 

Compiling data from Oberlo and MediaKix, we found that TikTok is a worldwide social app that has beat its competitors including Youtube, Instagram, Facebook, and Snapchat. TikTok has been downloaded for more than 660 million times both by android and apple users in quarter 4, 2018. Meanwhile, in quarter 1 of 2019, TikTok has been downloaded 33 million times by Apple users only. 

This could be good news for marketers who target younger audiences because 66 percent of TikTok users are younger than 30-years-old and 41 percent are aged between 16 and 24. The user base is largely from India at 43 percent of all users with 26.5 million of 500 million monthly active users are from the U.S. So, without a doubt, TikTok can be the next marketer’s gold mine to gain more audiences and possibly more loyal consumers. 

See also: Why You Should Adopt Omnichannel Marketing

If you are one of the millions who want to achieve marketing victory of advertising via TikTok, here are the steps to TikTok marketing. 

Know your target demographic 

Just for reminder, TikTok is largely used by the young generation ages 30 and below. If your target audience is older than the age range, TikTok might not be a good investment. 

Create ads account 

For a business owner, you should not create a regular account. While it is still possible, a normal account will not give the insight you need to improve your TikTok marketing strategy. Therefore, create an ads account. 

Go to Ads TikTok Homepage > click Create an Ad > TikTok will forward you to a new page and you need to Fill Needed Information > after you Submit, a representative will get in touch with you. 

FYI, it can take up to 3 days to receive your account but the process is quite straightforward. 

After receiving your account 

When your account is ready, you should set up an ad campaign and budget. The setting is almost the same as setting a campaign and budget on Facebook ads. 

Go to Ads dashboard > click Campaign > choose Campaign objective (three options: traffic, conversions, and app install) > set Budget (choose daily budget or total budget), the least amount is US$500 > done 

When setting a budget 

As seen in TikTok Ads Budget, total budget must exceed US$500. Yet, when you set a daily budget, it must exceed US$20. When selecting a budget, also choose a duration for your ads and pacing of your budget. Dayparting allows you to select specific times of the day or week on which you run your ad. While pacing your budget determines the speed at which your budget will be spent. 

Don’t forget the details 

One of the advantages of using TikTok is that it lets you select exact platforms you want your ads on, including TikTok, Vigo Video (India only), BuzzVideo, News Republic, and others. And there is an option for automatic placements where TikTok determines where your ad would perform best. 

Next, fill all the necessary details of your audience to get the right traffic, including relevant URLs, displays names, images, keywords and categories. Don’t forget your audience details such as age, gender, language, interest, devices, and more. 

Another way, you can let TikTok help you set the details by creating a custom audience and upload the IDs of existing TikTok users as CSV, TXT, or ZIP file. 

Conversion option 

If a conversion is your goal, set the conversion option. This way, your ad will be served to people who are most likely to convert for your product or service. You can either set conversion tracking for app installs or certain elements of your landing page via pixel. 

When you choose this option, select Click button and you will be billed on a cost-per-click basis with your ad being optimised to drive as many clicks as possible. Then, if you set impression as your goal, select Impression button and your ad will be billed on a cost-per-mille basis which denotes the price of a thousand impressions. 

Note: When you choose Click or Impression as your goal, it is best to SWITCH OFF Smart Optimisation. 

Get creative 

TikTok is a video advertising, therefore, make your video as engaging as possible with video creation kit. TikTok currently gives three types of ad options: brand takeovers, in-feed ads, and hashtag challenges. 

  • Brand Takeover is a type where an ad appears instantly when users open TikTok. The ad can be redirected to an internal or external link. But, this ad type is limited to one advertiser per day. 
  • In-feed ad is a native ad placed either at the bottom of organic TikTok videos or in the feed as part of the video queue, depending on the product. This type will redirect ad to website or app. It costs you US$10 per cost-per-mille. 
  • Hashtag challenge is a partnering ad with TikTok marketing to crease a sponsored hashtag challenge that encourages users to share content on TikTok on your brand’s behalf. The challenge generally lasts for 6 days. 

Marketers also need to remember that TikTok allows a very short video and description option. With most of the video content last for 1 minute, you should optimise your CTA button and avoid talking too much. Focus on the content that you want to sell and don’t forget to write the right hashtag in the description column. 

Read also: This Is How You Should Use Curiosity for Marketing Booster