Interested in TikTok advertising campaigns? It’s no surprise. TikTok is easily the social platform to end all social platforms for Gen Z. But it’s seen widespread adoption across most age groups. This popularity makes it the third most popular social media app in the US behind Facebook and Instagram.
Brands want to go wherever consumers are migrating. Unsurprisingly, this has resulted in a substantial increase in TikTok advertising. TikTok ad revenue increased by 170% from 2020 to 2021. In 2022, it is projected to skyrocket by an additional 184%, reaching a total of nearly $6B dollars.
However, if brands go about TikTok advertising campaigns in the wrong way, they are likely to do more harm than good.
Coegi’s Social Operations Manager, Nicole MacKenzie weighs in on how to nail your next TikTok campaign and make a splash for your brand.
What Kind Of Creative Messaging Is Best On TikTok?
TikTok is a visual platform, a place where users go to be inspired, seek creativity and explore. If there is strong creative execution, you’ll likely succeed on the platform. But, remember to keep messaging short and to the point. Authenticity is also huge and plays a key role in prompting users to take the desired action.
What Kinds Of Brands Are The Best Fit For TikTok?
Beauty, clothing, and food and beverage brands are natural fits for TikTok. Users are able to directly see these products in use in real time. This eliminates the element of surprise when trying out a new product for the first time and builds trust with the consumer.
Other industries outside of the CPG category, such as travel, sports, and technology, can also thrive on TikTok. TikTok allows the user to go on a journey. They can visually see travel destinations first hand, view highlights from a sporting event, or hear directly how a product changed someone’s life for the better. That can be very persuasive.
What Are The Most Important Elements In A TikTok Campaign Strategy?
First, there are the logistics of choosing an objective, budget, target audience and bidding strategy. Beyond this, brands must dive into an intentional campaign strategy that’s unique to the platform. TikTok’s algorithm is a complicated formula that serves content to a user based on their interests and previous engagements. In order to create that compelling content, brands should consider these six key elements to a successful TikTok marketing campaign.
- Define your purpose and brand message
- Connect with TikTok influencers and build a trusted partnership that aligns with your brand mission, values and goals.
- Understand current TikTok trends and how your brand can use them in a way that is inline with your brand.
- Know the purpose and importance of short-form video engagement
- Utilize TikTok analytics and pay attention to trending performance in order to curate high-performing content
- Entertain your audience and keep it authentic
What Are Some Common Mistakes Brands Make With TikTok Advertising Campaigns?
The most common mistake is to start making content before fully understanding the platform and what performs well there. I have seen brands struggle to adapt their messaging strategy to cater to TikTok. This leads to diminished performance and user interaction.
Other common TikTok advertising mistakes are:
- Copying and pasting content or ads from other platforms
- Skipping influencer marketing campaigns
- Not utilizing user-generated content.
Brands that only post ads, have no familiarity with creative editing tools, and are not effectively engaging with their audience, are missing out on the full potential of TikTok.
How Will TikTok Change Over The Next Five Years?
I believe TikTok will continue to adapt and compete with Facebook and Instagram. TikTok’s algorithm is unlike anything I’ve seen before. It shows how the platform will continue to evolve and reshape the future for social media, especially as the most downloaded app last year.
To continue growing, the app is moving more into the social commerce space, focusing on ways to build revenue for creators and brands. New social commerce tools, like the TikTok Shopping feature for in-app product selling, and more interactive elements like responsive videos, will help brands drive engagement. We can only assume more features are on their way. So, it is vital to keep up with new developments and tools as they are released.
What’s Your Favorite Thing About TikTok?
For a long time I refused to hop on the TikTok bandwagon, mainly because I knew I would be addicted. In the end, though, I’m honestly happy I did. As much as I dislike sitting on my phone, I’ve come to find that I can feel both productive and entertained at the same time. Sending videos to friends and family that I think they will find a laugh, joy, purpose, or inspiration from makes me happy. And I feel accomplished when I find videos that are helpful and inspiring towards my hobbies (cooking, house DIY, travel, etc.). I didn’t realize that a platform only composed of videos could be such an uplifting and helpful tool!
To learn more, check out these other pieces from Coegi: