To use TikTok as a marketing platform, you need not only to understand the principles of setting up advertising, but also to understand the essence of the social network itself. So if you want to advance in TikTok, be patient, charge your smartphone and dive into watching tiktokers’ videos.
Back in 2017, TikTok was a little-known application that was popular mainly among Asians, and in 2019 TikTok outscored Instagram and took second place among the most-downloaded free applications.
In April 2020, the number of downloads reached 2 billion and the number of active users — 800 million.
TikTok is built on video content. Users aka tictokers post short vertical videos lasting 15 (sometimes 60) seconds and interact with their subscribers. These are usually entertaining videos with a simple plot: covers on other users' videos, challenges, experiments, videos of creative processes, etc.
The resource is aimed at young people, as 41% of the audience are people in age 16-24 years. There are 56% of male users, and 44% of female users in Tik Tok.
The average user opens the application at least 8 times a day and uses it for 52 minutes.
Despite app`s popularity, the advertising market in it still remains a complete mystery, which is very different from the structured system of other social networks.
However, such uncertainty did not prevent TikTok from becoming the advertising platform that had the fastest pace of development in 2019, according to AppsFlyer statistics.
The special feature of TikTok advertising is that it is gently integrated into the content and not imposed on consumers.
TikTok does not have an advertising account as other social networks do. You can only agree on launching a marketing campaign directly with the administration of the application. It is quite difficult to do. Usually, only giant brands and multimillion-dollar corporations can reach the representatives of the social network. Therefore, small and medium-sized businesses should think twice before launching advertising in this format.
Defining the target audience in TikTok is similar to the one on Facebook. You can target by geolocation, gender, operating system type, and connection type (Wi-Fi or mobile Internet). Due to the homogeneous audience of the resource, these filtering criteria are quite sufficient.
The main metric when running ad campaigns is views. In addition, the main criteria include the number of videos by hashtag, conversions, comments and likes.
You can set different goals for your ad campaign: conversions, clicks, or views.
For small businesses, a simple and affordable format of advertising in TikTok will be free promotion of one's own content or advertising by bloggers.
Using this path you will save budget, and a smart algorithm will recommend your content only to the audience that is interested in your services.
As long as commercial accounts in TikTok are banned, you should choose a special style of content. Among the main free promotion tools in TikTok are:
Please note that you must have your own TikTok account to run such ads, as links to external resources on the network are prohibited. Effective interaction is possible only through the marks-mentions of the account promoted in the video.
You can find the right blogger in the "Trends" section of the application. The cost of advertising varies from a few hundred to tens of thousands of dollars.
To find a blogger for successful cooperation:
So if you want to conduct advertising in TikTok, think about whether the format of your business matches the format of this network - easy, casual and fun.
Advertising in TikTok should not look far-fetched, and you don't have to invent concepts on your own — contact the pros who know how to integrate advertising into any format.
The COI team will tell you how to be honest with the audience and keep the audience interested, how to use TikTok filters and other tools and look organic, how to provoke reactions and encourage the audience to comment, instead of being swiped away.
And yet — we will make your account beautiful and witty, because this is what the TikTok audience expects. We study, analyze, create and promote — you get an account that works for your business!