Your complete guide to making TikTok ads
Tik Tok seems to have exploded and shined, becoming one of the most downloaded apps in the world. TikTok started out as a moderately successful video-sharing app – branded as Douyin in its native China and TikTok, But in 2018 it acquired the most popular app Musical.ly, migrating all non-Chinese users with the new integrated Tik Tok platform. The company still operates Douyin as a separate app in its home country, and it’s no surprise that marketers are starting to see the potential of the platform. A complete guide for marketers to advertise on Tik Tok.
1- TikTok has over 800 million installs
Perhaps the biggest obstacle to TikTok marketing success is that most marketers (and business managers) over the age of 30 have never heard of the platform.
It has been in the news several times recently due to concerns about its safety for young people.
This culminated in early April when India’s Ministry of Electronics and Information Technology demanded that TikTok be removed from the App Store
This comes after the Madras High Court said that the app encourages pornography and other illegal content.
But the ban did not last long, and the court lifted it on April 22
After carefully reviewing its content, TikTok has removed more than 6 million videos that it believes violate our Terms of Use and Community Guidelines.
Beyond this concern, TikTok has grown significantly over the past year
The app was the most downloaded free iOS app in the first half of 2018
It is also released on Google Play in October 2018.
Overall, Tik Tok ranked third globally in November 2018.
TikTok has over 1.1 billion installs as of March 2019
In 2018 alone, users downloaded it more than 660 million times
Another 188 million downloads in Q1 2019
More than 500 million people around the world use Tik Tok every month.
India’s short-lived ban should be a real concern for TikTok’s management
43% of global users are from India (remember, these numbers do not include Chinese Douyin users).
This explains the importance of Douyin in marketing and advertising
However, he loves the large audience that puts him in this position.
2- What is Tik Tok?
Douyin encourages users to upload short videos
Most of the previous Musical.ly users have uploaded lip sync videos of music videos.
The most talented, enthusiastic and technically savvy members upload videos with original content
These are the people who have become influencers on the platform.
Most Tik Tok videos are 15 seconds long
Although you can create and share 60-second story type videos.
Tik Tok and Musical.ly target the same audience – teens
So it’s no surprise that Tik Tok also focuses on people between the ages of 13 and 24.
One thing that has changed as the platform has grown in popularity is that the types of videos people share are now more diverse
It’s not just music anymore, budding comedians are using their routines
Skaters show their skills, dancers and fashionistas
Up-and-coming makeup artists and craft enthusiasts have the opportunity to share videos showcasing their talents.
Now we see people sharing videos showing them using their favorite products.
Of course, not all TikTok users have the confidence, bandwidth, or skills to create videos
Like many YouTube viewers they are hackers
They’re just looking for exciting content, and few TikTokers have a more negative attitude toward using the app.
In fact, TikTokers don’t need to follow anyone, they just open their app and go to their discover page.
And start playing a video that looks funny
They can also search for videos on their favorite topics using relevant tags.
But over time, most TikTok users will like certain types of videos
They can subscribe to a channel that regularly shares their type of video.
Every TikTok has a profile page
This will highlight your uploaded videos.
3- Who uses TikTok ads?
There is a large number of users in the US and India, in the form of Douyin China (Douyin reports 400 million monthly users).
Douyin has been operating in China since 2017, and initially had more than 50% of its users under 24 years old.
Notably, those who used Douyin early remained on the platform as they grew older
This means that the average age of Douyin users is gradually rising
As of February 2018, only 31.8% of Douyin users were under 24 years old
23.4% of users are between 25 and 30 years old
23.4% of users are between 31 and 35 years old.
4- How do brands use Douyin advertising?
There are three main ways brands can market on TikTok.
Create your own channel and upload relevant videos through their channel
Work with influencers to spread content to a wider audience.
Pay to Advertise on Tik Tok – This is the first stage of Tik Tok advertising
There is absolutely no market like YouTube
However, Tik Tok may become more popular and mature over time.
Many brands will run their own channels and collaborate with influencers to spread content to a wider audience
You can try out some of the ideas listed below on your own channel
Or you might suggest influencers create and share these types of content.
5- User generated content
Again, this is the type of marketing that brands can build their Tik Tok channel on
Instead, partner with an influencer to encourage their followers to create user-generated content (UGC) that supports the brand in some way.
If you can find a way to encourage your customers to share their videos with your product or interact with them in some way
You may get a high participation rate.
6- Influential traditional marketing
All the influencer marketing tips you see on other video platforms like YouTube also apply to Tik Tok
If your product fits the influencer’s audience, your TikTok influencer campaign should be a success.
In most cases, influencers should be left to create content – they know what their followers like.
As always, the key to successful influencer marketing is setting the right goals
Target specific parts of the purchasing funnel. Young Tik Tok broadcasters need to maintain the credibility of their followers in order for influencer marketing to succeed.
Almost every brand needs to encourage influencers to create videos describing them wearing or using sponsored products.
This only works if the influencer is someone who uses the product naturally.
Another side effect of younger TikTok customers is that they are less interested in fast camera work and high video production value.
And you must trust your influencer enough to make their videos their way
Although they may seem amateurish to marketers, tiktokers care about authenticity and fun, not video quality.