In 2020, TikTok – the new social networking platform, witnessed a spectacular growth in the number of users. As of 12/2020, up to 2.1 billion people worldwide download and use TikTok on their mobile devices.
Besides, TikTok has up to 12 million people who regularly use the service in Vietnam. The growth of this application is increasingly fast, especially for young users in the age from 15 to 25.
Recognizing the potential of the market, TikTok officially allows businesses to deploy advertising campaigns on TikTok. The question is: What is TikTok? How to deploy TikTok Ads? And what are the benefits that TikTok can bring to the brand if we start investing Marketing strategy on this platform?
All will be answered through the following article of Uplevo.
What is TikTok? Instructions to run TikTok Ads effectively
- What is TikTok?
- Who uses TikTok?
- Should we advertise brand on TikTok?
- Instructions to run ads on TikTok
- Select the method of advertising on TikTok
+ Brand Takeover – In Feed Ads
+ Working with influencers
+ Create TikTok channel for the brand
+ Share content on other social networking platforms
+ Use Hashtag Challenge
1. What is TikTok?
TikTok is a new social networking platform that allows users to create and upload extremely short video content, with a length of 15 seconds. However, the video content on TikTok is very diverse and creative, maybe just a cue song but expressed in a witty and humorous way, or a clip that shows the daily actions of young people.
The more creative and enthusiastic the clip content is, the more attractive and viral the video will be.
The target audience that TikTok wants to target is the young people. The ages of these users vary from 12 to 24.
One factor that makes TikTok succeed is the rich, trendy background music library that the app supports users to upload with clips. What is more interesting than witnessing humorous situations that are accompanied by music with catchy content.
Typically, TikTok users do not need to follow anyone to see the content. All they have to do is open the app, go to the Discover page, and turn on the videos that they consider funny. In addition, they can also use the hashtag to track related clips.
Simple, easy to use and trendy, that’s what TikTok gives users.
2. Who uses TikTok?
The most popular users of TikTok are young people between the ages of 15 and 24. According to TikTok’s statistics, up to 66% of social networking users are under the age of 30 and the majority of users are women.
Future trends of TikTok users will be even more divergent. According to another study by TikTok in February 2018 on the number of users in China (called Douyin, launched since 2017), 31.8% of Douyin users are under the age of 24, the number of people in the country with the age from 25 years old to 30 years old using the application accounted for 23.4%, the remaining 23.4% of users between the ages of 32 – 35.
3. Should we advertise our brand on TikTok?
So, the question is: Should we advertise on TikTok?
The answer is yes. In this case, the target audience of your brand is among the users who are currently using TikTok the most: from 15 years old to 25 years old and is female.
Even if the core values of your brand have characteristics such as dynamic, youthful, want to break through and prove yourself; businesses you should also consider using TikTok besides traditional channels such as Facebook, Instagram or Zalo.
4. Instructions to run ads on TikTok
How to create ads on TikTok is quite simple, you only need to follow the 3 basic steps below:
Step 1: Access to TikTok Ads
You enter the address https://ads.tiktok.com. This is the place for you to register to create ads on TikTok. Click on the “Start Now” box.
Step 2: Select an advertising account
A new window appears, there are 3 choices for you:
- Promote your own brand products
- Providing services to other businesses
- Promote personal page / website (for celebrities).
After making your selection, click on the “Next” button.
Step 3: Leave the contact
TikTok will then ask you to leave the information you want to be contacted. Fill out the information as shown below.
Finally, submit your information to TikTok. Then, you will receive a feedback email from TikTok to promote the advertising process for your brand.
In addition, you can also raise ads directly to TikTok, by sending an email via mailbox [email protected].
- Select the method of advertising on TikTok
Here are 5 ways you can promote and run ads on TikTok:
Brand Takeover – In Feed Ads
Two traditional forms of advertising on TikTok are Brand Takeover and In Feed Ads
Specifically:
- Brand Takeover: Ads will be displayed right on the startup interface of TikTok (with First-view); or display randomly at any time when user start using app (Regular). Ads usually have a duration of 3 to 5 seconds and brands can direct users to their brand’s landing page via the CTA button.
- In Feed Ads: Trademark ads will be displayed in TikTok’s video stream. It can show at the first position of the video in a day (One Day Max), or randomly displayed in the first 80 videos when users surf the TikTok video (Brand Premium).
Working with influencer to push content to users
With a content-centric social network like TikTok, leveraging an influencer to promote your brand is a good strategy to reach a large and effective audience.
For example, to promote the movie “The House with a Clock in its Walls”, the Universal Pictures film distributor contacted two hot faces directly on TikTok, Rebecca Zamolo (with 17 million followers, most of them are young people), and Chris Kerr (the owner of TikTok Our Fire, attracting 5 million fans).
In some countries, TikTok supports businesses to contact influencers directly via mail: [email protected].
In addition, you can completely use specialized tools to search and ask celebrities. Such tools could be Upfluence, Aspire IQ or Neoreach. By using these tools, you can search for influencers based on the keyword, interests, location or other characteristics of the target TikTok user.
Create your own TikTok channel for the brand
Of course, TikTok users do not have access to the app to make purchases, they seek entertainment or something useful for themselves.
So, how to promote the brand? The only thing that is to maintain users’ interaction with their channel.
So, the advice here is to create your own initiative, by setting up your own TikTok channel, regularly posting content on the channel (at least 3 content / day), and incorporating information about the brand.
Remember: The more interaction your channel has with your users, the more likely your ad will spread to a wider audience.
Share content on other social networking platforms
Although TikTok can help you reach young users, the popularity of this social network is not wide enough to reach other customer groups, such as office workers, middle-aged people, …
Therefore, you can share your TikTok content on many other social platforms, like Facebook, Instagram, Zalo or YouTube to expand the audience.
Use the Hashtag Challenge
Hashtag Challenge is a hot trend at TikTok, where users present challenges via hashtags and create short videos showing the challenge. This form is quite similar to the Ice Bucket Challenge, which was stormed a few years ago on Facebook. But with the Hashtag Challenge, TikTok has made it a popular emerging phenomenon.
Contributing to the success of Hashtag Challenge is Jimmy Fallon – a famous American comedian. He challenged his followers to curl up and roll around like dry trees in the desert. Jimmy’s “challenge” #tumbleweedchallenge has attracted more than 8,000 “contest” videos of users, along with more than 10.4 million interactions through his TikTok channel.
Brands can fully borrow this trend to promote their brands because it is both humorous and interesting and has the potential to attract a large number of interactions from young customers.
As of 2020, most of the hashtag trends on TikTok have topics related to:
- Dance challenge
- Lip-sync.
- Fake voiceover.
- Cover songs.
- Lovely animal videos.
- Meme
- Videos with high quality motion content (such as inserting animation into clips, clips showing sports movements, etc.).
Conclusion
TikTok is a social network that takes short video content as the center and this social network is emerging as one of the social networking platforms with rapid growth in recent times.
A brand that is aimed at young users can use different methods to promote and run ads for their products on TikTok, such as Hashtag Challenge, Influencer, Brand Takeover, or In Feed Ads.
Hopefully, the above knowledge will give you a more specific look at TikTok, as well as how to run ads on this emerging social networking platform.