TikTok has left a lot of brands in a FOMO state of mind. Those that have had success are plastered on marketing sites and used as case studies (like Nerdy Nuts), while the vast majority of brands are still sitting around their virtual board rooms asking what their strategy should be on TikTok.
We’ve got some tips.
1. Use Micro-Influencer Content
Savannah Sanchez has a simple tip. Use micro-influencer content for your paid ads:
⭐️ How To Make TikTok Ads Work ⭐️— Savannah Sanchez | The Social Savannah (@social_savannah) October 19, 2020
#1 rule of TikTok ad creatives is to leverage content from TikTok micro-influencers for your paid ads. Doesn't get more simple than that!
Just launched this ad for my client. This micro-influencer has <1k followers and made us this great vid! pic.twitter.com/JtRCCn2L6X
To find some creators, TikTok has its Creator Marketplace with over 20,000 creators/ influencers.
Perhaps the best ad format for TikTok is unboxing and showing consumers the experience before they purchase. Shopify has a great post on how to make your package experience better, but here are some other examples on TikTok. Notice that the entire journey is captured, from delivery to unboxing to utilization.
3. Clear Call to Action
Having a clear call to action is more important than advertisers think. According to Digiday, as much as 85 percent of video views are watched without sound. That means your ads and content needs to be designed without sound in mind. If the sound is critical, tell users to “turn sound on”, but keep in mind that multiple calls to actions will be tough.
4. Let TikTok Control Your Bid Price
If you’re running ads on TikTok, let their dynamic bidder optimize your spend. Think about how powerful the TikTok consumption algorithm is, now think about how good they probably are at optimizing your spend.
5. Check TikTok Ads Platform Every Week
TikTok is making improvements to its ad platform every week. They are adding features lightning-fast and making it easier for advertisers to reach the audiences on the platform.
6. TikTok Specific Content
Try not to reuse content from other networks like Instagram. TikTok has a different look-and-feel and consumers will skip past your content really quickly if it’s out of frame or looks out of place. In addition, smart brands highlight TikTok specific codes and copy.
Out of ideas? See what others are doing by heading to the #ad discovery on TikTok
Shopify is a great platform to bet on if you’re an eCommerce merchant. Given their past history of partnerships, platform flexibility and focus on helping merchants find customers - Shopify could find many ways to add value for their merchants on TikTok.
Have other tips that we should include? Message us firstname.lastname@example.org