Looking to start creating TikTok ads in 2024 but not sure where to start?
As a TikTok agency, we know that TikTok’s reach is global, which comes with huge potential for your business to capture followers, fans and customers through advertising.
Your campaign can reach even more new audiences by amplifying your content with paid advertising, and we understand that for small to midsize businesses, reach is great but reaching the right audience is better.
By leveraging TikTok’s targeting tools, this allows you to convert audiences and ensure you’re amplifying to the right audience.
This blog will outline how brands can approach building TikTok ad campaigns that actually convert to grow your reach.
Why advertise on TikTok?
Efficient CPMs: CPMs are much cheaper than Facebook & Google and with the right creative, campaigns can achieve fantastic CPAs.
Great creative converts: TikTok ads perform best when they don’t look like ads. You can repurpose your organic creative and drive results.
Advanced targeting: You can reach audiences based on their interests, in-app behaviour, your own CRM data and more.
Audience: There are 23m TikTok 18+ users in the UK, many of whom do not use other social media platforms.
As a TikTok agency, who has experience running countless ad campaigns that drive ROI for ecommerce, tech, beauty brands and more, here are our 6 key takeaways for success:
Know your audience
Understanding your target audience is the foundation of any successful advertising campaign.
Conduct thorough research to identify the interests, behaviours, and preferences of your potential customers on TikTok. This knowledge will guide your creative decisions and help you craft content that captures their attention.
Instantly connect with your target audience by leveraging the creators and hooks within the video. Is your audience largely female? Then use a female creator. Does your product address a common problem experienced by your audience? Then use that problem as your hook.
You want the first 2-3 seconds to convince your target audience to watch the rest of the ad as your brand will then meet a certain need or want.
Embrace authenticity
For optimal performance, it’s crucial that the ad aligns seamlessly with the look, feel, and sound of a TikTok.
Repurposing content from other media won’t resonate effectively on this platform.
Crafting content for TikTok demands a unique and bespoke creative approach. While it may sound challenging, TikTok’s often thrive on an informal and less polished look! Once you master this style, you’re on your way to driving conversion rates.
While users can swiftly swipe past in-feed ads, well-crafted ones that seamlessly blend into TikTok’s culture and style have the potential to garner views, likes, shares, and comments, much like any other organic TikTok content.
Test and iterate
The success of TikTok ads often relies on trial and error. Don’t be afraid to test different creative approaches, ad formats, and targeting options.
Monitor the performance of your ads using TikTok’s analytics tools and adjust your strategy based on the insights gained.
Continuous testing and iteration are crucial to refining your approach and maximising the effectiveness of your TikTok advertising campaigns.
Clarify the real goal and prompt action
Prior to embarking on any TikTok activity, ask the question “What results must be achieved to justify continuing?” Once you grasp this, your strategy for the ad will gain clarity.
For instance, if the goal is to drive app downloads, ensure that your call-to-action (CTA) explicitly prompts the audience to “download the app,” leaving no room for ambiguity.
Use your surroundings to enhance the narrative
When filming an ad, take into account everything that will be captured on camera. For instance, if you’re a beauty brand, consider filming a “Get Ready With Me” (GRWM) style where the creator discusses products in their own home.
This approach instantly creates relatability with the target audience, as the casual setting makes achieving a flawless look more attainable.
Avoid making the length your focus
There’s no magic video length for ensuring TikTok ad success. Instead, question whether the video requires its current duration. Generally, you can convey all essential information about a product or service within 20 seconds.
If your video exceeds that, assess the necessity of additional information. Maintain clarity and steer clear of excessive details or ‘fluff’, as overwhelming viewers with information could lead to disinterest and potential loss of a sale.
Looking for help with TikTok?
If you’re confused about getting started or want some help with what you’re doing on TikTok at the moment, give our TikTok Marketing page a read for some more tips and options to help your brand succeed on TikTok.
We cover TikTok Tips, TikTok Ads, TikTok News and the TikTok Trends you should know about!
There are also a number of FREE resources from TikTok themselves. Check out their TikTok Academy, Creator Marketplace and TikTok Creative Center.
Additionally, if you are struggling to convince key stakeholders to invest in TikTok, show them some of these stats. You can thank us later!
