Open your smartphone and see what social media applications you have installed. According to statistics, the standard set most often looks like this: VKontakte, Instagram and maybe Facebook and Twitter.
And if a couple of years ago, Tik Tok was used only by adolescents 12-16 years old, now the age of the target audience has increased to 25 years.
More than 0.5 billion active users of the application around the globe come here every day, the popularity of the platform is actively gaining momentum and is already significantly higher than that of Snapchat and Twitter, which makes the site interesting for advertisers.
It should be noted that its effectiveness directly depends on the thematic focus of the channel. How to launch advertising on TikTok, to do it profitably and effectively, read below.
A little about Tik Tok
TikTok is a social network that originated in China and allows you to create and share short, entertaining videos with sound and music.
Due to the fact that each video is equipped with the application logo, uploading content to other sites and third-party resources has led to a colossal influx of new users to TikTok.
Reasons for the popularity of the social network
Tik Tok captured the attention and love of the audience due to a number of its advantages:
- Clear and simple content. Generally, TikTok videos do not discuss political or socially sensitive topics. Usually, only short and funny notes are posted here, while watching which time flies unnoticed.
- Light and uncomplicated interface. After launching the application, you just need to choose the directions of interest, and it will itself make recommendations for you.
- Loyal audience. Users on TikTok are much easier to relate to various types of content and are much less likely to treat it negatively than on other social networks.
- An opportunity to showcase your creativity to a large number of people.
The most promising ad directions on TikTok.
Despite the fact that hundreds of millions of users visit this site every day, it is still not suitable for every advertiser. And all because most of the audience is still teenagers who are unlikely to be interested in legal services, spare parts for special equipment or factory machines.
According to official statistics, users under the age of 25 make up 70%, and women make up about 65% of the entire audience. Who should advertise on the TikTok social network? Here are the main directions:
- Shops of accessories, footwear and clothing for young people. It is at a young and adolescent age that you most want to follow fashion trends and follow them in every possible way.
- Various sites, mobile games and applications, including for online dating.
- High-quality care and decorative cosmetics that will surely interest a huge number of young girls who regularly watch videos on Tik Tok.
- Sports and fitness centers equipped with state-of-the-art equipment and discounts for schoolchildren and student visits.
- Fast and healthy food delivery, so popular in recent years among young people.
- Schools for learning foreign languages, various training courses and private specialists to prepare for state certification.
- Original cafes, coffee shops, hookah bars and other establishments where you can take unusual photos for social networks.
Naturally, this is not all that can be placed on TikTok as an advertisement. The main thing to remember is that before launching an advertising campaign, you should carefully analyze the compatibility of the audience on the site and your business.
Advertising using the Yandex.Direct service.
In November 2019, news appeared that it is now possible to show TikTok ads to Yandex advertisers. How do I start it?
In fact, you need to create an advertising campaign in Yandex.Direct that independently adapts to the vertical format of a smartphone and to interact with active users of the platform.
Such ads are shown to the Tik Tok audience under the same conditions as publications in Yandex. You can customize it based on the interests of users, their age and geographic location.
However, remember that TikTok is only part of the YAN, and therefore you cannot set up an ad exclusively for demonstration on social networks.
Advertising through bloggers
Currently, this is one of the most common and popular ways to launch ads on TikTok. Most often, it is preferred by large and well-known brands launching challenges.
It works like this. The promoted blogger records a video together with a certain brand, advertises it and places it on his profile with a special hashtag.
The audience of the channel picks up the trend and uploads their own similar posts, spreading the information to other people.
You can promote your product through bloggers by searching for influencers. These are the kind of people who are well versed in your niche and their word is authoritative for subscribers.
Usually they independently offer options for integrating the product into videos, and you just have to make your comments and agree on the idea.
You can find a suitable blogger through special exchanges. There you will immediately see advertising prices, which vary from 100 to 10,000 rubles per post.
The cost depends on the number of subscribers, the narrowness of the topic and the activity of the audience on the page. The more popular the blogger’s page is and the more difficult it is to advertise your product, the higher the price will be.
Important! Choose a page for placing your campaign based on its theme and audience. If a blogger posts a video with cute cats, then it is unlikely that advertising for cosmetics will be successful.
You can also not look for a site yourself, but contact an advertising agency specializing in promoting goods through bloggers on social networks. This method of launching ads has a number of advantages:
- The agency will quickly find a really suitable blogger to promote your product or service.
- You will be able to get all the statistics for carefully tracking the progress of advertising.
- Protection from fraudsters. Agencies work only with trusted bloggers and guarantee refunds in case of refusal or deception.
It is important to remember about the pitfalls. Do not assume that by paying 100, 300 or even 1000 rubles, your business will immediately develop and begin to bring colossal income.
In order for advertising to start bringing tangible results, it is necessary to place it several times and not with one blogger, but at least three in order to reach as many different users as possible.
10 steps to launch targeted ads on TikTok
To start advertising, you first need to create an advertising account through the TikTok Ads service. However, keep in mind that while it is in test mode, there may be technical issues when launching the campaign.
Having opened the service, click the “Create advertisement” button and fill in all the fields in the window that appears.
After submitting the data, wait for your account to be activated. A service representative will contact you within 2 days to clarify and confirm the information.
Advertising account in Tik Tok has a similar interface to Ads Manager from Facebook. The default language is English, but if you wish, you can translate the page into Russian by clicking the corresponding button in the upper right corner.
To launch targeted advertising on Tik Tok’s feed, follow these guidelines:
Step # 1
Open the “Campaigns” section and click on the “Create” button.
Step # 2
At this stage, you need to select the goal of advertising promotion among the three proposed options:
- Traffic – the number of transitions to the resource increases.
- Conversions – a pixel must be set to use, helps track conversions.
- App Install.
Important! At this stage, you need to come up with a name for an advertising campaign and set its daily and total budget.
Step # 3
After finishing setting up the publication, you need to select the name of the ad group and the places where the ad will be displayed, that is, Tik Tok.
Step # 4
Next, you need to compose the ad itself, specifying the final URL, additional parameters and uploading a profile photo.
Tip! Use square images.
Next, select the category of your business and enter keywords from 1 to 20.
Step # 5
Go to the “Targeting” section, set the parameters according to which the system will select users to display ads.
These include location, gender, age, hobbies, etc.
Step # 6
Setting the schedule of impressions, that is, the date and time of the start and end of the demonstration of the advertising campaign. You can choose specific days of the week and even hours.
Step # 7
Adjust the rate of budget spending. It can be flat or accelerated.
Step # 8
Optimization. At this stage, you can select conversions, impressions or clicks, and the system independently optimizes your advertising campaign for the desired goal.
Step # 9
Creation of an ad in the video format, because in Tik Tok it is possible to post only in this form. At the same time, it is important to take into account the technical requirements of the site for the records:
- duration from 5 seconds to 1 minute;
- video size no more than 500 MB;
- video resolution and aspect ratio 1280 × 720 and 16: 9 for horizontal, 720 × 1280 and 9:16 for vertical, 640 × 640 and 1: 1 for square footage;
- mp4, mov, mpeg, avi or gif formats;
Step # 10
Add 12-80 characters of text and submit your ad for moderation.
Prices of advertising campaigns
The main advantage of targeted advertising on the TikTok social network is the ability to set a budget and regulate its consumption. Previously, the minimum amount was $ 50, currently the cost has been reduced to 20. It is likely that the price will drop even lower in the future.
Important! The cost is indicated for advertising through the application. If you wish to promote your product or service through bloggers, then the price will be indicated by the owner of the account. It can be either above or below, this issue is discussed individually.
Prices for promotion through Yandex.Direct start at 300 rubles per week, but for this amount you will get very few impressions. In this case, the higher the rate, the better.
Now you know what TikTok is and how to run ads in it. Campaigns calculated and interesting for the young generation from 13-14 to 29-30 years old will be effective.
Also, when creating an advertisement, do not forget not only about its audience orientation, but also about the organic nature of the placement. Users visit TikTok mainly to have fun, which means that selling publications should be light, fun and uncomplicated.
At the same time, if we consider advertising on TikTok, then while it is still significantly inferior in efficiency to other platforms and social networks, such as YouTube, Vkontakte or Instagram.
However, the cost of publications is much lower here. Therefore, if we consider Tik Tok as the initial stage of promoting a small business, then this is a fairly budgetary, simple and effective option.
In addition, it is currently the fastest growing and fastest growing social network on the planet. And its advertising prospects are amazing.
Sincerely, Irina Trofimova
specially for the proudalenku.ru project