TikTok hit 2 billion downloads in 2020 and became the most downloaded app worldwide and shows no signs of stopping. The platform even saw more activity than Google in 2021!
What started out as a video-sharing platform where users created short clips of them lip-syncing and dancing to trending songs has become a creative outlet for brands to reach their target audience. Just like other social media platforms, businesses, as well as individuals, are using TikTok paid ads for promoting themselves to millions of daily users.
While countless brands are using TikTok to grow their audience organically, many are still hesitant to use their paid marketing channel, which has huge potential. But with all the noise and competition, what makes a paid ad really stand out and convert? These 4 tips will cover everything you need to know about creating TikTok paid ads that work.
TikTok Paid Ad Tips That Drive Results
With loads of tools for marketers to advertise on TikTok, most people need to learn how to use them to reach their marketing goals through a carefully devised marketing strategy. Here are a few key (but more importantly easy) tips to help you discover your best campaign types, assets, and budget for your brand to reach your target audience and increase your ad conversions.
Know Your Audience
It’s the oldest trope in the marketing book, but nonetheless, it’s more important than ever to understand who it is you’re targeting and where they’re hanging out. What do we mean by hanging out, you might ask? Simple, it’s where your ideal buyers are spending most of their time. Obviously, everyone has somewhere that they like to source their information. Be it on TV, books, news sites, social media, friends, etc. But out of all those places, where is it that YOUR ideal buyer is getting their information? This is the most logical (and most important) place to start. Simple questions to ask yourself when trying to find your target audience is:
- How old are they?
- What region are they in?
- What are their hobbies or talents?
- Who are their role models?
- How do they think of themselves?
It’s almost like asking someone questions while out on a date. You want to know everything about them to see if they are the right fit for you. Once you have established that profile, you’re now free to work out a strategy of how to find and target them based on those questions listed above.
Again, this is SO important. Loads of Gen-Zs and millennials are on TikTok. They practically rule the roost. So if I run a company targeting baby boomers, I’d likely struggle to find much of an impact with my paid ads on the platform because the audience just isn’t there (sorry life insurance companies). I’d be much better off targeting daytime television networks during reruns of M.A.S.H.
Use an Agency
Running TikTok paid ads (or any ads in general) requires a lot more work than a typical novice might think. Understanding your audience is only your first step. Now you must focus on things like your image, message, method, return on investment, and click-through rates… The list goes on.
Really one of the easiest (yet expensive) ways to get your message out there in a high-converting advert is by using a marketing agency. They can help you set everything up from start to finish, manage the whole thing and optimize the ads along the way. Plus, most agencies have a much more in-depth understanding of how social media ads work than your typical business owner. It may cost a bit more but leaving the right job to the right professionals is typically a game-winning decision.
Work With Influencers
Remember that time when you were watching TV and your favorite celebrity or athlete was on the commercials advertising one of their new products or services? Like Shaq with Gold Bond or Mike with Air Jordans, we tend to remember and trust people we’ve seen before. Connecting with them in a show or during a game is almost like connecting with them in real life, we form this indescribable bond, compelling us to trust them more than we would the typical stranger. Well, we’re significantly more likely to buy from people we trust, which means an influencer is a great way to get people to buy!
There are influencers from all across the world with different audiences all around the world that subscribe to their content, and all you need to do as a business owner is place your brand in their hands. They do their part while you sit back and watch the magic happen.
Take a Course
It doesn’t take a rocket scientist to run TikTok paid ads, but it does take an understanding of digital marketing. Now, not everyone has the budget to spend on a marketing agency or influencers, but they do have the time to invest! That’s where marketing courses and online classes come to the rescue! With courses ranging from free to paid, you can sign up with a host of different sites to learn how to do all the marketing on your own. Sites like YouTube, Udemy, Coursera and much more will easily provide you with all the lessons you need to take on your marketing campaigns and develop the skills you need to find success with your paid campaigns.
In Summary
Brands today need to look for affordable growth opportunities beyond Facebook and YouTube. TikTok offers fast growth potential with its holistic social strategy when done right. It outpaces all the other social media platforms when it comes to boosting awareness and generating sales.
If your target audience is on TikTok, there is every reason for you to utilize ads. Speak to one of our experts and learn how you can easily incorporate TikTok into your advertising strategy with its many promotion capabilities.
