To create successful advertising campaigns on TikTok, companies need to utilize data and creativity, as well as the targeting features from the platform itself.
There are a few different ways that companies can use all of those elements, but together, they can help a business create a very powerful ad campaign on the platform.
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Creativity
Companies can create ads on TikTok that last up to a minute, but according to the platform it is best to keep any ads under 15 seconds long.
Since that’s a relatively short time frame, it’s important for companies to use creativity to stand out from the crowd.
There are several things that companies can take advantage of on the platform to make their ads grab more attention from customers.
There are Branded effects, which are elements like filters and stickers that companies can use to improve their ads.
There are also sounds and music that companies can utilize to add more layers to their ads, as long as they match the overall voice of the brand.
Additionally, companies need to choose the right ad format for the platform.
For example, when creating ads that are going to be shown inside the feed, they should look and feel the same as the native content on the platform to make them more authentic.
Targeting
Every successful advertising campaign has been made successful because of its targeting efforts, and the same thing is true for TikTok.
That’s why the platform allows companies to personalize which users will be able to see a company’s ads by directly targeting and excluding specific audiences.
Companies get the option to target audiences according to different factors such as behavior, age, interest, location, and device.
Depending on the choice that a company makes, the platform will then optimize which users will be able to see that company’s ads to increase the odds of creating a successful advertising campaign.
Spark Ads
The native ad format titled Spark ads on the platform allows companies to utilize organic content on the platform, as well as the features they have inside advertising campaigns.
That means companies can take existing organic videos from other accounts on the platform and turn them into original content for their ads.
That means there’s a lot less work that the company needs to do to create the ads, there is an added element of authenticity which improves reputation, and the content is coming from relatable accounts on the platform that have a lot of influence over the consumers.
By using this type of ad, companies can generate much better results from their campaigns because most customers are a lot more likely to prefer user-generated content when informing their purchasing decisions compared to branded messages from businesses.
Data
Through hashtags users on the platform can categorize the content they’re creating for TikTok so that other users can find what they’re interested in.
Although companies can use a large number of hashtags for their videos, unless the business knows which ones it needs to use, they won’t be able to reach the target audience.
To figure that out, a company should first check out which hashtags are used by the most successful market competitors on the platform.
There are also the trending hashtags that companies can utilize from the Discovery tab, as well as related keywords for those hashtags that they can include in their campaigns.
Matthew Caiola serves as Co-CEO at 5W Public Relations, managing the overall growth, direction and day-to-day business of the Corporate & Technology Communications Divisions and Digital Marketing.
With more than 17 years of PR experience, Matthew leads teams in launching and building high-growth tech companies, disrupting industries, building global brand resonance through thought leadership, C-Suite profiling, and speakers’ programs, as well as crisis communications across a variety of industries.
