Tiktok ads

Tiktok Marketing

digitallaala Comments 2 June 9, 2020

TikTok Marketing has seemingly exploded from nowhere to become one of the most downloaded apps in the world. It began life as a moderately successful video-sharing app – tagged Douyin in its native China and TikTok in the rest of the world. In 2018, however, it bought out the better-known app, Musical.ly, migrating all its non-Chinese users to a new combined TikTok platform. The company still operates Douyin as a separate app in its home country. It should be no surprise that marketers have begun to see the potential of the platform.

What is TikTok?

TikTok encourages its users to upload short videos. Most of its former Musical.ly users simply uploaded videos of themselves lip-synching to music videos. The more talented, enthusiastic, and technically proficient members uploaded videos of original content, and it is these people who became the influencers on the platform.

Most TikTok videos are up to 15-seconds long, although you can create and share 60-second Stories-type videos.

Both the original TikTok and Musical.ly targeted the same audience – teens and tweens. Therefore, it is no surprise that the combined TikTok also focuses on 13-24-year-olds.

One thing that did change with the platform’s growth in popularity is that there is now more variety in the types of videos people share. They are no longer just music. Up and coming comedians performing stand-up routines, skateboarders showcasing their skills, pranksters, dancers, fashion buffs, budding beauticians, and craft fans, all take the chance to share videos demonstrating their talent. And now we are even seeing people sharing videos featuring them using their favorite products.

Of course, not all TikTok’s users have the confidence, bandwidth, or skills to create videos. Just as many of YouTube’s viewers are lurkers, merely looking for exciting content to consume, quite a few TikTokers also take a more passive attitude towards using the app.

Indeed, TikTokers don’t even need to follow anybody. They can simply open their app, go to their Discover page, and start playing videos that look like they’ll interest or entertaining. They can even search for videos on preferred topics by using relevant hashtags.

Over time, though, most TikTok users will come to like particular types of videos. They are likely to subscribe to channels that regularly share “their” types of video. Every TikToker has a profile page, and this highlights the videos they’ve uploaded.

Who Uses TikTok?

Musciall.ly actively targeted Generation Z, with a female bias. It is too early to see if there is any real change with TikTok. It is still overwhelmingly favored by younger people, however, with 66% of its users under 30. A similar percentage of TikTok users are female.

It has international appeal, with large numbers of users in the USA, India, and in the form of Douyin, China. Douyin has reported 400 million monthly users.

Douyin has operated in China since 2017. In the beginning, over 50% of its users were under 24. Notably, those early Douyin uses appear to have stayed with the platform as they have aged, meaning that the average age of Douyin users has gradually crept upwards. As at February 2018, only 31.8% of Douyin users were under 24, with 23.4% of users aged 25-30, and another 23.4% of users aged 31-35. It will be interesting to see if we see a similar trend with TikTok in the rest of the world over time.

How to promote your brand through TikTok Marketing?

Well to get your brand’s product and service noticed and clicked you can try out these five popular ways:

  1. In-feed native ad: If you enjoy Instagram stories in full-screen mode and feel how good they help in advertising, then TikTok In-feed native ads are just the tool for you. These have options of adding website links and order now buttons on the ad itself, which helps users to land on the page directly.These are skippable ads and have multiple options on them for designing the overall ad. The usage of the ad can be traced by click-through rates, impressions, total views, video viewing time, and the engagements received.     TikTok marketing for business
  2. Hashtag challenge ads: In these type of advertising the user gets to see a specific banner ad that will take the user to the page of instructions and rules of the featuring challenge. The banner is put up on the discover page and depends on user content. It can be measured with insights that include banner views, clicks, number of user-generated content, number of views, engagement, and trending slot.This sponsored tool targets specific consumers, and there are more probable conversions. A classic example of TikTok marketing strategy is the #inmydenim challenge where any user who opened the app got redirected towards the challenge page with the banner ad.   TikTok marketing for business
  3. Brand takeover ads: One of the purest forms of TikTok advertising where images, Short video clips and GIF’s turn out to be precursors of the brand’s landing page or the hashtag challenge if any set. These are category exclusives, and hence only a single brand can take up a particular category per day. Reach can be measured by Impressions, click rates, and unique reaches. The brand takeover ads are effective because TikTok marketing tools are simple, user friendly techniques that has got great effects on branding a particular product or service.TikTok marketing for business
  4. Hashtag challenges: The most popular twitter inspired activity that gathers audiences and spreads the brand message organically. The hashtag challenge campaigns are mostly non-sponsored, and with the right content, they have the ability to make any marketing strategy popular amongst the users and consumers.Hashtag challenges by influencers are more achievable for their extensive reach, thus making it a far-flung accepted ad concept. Additionally, it garners a considerable number of organic engagements. All you require is some blogger and influencer contacts and ideas of challenges that are doable and fun, along with being relevant to the message that is getting pushed.  TikTok marketing for business
  5. User participation: Most accessible and engaging mode of advertising on TikTok marketing strategy is user participation. Basically, user-generated content is used to promote the causes and brands with tools and features that make it easy and enable users to post ideas and content by themselves tagging the trending topic and concerned brands.To understand this concept, we can see the ad work done by Chinese restaurant Haidilao. The restaurant added the DIY option to its menu where users can select it and video the way their food is made as per their choice of ingredients. This concept encouraged more than 15000 users to film their experience at one of their chain of restaurant and post it up which got 2000 videos being shared on the app with over 50 million views on it.TikTok marketing for business

TikTok marketing strategy for business now has sets trends, has popularity, and reach capabilities which are rising with each month passing by, and marketers must consider giving it a try this time if they haven’t yet done so.

TikTok Advertising

TikTok has experimented with advertising over the last year but has not yet set up any formal profit-sharing system yet. However, they are getting closer to the point where more people will be able to advertise on the platform. They started showing short ads in January 2019.

They created an advertising pitch deck in late 2018, giving an indication of the types of ads that could eventually be made available to brands on Musical.ly. Somebody leaked the document to Digiday. Possible ad types include:

  • Brand takeover
  • In-feed native video
  • Hashtag challenge
  • Snapchat-style 2D lens filters for photos.

2 Comments

  • Shikhar

    July 10, 2020 at 8:40 am / Reply

    Nice Post

    • digitallaala

      July 11, 2020 at 6:22 am / Reply

      Thank You

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