Published on 23rd of February 2024
TikTok is no longer just the recipe-cooking, viral dance video platform we’ve come to know and love. Instead, with its excellent features, it has become a place where brands prefer to market their products. Global businesses are finding exceptional success on this social media app, and so can you.
One of the best ways to get your business to stand out in 2024 is by creating TikTok ads. You don’t need to spend thousands of dollars, and you can format your ads to encourage engagement on your feed. Plus, creating ads on the platform is easy. If you have a smartphone, you can advertise your brand on TikTok. It takes only a few minutes to post a TikTok video. And, you have a substantial library of sounds and filters to choose from.
If you haven’t made a TikTok ad before, the below guide will get you started in a few simple steps:
Get To Know Your Audience
Chances are, you want to reach a Gen Z audience, the generation born in the late 1990s to early 2000s. They are on top of all the latest digital developments and expect the brands they buy from to be, too. Also, they make up the largest generation on TikTok. To engage a Gen Z audience on this platform, you must establish your followers' age group, interests, and locations.
Furthermore, you should create content and offer products that connect with a Gen Z audience. This generation is not interested in lofty promises. They want practical items that do what they need them to. Gen Z also wants brands to be environmentally conscious. This means your manufacturing and shipping processes must adhere to green standards if you’re going to impress your Gen Z audience.
Access the TikTok Ads Manager
Once you know and understand your audience, sign up for TikTok for Business and access the Ads Manager. Here, you can set up your budget, set up and schedule ads, and get valuable insights into your marketing strategies.
It takes a day or so for a business account to be approved, after which you can set up your dashboard. Start in Custom Mode, which will redirect you to the campaign creation section. Like Facebook, TikTok also provides a Pixel to install on your website. Do this first to ensure that you can measure your marketing strategy performance and improve your advert campaigns.
Now you can begin planning your content. TikTok ads should contain your branding colors, logo, and precise copy. You can upload your videos to the asset library before using them in ad campaigns.
TikTok offers a range of features you can use to create quality videos. These include the TikTok Video Editor, Video Template, Smart Video, and trending soundtracks.
Furthermore, you can also create a custom audience using the TikTok Ads Manager before posting your ads.
Choosing Ad Formats
It’s best to choose one or two ad formats and stick to them before posting anything on TikTok. For example, if you built your TikTok presence using storytelling, you should use In-Feed Ads for marketing. If you want to make a big splash on TikTok as a new brand, the Brand Takeover format will turn all the attention your way.
Choosing the correct format based on your brand identity will make a massive difference in the success you experience on TikTok. Other formats include TopView Ads, Branded Hashtag Challenges, and Branded Effects.
Crafting Content According To Best Practices
No matter how much technology evolves, ad content will only ever be successful if it connects with a target audience. Don't rely on AI apps to write your content for you. Instead, use your creativity to craft ad content that will instantly connect with your followers.
Best practices for TikTok ads also include using high-quality visuals at all times. It’s rare for brands to make an impact using text only. Increase your chances of reaching a wider audience with your ads by using captivating images. But, don’t use visuals that falsely or incorrectly portray your brand. Online audiences, especially Gen Z, can see dishonesty a mile away, and your brand will suffer.
Always put authenticity at the center of any ad campaign you create. Be honest about your products’ limitations. Establish several communication lines for your followers to contact you with concerns and questions.
Lastly, don’t neglect your CTAs. Add a clear call to action at the end of every video (or at the beginning). If you want followers to click through to your website, tell them how. If you want them to leave comments, let them know. A CTA is one of the most effective ways to increase website traffic and engagement on your TikTok feed.
Budget and Schedule
When you’ve set up your first ad campaign, you should set an ad budget and send out your campaign ads accordingly. You don't have to spend excessive amounts at the start of your ad campaign. Instead, spend what you can afford and adjust the amount according to performance. The worst thing you can do is use all your available cash flow for a spectacular ad campaign if you don’t know how your target audience will respond.
It is best to gauge the success of your first campaign before pushing more money into ad spending. Also, when scheduling your initial campaign, try to base your schedule on when your audience is most active on TikTok. This will increase your chances of success.
Use Tried and Trusted Strategies
Using the Ads Manager and crafting quality content should be the foundation of a good ad campaign. You can also add other strategies to your marketing efforts to expand your reach on TikTok.
For example, use current trends to make your ads more exciting or partner with influencers to instantly increase views. Don’t forget to implement A/B testing to see which ads perform best and build your next campaign using this information.
The Bottom Line
TikTok advertising is not about creating just another set of ads for another platform. The app allows you to create a unique customer experience with every video you post. By using the TikTok Ads Manager and incorporating some of TikTok’s best features, your brand can truly resonate with a modern audience. It will take some practice and a lot of effort, but the payoff is guaranteed to be worth it.
