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TikTok has been growing in leaps and bounds with more than a billion people using the social media app every month. It’s catching the attention of sellers and advertisers across the globe. If you’re not advertising on TikTok yet, it’s time you consider the move.
TikTok attracts users who are, on average, younger than users on Facebook so if you want to target the youthful set that incentive to advertise on TikTok is even higher.
Let’s not forget that Amazon’s Brand Referral Bonus Program incentivizes sales that come to Amazon from the outside. So how do you get started with your TikTok advertising campaign? Here’s all you need to know.
An Introduction to TikTok Ads
TikTok offers a full suite of advertising tools that include targeting, analysis reports and advertising management tools. The platform is easy to use and navigate. Growing your brand and advertising on this social media platform could place your product on millions of screens across the globe.
For marketers and Amazon sellers, TikTok ads are not yet as popular as those on Facebook or Instagram, but this is a growing market well worth the effort.
Use the TikTok advertising tools for automatic creation and deployment of advertisements. The platform offers a number of different ad formats
Biddable Ads
Biddable ads are infeed options that appear in the video stream in the “For You” page similar to what you’ll find in Instagram Stories. You can buy biddable adds using the following systems
- CPC – Cost per Click
- CPV – Cost per View. You only pay after six seconds
- CPM – Cost per 1,000
Your video ad can be anything from 9 to 15 seconds. Use the call to action to invite users to visit your webpage.
Because the audience can scroll past these ads you have to quickly grab their attention so that they are tempted to stick around and watch to the end. This is the only downside to biddable ads.
Top View
These full screen video ads include audio tracks and last up to 60 seconds. They appear on the user’s screen 3 seconds after they sign into the app as the first ad in-feed. You can link these ads to a web landing page. Top View ads are most often used by the big brands as they are costly.
Brand Takeover
These full screen video ads show as soon as the user opens the app. They can also show up on the “For You” pages. These ads have a clickable link that take the user directly to your landing page.
Brand Takeover ads are exclusive for the day meaning that no other ad in that category can show on the day. Brand Takeover is a pricey advertising option, but you’re paying for exclusivity.
Branded Hashtag Challenge
Chances are your first contact with TikTok was through a Branded Hashtag Challenge, which is unique to TikTok. These challenges are great fun so they often go viral. They are great for inspiring content generated by the users. They also increase engagement and broaden brand awareness.
The Branded Hashtag Challenge ads can last up to 15 seconds and they have audio. When a user clicks on the Hashtag Challenge, they’ll transfer to a landing page on TikTok. The page has the brand logo and the website link. It will describe the challenge and share some of the videos using the hashtag.
The newer Hashtag Challenge Plus was created specifically for online sellers. Users can browse and even buy products that appear in the challenge.
There is one downside to the Branded Hashtag Challenge. It is expensive.
Branded Effects
Branded Effects are very like the Snapchat filters. They allow brands to create stickers, special effects and filters for video use. This means that your brand could appear on the users’ shareable content.
Getting Customers to Amazon
Make sure to use Amazon Attribution when you set up your TikTok ads. The analytic tools will help you to measure how well your non-Amazon advertising does in driving Amazon sales.
The insights you receive will help to measure your advertising and marketing strategies so that you make the best of your advertising investment. If you’ve joined the Amazon brand registry, you’re entitled to use Amazon Attribution.
How TikTok Ranks Ads
Like most of the other platforms TikTok ranks ads according to search relevance, the quality of the ad and the price bid. Though bid price is important, relevant, quality ads will take precedence.
The reason for this ranking criterion is the belief that users will engage more with quality ads earn more advertising revenue for the platform.
Watch time, watch loops, shares, likes and comments show higher engagement and TikTok rewards user engagement with higher ranking.
Watch time, watch loops, shares, likes and comments show higher engagement and TikTok rewards user engagement with higher ranking.
Tips for Creating Engaging Ads
Once you flight your ad on the internet you have no control on how popular it is.
You just hope that once it goes out it engages people and prompts them to share, like or comment. You may feel that you have little influence over the success of your ads but there are some things that you can do to give it a better chance of going viral.
🚀 Quickly catch the attention of the audience
Today’s audiences have short attention spans and unless you quickly grab their attention, they will move onto something more interesting.
Start your ad with attention grabbing content. Once you have the audience attention you can move onto the explanatory portion of your ad. Always end off with a strong call to action.
🚀 Make sure that your ad is authentic
People quickly pick up when content is inauthentic. Don’t be fooled by the fact that the TikTok audience is mostly young. They will know when you are lying to them or exaggerating. That will alienate the very users you want to convert to buying your brand.
🚀 Use high quality imagery
Make sure you understand the TikTok video and image specifications before you start. You could save yourself a lot of time and effort this way. TikTok offer creative tools that you can use for creating your video.
When you’ve finished making your ad, make sure to run your video through the TikTok video preview. You must ensure that you ad looks and sounds like a professionally made advert so that it does your product justice.
🚀 Track and monitor your results
You can only manage what you measure. Tracking your results is crucial. Try making small changes along the way to see how these changes influence your traffic and conversions. It won’t take long before you know exactly what works in the TikTok space.
Constant analysis of your performance indicators can help you with insights that will lead to long term optimization of your TikTok advertising strategies.
🚀 Find an influencer to work with
If you’re new to TikTok advertising, you may find the assistance of someone who has experience on the platform very helpful. Just do your homework.
You don’t want to hook up with a fake influencer. They are present on most social media platforms. As with all other marketing issues, the influencer that you choose must match your target market.
TikTok is new but it has quickly become one of the most downloaded social media platforms on the Internet. It also tends to attract more youthful users so if this is your target market, you should consider running an advertising campaign on TikTok.
There couldn’t be a better time for Amazon sellers to start advertising on TikTok, attracting additional sales while collecting incentives from the Brand Referral Bonus Program. Why wait?
About the Author
EMILIE ANGRI
Connect @ LinkedIn
COO At MarginBusiness – localization and optimization agency where we don’t Just Translate your Amazon Listing – WE LOCALIZE IT – Images, Content and Ads Optimization.
