After Facebook and Instagram, TikTok is now the new platform in the social media sector, where over 800 million active users have gathered in a very short time. For many people, using TikTok is part of everyday life, as each user spends an average of 46 minutes a day on the platform. Those who want to do marketing on TikTok should therefore understand the platform and its users. The following outlines an ideal guide.
TikTok Marketing: The Ideal Guide
What makes TikTok special, in contrast to other social platforms, is that only short videos can be uploaded, and they can always be recorded and viewed in vertical format. Turning the smartphone is therefore no longer necessary. The video is also the only content format allowed on the platform.
The Basics of TikTok Marketing
The entire TikTok network is completely geared towards mobile use. It is possible to use different feeds on TikTok. This includes the Follow Feed, as known from other social networks. If you follow another user, new content from that user will automatically be displayed to you. The second option is the Recommendation Feed. On this feed, content tailored to the user based on an algorithm is displayed. This feed is also called „For You“.
Marketing Tools at a Glance
Those who engage in marketing on TikTok can essentially use four ad formats.
The TikTok Hashtag Challenge
The Hashtag Challenge is displayed to the user on the Discover page and is intended to encourage them to participate in the challenge. A call to action is thus conveyed to achieve a certain behavior. The hashtag has the special characteristic of giving the game a name under which it is easy to share and find. Because users themselves generate content in this context (User Generated Content), the reach and authenticity of the advertiser simultaneously grow. The Hashtag Challenge is a good complement to buying followers on TikTok.
Top-View
The second ad format is the Top-View. Similar to other platforms, a classic advertising banner is displayed here for a period of five to sixty seconds. The ad becomes visible immediately when the app starts and can refer to hashtag challenges as well as websites. It is therefore possible that TikTok can display several million impressions of one’s own advertisement in just one day. Users can click, like, and also share the advertising banner.
Native Video Ads
Native videos are played in the Recommendation Feed. Although they are marked as advertising messages, they are seamlessly integrated for the user. Links and hashtags can also be stored here. Through the Audience Manager, TikTok offers the possibility to define the target group for one’s own advertisement. In this way, the right users also see the advertisement.
Branded Effects
With Branded Effects, sponsored 2D and 3D effects can be made available by companies in the future, which can be activated and used by users.
If your target group primarily consists of young people, advertising on TikTok is a good option. The advertising in the form of content should either be fun for the customer or convey information. The target group can be specified more precisely here.
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