8 Influencer Marketing Platforms Every Marketer Should Know
Social Media Management & Marketing 7 min read
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Home Blog Social Media Management & Marketing5 TikTok Advertising Creative Tools and Best Practices
Social Media Management & Marketing 7 min read
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Social Media Management & Marketing
There’s no doubt that the most popular social media platform today is TikTok. The latest report from the rising giant released in July 2020 showed that there are more than half a billion monthly active users on the platform. A year into this report, it’s likely that the figures have already reached its billion mark – perhaps more.
Everybody’s on the platform. From celebrities and dancers who occasionally talk about how to earn money in TikTok – to pranksters, fitness gurus, and food enthusiasts. Even some of the biggest brands have jumped into the bandwagon.
With such a huge audience, it’s no surprise that businesses are dedicating time and effort to their TikTok advertising campaigns.
If you’re considering taking the plunge but are unsure on how to go about it, let the social media experts guide you through the best TikTok tools and practices. Here’s what you should know before advertising on TikTok.
TikTok advertising enables you to boost brand awareness, forge better relationships with prospective and existing customers, and ultimately compel them to buy and use your products and services. How can these happen? Through various user actions below:
The very nature of its platform has made TikTok immensely popular. Its videos are fun, trendy, and short. All the pieces of content here are quick bursts of entertainment, perfectly suitable for the short attention span and quick scrolling fingers of today’s social media users.
Consequently, the appeal of TikTok is what also makes it extra challenging. To stay relevant on this platform and make the most out of your TikTok advertising campaigns, you must have highly creative, entertaining content that lasts only under a minute.
Fortunately, the platform has free tools brands can use to get their creative juices flowing. As mentioned in this Product Story, the platform’s Creative Center is a portal of best practices, tips, tricks, and insights from its high-performing ads. This is one of the benefits of including TikTok marketing in your online strategies. So maximize the following sections of the Creative Center:
Now that we’re done with the tools, it’s time to discuss the creative best practices you can try to make your advertising on TikTok a success. The following are strategies mentioned in the webinar TikTok organized when it launched its advertising platform in Southeast Asia:
According to a recent research, “sound is the anti-scroll on TikTok.” About 73% of Kantar survey respondents said they would “stop and look” at ads that have audio. What’s more, 88% shared that sound is “essential” to the TikTok experience. As such, make sure that all the content you put out has catchy tunes.
In exploring different music, begin with the platform’s free Commercial Music Library. But if you want to own it, you can either convert your audio logo into a TikTok sound or create an original one designed specifically for your campaign, with the help of artists.
One brand that leveraged the power of sound so well in their TikTok advertising campaign is the dating platform Tinder. Collaborating with Frances Forever, they produced music titled It’s All Worth Finding. With its catchy tune, TikTok users danced to it and made it their own. The brand was able to collect several user-generated content for social media.
If possible, get it out early. Remember, TikTok videos are quick entertainment. If people don’t get what you’re trying to communicate within the first five to 10 seconds, they’re likely to scroll away. Overlaying your video content with a concise, informative text can help, according to the creators of TikTok.
As always, don’t neglect writing a high-quality caption. Capture the gist of the video. Use the language your audience uses to create a better impact. If necessary, include appropriate emojis and hashtags.
As much as you strive for clarity on the main message of your ad, you must also apply the same principle on your calls to action. This is likely the last thing people will see on your video so you want them to move to your desired action before they scroll away.
When creating TikTok advertising campaigns, there are options to select CTA buttons. Software company Adobe uses “Download” CTAs on their Lightroom ads.
TikTok is known for having a huge pool of talented users, from dancers and singers to comedians down to impersonators and voice actors. These people rake in thousands or millions of views. Collaborating with these influencers, therefore, can help in increasing the reach of your TikTok videos. More importantly, they could bring the creative juices you need to fire up your content.
Take for example, Palawan Pawnshop, which partnered with social media personality Sassa Gurl. The popular TikToker created a highly entertaining video, amassing over 50,000 likes.
@itssassagurlSuki, ano na? @palawanpawnshop na!! #PALAWANderfulWorld #PalawanPawnshopChallenge #FYP♬ original sound – Sassa Gurl
When choosing influencers though, look beyond the number of followers and the performance of their content. Make sure that they’re relevant to the audience you’re trying to reach. Remember, our advertising and marketing strategies should boost our social media presence and attract the ideal audience.
One more advantage in including TikTok in your online strategies is because there are various kinds of ads on this platform. You can choose based on your bidding budget and the desired action you aim to produce from your audience. Below are the different ways you can do advertising on TikTok:
@seandoesmagic#VideoSnapChallenge is giving you 3x The Magic with @samsung on my #GalaxyS21. Show what you do with 3 of you! #SamsungPartner #TeamGalaxy #withGalaxy♬ Freaks – 88rising
More than 6.5 million pieces of content were generated from the campaign, attracting 14.8 billion views during the campaign period from February 25 to March 5, 2021.
@micahcowThe comeback is almost here…😈@netflix ##whatsyourpower ##ad♬ Rise Up (1st Half Custom) – Dubkiller and Mark Victor
With all these different ways of advertising on TikTok, the challenge is to come up with brilliant content ideas. For this, it’s best to begin your creative process with knowing what the TikTok community has been raving about. Ride on the latest trends, as mentioned in TikTok’s webinar. Then keep the challenge authentic, true to your brand image.
With a billion users on the platform, TikTok is indeed the generation’s favorite social media network. It could be your audience’s go-to platform. As such, make sure to keep in mind the following practices when advertising on TikTok:
Do you need help with your brand’s TikTok advertising efforts? Perhaps, you’d like to share some best practices you’ve developed from your past campaigns. Comment about them down below or reach out to us on Facebook, Twitter, and LinkedIn.
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