|Aliza Sherman is a web pioneer, author, and international speaker. Sherman is the author of 8 books about the Internet including The Everything Blogging Book, Streetwise Ecommerce, The Complete Idiot's Guide to Crowdsourcing and Social Media Engagement for Dummies.|
Marketing and Advertising on TikTok
TikTok continues to be a popular social network showcasing short videos. The platform generates and perpetuates Internet trends and engages a young, international audience who spends hours on the site. The platform also has its share of rumors and innuendo, namely that it is owned by a Chinese company and that it provides user data to the Chinese government.
Using TikTok to market your business takes time and consideration. First, knowing that TikTok is not owned by a U.S.-based company, consider what that could mean for your company. Next, assess if the audience you can reach on TikTok is one that will help grow your business. 62% of TikTok users in the United States are between 10 and 29 years old (Statista, 2020).
You’ll also need to learn what content is popular, find topics that will resonate with the right audience, and produce a large number of videos to build and sustain momentum. While doing all of this, you should be staying true to your brand image and keeping your business goals in mind.
Putting the heavy lift of video content production aside, to get visibility for your videos. With over 1 million videos viewed daily on TikTok, how will your videos be seen? Enter TikTok’s Business Center where you can create and manage your advertising campaigns, reach creators who are the influencers of TikTok, and access commerce features to sell through the platform.
The TikTok Business Center provides a dashboard for you and your team members to collaborate on and manage all of your marketing efforts on the platform. If you work with an ad agency, you can provide them access through the Center to help manage your campaigns.
TikTok Ads Manager
To begin advertising, access the TikTok Ads Manager consisting of four sections: Dashboard, Campaign, Assets, and Reporting. You can start your ad campaigns by selecting your goal: Traffic, Community Interaction, Lead Generation, or Website Conversions.
Next, you select the Location, Demographics, Interests, and Behaviors of the audience you’d like to target. Then you can either opt for a Custom Audience where you manually choose who sees your ads or Automatic where TikTok uses its vast amount of user data to identify a "receptive" audience.
Finally, you set a budget of at least $10 and schedule your ad campaigns. Before you can create your ad, you will need to connect your Business Center account to your actual TikTok account if they are not already connected. If you set your company’s TikTok account up as a personal account, you’ll have the opportunity to upgrade it to a business account.
Your TikTok Assets include Events, Creatives, Audiences, Catalogs, Comments, and a feature called an "Instant Page," described as a "lightweight, native mobile landing page" that is built within TikTok. You can create multiple \Instant Pages that correspond with your ad campaigns using a variety of templates.
TikTok Creator Marketplace
If you’re looking to engage popular TikTok creators to help promote your company, products, or services, the Creator Marketplace is the place. After going through a verification process for your business that includes uploading a business license or other form of corporate identity, you can search for compatible Creators. You can search by location and category as well as the number of views, followers, or reach of the creators.
As with any influencer-type marketing, you need to be clear on your marketing goals, your budget, and exactly what you’d like the influencer to do. You also need to be open to input and collaboration on the part of the influencer. Each TikTok Creator has their own style as well as the audience they reach. Keep track of results to ensure that the collaboration is fruitful for your business.
If you sell products, setting up a TikTok Shop may be a logical next step once you’ve established your TikTok presence and are investing time and money to build your audience. TikTok Shops feature in-feed videos, TikTok LIVEs, and a product showcase tab. Think of LIVEs like your own shopping network where you can showcase and demonstrate your products on a live stream or work with a TikTok Shop Partner to assist you. You can also work with a TikTok Creator to handle the live video portion of your TikTok Shop experience.
As you can see, TikTok provides an array of advertising tools for businesses as well as facilitates connections to their influential Creators for marketing purposes. If you’re ready to post videos on TikTok, be ready to set an advertising budget each month to ensure your videos are seen.
Read other social media blogs by Aliza Sherman