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Before discussing how to run ads on TikTok, let’s talk about what it is. What comes to your mind when you think about TikTok?
Going viral. Dancing. Lip syncing. Music. Hashtag challenges. That’s pretty it!
Sounds fun, huh? That’s what many users around the world thought, too, and now TikTok has over 1 billion users in 150+ countries. Are you going to miss a chance to show your products to such a big community? It’s an outstanding marketing opportunity! Let’s find out together what your first steps in TikTok advertising should be and how to create appealing TikTok ads.
Ok, you may think that for dropshipping, TikTok ads have little use because this social media is popular among school boys and girls. Well, it’s not entirely true. Only 35.5% of the platform’s US audience is aged 10-19.
So, the rest of the users enjoying TikTok’s content are 20+ years old. And these people buy things and can bring your brand considerable revenue. Of course, if you manage your marketing properly!
Here’s what you should keep in mind: TikTok’s audience is young and energetic. So, your potential revenues depend on what kind of products you sell. Gardening equipment? Forget it! Bright clothes with funny prints? Now you’re talking!
Mind, however, that TikTok is one of the most expensive advertising platforms right now. On the other hand, low competition on TikTok is definitely an advantage.
If you’ve weighed all pros and cons and decided to start advertising on TikTok, just go ahead to the TikTok ads page. If you don’t have an ad account, you can create one right away and fill in some info about yourself and your brand.
After you’re logged in to your new ad account, behold the almighty dashboard. This is the place where you’re going to create TikTok commercials, as well as launch and observe your marketing campaigns.
Let’s start creating ads on TikTok already! Follow these tiny steps below:
Reach, Traffic, Conversions, Video Views and App Install goals are available. Kinda self-explanatory.
Decide between Daily Budget or Lifetime Budget options.
That’s what the TikTok Business Help Center says about the budget: “To ensure that your ads have sufficient budget, the minimum budget at the campaign level is $50 and the minimum budget at the ad group level is $20.” Quite pricey, huh? But definitely worth a shot!
Let’s decide where you’d like your ads to be shown up. You can choose the placements yourself OR let the TikTok system figure out the best placements on its own. There’s a great opportunity to access TikTok’s family of apps, so, besides TikTok, you’ll be able to show your ads in the following apps: NewsRepublic (a news app powered by AI), BuzzVideo (an app for viral and trending videos), Babe (a personalized news app) and some others that may vary depending on your location.
You’re supposed to choose the audience that will see your ad. Choose wisely!
Multiple targeting options are available: age groups (13-17, 18-24, 25-34, etc.), locations, gender, languages, interest & behavior, device. And, what you probably already know, it’s a good idea to focus your marketing efforts on the young audience of TikTok first as they’re representing the majority of users who consume the social media’s content.
Distribution of TikTok users in the United States as of June 2020, by age group
You can set a budget and schedule, time of day when the ad gets shown, and the optimization goal (unless it is set by default).
Note that TikTok supports both image and video ads, but it’s highly recommended to go for videos to tune to the vibe of the app.
What’s great is that apparently TikTok seems interested in your success, so they’re ready to help you even if you don’t know anything about video editing. So, you can just click Create and make use of 58 customizable templates to create your own TikTok advertising video with some visual effects and a soundtrack. Read more about how it works here (but don’t expect magic – you still need to upload a nice product video there, it won’t appear by itself).
This small piece of code is required on your website to help you optimize your campaigns and measure the performance of your ad campaigns. After you’re all set, click Submit to launch the ad.
All the data and numbers related to your ads will be available in the dashboard. Feel free to use different filters (like creative, audience demographics, device type, and placement) to learn how your TikTok ads perform.
Come on, guys: doesn’t this whole ad creation process remind you of something? Don’t we create ads in a similar way on some other platform? ?? It’s a rhetorical question. Anyway, why reinvent the wheel…
So, we hope now you got the ad creation process. But how do you make your ads stand out and convert TikTok users into customers?
Let’s start with advertising tips TikTok gives you right away in the TikTok Business Help Center.
Use high-resolution and bright/contrasting creatives – the visual part is always important when it comes to ads!
Make ad creatives that would resonate with your audience and show your product in use (having people in the video/image would be great!).
Sometimes, you simply can’t tell why certain ads work and others don’t. That’s why it’s a good idea to test as many creatives as possible: testing will help you discover winning creatives and ads.
Do your best to squeeze all purchase-inspiring info in a short ad caption that is easy & fast to read. TikTok is a high-pace social media, so you have to adapt in order to get good results.
Got scared a bit? Nope, there’s nothing to be worried about – just try to keep all the important imagery in the center of the creative (the so called TikTok safe zone template) – it is shown as green space on the screenshot:
Let’s move on to some additional advice from experienced TikTok advertisers.
Yes, square videos are accepted for advertising too, but vertical ads have proven to be more effective as they look more native. 9:16 ratio rules on this platform! You can try re-using Instagram Stories ad creatives which also have a 9:16 ratio if you have any.
If you’re not showing anything exciting/surprising/eye-catching/shocking right away, you are scrolled down! Pay attention to the beginning of your video ad – it should motivate the viewer to keep watching.
TikTok is initially a musical social media (its former name is Musical.ly – apparently, for a reason). So, sound is very important to keep the audience engaged. That’s why it looks like now you’re in extreme need to use only popular sounds/songs in your TikTok video ads – to get people’s attention and make your ad blend into usual TikToker’s videos.
Don’t forget that pop music differs by location, so some research on pop songs charts won’t hurt!
When you create a TikTok ad, it’s possible to make the video up to 60 secs long, but there’s no need for that. TikTokers are used to short content, and experience shows that 10-25 seconds long videos are the most powerful and effective.
The trendier your ad looks, the more results you get. So don’t be lazy and spend some (fun!) time hanging out on TikTok to catch on some trends – music, hashtags, challenges. Try incorporating them into your ads.
UGC means user-generated content. Looks like it’s on the rise on all advertising platforms! But no need to beg your customers to create TikTok videos for you – just make sure that your ads feel Tik-Tok native, like generated by a usual user. This will make your ads look more trustworthy and thumb-stopping.
Yeah-yeah, we know it’s a pretty worn-out phrase – but it’s true that you shouldn’t keep on doing the same kind of ads you used to do. TikTok is a highly creative platform, so you’re supposed to do your best to surprise and entertain viewers with your ads. Get some ideas right from videos on TikTok and always stay on the lookout for eye-catching video concepts.