Tik Tok advertising in 2024
Tik Tok has established itself as a key traffic source for media buyers in various fields. Taking into account the huge number of users and the special content format, TikTok offers excellent opportunities to attract a new audience and achieve significant results. However, to successfully promote on this platform, it is necessary to use strategies that differ from those used on more familiar networks such as Facebook and Google.
In this article, we will look at effective methods of testing and scaling advertising campaigns on TikTok, which will help achieve quick results.
Understanding the audience
One of the main differences between TikTok and other advertising platforms is its audience. TikTok users tend to be less susceptible to fraud and face fewer ads compared to Facebook users. They actively research the information about the products they see on TikTok to make sure they get the best deal and avoid dropshipping.
This user behavior leads to the redistribution of traffic to other platforms. Advertising on TikTok for e-commerce brands often causes significant sales growth on Amazon and increases the number of search queries on Google. About 60% of such sales are directly related to the influence of TikTok. Therefore, brands should adopt a multi-channel approach and be ready to take advantage of this effect.
In addition, TikTok's audience has high quality leads and an average order size (AOV). The average AOV on TikTok is 20-30% higher than on other platforms. This provides advertisers with the opportunity to pay more for leads while remaining within profitability.
Although TikTok was initially associated with a young audience, the user base is gradually expanding. At the moment, it is possible to successfully attract an older audience, up to 55 years and older. With the development of the TikTok platform, it is becoming a suitable option for various products and target groups.
Creative strategies
On TikTok, creativity is the key to success. Naturalness and authenticity are important here. When switching from Facebook to TikTok, the main change is to abandon promotional articles. Advertising that directly offers a product or service shows better results (by 50%) than advertising content, because users of the platform are more cautious about potential deception.
TikTok also works well with long videos. Although short and rich UGC-style videos can be successful, 2-5 minute educational videos containing useful information from the very beginning show excellent results. It is important to remain open and sincere — for example, you can say that your product is available on Amazon, and even recommend users to purchase it there.
Several methods can be used to test creative ideas:
Use simple and even low-quality creatives to get inexpensive clicks and use TikTok algorithms for optimization. This approach is volume-oriented and does not require large production costs.;
Higher-quality ads that provide valuable information, but do not impose a sale. The goal is to teach and build trust;
3. High-quality direct response
Well-designed ads with a clear call to action require a lot of money, but they can attract more attention and give better results.
Scaling the TikTok Board
Use Spark Ads: This tool allows you to promote your organic posts in an advertising format, providing more opportunities for creativity and allowing you to create videos longer than 60 seconds. Exclude the use of Spark Ads only when you run Smart Performance Campaigns (SPC) and want the system to automatically combine titles and videos.
Test different types of campaigns: constantly compare SPC with the Lowest Cost option. Although SPCs may show slow results at the beginning, their effectiveness increases over time if sufficient data is available. Start with a small budget, like $500 a day, and increase it by 20% every 48 hours. Limit the number of ads to 3-4 and the total budget to $5,000 per day.
Use similar audiences: if you have data about purchases or the first stages of ordering, create similar audiences based on them. If there is no such data, use data on video interactions and ad clicks to generate similar audiences.
Experiment with Premium Audiences: The Premium Audiences feature on TikTok allows you to target high-quality audience segments based on data collected by the platform itself.
Optimize your actions depending on the circumstances: if you have a catalog with a large number of products, focus on the total cost. If you are focused on selling a single product, optimize your campaign exclusively for conversions. For inexpensive products, use click-through attribution within one day.
Follow the 80/20 budget allocation strategy: when your TikTok account becomes more stable, allocate 80% of the budget to creatives that have already shown their effectiveness, and 20% to testing new ideas. Transfer successful innovations to the main budget.
Switching from Fb/Google to TikTok
For marketers who are used to working with ads on Facebook or Google, switching to TikTok will require a number of important changes:
Creatives: TikTok prefers creatives that look natural and sincere, unlike the carefully edited promotional materials distributed on other platforms. User-generated videos (UGC) work best on TikTok, as well as long educational videos.
Tracking: TikTok is still in the development stage as an advertising platform, and it may be difficult to accurately track web events. Use the CTR (click-through rate) and CPC (cost per click) ratio as a guideline: high CTR on TikTok is often associated with low CPC, which is not always possible to achieve on Facebook.
Cross-platform impact: TikTok has a significant impact on other platforms, so it is important to consider the results in aggregate. Pay attention to the growth of Google queries, direct traffic to the site and sales on Amazon to get a complete picture of the results of your advertising on TikTok.
Patience in the learning process: TikTok algorithm needs time and data to optimize performance, especially when using Smart Performance Campaigns (SPC). Don't rush into decisions; give the system time to learn before making major changes.
Risk tolerance: TikTok's strict advertising rules may lead to more accounts being blocked compared to Facebook. Follow the rules, but be prepared for the possible loss of accounts during the scaling process.
The transition may be difficult, but TikTok's capabilities are really extensive. This is a less saturated platform, and one successful ad or campaign can bring significant results.
At the moment, Tik Tok has several major problems:
Strict advertising rules: The slightest mistake can lead to account blocking. It is recommended that you test the content on the TikTok organic page first to make sure that it will not be blocked before running it in ads.
It is also useful to have two advertising accounts: one for risky tests and the other for safe campaigns.
Shortcomings of the platform: The platform for self-advertising still has many disadvantages and interface problems.
Fatigue from advertising creatives is a real problem, and to solve it, you need to have more diverse materials. Advertisers often do not allocate enough time and budget for the training stage, which is why they start changing creatives too early.
Conclusion
Advertising on TikTok in 2024 opens up great opportunities for brands that are ready to adapt to the unique features of this platform. By using a native approach and focusing on the community, as well as following a clear testing system, advertisers can significantly scale their campaigns and achieve impressive results.