CREATING A TIKTOK AD THAT ACTUALLY CONVERTS
With over 1 billion active monthly users flocking to the platform, is it any surprise that brands are looking to take advantage of TikTok’s popularity? Advertising opportunities are plentiful for savvy companies targeting their ideal audience, particularly those under 30, but it takes more than just creating a funny video to actually convert your viewers into customers.
Not sure where to start with TikTok when it comes to your own business? Take a look at our top tips.
LEAD WITH CREATORS
Influencers and creators are the backbone of most social platforms and TikTok is no exception. If you’re working with a tight budget, carefully consider the types of creators that you think will best support your marketing campaign and whose audience aligns as closely as possible with what you’re trying to sell.
Don’t just stick with people who have that coveted blue tick, though. Micro influencers can be just as powerful (and even potentially more lucrative) than creators with followers into the hundreds of thousands or even millions.
Do you research and see how engaged a creator’s audience is–are they commenting on videos frequently or sharing their content widely? If you aren’t able to gather this data on your own, reach out to the creator and ask if they can share their reach and engagement stats.
PARTNER OUTSIDE OF YOUR INDUSTRY
While working with influencers in your niche is always beneficial, think outside the box when it comes to partnerships. What could a popular local comedian add to your promotional campaign for a new shoe? Or how could a model or dermatologist help you to promote a brand new skincare product?
Think around the fringes of what your industry does, the type of products you sell, and the audience that you’re looking to attract. This is a great strategy to use at any time of the year, but around certain holidays or notable events, looking outside of your typical influencer pool could give your brand visibility in new and wider markets.
KEEP PRODUCTION VALUE LOW
Your ads need to be enjoyable and presentable, but you don’t need video that looks like it belongs more on TV than social media when you’re making a TikTok ad. Authenticity and relatability are key on this platform, so you can afford to keep your production value low and instead focus your budget and time on strategy and execution.
Particularly if you’re working with partners or influencers, shooting directly on a smartphone or DSLR camera will be more than enough to give you the result that you’re looking for in your ad. The less “ad-like” you can make your content, the better.
It may be tempting to save money by reusing existing content from other social media platforms when you know that your ad doesn't need to be up to TV standards. But low production value doesn’t equal low quality, and your TikTok users will expect something very different to the type of content they see on YouTube or even Instagram. Tailor your ads to TikTok specifically so that they seamlessly blend in with the organic content you’re creating.
The best performing brands on TikTok try to align themselves as closely as possible with their organic content, using viral sounds and popular trends to keep users interested. Working with this approach, rather than a big-budget, bells-and-whistles ad, will be a better approach for this platform’s audience.
BE SHORT AND SNAPPY
Attention spans are already dwindling and with most organic TikTok videos between 20 and 60 seconds, keeping your audience engaged for the length of the ad is going to be a challenge for any brand.
Stick to something short and to-the-point. 30 seconds is plenty of time for you to get your main message across and direct users to your off-platform sales page. The goal is to make a viewer interested enough to click through to your website, not to completely sell the product from beginning to end all in the short space of time in the video.
DRIVE USERS TO A TIKTOK EXCLUSIVE LANDING PAGE
FOMO is real, especially in the under 30 age group, so creating exclusives that can only be found through your TikTok ad is one of the best ways to convert viewers into customers.
Create a landing page on your website that can only be accessed publicly via a link in your TikTok ad. Not only does this give users a sense of exclusivity, it also makes tracking your click throughs and customer sources much easier. Match your ad creative to the products you’re listing on your landing page to keep everything as relevant and targeted as possible.
HAVE A STRONG CALL-TO-ACTION AND POINT OF VIEW
Every ad needs a strong “you should do this next” message or call-to-action (CTA). In most cases when it comes to advertising, you’ll be directing users to click on the link in the ad to take them to your site, where they can then buy your products.
Limit yourself to just one CTA per video so that you don’t confuse your audience with mixed or multiple steps that they should be taking. Keep the message clear and obvious throughout the length of the ad, with any links clearly identified throughout or at the end of the video.
Looking for support as you launch your first TikTok ad? Get in touch!