To get trained on TikTok Ads, you need to understand the platform's challenges, its creative dimension, and the steps to follow. It's essential to grasp the features the platform offers and be ready to invest time and resources in creating original content tailored to your target audience.
Why TikTok Ads Is a Must for Advertisers
Today, using TikTok Ads is essential for any e-commerce business or advertiser targeting Generation Z. TikTok is one of the most popular social networks and continues to grow. The app has around 15 million monthly active users in France. Capturing user attention is one of advertisers' biggest challenges, and TikTok offers a competitive edge with an average screen time of 95 minutes per day (globally), which is well above the time spent on other platforms.
Being present on TikTok Ads is therefore vital for reaching a large, engaged audience. Of course, one of TikTok's key advantages is the ability to target a younger audience that is harder to reach on other platforms. That said, TikTok doesn't only target Generation Z, as users over 25 make up two-thirds of its user base.
On top of that, content virality is a key factor for advertisers to consider. This advertising platform can be a growth springboard for getting a brand, a store, or even a restaurant discovered. By combining organic and paid content, brands can introduce their world, their products, and the services they offer. For example, several Parisian restaurants have been overwhelmed by their own success thanks to the virality of their TikTok videos.
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Covering Every Stage of the Conversion Funnel
TikTok has grown at a breakneck pace and became popular largely thanks to the creativity of the videos published on it. They're easy to consume, feature music and transitions, and frequently follow trending formats. As a result, one of the platform's competitive advantages is that users can naturally participate in content and identify with it even when it's created by a brand.
Getting trained and having a presence on TikTok Ads is particularly valuable for a brand looking to deliver ad content that covers all 3 phases of the conversion funnel. For example, a brand can build awareness through Brand Takeovers, which are eye-catching and impactful visuals, then drive consideration by engaging its community through Hashtag Challenges or by following trends, and finally convert with unboxing videos, Shopping Ads videos, or experiential content.
TikTok Ads makes it possible to meet various marketing objectives through its creative formats, which blend seamlessly into users' organic content and drive strong engagement.
The platform is constantly integrating new ad formats, such as Shopping Ads videos, to boost engagement and streamline the shopping experience for users.
The Main Steps to Getting Started with TikTok Ads
- Create a TikTok Ads Manager account
- Choose an ad objective (reach, traffic, app install, video views, conversion)
- Define a target audience (demographics, interests)
- Choose the most relevant ad format based on the objective, budget, and delivery
- Launch the campaign and monitor performance
Conclusion
TikTok Ads' Business Manager is relatively straightforward to get started with, but it's important to have a coherent strategy that aligns your objectives with the content your brand delivers. Given TikTok's growth and the opportunity the platform represents for advertisers, having a presence on TikTok Ads is strongly recommended in 2023 when you want to advertise online.
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FAQ
How do you break through on TikTok Ads?
The topics to cover on TikTok depend primarily on your objective. It's important for an advertiser to strike a balance between light, fairly organic content designed to spark interest and high engagement, and more dedicated, advertising-focused content that will drive conversions. The best topics are fairly similar to those that work well with Instagram Reels.
How do I make my TikTok videos feel more natural?
To create natural-feeling, high-performing creatives, it's worth exploring User Generated Content (UGC) formats. Across all platforms, including TikTok, users are overexposed to ads and increasingly skeptical of brands. UGC allows you to build an authentic brand image through your loyal customers.
How do you use TikTok Ads in your marketing strategy?
If you're ready to invest time and resources in creating content for TikTok, launching on this platform for your rebranding strategy is an excellent choice. That said, make sure to create authentic content that reflects your brand and is tailored to your target audience.
Want support with your digital marketing strategy? Feel free to contact us!
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