With over 1 billion users and counting, TikTok has emerged as a prime platform for businesses to grow their audience, advertise services, and increase ROI through targeted ad campaigns. But with such a competitive landscape, how can you make sure your ads stand out and reach the right audience?
To get the most from your TikTok advertising budget, you need a strategic approach. Here’s how to master TikTok ads and run campaigns that deliver results.
Who Should Use TikTok Ads?
Anyone can advertise on TikTok, but the platform works especially well for businesses targeting certain demographics. TikTok is most popular among younger users:
- 43.3% of users are between the ages of 18-24
- 32.2% are aged 25-34
Additionally, TikTok has a slight gender bias toward women, who make up over 60% of its user base, and it’s most popular in the U.S. with over 136.4 million users. Certain industries also perform better on TikTok, such as fitness, sports, beauty, and skincare, which rack up billions of views.
In short, if you’re targeting young U.S. women with fitness or beauty-related products, TikTok ads are worth the investment.
7 Steps to TikTok Advertising Success
While there isn’t a single formula for running a successful TikTok ad campaign, there are several strategies you can use to increase your chances of success. Follow these seven tips to optimize your TikTok ads and achieve your marketing goals.
1. Get to Know TikTok Ads Manager
TikTok Ads Manager is your hub for creating, managing, and tracking ads. With this platform, you can:
- Build engaging ads with templates and various visual formats.
- Target specific audiences for each campaign.
- Analyze ad performance with customized reports.
TikTok operates on a bidding model, so you can set your daily or campaign budget. As a guide, expect to spend at least $50 per day on campaigns and $20 per day for ad groups.
To get started, create a TikTok Ads Manager account, set up your campaign objectives (e.g., app installs, traffic, or lead generation), and establish a campaign budget. Once set, note that campaign budgets are locked, so make sure you’re comfortable with your spending limits before launching.
2. Use Creative Elements to Stand Out
TikTok suggests keeping your ads under 15 seconds, even though you can run them for up to 60 seconds. Given the limited time, you’ll want to use creative elements to make your ad pop:
- Branded Effects: Use stickers and filters to enrich your ads.
- Ad Formats: In-Feed ads blend seamlessly into TikTok’s content flow, while TopView ads appear at the top of the user’s “For You” page, driving brand awareness.
- Music: Add music or sound effects to complement your brand’s voice and enhance engagement.
3. Test Spark Ads
TikTok’s Spark Ads allow you to turn user-generated content (UGC) into original ad content. Why is this beneficial?
- Less work: You can use existing content, reducing your workload.
- Higher engagement: Engagement metrics like likes and shares are linked to the original post, boosting your brand’s visibility.
- Increased trust: UGC appears more authentic and trustworthy, and research shows customers are more likely to prefer UGC over branded content.
When using Spark Ads, choose content with positive undertones, use text overlays to emphasize key points, and run A/B tests to fine-tune your performance.
4. Test Different Targeting Options
TikTok allows you to target specific audiences based on criteria such as age, interests, location, and behaviors. For instance, if you know your ideal customer is a fitness enthusiast aged 18-24, you can ensure your ad reaches that specific group.
Use TikTok’s targeting tools to exclude audiences that aren’t relevant and zero in on those that align with your brand’s objectives.
5. Leverage Hashtags Effectively
Hashtags are essential for categorizing content and boosting your ad’s visibility. But which hashtags should you use?
- Competitor Analysis: Look at your competitors’ successful campaigns and note which hashtags they use.
- Trending Hashtags: Check TikTok’s “Discover” tab to find daily trending hashtags, and choose the ones relevant to your brand. For example, Mountain Dew used the #NationalPetDay hashtag to promote its “Code Red” beverage.
Hashtags increase discoverability, so choose ones that reflect your brand’s message and resonate with your target audience.
6. Create High-Quality Graphics
TikTok is a visually-driven platform, so your ads must feature clear, high-quality graphics and videos. You don’t need expensive equipment—just ensure that your visuals are sharp, engaging, and dynamic. TikTok research shows that more than 63% of top-performing ads highlight the product within the first three seconds, so get to the point quickly to maximize impact.
7. Keep Your CTAs Simple
TikTok ads are short, so your call-to-action (CTA) must be concise and direct. Whether it’s encouraging viewers to visit your website, use a promo code, or download your app, a clear CTA helps drive conversions. For example, Sour Patch Kids used the playful “Make Your Mix” CTA to engage customers and promote their custom candy bag service.
Conclusion: TikTok Advertising
TikTok ads are a fantastic way to boost visibility, grow your audience, and increase revenue. With an accessible entry point and affordable budget options, even small businesses can benefit from TikTok’s extensive reach. To run successful campaigns, focus on using creative elements, targeted hashtags, clear CTAs, and quality visuals to engage your audience effectively.
By following these strategies, you can harness the full potential of TikTok ads and drive meaningful results for your business.
