Michal Fuchs, Director of Influencers Marketing and Creators Community at Zoomd Technologies, looks at the key considerations for brand success on TikTok.
Over the last couple of years, a new social media network has stepped onto the stage, and it looks like it’s taking over. TikTok is everywhere; from the fields of EURO 2020 to the jerseys pf leading football clubs, and all the way to what feels like the smartphones of all the younger Millennials and Gen Zs, there’s no getting away from the newest social media network on the block.
And they’ve got the numbers to boot (source: Influencer Marketing Hub):
But it’s not just users who are getting excited about TikTok. Advertisers all over the world are coming to realize that TikTok is the place to be, and don’t want to miss out on the action. When compared to other leading social media networks, TikTok offers a better experience to its audience, which translates into impressive results for those advertisers bold enough to seize the opportunity. Specifically, TikTok offers lower CPMs and CPIs, greater reach and, last but definitely not least, access to highly-desirable, hard-to-reach demographics that aren’t on the older networks.
Brands are intimidated by the new rules of the game
Brands are acutely aware of the potential of the platform, with some like L’Oreal, Pepsi and EA Games already reaping the benefits. However, many brands are still sitting on the fence. With so much to be gained for TikTok advertisers, the only question is why?
TikTok answered just this question in a recent blog post they released aptly titled: Don’t Make Ads, Make TikToks. Bottom line is that it mostly comes down to knowhow. Brands that approach TikTok thinking that they can use the same old ad strategy are in for a surprise. TikTok is a unique social network that caters to an audience with different tastes, desires and expectations. Advertisers must adjust their strategy – and more importantly, their creatives – to the platform, or else face dismal results.
Here are some of the main differentiators.
The platform is the first social network to focus on the sound, with catchy audio tracks often going viral. Audiences join the conversation by reinterpreting trending soundtracks and sharing them with their friends. Advertisers looking to succeed on TikTok need to devote significant resources to their audio content.
TikTok is all about short-form video content. Content was originally limited to just 15 seconds, but was recently extended to 60 seconds. This means that short, snappy creatives with clear, convincing CTAs are the best way to drive engagement. User engagement peaks within the first six seconds of the video and drops after just 22.
The road to success in TikTok starts at the start of the creative. A perfectly-timed combination of the right sound and visual from the get-go produces an attention-grabbing intro that delivers better engagement and overall performance.
Native video ads.
TikTok creatives work best when they’re created specifically for TikTok. The platform’s unique take on styling and other effects has taken its users by storm and they expect to see them used in TikTok creatives. What’s more, audiences on TikTok want to see authentic people, not actors or executive-looking stand-ins.
Brands looking to succeed on TikTok need to rethink their approach. Simply taking an existing creative and adapting it won’t cut it. Like it or not, to succeed on TikTok, brands need go back to the production room and start creating new ads produced from the ground-up for TikTok.
User acquisition and organic converge
Zoomd is lucky enough to count itself among a small, elite group of certified TikTok marketing partners worldwide, enabling our teams to provide our partners and clients with the high-performing, tailor-made solutions they need to shine on TikTok. Our custom approach to TikTok advertising leverages a unique creative campaign process that blends influencer marketing with paid performance to gain from the best of both worlds.
Here’s how it works:
This method has proved successful for a variety of different brands and industries. However, we can’t stress enough the importance of using the right hashtags to expand reach and of constantly refreshing existing content and producing new creatives to reduce ad fatigue.
Partner with Zoomd to better navigate advertising on TikTok
As experts on everything advertising on TikTok, we’ve developed a robust service aimed at helping our clients make the most out of this exciting new channel. Our suite of services delivers a comprehensive solution covering everything from User Acquisition to creative production, Influencer Marketing and everything in between.
Our status as certified TikTok marketing partners makes us the ultimate go-to partner for anyone considering advertising on TikTok. Daily meetings with our TikTok reps enable us to deliver better results via access to unique insights on creative performance. What’s more, we’re the first to know about new trends, filters, hashtags, and can help with the verification process – and all that it includes – with our TikTok partners.
Here’s what we can handle:
User Acquisition: There’s no better time to start with paid advertising on TikTok than NOW! Audiences are still excited about the novel social network and most brands still haven’t jumped into the water just yet. This means that CPM prices are low, making it easier to generate impressive ROAS.
CGC Video Content: Our unique CGC service produces high-impact native video ads that deliver impressive results. Our creative expertise on TikTok enables a streamlined content producing flow that covers:
We’d be thrilled to learn more about your advertising needs on TikTok. Contact us to learn more.
About the author
Michal Fuchs is Zoomd Director of Influencers Marketing and Creators Community. Michal arrives to Zoomd from Performance Revenues with over 10 years of experience in the online marketing arena, with wide experience in promoting mobile apps on various traffic channels.