In an unprecedented global frenzy, businesses across the planet are plunging headfirst into the vibrant realm of TikTok advertising. In the heart-pounding first half of 2022, titans of industry like Amazon and HBO claimed the throne as TikTok's most monumental advertisers, with a jaw-dropping investment of $22.5 million and $19 million respectively, as per Statista's report.
Curious about why they're all flocking to TikTok? The answer's simple yet exhilarating: TikTok is a colossal coliseum of brand exposure and skyrocketing sales, buzzing with over a staggering billion monthly active users!
The introduction of TikTok for Business and Ads Manager has been a game-changer, simplifying the route for brands to zero in on their target audience in this dazzling social media universe. The plot thickened when TikTok forged a groundbreaking alliance with Shopify, unlocking a new realm of marketing possibilities for e-commerce and retail.
For small businesses, TikTok is akin to a treasure-laden galleon. A whopping 78% of SMBs proudly attest to harvesting a positive return on investment (ROI) from their foray into TikTok advertisements. Are you ready to discover the secret sauce of the best-performing ads on TikTok and sharpen your strategies to surpass all expectations and reap an extraordinary ROI? Let's dive right in.
Revealing the Magic of High ROI-Generating TikTok Ads
Let's first unveil the TikTok ad formats leveraged by brands:
- TopView Ad
- In-Feed Ad
- Brand Takeover Ad
- Dynamic Showcase Ad (DSA)
- Video Shopping Ads (VSA)
- Deeplink Ad
- Branded Effect
- Branded Hashtag Challenge
- Spark Ad
Surprisingly, the dark horse, Spark Ads, despite being last on our list, claims a staggering 157% higher view-through rate compared to the typical In-Feed Ads. Yet, the crown for the highest click-through rate (CTR) belongs to TopView adverts, with a phenomenal 12–16% among all other TikTok advertising variants.
Knowledge of the different TikTok ad types is just the first stage of this thrilling journey. To truly unravel the power of TikTok advertising and catapult your ROI to unseen heights, it's time to master the art and science of maximizing the efficacy of your TikTok ads.
Master the Art of TikTok Advertising to Skyrocket ROI
Mastering the art of TikTok advertising - and it is as much art as science - boils down to a few foundational best practices. Let’s dive into each of those best practices and find the best way to maximize return on your investment in TikTok advertising.
Know your audience
Who are you aiming to captivate with your riveting TikTok ads?
"Unlocking the magic of TikTok marketing commences with pinpointing your dream customer," advises Ryan Hammill, Co-Founder and Executive Director of the Ancient Language Institute. "You must craft an intricate, quasi-fictional avatar of your ideal consumer to meticulously align your marketing efforts with the right individuals. This involves sketching out an in-depth portrait of your target demographic, complete with their preferences, quirks, and tendencies."
To resonate with the core ethos of your most valued consumers and delve into their TikTok behavior, Hammill prescribes taking into account the following multifaceted aspects:
- Age
- Gender
- Income
- Lifestyle
- Personality traits
- Aspirations
- Interests, and more.
While TikTok reigns supreme as the quintessential social media marketing hotspot for Gen Zers, the scales are slowly tipping. The echo of Millennials and Gen Xers footsteps is growing louder, as they make their presence felt on the platform. As of 2021, a significant 36% of TikTok's audience fell within the 35–54 age bracket, a notable leap from 2020's 26%.
Beyond this demographic dimension, you should also uncover your audience's expectations from your brand. Could it be a tantalizing discount they seek? Observe how The Farmer’s Dog brilliantly wooed American dog owners with a Spark ad, promising an irresistible 60% off.
Ensure your ads shine a spotlight on the most relevant content, meticulously curated to cater to the distinct desires and needs of your TikTok audience.
Join Forces with Influencers
TikTok reveals a mind-boggling statistic - advertisements born out of a dynamic synergy between brands and influential content creators boast a staggering 91% higher six-second view rates. Moreover, these fruitful partnerships trigger a 27% leap in ad recall.
Consider Babbel's strategic move, who tapped into the enormous popularity of Ben Hanlin, a TikTok sensation with a thriving community of over 1.3 million followers. He regaled his audience with his journey of mastering a new language with Babbel, painting a vivid picture of his expeditions in foreign lands.
Why not chart your own course and craft a robust influencer marketing strategy for TikTok? Identify and connect with influencers whose ethos aligns with your brand.
Take the innovative example of SearchKibble, a search engine provider with a heartwarming mission - feeding shelter animals with every search. They partnered with powerhouse influencers who share a deep bond with their pets, such as Moca Cho Dien and Mason Glasco, boasting 8.9M and 6.6M TikTok followers respectively. These influencer collaborations propelled SearchKibble to phenomenal success, with a ROI of 2.3x, over 273,000 views, and a staggering 954,000 impressions.
Let's not forget Michael Kors' ingenious back-to-school campaign. By harnessing the power of Spark Ads to promote influencer content, they struck gold. The campaign reached an awe-inspiring 8.3 million people, amassing a whopping 58 million impressions.
Incorporate a Powerful Call-to-Action (CTA)
A compelling call-to-action woven into your TikTok ad could be the catalyst that drives a tsunami of clicks and conversions. As per TikTok's insightful research, advertisements that incorporate on-screen text and a crystal-clear CTA are 55.7% more likely to steal the spotlight with increased impressions compared to those that abstain from text.
The TikTok Ads Manager is your secret weapon, allowing you to concoct Recommended and Dynamic CTAs:
- Recommended – Cherry-pick a suggested CTA from an array of options on the drop-down list.
- Dynamic – Craft a versatile collection of CTA texts, primed to present the most fitting message to each TikTok user who lays eyes on your advertisement.
A sterling example is PepsiCo Australia's masterstroke of deploying a 'Learn More' CTA button in their Brand Takeover ad. On the very first day, the campaign's CTR hit a blistering 24%. Overall, they reaped a solid 17% CTR and accumulated a staggering 10M+ impressions.
Harness the Power of Hashtags
Hashtags are the unsung heroes of social SEO on TikTok. Long used on other platforms, many TikTok advertisers have not yet caught on to the effectiveness of hashtags on this platform. Savvy advertisers see this as a golden opportunity to expand their reach on TikTok. Hashtags serve as a beacon, guiding each user to their perfect ad match.
"To catapult your brand reach and ignite engagement, concoct a potent cocktail of trending and niche-specific hashtags," advises Carson Lang, Co-Founder and COO of Test Prep Insight. "If we were to promote ourselves, we'd sprinkle niche hashtags like #LSAT, #LSATexam, #LSATexpert, #LSATprepcourse, #lawschooladmission, #lawschoolexam, and trending ones like #lawyersoftiktok, #examprep, and #study."
As for the number of hashtags to feature, TikTok hasn't set a definitive cap, but a 100-character limit for the caption provides guidance.
For hunting down the most impactful hashtags, Lang suggests: "The Trending section on TikTok is your treasure map to the most popular hashtags. Alternatively, hashtag tracking tools like Tiktokhashtags or TikBuddy can also serve as valuable aids."
One fashion and beauty brand, Isle of Paradise, hit a home run with their custom hashtag #WakeUpandGlow in their Spark Ads to amplify brand awareness and promote their Glow Drops.
Their ad campaign returned a dazzling 500% ROI and an impressive 68% weekly revenue uptick.
Unleash Your Brand Power
Branded elements, from stickers to hashtag challenges on TikTok, can elevate your brand's presence and etch your name in the minds of potential customers. Dress your content in your brand's unique style to amplify visibility on TikTok, reel in new customers, and skyrocket sales.
We love the example of how ASOS exemplified this. The company devised an engaging Branded Effect and Branded Hashtag Challenge dubbed #AySauceChallenge. They strategically promoted this content through In-Feed and TopView ads, sparking their audience's creativity to showcase their favorite outfits. This clever initiative culminated in an astounding 488,000+ UGC videos and over 1.2 billion video views in a mere six days.
Even LG Electronics tapped into the power of a Branded Hashtag Challenge with their #lifeisgooddance and complemented it with a unique Branded Effect. This combination supercharged their brand visibility, generating 100M+ total ad impressions, 7B+ video views, and 2M+ video creations.
Don't Craft Ads – Create TikToks
TikTok echoes this mantra time and time again.
Jesse Hanson, Content Manager at Online Solitaire & World of Card Games, emphasizes: "TikTok is defying the norms of traditional advertising. It's critical to embrace a revolutionary approach to advertising on TikTok. Break the mold, infuse fun into your content, don't shy away from humor, and create awe-inspiring TikToks."
According to Hanson, your TikTok ads should be:
- Concise (9–15 seconds)
- Engaging
- Authentic
- Entertaining
- Immersive
- Fun-filled
- Creative
To hit the bullseye with your TikTok ad creation, incorporate high-quality videos/images. Moreover, use an eye-catching hook (like a catchy sound, vibrant color, meme, trigger word, or other TikTok tactics) within the first three seconds to outshine the mundane.
Consider how Itsu seized attention with contrasting colors in their In-Feed ad.
Automate, Analyze, and Amplify
Why not simplify the process and engineer automated, easily scalable campaigns? Consider using MarinOne + TikTok for Business to steer your campaigns and glean reports automatically with minimal effort. Plus, with creative A/B testing and advanced optimization, you can smartly allocate your budget and anticipate the impact of your TikTok ads.
TikTok Sales Funnel Strategies: Pro Tips (Amir Farrokhi)
Acquisition strategy
Influencer marketing on TikTok has proven to be incredibly effective in reaching and engaging with the platform's active user base, particularly for discovery and acquisition purposes.
The effectiveness of influencer marketing on TikTok stems from influencers' ability to build trust and credibility among their followers. These influencers have amassed large followings and possess the skills to create engaging and authentic content that resonates with their audience and, if chosen wisely, with your brand's target audience. When collaborating with TikTok influencers for acquisition, it is crucial to select individuals whose content aligns with your brand and target demographic. Seek influencers who hold a strong presence in your industry or niche and whose followers match your desired demographics. By partnering with influencers, you can leverage their existing fan base and tap into their influence to promote your products or services. When influencers recommend or endorse a brand or product, their followers are more likely to take notice and consider making a purchase.
The content produced by influencers for your product or service can take various forms, such as product/service reviews, unboxings, tutorials, challenges, or simply incorporating your brand into their entertaining videos.
Retargeting
Pixel Implementation: Install the TikTok Pixel on your website or app to track user behavior and capture relevant data. The pixel enables you to build Custom Audiences based on specific actions taken by users on your digital properties.
Define Retargeting Segments: Analyze the actions and behaviors of your website visitors or app users to segment them into different retargeting groups. For example, you can create segments based on users who abandoned their carts, visited specific product pages, or engaged with specific content.
Create Custom Audiences: Utilize TikTok's ad platform to create Custom Audiences based on the defined retargeting segments. Upload your customer lists, sync with your app data, or utilize pixel data to create these audiences.
Develop Engaging Ad Content: Craft compelling ad content specifically tailored to each retargeting segment. Personalize the messaging and creative elements to resonate with the audience's previous interactions with your brand.
Frequency Capping: Set frequency caps to control the number of times your retargeting ads are shown to users. This ensures that the ads don't become overwhelming or repetitive, leading to ad fatigue.
Ad Sequencing: Consider creating a sequence of ads to tell a story or provide additional information to users who have previously engaged with your brand. This sequential approach can help reinforce your messaging and drive higher engagement and conversions.
Continuous Optimization: Regularly monitor the performance of your retargeting campaigns on TikTok. Optimize your ads, adjust bids, and refine your targeting to ensure maximum effectiveness and return on ad spend.
Retention
User generated content(UGC) campaigns on TikTok can be highly effective in engaging and retaining your existing user base while also attracting new users. UGC campaigns involve encouraging TikTok users to create content related to your brand, products, or services.
Here are some key steps and considerations for implementing a successful TikTok retention strategy using UGC campaigns:
Create a Branded Hashtag: Develop a unique and memorable hashtag that represents your brand or campaign. This hashtag will serve as a rallying point for users to participate in the UGC campaign.
Define Campaign Goals: Clearly outline your campaign objectives and what you hope to achieve with the UGC campaign. It could be increasing engagement, generating user testimonials, showcasing product experiences, or fostering a sense of community.
Promote the Campaign: Spread the word about your UGC campaign through various channels. Utilize your social media platforms, email newsletters, website banners, and other marketing channels to inform your existing users about the campaign and encourage their participation.
Incentivize Participation: Offer incentives to users who participate in the UGC campaign. This could include giveaways, exclusive discounts, or featuring selected user-generated content on your official TikTok account or other marketing channels.
Showcase User-Generated Content: Regularly feature and highlight the best user-generated content on your TikTok account. This recognition can motivate participants and encourage others to join in. Consider creating compilation videos or showcasing individual content creators to amplify their impact.
Engage and Interact: Respond to user-generated content, comments, and messages to foster a sense of community and connection. Engaging with your audience shows that you value their contributions and encourages ongoing participation.
Continuously Refresh and Evolve: Keep the UGC campaign fresh and exciting by periodically introducing new themes, challenges, or opportunities for users to contribute. This helps maintain user interest and engagement over time.
Measure and Analyze: Monitor the performance and impact of your UGC campaign. Track metrics such as engagement rates, reach, and user sentiment to assess the effectiveness of the campaign and make necessary adjustments.
Turbocharge Your ROI with TikTok Ads
TikTok's reign in social media marketing is indisputable. The platform is revolutionizing business advertising in breathtaking ways. By harnessing the potent TikTok advertising techniques shared in this article, you can fuel positive ROI, sharpen your competitive edge, and smash your marketing objectives.
Cut down your efforts and ramp up results with MarinOne's automated solutions and analytical tools.
Rachel Melegrito is a guest contributor to Marin Software.
