What is the one thing you won’t forget about quarantine? For many, it is the day they downloaded TokTok and immediately became hooked on the most entertaining social media platform to date.
You may think that TikTok is only for Gen Z and dancing, but the creativity, content, and For You Page make the app irresistible to any age group. If you don’t know what the For You Page is, it’s essentially your home feed which shows relevant content based on the videos you like and watch. Want to laugh? All the content TikTok feeds you will be funny videos. Watching puppy videos? Tok-Tok will continue to show you adorable baby animals all day long. Are you a mom? You might go down a rabbit hole of mom hacks. The algorithm of the For You Page makes TikTok exactly what you are looking for, designed just For You.
So how does a business take advantage of the rising TikTok tide? To effectively grow and scale your business, using social media ads have become a necessity. Ads make it possible for you to reach a more targeted demographic that is willing to pay for your product, service or expertise. Ads cut down on the need to create new content and send fresh eyes to your brand daily.
TikTok vs. Facebook
Most brands use Facebook ads to grow their business. That means the competition is higher. The creative, messaging, and cost can become very expensive. Since TikTok is a new platform, not as many brands are advertising on that platform, which means the creative can be more native, the cost is lower and the copy is almost non-existent.
When I first had the idea of running TikTok ads, there were a few barriers to entry, but with a little creativity, I surmounted them and learned how to effectively grow and scale my business on the new platform.
Work with a TikTok influencer
No problem! Hire it out. There are tons of creative TikTok creators out there. Step one, watch some TikTok videos, save sounds you like, and find a creator that is in line with your brand. They don’t have to have a ton of followers. The fewer followers, the better. Influencers with smaller followings will be more willing to work with you, and all you need is the creative. Send them a message, ask for their media package, and offer your free product.
When you are working on these relationships, realise that you are working with a person. Let them know what it is that you liked about them, what you are hoping to get out of the collaboration, and most importantly, what is in it for them. Your relationship with content creators can make all of the difference in the quality you get back.
How much do TikTok ads cost vs Facebook?
You can run a Tik Tok ad for as little as $20 (£14) a day. Because there are fewer advertisers on TikTok and less competition, the ads cost half as much CMP compared to Facebook ads. You can get more clicks and more eyes on your brand through TikTok than any other advertising platform.
What kind of ad do I run?
There are many types of ads you can run on Facebook and TikTok. Traffic, Conversion, Add to Cart (ATC), but what works best with Facebook is the opposite of what works best with TikTok.
The algorithm on Tik Tok is unique to any kind of social media because of the “For You Page” (aka FYP). What the FYP does is it essentially make it so that people who viewed certain types of content, keep seeing something similar. If you have been on TikTok, you know the feeling of getting sucked into the rabbit hole of makeup tutorials, horrible first date stories or adorable puppy videos. Your ads will run in a very similar fashion. The FYP will start to show people who viewed similar content the same thing.
With that being said, my favorite types of ads to run are either Traffic and ATC vs. the conversion campaigns that I typically run on Facebook. People who are interested in something similar to what you are showing will see your product automatically. No need to worry about conversions. I will explain the madness later on.
Do I target an audience?
Because of the FYP and the power of TikTok’s algorithm, don’t worry about targeting anything. I leave all of the audiences open and let the FYP do the hard work of sending the right people to my content. This will keep the cost of your ads low, and TikTok will find your people. Don’t overthink this.
Scared of learning a new ads platform?
TikTok’s business manager looks very similar to Facebook’s business manager. It is a little more clunky but it is simpler to use. If you have at least a basic understanding of Facebook’s business manager, you can easily understand TikTok’s ad platform.
Combining TikTok with Facebook
This is how I run a full campaign with my TikTok and Facebook ads combined: I like to run ads on TikTok to drive traffic; when customers view my product on my website, they are then picked up by the Facebook Pixel and retargeted on Facebook, which adds more social proof. My company survived the Apple iOS 14 update and some other big blows this year because of this marketing campaign I developed.
Don’t overthink TikTok ads. They are more simple and powerful than you think. Give it a try, play around, and get new eyes on your brand.
Olivia Starling is founder and CEO of US jewellery brand Starlette Galleria. She also offers advice on how to create TikTok ads on her Instagram page @oliviaisnotaninfluencer