Since its launch, TikTok has grown by leaps and bounds. With over 1.2 billion monthly active users, more and more brands have chosen to take advantage of the Chinese network. The TikTok Ads Manager tool opens up new opportunities for customer acquisition through a new ad campaign format.

Compared to other social networks, TikTok Ads remains one of the most affordable in terms of advertising. It allows to reach a large audience. In this article, we are going to share with you the best practices to put in place to get the best out of TikTok Ads. To do so, we will focus on targeting your audience, the content strategy to adapt and the formats available on the platform.

Target the right users from TikTok Ads

Although 13-24 year olds are the most present users on TikTok, an older audience is starting to take over the network. This is leading to changes in the type of content shared. Dance scenes are slowly giving way to inspirational and informative content.

However, before you even know what you want to tell in your advertising campaigns, you need to know who to tell. Knowing who your solution is for will help you build a powerful message.

TikTok offers unparalleled leverage on social networks. Indeed, you will reach more people than on any other existing network. The challenge is not to be seen, but rather to be heard. If you want to gain relevance and increase your conversion rate, your TikTok Ads campaigns must be targeted.

Use user demographics and behaviors

From a technical standpoint, targeting your audience from your TikTok for Business account is relatively simple. Depending on your strategy and needs, there are several options available to you.

Download a customer file

If you're new to TikTok after you've already developed other networks, it may make sense to start by retargeting prospects who already know you on other platforms. This will give your account credibility in the eyes of new prospects. In addition, the algorithm will observe a nice engagement rate from users and this will help your visibility.

TikTok Ads Manager allows you to target these prospects from a file listing all your customers and your hot and cold leads. Nothing like this for a great start.

This feature is also great for launching a new offer tailored only to a small portion of your community.

Use the TikTok Pixel

The TikTok Pixel is a tool that installs on your website and allows you to track your users' journey on your interface. Thanks to it, you can identify the pages visited by your users, the additions to the cart and even the purchases.

By collecting all this data, you can improve your retargeting campaigns and offer your prospects products they have stopped on. This requires a lot of visual creatives.

With Abyssale, you can automate this task from a pre-designed template. Through a form system, you will be able to modify certain parts of your ad to customize them.

Reach out to the most engaged

From TikTok My Business you have the ability to measure the engagement of the prospects you reach. This makes it easy to analyze and calculate the ROI of your campaigns. It's also a great way to identify the most receptive prospects to your messages. If you focus on this type of audience in your advertising campaigns, you will inevitably improve your return on investment.

If you want to push the envelope a little further, TikTok offers Brand Lift Surveys. It's a survey system that allows you to understand how an audience reacts to specific content.

Now that you know where to look for your prospects, your challenge is to offer them content that catches their attention in order to increase the conversion rate of your ads.

What content for TikTok Ads?

Whether your strategy is based on organic SEO or TikTok Ads campaigns, you're going to have to be nimble to create content. TikTok is a network that exploits and creates trends. This is what allows some content creators to go from 0 to several thousand subscribers in just a few weeks. Paradoxically, it's also what forces them to constantly reinvent themselves. If you don't have a problem with this, then you should enjoy the experience.

Before you start advertising with TikTok Ads, it's best to create a minimum amount of free content. This will give your ads credibility with the leads you reach. Some of them will need to know a little more about you or your brand. It's also a great way to see what content works best organically before turning it into an ad.

Choose your strategy

When you create a new ad campaign, the TikTok Ads Manager tool allows you to define your goal (gain traffic, generate new leads, gain interaction with your community, etc). Even before creating the video, you should take this into consideration. You will tailor the message and Call to Action.

Follow the TikTok trends

When we talk about following trends, we're mostly talking about using music and hashtags that are trending. Although you won't have access to all the music from a corporate account to edit your videos, go to the TikTok creator portal. There you will discover the best trends of the moment.

Create viral videos

If you want your TikTok Ads campaigns to hit the mark, you're going to have to work hard on your content.

Unfortunately, there's no tool to tell you in advance if your ad will go viral or not. You will have to constantly test and improve your campaigns. Luckily, Abyssale will allow you to multiply video templates with just a few clicks.

On your videos, don't talk about the features of your product. Instead, highlight the benefits to the user. For an entertainment product, make sure to immerse your audience in the game. If you're selling a service, showcase how your customers react when they use your solution. Make sure you always create fun and dynamic content.

Finally, keep your videos short. Although it is now possible to go up to 10 minutes per video on TikTok Ads. Your goal is to keep the attention of your audience. Creating content between 20 and 40 seconds will force you to get to the point and maximize your viewing time.

Choose the right format for your TikTok Ads campaigns

If you're a TikTok user, you've probably noticed that you're exposed to ads at different times during your browsing. In fact, TikTok Ads Manager offers you several formats for your advertising campaigns.

Build on TopView or Brand Takeover

Be the first video your users see when they open the app. From a video up to 60 seconds for the TopView or 5 seconds (Brand Takeover) these formats ensure maximum visibility. Nevertheless, they require a fairly large budget.

brand takeover and topview tiktok ads
Brand Takeover (left) & TopView (right)

Opt for the In-Feed Native Video

Like the previous formats, the In-Feed Video format allows you to insert a link pointing to an external site or to your TikTok profile. Your strategy will determine the nature of this link.

It is more affordable and appears during the user's swipe. Your advertisement will be able to drown in the mass. Nevertheless, the cost per thousand (CPM) being more modest, its return on investment remains interesting.

Create a Hashtag Challenge

Let users do your own advertising by launching a Hashtag Challenge. You'll need to get in touch with the TikTok Marketing team for this. But, this tool offers the advantage of giving the image of an innovative and accessible brand.

Finally, the options are multiple on TikTok Ads Manager. In addition to allowing you to precisely target an audience, the tool offers several formats to meet different strategies and budgets. The platform offers a great leverage effect as long as you adapt to trends and test a maximum of content. This requires regularly creating new content. It is in this sense that Abyssale offers you an important power of action. Its automation system allows you to multiply formats to create mass content very easily.

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