TikTok is one of the fastest-growing social media platforms today, with millions of users from all over the world. While many people use the platform to create and share short-form videos, it’s also become an increasingly popular platform for businesses to advertise their products and services.
In this video, Ryan Rali, a brand strategist and paid ads consultant from TIkTok, knows all about advertising on TikTok and works with small and medium-sized businesses (SMBs) to help them navigate the TikTok platform and find success with their advertising.
Who Should Advertise on TikTok?
One of the biggest misconceptions about advertising on TikTok is that it’s only for big brands with large budgets. In reality, anyone can advertise on TikTok, and all you really need is a mobile phone.
Ryan emphasizes that authenticity is key on TikTok, and that highly-produced, edited ads don’t tend to perform as well as those that feel more organic and authentic.
Can E-Commerce Sellers Use TikTok Ads?
Another area where TikTok is excelling is in its e-commerce capabilities. TikTok has rolled out various seller tools, such as video shopping ads and live shopping ads, that help businesses actively sell to and engage with their audience. These tools are available to SMBs as well, not just big brands.
The Audience on TikTok
According to Ryan, the TikTok audience is unique and different from those on other platforms like Facebook and Google.
Businesses that advertise on TikTok need to find different ways to appeal to this audience, focusing on entertainment and organic content rather than a straightforward call-to-action.
The TikTok algorithm is also unique, and businesses need to trust it to find the right users for their ads. In many cases, broad audiences work best on TikTok because the algorithm is given the reins to do its thing.
It’s important to lean into the platform’s unique features, like short-form videos, to connect with your audience.
And while it can be intimidating, creating these videos doesn’t require fancy equipment or a film crew. All you need is your mobile phone, and authenticity wins on TikTok.
Recommended TikTok Ad Budget?
One common question is how much you should budget for daily advertising spend?
While there is no one-size-fits-all answer to this question, the amount you should spend will depend on the price point of your product and your desired return on investment (ROI).
For example, if you are selling a $40 product, your daily budget will be lower than if you are selling a $100 product. Regardless of your budget, you will see results at every level.
It’s just a matter of how competitive you want to be on the auction platform. Don’t worry about needing millions of dollars to advertise on TikTok.
You can start with a small budget, such as $100 or even $50 per day, and still see great results. It’s all about employing the right strategies for your budget.
One important factor to keep in mind when setting your daily budget is giving the algorithm enough budget to optimize for a certain number of purchases.
If your budget is too low, the algorithm won’t have enough to work with and won’t be successful in acquiring customers at the price point you need.
TikTok Campaigns To Explore
If you are just starting out, it’s important to learn how to swim before diving into the deep end.
This means starting with upper funnel campaigns, such as follower campaigns or awareness campaigns, to build your audience and establish social proof.
Once you’ve built your audience, you can retarget them with lower funnel campaigns, such as add to cart or purchase campaigns.
The key to success with TikTok ads is being willing to learn and keeping an open mind. TikTok is a relatively new platform, and there is always something new to learn.
Don’t be afraid to experiment with different strategies and targeting options to see what works best for your brand.
If you are interested in learning more about TikTok advertising, you can check out their case studies to see examples of successful campaigns in your industry or country.
You can also explore the TikTok Creative Center to get inspired and see what kind of videos are resonating with audiences in your space.
Finally, don’t be afraid to get started! Making your first TikTok video may seem daunting, but it’s not as hard as you think. The sky’s the limit once you get started.
Overall, TikTok is a platform with enormous potential for businesses of all sizes. With the help of representatives like Ryan Rali, SMBs can take advantage of TikTok’s unique features to build their brand, find their audience, and drive sales.
The platform’s focus on authenticity and entertainment makes it an exciting place to advertise, and with new features being rolled out all the time, there’s never been a better time to get started.