With over one billion monthly active users, TikTok is now one of the most powerful platforms for advertisers. Getting started is relatively easy but going viral with campaigns is a whole different ball game.
To maximise conversions and minimise acquisition costs, strategic planning is crucial. This includes precise audience targeting, effective data utilisation, and creation of compelling TikTok ads that prompt user action.
Here are 10 effective TikTok marketing strategies designed to assist you in reaching valuable audiences on a large scale, while also significantly enhancing cost-effectiveness, and taking your conversion rates to new heights.
Why Should Your Brand Be On TikTok?
Gen Z and millennials spend a massive 1 hour and 52 minutes daily glued to TikTok. With the massive potential for engagement, the platform builds a unique level of trust among users and increases the chances of brand engagement and conversion.
Despite the potential, seamlessly integrating TikTok influencers into campaigns can be a challenge for many brands.
But once you get the right strategy in place, there are a number of benefits:
- Boost Brand Awareness: Reach a massive audience – over 1 billion monthly active users – especially Gen Z and millennials who dominate the platform.
- Build Brand Affinity: The engaging nature of TikTok allows you to showcase your brand personality and connect with users on a deeper level.
- Gather Real-Time Feedback: TikTok’s interactive features, like comments, duets, and stitches, enable two-way communication. This helps you gather valuable customer insights and understand audience preferences in real-time.
- Omnichannel Customer Service: Extend your customer service reach by offering support through TikTok. Respond to comments and inquiries, fostering positive brand experiences.
- Build a Loyal Community: Create a space for your audience to interact with your brand and each other. Encourage user-generated content and foster a sense of community, leading to increased brand loyalty and advocacy.
10 Best TikTok Marketing Strategies
TikTok offers a level playing field for businesses, especially budget-conscious startups. Forget spending big on high-production video or expensive ads. Here, you can capture hearts with raw and authentic content created with a dash of creativity.
But simply posting isn’t enough.
To truly stand out, you need a well-defined TikTok marketing campaign strategy. Let’s dive into the top 10 TikTok campaign tips that can propel your business to new heights on this dynamic platform.
Use The Power of Hashtags
Similar to other social media platforms, TikTok uses hashtags to categorise videos and make discovery easy through search. Users can explore trending topics by clicking the “Discover” magnifying glass and browsing videos with these hashtags.
For brands, relevant hashtags offers several advantages:
- Increased Visibility: Hashtags help expand your content’s reach, exposing it to a wider audience interested in the associated topic.
- Competitive Analysis: By researching hashtags your competitors use, you can gain insights into their marketing strategies and target demographics.
- Audience Growth: Hashtags can attract new followers who actively search for content related to your brand or niche.
However, a strategic approach is crucial. Avoid overly generic hashtags as your videos might get lost in the sea. Focus on hashtags relevant to your campaign and target audience. Aim for a smaller, more engaged group than a massive, unfocused one.
Unlike Instagram, TikTok discourages excessive hashtag use. Restrict yourself to less than 10 hashtags to maintain the video’s focus and aesthetic appeal.
Follow Top Trends On TikTok
Popular hashtags can open doors, but on a dynamic platform like TikTok, staying on top of trending content is equally important.
After all, trends move fast!
Here’s the key: be aware of emerging trends and adapt your content accordingly to grab attention. By using trending elements to maintain your brand identity, you can create impactful campaigns that resonate with your target audience.
- Spot trending hashtags: Keep a sharp eye on the “Discover” page and popular sounds to see what’s catching fire.
- Create your twist: Don’t just copy trending videos. Inject your unique voice and style to stand out.
- Adapt quickly: TikTok trends move fast. Regularly scan for new trends and adapt your content to stay relevant.
Use Compelling CTAs
Imagine you’ve captivated your target audience with a captivating video ad. You've showcased your products, highlighted their benefits, and established your brand value. Now what?
A weak or unclear CTA risks viewers simply scrolling on. However, a clear and compelling CTA positions you to dramatically increase clicks and, more importantly, conversions. Here’s what to do:
- Double Down on CTAs for Maximum Impact: Integrate CTAs into both your video content and ad text to maximise their effectiveness.
- Get More Conversions: TikTok data reveals a staggering 152% increase in conversions for marketers who utilise text-based CTAs.
- Seamless User Journey is Key: Ensure your CTA seamlessly integrates with the customer experience, creating a smooth user journey.
Broad Targeting for Optimised Conversions
While TikTok offers granular targeting options, starting with a broader approach can be surprisingly beneficial. Here’s why:
- Fuel Campaign Performance: Broad targeting gathers valuable audience insights during an initial “Learning Phase.” This data empowers the TikTok algorithm to optimise your campaigns and ultimately drive conversions.
- Unlock the Power of the Algorithm: During the Learning Phase, the algorithm tests your ads on various audiences. By providing a wider user base, you essentially give the algorithm the scale it needs to identify high-value segments most likely to convert.
- Faster Optimisation, Higher Conversions: The more users the algorithm encounters during the Learning Phase, the faster it can identify converting audiences. This can lead to significant cost-efficiency, quicker campaign optimisation and ultimately, a dramatic increase in conversions in the long run.
A broader initial approach can provide invaluable data to the algorithm, leading to significant performance improvements down the line.
Use Full-Screen Vertical Videos
Want to skyrocket your conversion rates on TikTok? Here’s a simple strategy with a big impact: use full-screen vertical videos.
- Native Experience: Most TikTok users scroll in portrait mode. Your full-screen vertical videos (shot in 9:16 aspect ratio) will seamlessly fit the platform and feel more natural for viewers.
- Increased Engagement: Maximise your creative space and capture attention with a format designed for mobile viewing.
- Authenticity Matters: Vertical videos feel more natural and authentic, aligning with what TikTok users expect. Data shows this approach can lead to a 91% increase in conversions!
By prioritising full-screen vertical videos, you create a more engaging experience that resonates with your audience, ultimately driving more sales.
Try TikTok A/B Testing
Stop guessing, start optimising! A/B testing is your key to unlocking the full potential of your TikTok marketing.
- Identify Winners & Losers: Fine-tune your campaigns by pinpointing which elements drive conversions and which ones hold you back.
- Discover Hidden Gems: Unearth unexpected audience segments and strategies that skyrocket performance.
- Effortless Setup: The best part? Setting up A/B tests on TikTok is simple. Just hop into TikTok Ads Manager!
On TikTok, attention spans are short. To capture viewers and boost conversions, ditch the long winded explanations and craft punchy video ads. TikTok data reveals video ads between 21-34 seconds see a 280% conversion boost compared to longer ones.
Unlock Hyper-Targeted Ads
Standard targeting is great, but to truly skyrocket conversions on TikTok, unlock the power of Custom Audiences.
- Target Your Hottest Leads: Custom Audiences let you target people who already know your brand, website, or products. They’re warmer leads and more likely to convert.
- Boost Clicks & Conversions: Retarget past website visitors, app users, ad interactors, and more – drive sales and lower acquisition costs.
- Existing Customer File: Upload your existing customer data for laser-focused retargeting. Reach users who interacted with your brand or app.
Once you see success with Custom Audiences, consider Lookalike Audiences. These target users similar to your existing customers, maximising reach while maintaining high-quality targeting.
Hyper-targeting + Sales-driven messaging = More conversions.
Since your audience is already familiar, you can craft compelling sales messages that resonate, leading to more conversions.
Create High-Res Ads for TikTok Success
Standing out on TikTok requires more than just strategy. It’s about visual quality too.
- Why Resolution Matters: In a crowded feed, crisp, high-resolution ads (720p or higher) are more likely to catch viewers' eyes.
- Boost Conversions: Data shows a whopping 312% increase in conversions for high-res ads compared to lower quality ones.
- Professional Polish: High-resolution videos come across as polished and professional, building trust with potential customers.
High-resolution video ads are a simple yet powerful way to elevate your TikTok presence and drive conversions.
Craft a Smooth TikTok Customer Journey
Conversions go beyond TikTok. To maximise results, ensure a seamless customer experience from ad click to checkout.
- Match Ad to Landing Page: Don’t confuse viewers! Align your landing page with your ad’s message and visuals.
- Clear CTAs, Clear Actions: Know the impact of different CTAs. “Learn More” leads to informative pages, “Buy Now” takes them straight to checkout.
- Speed & Navigation: Fast-loading pages and a user-friendly website structure are key for a smooth experience.
By eliminating these roadblocks, you’ll keep customers engaged, boost conversions, and make your TikTok campaigns truly effective.
Never Stop Tweaking Your TikTok Ads
The best TikTok campaigns are constantly evolving. Here’s how to stay ahead of the curve:
- Become an Ads Manager Pro: Deepen your understanding of the platform. Analyse performance and identify winning ad types and audiences to maximise ROI.
- Track What Matters: Focus on key metrics like conversions and CPA. Utilise custom reports for a clear performance picture.
- Let the Algorithm Learn: Resist the urge to micromanage new campaigns. Give the TikTok algorithm time to optimise based on conversion data.
By prioritising optimisation, you can continually improve your ad performance and unlock significant results on TikTok.
On TikTok, blatant promotion falls flat. The key is to strike a balance between entertaining, informing and subtly promoting your brand.
Build trust, then sell.
Once you’ve built an audience, you can strategically blend in a few promotional videos. Remember, authenticity is key. By providing valuable content first, you’ll gain the trust of your audience, making them more receptive to future promotional messages.
Try the TikTok campaign tips that resonate most with your brand and unlock more potential to create engaging campaigns that drive significant brand growth and reach.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
