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When TikTok showed up, many thought it was a Vine copycat that would inevitably fail. Others saw it as an app for teenagers that didn’t have any potential for making it big. Now, with 1 billion active users per month and the highest number of downloads, nobody’s taking TikTok for granted.
If you’re using TikTok as a business, this platform—as a new channel of communication—represents an endless potential to reach a new audience of predominantly young people.
Beware that, as a company, your marketing approach has to be completely different than your efforts on any other social media.
The way TikTok operates is unique. Thanks to its For You page’s unpredictability and spontaneity, the platform boasts engagement rates higher than any other social media. If you want to become famous on TikTok and bring in thousands of followers, you need to create content that relates to the platform’s users.
As seemingly everything is unique on TikTok, so are the paid advertisements. We’ll show you how to promote TikTok videos and what the best practices of video promotion are.
TikTok has four different methods you can use to grow your business through paid marketing:
Ad campaigns on TikTok are not too much different from regular social media ad campaigns. You can post a video that will show up on users’ screens in one of three places:
These videos won’t show up in your account feed, nor will TikTok regard them as regular content.
You can also run ad campaigns for promoted hashtags and branded effects regular users can add to their videos.
Source: Ron Lach
Influencer marketing is one of the most effective ways to promote on TikTok (especially when combined with Spark Ads).
This type of marketing allows you to reach out to influencers and pay them to post a sponsored video. Depending on your marketing goal and your budget, you can choose from nano-influencers with up to 10,000 followers to the most famous creators like Addison Rae Easterling and Charli D’Amelio, whose videos cost a lot but are almost certain to go viral.
The last two options—the Promote tool and Spark Ads—revolve around using organic content, i.e., already published TikToks, created by you or other creators.
If you post a video that you want to reach more people than it organically does, you can use TikTok’s Promote feature.
Check out the steps you need to take to promote videos on TikTok:
|Promote Through General Settings||Promote Through Video Settings|
When you promote a video this way, you can choose between the following objectives:
Then, you select your target audience and the budget, and you’re good to go. Once the promotion is up and running, you can find the analytical data about the campaign in the Creator tools section. The available data includes:
Source: Campaign Creators
While there is some skepticism about the effectiveness of sponsored ads, they still bring results. 84% of social media users agree that a branded video has convinced them to buy a product.
As for TikTok video promotions, companies who had the right approach found success, such as:
To have similar or better success, you need to make sure that the video you promote is of high quality and in line with what an average TikTok user expects to see.
The platform’s motto for advertising is “Don’t make ads. Make TikToks.” This is more than a phrase. You need to ensure your ad doesn’t stand out from other videos on the For You page. Otherwise, users will scroll on quickly.
Apart from the type of content, this also pertains to your video’s duration. If in your niche people expect longer videos that explain the functionality of a product, promote such videos. Otherwise, there’s little point in promoting a 3-minute video to someone who wants to see 15-second content.
Spark Ads are a unique ad format that allows you to promote videos posted by other content creators. They show up in users’ FYP feed but have a more organic feel to them than regular in-feed ads.
The main reason you’d want to promote someone else’s video is that you’d want more people to see someone else (and not your business account) talk positively about your products/services.
If you combine Spark Ads with influencer marketing, you can achieve tremendous results—you will increase the already elevated reach and will have a video that comes from a respected source (the influencer’s feed).
The main benefits of Spark Ads include:
The first step is to get the creator’s consent. Note that, while the number of views and engagement get attributed to the original video, creators won’t make extra money through the Creator Fund for those views. Still, an increase in engagement will benefit them in the long run, so it shouldn’t be hard to get them to agree.
To give you authorization, the creator needs to visit the video in question, go to Ad settings, enable Ad authorization, and send you the generated code.
Once you have it, you need to:
Source: Melanie Deziel
If you want your marketing efforts on TikTok to yield any results, you need to create a unique campaign tailored to this platform and its users—copy-pasting your approach from Instagram won’t do the trick.
This relates to every element of your campaign:
Social media managers must also follow the latest trends to make sure they’re ready to put out relatable content and constantly check analytics to see how the campaign is doing. Add all of that together, and there will be a lot of tasks on their plate—not to mention that they have Instagram, Twitter, Facebook, and other socials to take care of as well.
Creating TikTok videos and ads may seem fun and easy at first, but having only a basic strategy won’t yield any meaningful results—it’ll only waste your time and money. If you want to succeed on TikTok as a business, you’ll need help from a dedicated social media agency.
As a TikTok-partnered social media agency, Kubbco has years of experience in developing successful TikTok campaigns that helped business accounts grow rapidly and immensely.
Our team consists of professional social media strategists, analysts, video producers, graphic designers, sound engineers, and other experts devoted to creating the best social media content and strategies.
Our approach to paid advertisements and video promotion makes sure you get the most out of your budget—we’ll create a fully-optimized campaign and continuously check analytics to tweak every little detail when necessary.
Successful video promotion is not our only feat. When you take us on board, you only need to tell us what you want to achieve on TikTok, and we’ll do everything else. We can:
If you want to learn more about how we approach TikTok marketing and to receive free advice on how to improve your marketing efforts on all social media platforms, subscribe to our newsletter!
When you reach out and share your plans for your brand’s TikTok account, we’ll take over your marketing campaign and create high-quality content that TikTokers engage with. You can focus on other aspects of running your business and leave TikTok, its influencers, and promotional videos to us.
In the past, we helped brands like essence cosmetics, Matas, and OLAPLEX build their presence on TikTok and reach new people who became their customers. Our results speak for themselves:
|Partner||Partnership Duration||Number of Videos||Viral Videos||Followers Gained||Total Views|
|OLAPLEX||5 weeks||28||2||22,000||5.1 million|
|NATURLI’ Foods||23 weeks||112||20||5,200||6.2 million|
|Matas||8 weeks||25||8||13,500||5.6 million|
|essence cosmetics||2 years 2 months||556||12||386,000||73 million|
If you want to grow your business on TikTok, find an original way to approach the younger generation, and get them interested in your products/services, contact our team of experts. We’ll set the wheels in motion to make you the talking point within your niche!
Featured image: Matheus Ferrero