With more than 800 million active users worldwide, 90% of whom visit the app more than once per day, there is no denying the fact that TikTok is a critical component of any far-reaching and comprehensive marketing strategy. In addition to the impressive growth in monthly active users, TikTok has also played a leading role in reshaping what we expect from and how we consume online video content. With copycats like Instagram Reels underscoring its success, TikTok has popularized cleverly edited vertical content, that is short, sweet, and often accompanied by a catchy audio component.
Throw in the fact that on top of TikTok’s seemingly unstoppable growth, there is a current push towards the importance of diversifying your paid channels in the wake of iOS14 and updates to Facebook advertising. Therefore, understanding this emerging platform and how to run a successful TikTok campaign is critical for any business looking to grow.
So, how do you maximize conversions and get the most out of your TikTok campaigns? Here are five tips for success.
Adapt your TikTok campaign goal accordingly
This might sound obvious, but if conversions are your goal—it is important to ensure you select that in the campaign settings. If you run a click or reach campaign, you might get more efficient traffic or impressions, but the user intent is definitely stronger once you optimize towards conversions. So, this is the very first thing you should do to automatically bump that number.
Make sure that TikTok collects enough data so it can adapt its algorithm appropriately
The tracking of TikTok campaigns is very advanced, so you need to make this work to your advantage and implement as many conversion goals as possible along the funnel.
For the e-Commerce user journey alone, TikTok offers up to nine standard tracking events. If your campaigns aren’t generating transactions from the start, it often helps to focus on a higher funnel event first. Instead of direct transactions, you can optimize for Initiate Checkout or Add to Cart, for example. This way, you can quickly signal to TikTok which users are relevant to your brand, and you won’t be stuck at zero conversions for long.
Using tCPA strategies can be frustrating, especially if you’re used to micro-managing your bidding. But with a bit of experience, it will free up time to focus on your creatives, which we all know are key to a successful TikTok campaign. Learn more about this strategy here.
Work with retargeting campaigns
Users who have engaged already with your ads, website, or content usually have a higher conversion rate since they are already aware of your products/services. Also, make sure that your content is tailored to retargeting audiences and do not show them ads again, which they already saw.
Prioritize ads that feel native to the platform
Instead of simply opting for a copy of your Facebook or YouTube ads, create specific ads for the channel. TikTok has a different dynamic in its content. In general, we’ve seen better results with ads that had a more “homemade” or DIY look, rather than your classic high-quality polished product ad. This builds trust and blends in well with the platform.
Make sure your content, imagery, and wording are connected across the whole user journey
Especially your landing page should pick up where the ad left off and make sure it is optimized for mobile traffic while inviting the user to interact.
By taking the time to feed TikTok the correct data and tailor your content for this unique platform, you’re likely to soon see it become one of your most efficient marketing channels.
If you’re interested in learning more about how to make TikTok work for your business, get in touch to speak with one of our experts. Likewise, if you’d like to stay up to date on current social media trends and growth marketing hacks, follow us on LinkedIn, Facebook, and Twitter for the latest digital marketing news.