In just a few years, TikTok has become the world’s hottest social media platform. TikTok has already over 1 billion monthly active users and in 2020, the platform became the most downloaded application in the world, surpassing social media giant Facebook.
Brands have realized the power of TikTok and many have started to include it in their digital strategy to increase brand awareness, attract a new audience and show a more human side, through short and fun videos.
Humor reigns supreme on TikTok and the Internet users have understood it well. TikTok has not yet put in place any rules or strict censorship, and this is probably one of the reasons why the video exchange platform is so successful with young and older audiences. In this regard, let’s remember that 80% of the audience is between 18 and 24 years old.
Together, let’s see what makes the success of the platform and if you should go for it.
Is your brand ready to join TikTok?
To understand if your brand has a good chance of being noticed by TikTokers and increasing its brand awareness, we advise you to ask yourself the right questions:
- Is your target audience on TikTok?
As we already mentioned, TikTok is a platform for young people between 18 and 24 years old. As a business, the first question to ask yourself is whether your primary target audience is in this age range. To find out, check your personas. Personas are fictional characters that represent your target audience. They are based on real data about their demographics and online behavior, as well as your speculation about their personal history, motivations, and concerns.
If your audience is predominantly between 18 and 24 years old, then TikTok may be of interest to you.
- What are the goals you want to achieve by joining TikTok?
If your main goal is to increase your notoriety, then TikTok is for you! With a well-made video, in the respect of the platform’s trends, you have all the chances to reach your goals.
Indeed, your video can quickly become viral and be shared thousands of times. Keep in mind that even if your video is viewed a lot, it doesn’t necessarily mean that these views will generate revenue for your company. However, it does mean that your brand awareness will increase dramatically.
Are your competitors active on TikTok?
The idea here is certainly not to do exactly what your competitors are doing but rather to analyze how they are active on TikTok. Analyze what kind of videos they post (tone of voice, message, structure, music style, frequency of posting, use of influencers), what kind of audience is receptive to them (age, gender, region) and if they tend to re-share them.
Identify the most-watched videos by browsing their feed.
If you conclude that your sector is promising, then TikTok is probably the right platform for you.
- What are the benefits of being on TikTok?
Although it first launched in 2016, TikTok really got into marketing in 2020 with TikTok for Business. It is therefore a recent platform for brands but it already has several advantages:
- It has less competition than other platforms like Facebook or Instagram.
- You can let your creativity run wild
- It gathers almost 2 billion users who can all become your ambassador and make your brand a trend.
TikTok launches a new tool to measure your ads: Attribution Manager
As we discussed in our article, considering including TikTok ads in your marketing strategy can be a good idea. They can take many forms, so it’s up to you to choose which one best suit your style and goals:
- In-Feed videos
- The Brand Takeover
- The Hashtag Challenge
- The TopView
- Branded effects
In order to measure the performance of your ads, TikTok has launched a new tool called Attribution Manager, which can be found on TikTok Ads Manager, under the Assets menu.
Attribution Manager allows you to define custom attribution windows tailored to your TikTok campaigns.
In practical terms, this means that you will now be able to more accurately measure the results of your campaigns. With Attribution Manager, the data is directly linked to the actions taken by users during the entire ad publishing period. You’ll be able to identify which actions a user took after they clicked on your ad and how many days later. These actions will be listed in TikTok Ads Manager.
For you, this means that you can better anticipate and define the parameters of your campaigns, and thus maximize their impact.
Take advantage of flexible time windows
By default, TikTok’s Attribution Manager will give you the number of clicks over 7 days and the number of views over 1 day.
However, a manager at TikTok explains, “For web and app campaigns, TikTok Attribution Manager allows marketers to select a specific time period to measure success: the click attribution window (CTA) can range from one day to 28 days, while the view attribution window (VTA) options range from zero (disabled) to seven days.”
Flexible attribution windows are important for businesses because depending on the industry you’re in and your marketing goals, the customer conversion path can be longer or shorter. So, TikTok Attribution Manager gives you several options to choose from when converting:
– Click-through (CTA): 1, 7, 14, 28 days
– View-through (VTA): disabled, 1 and 7 days.
For example, if you’re running a time-limited promotion, we recommend choosing a 7-day attribution window for clicks and 1-day attribution for views. This will give TikTokers enough time to think before converting.
In a nutshell, this means that users will have a 7-day window to click on your ad to be displayed in TikTok Ads Manager. In terms of views, users will have 24 hours to convert from the moment they see the ad.
However, if you are in a business that requires more time to think about it (e.g., a car), we recommend that you choose a longer attribution window for clicks and views. This will give you more time to analyze the effectiveness of your campaign and what actions your customers have taken during this time.
The digital world is evolving rapidly and TikTok is no exception to this rule. The giant has already announced that it will launch new features in Attribution Manager.
Eminence, your digital marketing agency in Geneva will keep you informed of the latest news. So, stay tuned!
In the meantime, if you also want to start advertising on TikTok, our experts are available to advise you on the best campaign parameters to set up according to your sector and to analyze your performance.