The use of TikTok as a marketing tool has been growing exponentially. There are many ways that companies can use the platform, such as by creating ads or by hiring influencers to promote their products and services on TikTok. The most popular way for companies to use TikTok marketing is through sponsored content.
In 2022, we will see an increase in the number of TikTok creatives who will be hired by companies to create sponsored content on behalf of brands as brands would start understanding TikTok Advertising is nothing like Facebook Or Instagram where brands could use Assets/Creatives and game the algorithm to be successful in the advertising campaigns.
Here are our 5 takeaways on TikTok Marketing in 2022:
1.Do Not Use TikTok Advertising With Small Budgets
Running smaller campaigns with less than $20/day will yield little to no results on TikTok due to the way the system works on TikTok. Unlike Facebook and Instagram which show or guess User interest/intent you cannot expect the same to work on TikTok as TikTok depends on the creative entirely rather than creative + copy + how you manipulate the algorithm on different platforms such as Facebook, Instagram or Messenger
2. You need a lot of creatives, not just the standard 2-3 types
TikTok marketing entirely relies on creatives therefore you need to come up with at least 5-10 typer per campaign, depending on the quality of your creative and the number of conversions your campaign either will perform exponentially or just fall flat. Remember creatives have a full-screen immersion not just a standard text or image styled campaigns where the content such as Headlines and body could sway an emotion or action of a prospective customer
3. Conversion actions = Virality of your campaign
One of the key indicators of a goof TikTok advertising campaign or marketing KPI is the conversions, this may be as simple as page view but to make sure your marketing on TikTok doesn’t suddenly decline or perform poorly you must at least hit 50 conversion actions within the first 3 days of your campaigns in order for the TikTok pixel to reward you with more converting users on its platform
4. No excuse not to test
Due to the way TikTok as a platform is and the way users react, comment or simply consume content there is no way to define a perfect time, day or format for success. In order for your company’s TikTok marketing to flourish, you must test up to 5-7 formats and different creatives and then ensure the creative changes happen every 7 days to avoid campaign fatigue. In our experience, it is better to switch creatives every 5 days to ensure the length of the campaign survives at least 2-3 weeks.
5. Hire Influencers or Agency’s
If all these tips look like a long list of chores for you due to time or just the volume of work for your marketing in 2022 you can always enlist help from influencers or hire a Digital Marketing Agency such as us to do all the heavy lifting right from campaign formulation to getting your TikTok marketing to start generating revenue for your company!
We work with a lot of brands on TikTok marketing and advertising with more than 50% of our customers in the luxury FMCG sectors. We find these tips work well when combined with a full marketing funnel for brands across countries and sectors.