Nick Kraus is the CEO & Founder of Kraus Marketing, an agency that delivers high-end digital marketing. Learn more: krausmarketing.com
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In 2022, everyone wants a piece of TikTok. In just four short years, TikTok has become one of the most popular apps in the world, with over 1 billion active users. As Founder and CEO of Kraus Marketing, my team and I have witnessed firsthand the impact that TikTok advertising has on both business-to-business (B2B) and business-to-consumer (B2C) clients. So, how can your brand experience a breakthrough using the app? To answer this, let’s first talk about target demographics.
TikTok’s Changing Demographics
While the TikTok platform is still relatively new, it’s proven to be one of the most successful platforms in the social media world. To their detriment, many brands are quick to eliminate it as a viable option because they believe the TikTok audience is much younger than their target demographic. However, data shows a healthy breakdown of all age groups on TikTok. While this platform is perfect for anyone looking to connect with a younger audience, people of all ages are active users of the app, meaning your brand may miss out on a large portion of potential consumers by writing it off.
TikTok’s Intuitive Algorithm
As a significant disruptor in the social media landscape, a large part of TikTok’s success can be attributed to its algorithm, designed to be highly intuitive and personalized for each user. This algorithm is constantly learning and evolving. By considering a user’s video likes, interests and behavior (i.e., comments, shares, completions and re-watches), TikTok delivers a unique and tailored experience for each user.
Once a video is published, TikTok first serves the video to a small audience group and an even larger one if it performs well. This cycle continues to increase the video’s reach on the app.
How To Use The TikTok Algorithm To Your Advantage
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If your B2B or B2C brand is looking for your videos to be seen by more people, you must create engaging and informative content that speaks to your target audience. This can include tutorials, reviews, participating in popular trends and partnering with influencers.
While some social media platforms rely heavily on user-generated content, TikTok puts just as much emphasis on professional content creators. This means that if you’re creating high-quality, relatable content, there’s a good chance many people will see it.
To get your videos in front of a larger audience, you must hook your audience immediately, focus on niche advantages your brand provides, use trending audios, experiment with new platform features and create accessible content.
3 Types Of TikTok Advertising Campaigns
If you’re looking to expand your TikTok efforts into paid advertising, you’ll want to consider these three campaign types.
Awareness Campaigns: With an awareness campaign, the objective is to reach the most users possible within a target audience. So, as long as the ad’s creative resonates with that target audience, the algorithm will continue to serve the ad to more and more users, thus increasing the campaign’s performance and helping to achieve its goal. This is considered the most affordable campaign at a low cost per result of under $1. Videos for these campaigns should pique interest, encourage engagement and use a soft-sell call to action: “read more” or “interested?”
Consideration Campaigns: This is one of the most popular campaign types across all social platforms, and TikTok is no different. The main objective of these campaigns is to drive traffic, encourage app installations or increase lead generation. Consideration campaigns tend to have a higher cost per result. These videos should grab users’ attention and prompt them to take action through a soft-sell call to action: “learn more” or “watch more.”
Conversion Campaigns: These campaigns are focused on inspiring people to take even further action, such as signing up for an email list or making a purchase. Since these types of campaigns ask users to take things a step further, typically by leaving the app, there is a higher cost per result. When creating videos for these campaigns, be sure to provide an incentive or promotion and include a hard-sell call to action: “contact us” or “shop now.”
Creating A TikTok Campaign For B2B Vs. B2C Brands
For B2B businesses, we have found that creating awareness-driven campaigns help develop awareness, boost engagement and build a community of like-minded consumers interested in what you’re offering. To have a successful TikTok campaign, B2B businesses should focus on being authentic, finding their niche and interacting with their online community. If you see positive results, consider increasing your TikTok advertising budget further to refine your audience and experiment with traffic-driven campaigns.
We have also found that B2C businesses have seen massive success and increased revenue through conversion-driven campaigns. Marketers must keep in mind that they’re marketing to real people. When users open TikTok, they’re looking to enjoy short-form video content, not necessarily find their next purchase. So, ads on TikTok must keep it authentic and engaging. In a conversion campaign, ads should utilize user-generated content, product reviews, client testimonials, real-life uses and other relatable content. It’s also important to provide an incentive for users to stop their scroll, click off the app and take an action. For example, many brands use a TikTok-specific coupon code or promotion to entice users to take action. Paired with a tracking code and pixel, marketers can better understand their TikTok audience’s behavior by following their actions.
In 2022, brands need to consider taking advantage of TikTok advertising. TikTok is one of the hottest social media platforms right now. Its unique format and massive reach position it as an excellent opportunity for brands to reach new audiences, increase brand awareness and boost brand conversions.
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Author: Nicholas Kraus, Forbes Councils Member
