Social Media Echo Chambers Javy Coffee UGC Community Building
Articles, Marketing Guide, News

Social Media Echo Chambers In Marketing | VisCap Media

Social Media Echo Chambers in Marketing Thumbnail

Social Media Echo Chambers in Marketing Thumbnail

 

 

Social Media Echo Chambers

Social media has become an integral part of our lives and has been for quite a while now. According to an article by Oberlo, there are 3.78 billion active social media users which equates to 48% of the population! On top of the total number of users, the average time spent on these social media apps is 2.5 hours a day!

Not only are social media apps gaining more popularity, but the average amount of time these users are spending on social media platforms is ALSO increasing!

This week we’ll be talking about social media echo chambers, as well as echo chambers in marketing. We’ll be taking an apolitical look at the effects of social media echo chambers and how marketers may get stuck in their own echo chambers.

Some questions we’ll be answering throughout this article include what is an echo chamber? How are marketers getting stuck in their own echo chambers? How can echo chambers be used/avoided in marketing?

To learn more about these topics and to find the answer to these problems, read on and join me on an adventure for more knowledge!

 

 

Key Takeaways

  1. Social media echo chambers are great at evoking certain emotions from their users.
  2. Some marketers may need to take a step back and make sure they’re not stuck in their own bubbles.
  3. Social media echo chambers can be used to build brand communities.
  4. Brand communities can be used for brand loyalty and brand advocates.
  5. When you need help with UGC viral videos, you can turn to VisCap Media for help.

5 Key Takeaways Social Media Echo Chambers Article

5 Key Takeaways Social Media Echo Chambers Article

 

What Is An Echo Chamber?

Cambridge University defines an echo chamber as: “a situation in which people only hear opinions of one type, or opinions that are similar to their own” and within a social media context, these different types of social media apps are encouraging these echo chambers to increase engagement on their platforms.

These different types of social media platforms are using social media echo chambers to either positively or negatively reinforce what the user believes in to increase the amount of time on their social media app.

They can positively reinforce certain beliefs to make the user feel more and more welcome (think Facebook), and can negatively reinforce certain beliefs to create rage bait and conflict on the app (think Twitter) once they leave their comfy bubble.

Since these social media users have been positively reinforced so much by their own bubbles created with the social media platform algorithms, they’ll double-down when speaking with someone that holds conflicting beliefs.

Both directions have the same end goal: to make users spend as much time as possible on their apps. These users become addicted to the different emotions that the different types of social media platforms have to offer.

The most surprising part of all of this is their strategies ACTUALLY WORK! Feeding positive/negative reinforcement to increase social media usage has become its own drug where users keep running back to the source.

 

How Are Marketers Getting Stuck In Their Own Echo Chambers?

 

Marketers In Their Own Echo Chamber

Marketers In Their Own Echo Chamber

 

Marketers have recently fallen into a very interesting trap where they want to use jargon and vocabulary that appeals to other marketers, even when their target audience for the message isn’t marketers.

This has caused some serious issues as to how effective they are at doing their jobs, and how they can break this cycle to get back on track hitting the target audiences they’re aiming for.

On top of social media echo chambers being used to target customers, they’re also being used as brand noise. They’re messages by the brand, for the brand, and about the brand across all the different types of social media platforms.

Brands are using their own channels, their teammate’s channels, and their partner’s channels to get the word out and promote their products and services. The only issue is that it may create its own feedback loop and echo chamber that can’t be recognized by the people sitting in it.

It may take a third-party or outside visitor to finally recognize what’s going on with their channels and recognize why potential customers are not being very receptive to the message.
Another issue that marketers are running into is reinforcing their theories and processes that they already currently have without wanting to explore new ways of doing things.

To avoid these pitfalls, marketers can be proactive and get ahead of the game. Sometimes the best way forward is to take a step back and really assess all of the marketing tactics and the overall strategy that’s being used.

 

Marketer Echo Chamber Rethinking Strategy

Marketer Echo Chamber Rethinking Strategy

 

How Can Echo Chambers Be Used In Marketing?

Social media echo chambers aren’t all bad. There are good ways of using social media echo chambers to help build brands and communities. Think of the Harley Davidson community that exists online.

The HOG, or Harley Owners Group, is in a sense a community moderated by Harley Davison for their customers. It requires that members own a Harley and submit the VIN number during registration.

These communities are in essence a social media echo chamber that reinforces brand preference and brand loyalty for Harley Davidson. They share awesome ride videos, different Harley mods, and much much more with each other through this app to stay connected.

Harley owners can even arrange meet-ups with local owners for scenic rides through Death Valley or the countryside. All of this through Harley Davidson’s approved community message boards.

 

Harley Owners Group or HOG Website for Social Media Echo Chambers Article

Harley Owners Group or HOG Website for Social Media Echo Chambers Article

 

Although Harley is doing an incredible job with their community creation and management, video is one of the keys to building great communities!

 

Using Videos In Social Media Echo Chambers

While content is king in the space, video is queen and to put the two in the same room is something even greater than the sum of their parts. With video expected to drive over 82% of online sales by 2022 and accounts for over 33% of online activity, there’s a way to combine the two to get even BETTER results.

The fact of the matter is that paid video ads that LOOK like paid video ads are becoming less and less effective by the day. Something that doesn’t look organic and real is less likely to make an effect on the target audience. By making paid videos LOOK organic with a chance to go viral, potential customers are more likely to tune in and hear the video out.

By creating these paid videos to help jump-start their social media echo chamber, brands have the power to shape how their brand is perceived and control the narrative around their brand.

Being able to use the emotional pulls of the social media platform algorithms with your own brand’s emotional messages will help the brand create followers who are more emotionally invested in the brands than in the products. These emotional messages can be an origin story, community outreach, or another message that has pathos behind it.

As more and more user-generated content becomes published by the brand and they gain more followers, they will be able to start building a social media echo chamber around their brand with loyal followers.

 

Social Media Echo Chambers Javy Coffee UGC Community Building

Social Media Echo Chambers Javy Coffee UGC Community Building

 

The power of brand loyalty should not be underestimated as retaining customers is cheaper than getting new ones. To nurture these online communities to remain top of mind, tip of tongue will reduce your overall cost per conversion and help create more brand advocates that will use word of mouth to give you FREE advertising introducing more people to your community.

The free advertising will start flowing as more and more followers climb farther and farther up the loyalty ladder until they finally reach the top. The idea is to help the apostle-level brand advocates as much as possible within these communities.

These advocates will also be the best bet at combating the defectors and brand terrorists that are spreading negative word of mouth about the brand, products, or services.

According to Nielsen, 92% of consumers trust their friends over paid advertising. This is why having organic-looking viral UGC content and an army of brand advocates to promote your brand on your behalf is so important to a modern-day marketing strategy.

Including influencer and micro-influencer video ads into the mix will also improve your chances of having your marketing message hitting home with your target audience.

 

Social Media Echo Chambers Community Building PowerPod UGC

Social Media Echo Chambers Community Building PowerPod UGC

 

Which Social Media Platforms Are Best For Communities?

Choosing which social media platforms to start building communities on can be a tricky decision. Most companies will make content for about three social media platforms, so which ones should they choose?

Based on data collected from Search Engine Journal, here’s a list of the top 5 social media platforms you should be using to help build your social media echo chamber communities.

  1. Facebook
  2. YouTube
  3. WhatsApp
  4. Instagram
  5. TikTok

 

Top 5 Best Social Media Apps For Community Building

Top 5 Best Social Media Apps For Community Building

 

These platforms will help you create communities that will advocate for your brand and spread the good word to their families, to their friends, and all across the internet.

Why You Need A Social Media Video Advertising Agency

Creating organic-looking viral UGC content is not as easy as some may think. There’s a lot of pre-production roadmapping and processes in place with proven frameworks to make these videos successful. When creating communities with these videos, it may be better to take a step back and let the professionals handle the video content side of things.

The creative video advertising agency will outline the video, write the scripts, cast the talent, film the videos, edit the videos together, then publish & track the content for the best results. The process is a lot of work and is also very time-consuming.

 

The video-making process gets even worse if the UGC viral videos are being made by less experienced individuals as there’s quite a bit of a learning curve to everything from writing to filming to tracking & reporting.

There’s nothing wrong with finding a really great creative video advertising agency to do the heavy lifting when it comes to video ads creatives.

 

Here at VisCap Media, we’re marketers at heart and not just geeks with cameras. We want you to get the best possible results with your video ads campaigns. We’re here to help and to learn more about us, check VisCap Media’s page on video advertising.

When you’re ready, reach out to us and we’ll be happy to set up a video call and consultation to see how we can best help your brand succeed.

Social Media Echo Chambers Community Building UGC Viral Video BTS

Social Media Echo Chambers Community Building UGC Viral Video BTS

Summary

To make a long story short, social media echo chambers are great at evoking certain emotions from their users. These strong emotions can be used by brands to help create a stronger brand preference.

Some marketers are getting stuck inside their own bubbles and may need another perspective to really get how to change for the better.

Social media echo chambers can be used to build brand communities. These social media echo chambers are how brands will be able to build up a better following.

These brand communities are also used for brand loyalty and creating brand advocates as more and more of the brand followers climb the loyalty ladder.

When you need help with UGC viral videos, you can turn to VisCap Media for help. We are highly experienced in the field with proven frameworks and videos that produce results.

 

Sources:
Social Media + Society | Sage Journals
Marketing Echo Chambers | The Marketing Sage
Social Media Marketing Statistics | Oberlo
Echo Chamber | Cambridge Dictionary
HOG | Harley Davidson
Recommendations From Friends | Nielsen
Word Of Mouth Marketing | BigCommerce
Biggest Social Media Sites | Search Engine Journal

Content Ideas To Advertise On TikTok - BTS Settin Up Chad & Devin
Articles, Marketing Guide, TikTok, Tips

Content Ideas To Advertise On TikTok | Viscap Media

 

 

Content Ideas To Advertising On TikTok

So, you’ve read our two previous articles about TikTok Organic Marketing and TikTok Paid Advertising, and you’re STILL struggling with ideas/techniques to advertise on TikTok with…

NO WORRIES!!!

We got you covered, keep reading through this article to get a better idea of the psychology behind TikTok marketing and how you can make content that will resonate with your target audience!

In this article, we’ll be talking about the 6 psychological principles of marketing for TikTok, the 4 major movements to target with TikTok marketing, and how to target your niche to get the best results!

Keep reading to add some more useful knowledge to your marketing toolbelt.

 

 

 

Key Takeaways

  1. The 6 Psychology Principles Of Marketing work well on TikTok.
  2. Using the 4 Major Movements for TikTok content makes for some good content.
  3. Target your niche and maintain consistent branding.
  4. Cross-posting content to drive traffic to TikTok works well.
  5. Partnering with a creative ad agency can get you perfect video ads!

 

5 Key Takeaways for Content Ideas to Advertise on TikTok

5 Key Takeaways For Content Ideas To Advertise On TikTok

 

The 6 Psychology Principles Of Marketing For TikTok

Using psychology in sales and marketing is nothing new. We’ve been doing market research and finding what works/doesn’t work on customers for DECADES now.

Now that we’ve refined our market research and found some psychological principles that are guaranteed to work in marketing, let’s go ahead and apply them to our TikTok marketing strategy!

To read more about the 6 psychology principles of marketing with a more pay-per-click-centric approach, please check in with our partners at Sellers Alley and their interesting article about The Psychology Behind TikTok Advertising.

 

@viscapmedia

6 Psychology Principles of Marketing! #smm #digitalmarketing #marketingtheory #marketingstrategy #contentmarketing101 #viscapmedia #contentideas

♬ Shipyard Sample OriginalMix – Official Sound Studio

 

The 6 Psychology Principles of Marketing are:

1. Reciprocity
2. Info Gap
3. Social Proof
4. FOMO
5. Loss Aversion
6. Paradox Of Choice

 

Content Ideas To Advertise On TikTok - 6 Psychology Principles Of Marketing

 

Marketing Psychology: Reciprocity

The principle of reciprocity is all about give and take. When someone gives us a gift, we feel like we should return the favor to make things even. It’s almost like guilt-tripping a friend when you’re trying to get them to take a certain action.

This same idea can be used in your TikTok marketing strategy! Doing giveaways, prizes, free downloads, or something else your target audience would like can be used as a gift to make them more inclined to do business with you.

A PERFECT example of this would be some influencers and brands offering free downloads of how-to manuals or templates through their link in bio to get more people to come check their TikTok profile and website out.

 

Content Ideas to Advertise on TikTok Viscap Media Profile

Content Ideas To Advertise On TikTok – Viscap Media Profile

 

Even something as simple as really useful information shared through a video can be seen as a gift. This is a great way to advertise on TikTok and step up your TikTok marketing strategy to another level!

It helps with awareness, traffic, AND conversions! If you try this tactic for TikTok marketing, please let me know what kind of results you get as I’m genuinely interested to see how other marketers are doing.

 

Marketing Psychology: Information Gap Theory

The information gap theory is all about our need as people to know more about a topic. We’ll talk about this a bit more in the 4 major movements as well later on in this article.

The idea behind the information gap theory is to take the knowledge that your target audience is interested in and doesn’t know much about, creating a captivating tagline/thumbnail that’s attractive enough for them to tap through and learn more about. Then, serving up the knowledge on a platter for free, tying back into our reciprocity principle.

 

Content Ideas to Advertise on TikTok - Info Gap

Content Ideas to Advertise on TikTok – Info Gap

 

You can use this technique on TikTok by having a “hook” video that pitches a second video, your profile, your website, or something else. The next step is to then have that knowledge readily available after the viewer takes an action.

The action could be as simple as “follow for part two”, or check this landing page/blog to learn more about this really interesting topic.

Using this technique to advertise on TikTok is super useful for building up your followers and driving more traffic to your TikTok profile and website.

 

Marketing Psychology: Social Proof

Social proof is all about how others see your brand. It’s based on the idea that the general consensus is always right. If someone sees that another likes/dislikes something, They’re more likely to take the same position to fit in.

If viewers are seeing others commenting that your TikTok marketing strategy is doing really well and they like the content, then they’re more likely to think the same!

Try having calls to action for your viewers. Everything from leaving comments, like our videos, and following our page are all great CTAs to get started with.

Having more followers to your TikTok page will help with the overall reach of your TikTok marketing videos. Having more likes on your videos and plenty of thoughtful comments will also help other viewers interact with your page in a meaningful way. This will help increase the overall trust your viewers have in you as well as the level of engagement.

 

Content Ideas to Advertise on TikTok Social Proof

Content Ideas To Advertise On TikTok Social Proof

 

Marketing Psychology: FOMO (Fear Of Missing Out)

So, FOMO stands for Fear Of Missing Out and is totally based on scarcity marketing. The idea is that the more rare something is, the more value it must have. Just think of the last time you went window shopping for diamonds and thought that those prices were absolutely ridiculous!

It’s also Law 16 of the 48 Laws of Power by Robert Greene, but… ANYWAYS!

Using techniques like “only 100 NFTs minted” or “while supplies last” with a number of items next to it will trigger a sense of urgency within your viewers.

They’ll be more likely to take immediate action to try and get the limited prize.

For this to work, the number of pain points should be relevant to the value of the offering and the target audience needs to be interested in the offering.

Using this technique to advertise on TikTok is relatively easy and can be VERY effective. Try offering something as simple as 10 free products to the first 10 visitors to visit your landing page and submit their information, as an example. This is a great lead magnet and can pay off in the long run as you build up your list of potential customers.

 

Content Ideas To Advertise On TikTok - FOMO

Content Ideas To Advertise On TikTok – FOMO

 

Marketing Psychology: Loss Aversion

The whole idea behind loss aversion is the idea that people see a loss as being twice as impactful as a win. This principle can be tied into some of the other psychological marketing principles to really deliver an idea.

The things to focus on with this principle are the potential losses the viewer may get for missing out on a product or an action.

Some topics to talk about with this principle are the problems that your products solve, the problems themselves, things that make your target audience tick, and actions they can take to fix their fears.

An example of this would be to advertise on TikTok with videos talking about how a certain product will help the viewer save on time, money, or energy to get the viewer to take action and solve those problems they may have in their life.

 

Content Ideas To Advertise On TikTok - Loss Aversion

Content Ideas To Advertise On TikTok – Loss Aversion

 

Marketing Psychology: Paradox Of Choice

The principle paradox of choice is that with too many options, we end up second-guessing ourselves as to whether or not we made the right decision. An example of this would be going to a restaurant that has an absolute BOOK of a menu, and trying to decide between the burger or the fish n chips. No matter what is chosen, we’ll be wondering how the other option would have been.

The principle can be applied to our TikTok marketing strategy by limiting the number of calls to action that we ask of the viewers. When we advertise on TikTok, we have a VERY specific action that we’re looking for whether it’s a click-through or a filled form the CTA is VERY specific.

This increases the chances that the viewer will be receptive to our TikTok marketing and take the action instead of being overwhelmed and leaving. You can use this principle in your organic content when you advertise on TikTok as well to produce even better results for your brand.

 

Content Ideas To Advertise On TikTok - Paradox Of Choice

Content Ideas To Advertise On TikTok – Paradox Of Choice

 

The 4 Major Movements To Target With TikTok Marketing

So, I know the 4 major movements to target are more of an SEM thing, BUT… hear me out because I think there are some ideas from this theory that we can apply when we want to advertise on TikTok and be successful.

 

The 4 major movements to target with TikTok marketing include:
1. I-Want-To-Know
2. I-Want-To-Go
3. I-Want-To-Buy
4. I-Want-To-Do

 

Content Ideas To Advertise On TikTok - 4 Major Movements TikTok

Content Ideas To Advertise On TikTok – 4 Major Movements TikTok

 

4 Major Movements: I-Want-To-Know

The first of the 4 major movements is I-want-to-know. This ties back into our 6 psychology principles of marketing with the info gap theory as our target audience is looking for more information around their interests.

The TikTok algorithm works by figuring out what the user likes by how they interact with the content that’s shown to them. If the user spends most of their time watching marketing videos on TikTok and quickly swiping past anything related to football, then TikTok’s algorithm will adjust to show more of the marketing side of TikTok.

We can use this to advertise on TikTok by sharing knowledge that our target audience is looking for. Sharing interesting marketing theories with infographics to people interested in marketing will increase your chances of gaining that viewer as a follower.

Sharing this knowledge also places your brand as an expert in the field and someone that can be trusted on the topic.

Some great tactics to use this major movement to advertise on TikTok include doing myth-busting videos, edutaining videos related to your offerings, and UGC testimonials to educate viewers from a satisfied customer perspective.

This step is for potential customers that are still doing research on the subject and product before making a purchase. Establishing your brand and products as solutions to their product early on in their customer journey is a great way of staying at the top of their mind while they continue looking for information.

 

Content Ideas To Advertise On TikTok - I-Want-To-Know

Content Ideas To Advertise On TikTok – I-Want-To-Know

 

4 Major Movements: I-Want-To-Go

The I-want-to-go major movement is all about driving traffic to a physical location as the viewer is looking for physical places to go that are local.

Using the I-want-to-go major moment may be a bit more tricky when we advertise on TikTok, but there are ways to get this moment to work.

The best businesses to achieve this with TikTok marketing are local restaurants wanting more customers to try their food. I’ve seen sooo many local restaurants show off their mouth-watering food and beautiful ambiance to get me to visit them, and not gonna lie, it’s REALLY tempting to drop everything, hop in the car, and try it!

Other businesses can use this idea to advertise on TikTok by showing their available inventory, friendly staff, fun shopping experience, and decorated floor rooms.

This major movement works best with a call to action for viewers to come visit the place in person to help increase foot traffic to their business.

 

Content Ideas To Advertise On TikTok - I-Want-To-Go

Content Ideas To Advertise On TikTok – I-Want-To-Go

 

4 Major Movements: I-Want-To-Buy

The I-want-to-buy major movement is THE BEST movement to target for product sales.

This is HUGE because it’s targeting people who are ready to buy at any second! We can use this to advertise on TikTok by doing product demo videos, UGC testimonials, viral relater video ads, and micro ads to get as much attention around the offerings as possible.

Using TikTok marketing to get the attention of potential customers that are ACTIVELY looking for a product like yours is perfect! They’re ready to convert and just need that extra nudge to do it!

Make sure to include CTAs with easy links to help viewers make the final step for conversion to make the process as easy as possible.

 

Content Ideas To Advertise On TikTok - I-Want-To-Buy

Content Ideas To Advertise On TikTok – I-Want-To-Buy

 

4 Major Movements: I-Want-To-Do

The I-want-to-do major movement can come before or after the purchase and is based on “how-to” moments people have during their daily lives. This idea could be anything from a need for a specialized tool for a project to finding out how to operate certain products.

The best way to use this major movement is to answer their how-to questions with your TikTok marketing videos. The best formats to help with this include using product demos and UGC testimonials to show how to use the products, and how effective they are.

This movement is very solutions-based and viewers looking for this information are readily available to fix the problems they’re experiencing.

 

Content Ideas To Advertise On TikTok - I-Want-To-Do

Content Ideas To Advertise On TikTok – I-Want-To-Do

 

Target YOUR Niche!

Remember to take into account who your target audience is and what kind of content they’ll like. Making content that targets a specific niche with TikTok marketing is the best way of ensuring consistency and that the content will resonate with your target audience.

Having consistency across your entire profile to advertise on TikTok should be done to make sure that the target audience has the same experience when they watch a video as they would visiting your website, TikTok profile, or even your Instagram profile.

This omnichannel approach is great for building up your brand and letting your audience know who the brand is.

An interesting idea to gain even MORE attention to your TikTok business profile is to cross-post content from TikTok to other platforms that link to your TikTok profile. Using Pinterest and Instagram to drive traffic to your TikTok marketing funnel is a great way of gaining more followers, views, and overall engagement.

 

Content Ideas To Advertise On TikTok - Consistency

Content Ideas To Advertise On TikTok – Consistency

 

Still Need Help To Advertise On TikTok?

Still looking for help to advertise on TikTok? Partnering up with a creative ad agency to make highly successful video ads that convert can be perfect for getting the right content to your target audience.

Here at Viscap Media, we specialize in video ads that convert and create product videos that are native to all different social media platforms you may have across your marketing mix.

To take this a step further, you can partner with a media buying agency to help launch and manage paid advertising campaigns across the different social media platforms.

Our partners at Sellers Alley are great at media buying and can structure your paid media ads to get the best results possible!

By having BOTH the perfect video assets, and an experienced media buying agency brands will be able to get the right videos, in front of the right people, at the right time to get the most conversions possible!

When you’re ready to start your digital marketing campaigns, get in touch with us at Viscap Media to get your perfect video ads and start scaling your business today!

Content Ideas To Advertise On TikTok - BTS Settin Up Chad & Devin

Content Ideas To Advertise On TikTok – BTS Settin Up Chad & Devin

 

Summary

To make a long story short, the 6 psychology principles of marketing work well to advertise on TikTok. The 6 psychology principles include reciprocity, info gap, social proof, FOMO, loss aversion, and the paradox of choice.

Using the 4 Major Movements for TikTok marketing content produces results. The 4 major movements include I-Want-To-Know, I-Want-To-Go, I-Want-To-Buy, and I-Want-To-Do.

Target your niche and maintain consistent branding across all platforms from your websites to every social media platforms, including TikTok.
Cross-posting content to drive traffic to TikTok works well. The best social media platforms to do this with include Pinterest, Instagram, and Twitter.

Partnering with a creative ad agency can get you perfect video ads! Contact us at Viscap Media today to launch your digital marketing campaigns and scale to the MOON!

 

Sources:
The Psychology Behind TikTok Advertising | Sellers Alley
Six Psychology Principles That Can Help Your Content Marketing | Econsultancy
13 Strategies To Grow Your TikTok Following With Ease | Better Marketing

TikTok Paid Advertising Thumbnail
Articles, Marketing Guide, TikTok

The Guide To Paid TikTok Advertising | Viscap Media

The Guide To Paid TikTok Advertising

The Guide To Paid TikTok Advertising

 

So, TikTok currently has 689 million active monthly users as of January 2021. That’s INSANE!!! The TikTok app has also been downloaded over 2 BILLION times as of April 2020. It’s also been the #1 downloaded app in Apple’s app store since the first quarter of 2019! TikTok first gained traction with the younger generations in the US and is now expanding to take over the older generations as well in their quest for video social media app domination.

We’ll go over what TikTok marketing is, the recommended TikTok video advertisement specifications, whether or not you should advertise on TikTok, how to set up your TikTok ads manager, creating a TikTok campaign to advertise on TikTok, and some neat tips as to how to take your paid TikTok marketing to the next level!

Once we figure out how to do these things, I’m sure you’ll be on your way to making totally killer TikTok paid marketing strategies to grow your business and scale up quickly!

Key Takeaways

  • TikTok has been growing at an exponential rate and is able to target whatever generation or specialized niche you are targeting.
  • TikTok has a preferred size and video format that uploaders should keep into consideration when they advertise on TikTok.
  • TikTok is good for advertising and can simplify the whole paid marketing process with some features that aren’t available on other social media platforms.
  • There are many different types of paid TikTok campaigns to choose from.
  • Setting up your TikTok Ads Manager is easy, but requires a separate account to be created.

Setting up a TikTok campaign for paid social media marketing couldn’t be easier as there’s a simplified and customized option where TikTok will walk you through the whole setup process.

Contact us today, and let’s get started working on your paid digital marketing campaign video plans!

 

Key Takeaways Infographic advertising on TikTok campaign Ads

Key Takeaways Infographic advertising on TikTok campaign Ads

 

What Is TikTok Social Media Advertising?

So, TikTok makes it super easy for people to find what their TikTok advertising posts should look like. Check out this link to the recommendations of your TikTok advertising post by going to video ads specification. You can also find a link for it in the links section at the bottom of this article. If you don’t want to click either link that’s okay! We got you covered. All the information is directly from TikTok and in a table that’s easier to read than the one on TikTok’s own website article.

 

TikTok Paid Advertising Best Practices Table

TikTok Paid Advertising Best Practices Table

Suggestions for better ad performance and user experience:

1. ​The video creative must have background music or sound.

​2. Upload high-resolution videos. Avoid blurry or distorted pictures caused by stretching or compressing dimensions.

3. Ad creative should be localized; languages other than the local official language where the ad will be shown should not be shown too often. An example of this would be using Mandarin Chinese in Australia or Spanish in the United States.

These suggestions above are directly from the horse’s mouth To be honest, it’s probably more of a recommended guideline than a suggestion. If your video is not optimized you can use the “Intelligent Optimization Tool” inside of your TikTok Business account.

Now that we got the basics out of the way, let’s move on to something a bit more complicated.

 

3 Ways To Get Better TikTok Ad Performance Infographic

3 Ways To Get Better TikTok Ad Performance Infographic

 

Can And Should You Advertise On TikTok?

Whether or not TikTok advertising is right for you is totally up to what your market research is saying. This will be a combination of doing target market research, finding your key demographics, creating an ideal customer profile, creating a customer journey, and finding out if TikTok matches up with your research as a platform that makes sense to reach the target audience.

A few years ago, the key demographics of TikTok were different than they are today. The average age was 16 years old and would not have been considered for products that appeal to a more mature audience. Recently, the number of people over the age of 18 has exploded at an alarming rate.

According to Statista, as of March 2021, 22.4% of users are between the ages of 20-29, 21.7% are between the ages of 30-39, 20.3% are between the ages of 40-49, and only 11% of users are above the age of 50. This means that TikTok is able to show your TikTok campaign to WAAAY more diverse groups of people than in the past. Individuals with different interests and that belong to generations other than Gen Z are now very reachable through the app allowing companies to target specific niches to get the right TikTok advertising in front of the right target audience. These target markets can also be super narrowed down to get exactly the right people in front of the ad, or it can be A/B tested through the TikTok Ads Manager optimization settings.

Advertising on TikTok comes with some really cool features that you don’t get on other social media platforms. As we mentioned before there’s the Intelligent Optimization tool to make sure the videos are formatted and fit right. You can also set the target advertising objective for your TikTok campaign in the TikTok Ads Manager.

The options for simplified mode include website conversions, website traffic, app installs, and lead generation. A third reason to advertise on TikTok is the A/B ad testing and AI optimization it offers. Some different levers that can be tested for include the target audience, account structure, optimization event, creatives, and bid & budget. We’ll talk about these more in-depth under the “How To Create A TikTok Campaign For Paid Social Media Marketing” section below.

TikTok makes setting up your advertising SUPER easy. There’s an easy/simplified mode and an advanced/custom mode so you can get extremely precise with your settings or let the AI do MOST of the heavy lifting (still requires effort).

 

Can I Afford A Paid TikTok Campaign?

Another thing to consider when deciding whether or not to advertise on TikTok is the cost. Can you afford it and will it produce the ROI (Return On Investment) you’re looking for? TikTok starts at $10/CPM and goes up from there. The average TikTok campaign is costing brands between $50,000-$120,000 depending on format and length. The minimum spend for advertising on TikTok is $500 with brand takeovers costing $50,000/day, In-Feed Ads at $10/impression, and a hashtag challenge costing $150,000/week. This minimum spend is going to put in a barrier to entry that some small businesses can’t afford. If this is you, don’t worry! You can start with the other social media channels such as Facebook and Instagram, then start advertising on TikTok when your accountant says it’s all good.

In-Feed Ads are the most affordable format right now with the $10/CPM cost with it. The most expensive format is the Branded Hashtag Ads. These ads can be done organically, but paying for the TikTok campaign guarantees that viewers will be seeing it promoted for six days and increases the chance of the TikTok campaign going viral.

Is TikTok Good For Advertising?

 

Advertise On TikTok Campaign Inspiration Case Studies Screenshot

Advertise On TikTok Campaign Inspiration Case Studies Screenshot

 

There are a few different ads you can launch on TikTok depending on what your goals are. You can view case studies and examples on the TikTok Inspiration page which shows other brands that have launched amazing TikTok campaigns on the app.

  1. Topview Ads
  2. Brand Takeover Ads
  3. In-Feed Ads
  4. Branded Hashtag Challenges
  5. Spark Ads

Influencer Marketing (Not technically a TikTok advertising post directly)

 

Different TikTok Ad Types: Topview Ads

The first one we’re gonna talk about is the Topview Ads. The Topview Ads are similar to the top listing ads on Google or any other PPC really. It’s the FIRST thing that pops up when someone opens up the app. I’ve certainly accidentally clicked on these more than once and know from first-hand experience that these drive lots of interactions.

 

Advertise On TikTok Campaign Topview Ad Screenshot

Advertise On TikTok Campaign Topview Ad Screenshot

 

Different TikTok Ad Types: Brand Takeover Ads

The second type of ad that can be used is the Brand Takeover Ads. These ads are similar to the Topview Ads. These are essentially like the pre-roll video ads that you see on Youtube before your actual video plays. There’s no way to comment or like these videos/pictures and it’s best to pair these ads up with other formats to get the best reach for your TikTok campaign.

 

Advertise On TikTok Campaign Brand Takeover Ad Screenshot

Advertise On TikTok Campaign Brand Takeover Ad Screenshot

 

Different TikTok Ad Types: In-Feed Ads

The third type of ad are the In-Feed Ads. These are TikTok campaign ads that appear in people’s organic “For You Page” or FYP. The best practice for these types of ads is to go with a brand story or make the ad look as organic as possible. These types of ads have the ability to be shared, commented, liked, followed, or interacted with by the viewers.

 

Advertise On TikTok Campaign In-Feed Ad Screenshot

Advertise On TikTok Campaign In-Feed Ad Screenshot

 

Different TikTok Ad Types: Branded Hashtag Challenge

The fourth type of ads that can be harnessed for better reach is the Branded Hashtag Challenge. This goes beyond simply clicking on a link or watching a video. It calls on the community to accept the gauntlet and create their own UGC or User Generated Content in a chance to win rewards and/or create interesting content based on the TikTok campaign you’re running. These have the greatest amount of engagement and can produce some shockingly good results.

 

Advertise On TikTok Campaign Hashtag Challege Screenshot

Advertise On TikTok Campaign Hashtag Challege Screenshot

 

Different TikTok Ad Types: Spark Ads

The fifth type of ads that can be used to advertise on TikTok are the Spark Ads. They’re totally native to the TikTok platform and lets you use organic TikTok advertising with some interesting features.

Instead of having ALL the buttons on an ad point to your landing page, you can pick and choose where each button will send the viewer. The profile icon will lead to your TikTok profile page, swiping left will bring them to your account page, clicking the music disc will bring them to the music page, and the CTA/video caption will send them to the landing page.

 

Advertising On TikTok Campaign Spark Ads Screenshot

Advertising On TikTok Campaign Spark Ads Screenshot

 

This is done by transforming the posts you already have on your page or by using an organic post by another creator (with permission). This type of ad is only good for Auction Ads and Reservation Ads. Some benefits of running these totally organic posts as paid ads is that it’s 100% native to the TikTok platform, it brings long-lasting market impact, and the goals are customizable with flexible buying.

 

To set up your Spark ads, there are 5 steps to follow:

  • Enable ad authorization
    • This is found under me, the 3 dot menu, privacy, then toggle ad authorization. You may have to scroll to the right to find this button.
  • Authorize video for promotional use.
    • Open a post, tap the 3 dot menu, tap ad setting, and agree to advertising ToS.
  • Generate video code.
    • Copy the video code.
  • Enter video code on TikTok Ads Manager.
    • Go to creative, Spark Ads, apply for authorization, paste code in the search bar, and tap confirm.
  • Publish the spark ad.
    • Create a TikTok campaign, select Spark Ads, upload assets, choose your post, and hit submit.

 

Different Types of TikTok Ads

Different Types of TikTok Ads

Different TikTok Ad Types: Influencer Marketing

Another tactic that can be used with your paid TikTok advertising is to use influencer marketing. We spoke about this in the Organic Marketing TikTok Guide so we’ll quickly glance over it for those that haven’t read the other blog article.

 

TikTok Creator Marketplace Home Page Screenshot

TikTok Creator Marketplace Home Page Screenshot

 

TikTok is AMAZING for influencer marketing and even has a TikTok creator marketplace where companies and people can find influencers to market their products and services. If you’re interested in becoming an influencer creator, check out this TikTok help article on how to get started on becoming a TikTok influencer/creator. If you’re a company or person looking for an influencer for your brand, check out the TikTok creator marketplace.

TikTok Creator Marketplace will ask you to set up a TikTok Ads Manager account or to login to one you currently have. After the login portal, TikTok Creator Marketplace will ask you to fill out a form for your TikTok campaign information and location to narrow down your search for the perfect creators.

 

Setup Creator Marketplace Account Screenshot

Setup Creator Marketplace Account Screenshot

 

Remember to keep in mind your brand personality and target audience when choosing an influencer to get the best overall reach and the most interaction out of your newly formed partnership.

 

Influencers on TikTok Creators Marketplace Screenshot

Influencers on TikTok Creators Marketplace Screenshot

 

Different TikTok Ad Types: Customer Journey

The different types of TikTok campaigns all contribute to one or more stages in the customer journey. Starting with awareness, all six styles of TikTok advertising can be used to generate impressions. The types of TikTok campaigns that would be best for generating awareness are Brand Takeovers, In-Feed Ads, Branded Hashtag Challenges and Influencer marketing. These are great options to get your brand and message in front of as many people as possible.

The second stage in the customer journey is consideration. The best options are going to be able to educate the viewer about the problem, product, and solution. The best formats you’ll be considering for this stage will be Topview Ads, In-Feed Ads, and influencer marketing. These three options are going to be your best bet at getting the right information to the right target audience. Think of this as your education funnel to make the viewer an expert on your brand vertical.

The third stage in the adventure your customer is travelling on is the convert stage. Our goal for these TikTok campaigns is… you guessed it! Conversions! We’ll want to use Topview Ads, Spark Ads, and influencer marketing to drive as much traffic to our landing pages as possible. We can also have a lead generation goal as well to capture new client information.

The fourth step is loyalty with the fifth being advocacy. We can add touchpoints with the client to increase brand preference and maintain as much top of mind, tip of tongue as possible. The best TikTok campaigns to use with these stages in mind will be the same ones for awareness. This will be the Brand Takeovers, In-Feed Ads, Branded Hashtag Challenges, and influencer marketing. The goal is to stay relevant and maintain the relationship the brand has built with their customer or client.

 

Different TikTok Ad Types: Summary

On top of all these reasons to advertise on TikTok, the BEST reason is that viewers are actively watching these videos and interacting with the app. With other platforms like Facebook, Instagram, and Youtube the viewers may be passively watching the content while doing something else as multitasking has taken over. TikTok doesn’t have this problem as bad as the others. I know from personal experience that rewinding a show I’m watching is really common when multitasking with TikTok as the app takes over my senses and drowns out the video I left on in the background. It requires the viewer to swipe every time they want to load a new video instead of having an autoplay function where it loads a new video after the current one is finished.

These different types of TikTok formats should be mixed and matched to get the best results. Something to keep in mind when designing your TikTok campaigns is organic looking ads that blend in with the rest of the platform’s content are the ones that perform the best. Viewers will take longer to realize it’s a TikTok advertisement and will be more receptive to content that they’re already used to. On top of all of this, it’s possible to get trends going on TikTok because the community LOVES doing these! Take the Menulog Branded Hashtag Challenge as an example: TONS of people made user generated content for the TikTok campaign in the hopes of winning a prize, and to have fun doing it! The main tip is to find ideas the community will be receptive to and that fit the platform well.

The best strategy to use for advertising on TikTok will depend on what your set goals and objectives are. If your goal is to build awareness and brand recognition then the option that makes the most impressions will be your choice. You would set up a TikTok campaign for in-feed ads and brand takeover then. If your goal is to drive more traffic to your website or TikTok page, then Spark Ads and Topview Ads will be your preferred approach. Most of this decision making will be based upon where in the customer journey you want to use TikTok advertising. Whichever TikTok advertising types and message you choose, make sure they all line up with your brand image and presence on other platforms. With a little A/B testing and AI optimization, you’ll be hitting your marketing goals in no time!

 

Viral Videos & STEPPS

Another piece of marketing theory to keep in mind when designing a marketing strategy and tactics is Johan Berger’s STEPPS theory, and a really solid paid video advertising plan. Watch this TikTok video below to learn more!

 

@viscapmedia

#adagency #businesstiktok #businessowner #businesstips #socialmediatips #videomarketing #tiktoktip #stepps #learnontiktok #relatablecontent #content

♬ FEEL THE GROOVE – Queens Road, Fabian Graetz

How To Set Up TikTok Ads Manager

To set up TikTok Ads Manager, you’re gonna want to go to ads.tiktok.com and create an account separate from your organic TikTok page.

 

TikTok For Business Login Screenshot

TikTok For Business Login Screenshot

 

The website won’t let you use your organic TikTok profile login for the TikTok Ads Manager because… reasons.

If you already have a TikTok Ads Manager account, you can skip ahead to the “How To Create A TikTok Campaign For Paid Social Media Marketing” section to advertise on TikTok!

 

TikTok For Business Signup Page Screenshot

TikTok For Business Signup Page Screenshot

 

The next step after creating your login information is to verify your email or phone number by passing the security test, copying the code in your email/phone, and pasting it into the verification code field.

 

TikTok For Business Security Test Screenshot

TikTok For Business Security Test Screenshot

 

After verification, the next step is to go ahead and actually set the account up. TikTok Ads Manager will walk you through a few fields you gotta fill out so they have all the company information for your TikTok Ads Manager account.

 

TikTok Ads Manager Registration Screenshot

TikTok Ads Manager Registration Screenshot

 

After these forms are filled out, it’s time to move on to the fun stuff! Setting up the actual paid TikTok campaign to advertise on TikTok.

How To Create A TikTok Campaign For Paid Social Media Marketing

Once your TikTok Ads Manager is up and running, it’s time to get cookin’ with the actual paid social media campaign setup so we can advertise on TikTok.

To do this, go to ads.tiktok.com and login with your TikTok Ads Manager account.

 

TikTok For Business Login Screenshot

TikTok For Business Login Screenshot

 

Step one: click on either the “simplified” or “Custom” Mode to start creating the TikTok campaign. For this walkthrough we’ll be using the simplified mode to create a lead generation campaign.

 

Simplified or Customized TikTok Ads Manager Options Screenshot

Simplified or Customized TikTok Ads Manager Options Screenshot

 

Next, select which goals you want to reach. We’ll be going with the lead generation option in this walkthrough. You can even name your TikTok campaign and this is highly recommended if you plan on running multiple different campaigns at the same time. Click continue to move along to the next page.

 

Advertise on TikTok Campaign Objective Choice

Advertise on TikTok Campaign Objective Choice

 

The next page will ask you to fill out some information, relevant to the specific type of campaign you want to run. The information for a TikTok advertising website conversion campaign will be different from that of a lead generation TikTok campaign.

 

TikTok Ad Campaign Setup Form 1 Lead Gen Screenshot

TikTok Ad Campaign Setup Form 1 Lead Gen Screenshot

 

Now comes the REALLY cool part. You can turn on Automated Creative Optimization so TikTok will automatically make the best version of your ad using your creative assets. Think of it like a puzzle where the ad text, images, and videos are all pieces that TikTok’s AI will A/B test to figure out which completed puzzle is the best. Once you decide on whether or not to use Automated Creative Optimization, it’s time to hit next and move on to target audiences.

The options on the Target Audiences form include things like who to include/exclude, location, gender, age, and even language! You can get really specific with these settings or let TikTok optimize and A/B test these for you with TikTok’s Smart Audience Targeting. Here’s a quick table below from TikTok’s help article showing some target audience options. It’s just straight copy pasta and identical to the one on their website. Click next once you’re happy with the target audience settings.

 

Target Audience Options Paid TikTok Advertising Blog Screenshot

Target Audience Options Paid TikTok Advertising Blog Screenshot

 

Advertise on TikTok Campaign Set Up Target Audience Choices

Advertise on TikTok Campaign Set Up Target Audience Choices

 

Moving on, the next step is to set the budget for the campaign. You can set the spending cap, the schedule, and the highest bid you’re comfortable with. Once the awkward conversation/internal debate about money is settled, it’s time to click next!

 

Advertise on TikTok Campaign Set Up Budget & Schedule Choices

Advertise on TikTok Campaign Set Up Budget & Schedule Choices

 

This is the page where you’re gonna add all the specifics around your TikTok paid advertising campaign videos. You can name your TikTok ads, choose the format, upload the videos/images, and smash out the details of the ad. After all of the details are settled, it’s once again time to hit next and move on to the next page!

 

Advertise on TikTok Campaign Set Up Ad Details

Advertise on TikTok Campaign Set Up Ad Details

 

Advertise on TikTok Campaign Set Up Ad Details Pt 2

Advertise on TikTok Campaign Set Up Ad Details Pt 2

 

Since we chose lead generation as our TikTok campaign goal, this last page is specific to the lead generation objective. Your final page may look different if another outcome was picked. On this final form, we will be uploading/creating a lead generation form and adding tracking information for TikTok to record the results of the TikTok campaign. Once this is done, go back and double check that ALL of your TikTok campaign information is correct before hitting submit.

 

Advertise on TikTok Campaign Set Up Lead Form & Tracking

Advertise on TikTok Campaign Set Up Lead Form & Tracking

 

Once you hit submit, your brand new paid TikTok campaign is born! Pop some champagne and celebrate because your paid TikTok advertising is now LIVE and RUNNING!

 

Advertise on TikTok Campaign Submit

Advertise on TikTok Campaign Submit

 

It’s time to click the dashboard at the top of the page and see how our newborn baby is doing. Once you’ve verified that everything is running smoothly and there aren’t any errors, it’s time to relax and let TikTok take over. Check in regularly to see how the campaign is doing and if there are any changes that need to be added to the TikTok campaign.

 

Advertise on TikTok Campaign Dashboard Screenshot

Advertise on TikTok Campaign Dashboard Screenshot

 

So, coming back to the whole AI optimization TikTok offers. Some of the different levers that can be changed during AI A/B testing are: the target audience, account structure, optimization event, creatives, and bid & budget as we discussed above. These different levers can be tested for the best possible outcomes, then used with your TikTok campaign to help reach your goals faster. Give it a go and see what AI optimization can do for you!

 

Advertise On TikTok Campaign AI Optimized Ads

Advertise On TikTok Campaign AI Optimized Ads

 

Why To Hire A Video Marketing & Social Media Marketing Agency

Some companies aren’t sure how to approach social media marketing, content marketing, and video advertising. That’s totally fine! Leave it to the experts to handle these projects so you can go back to running the company you love, or counting money on the beach in Antigua. This way you’re not having to keep up with modern trends, learning new platforms, and creating gripping video content. When you want to hire a firm for video marketing, I know VisCap Media is a specialist in this field and will be your first call! We know how to increase user engagement with scroll-stopping video marketing content!
Anyways, all of these things have learning curves to them and it’s sometimes better to step away and let the professionals handle the project. They can create social media marketing calendars, high-quality/high-converting video content, and a winning marketing strategy for your company.

Setting up a TikTok campaign for paid social media marketing couldn’t be easier as there’s a simplified and customized option where TikTok will walk you through the whole setup process.

Contact us today, and let’s get started working on your paid digital marketing campaign video plans!

 

Paid TikTok Advertising Viscap Media BTS

Paid TikTok Advertising Viscap Media BTS

 

Summary

To make a long story short, advertising on TikTok has never been as effective and easy as it is right now. The results speak for themselves and there are endless case studies of real companies making real traction with paid TikTok campaigns.

TikTok advertising is definitely a social media marketing platform to add under your overall paid social media marketing strategy as it’ll produce eye-poppingly appealing results that’ll knock you straight outta your chair.

To get the best results with advertising on TikTok, set up an overall social media marketing strategy that includes ALL of your marketing efforts on social media and keep the messages consistent across different platforms.

Another way to jump-start your marketing campaigns is to partner with a specialized video marketing agency such as VisCap Media. We’re experts in social media video advertising, branded videos, and much more! Come visit us on the web and contact us today so we can help you with your video assets for your paid social media marketing campaigns!

 

Guide To Paid TikTok Advertising Blog Summary Video

 

Sources:

Video Ads Specifications | TikTok Help Article
Inspiration | TikTok Inspiration Page
TikTok Spark Ads | TikTok For Business
TikTok Ads Manager | TikTok For Business
TikTok Creator Marketplace | TikTok For Business
TikTok Ads AI Optimization | TikTok Best Practices Article
TikTok Target Audience Options | TikTok Ads Manager
TikTok Intelligent Optimization Tool | TikTok Help Article
Monthly Active TikTok Users | Backlinko
TikTok User Age Demographic | Statista

CAREERS

APPLY