Social commerce video ads BTS on phone
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How Social Commerce Is Shaping The Future | Viscap Media

How Social Commerce Is Changing The Future Article Thumbnail

How Social Commerce Is Changing The Future Article Thumbnail

 

How Social Commerce Is Shaping The Future Of eCommerce

What’s social commerce? According to Investopedia, “social commerce uses networking websites such as Facebook, Instagram, and Twitter as vehicles to promote and sell products and services. A social commerce campaign’s success is measured by the degree to which consumers interact with the company’s marketing through retweets, likes, and shares” and this definition does an excellent job of defining social commerce in a concise manner.

This is the next evolutionary step for eCommerce as retailers want to stay in front of their customers. Because of the pandemic and the evolution of technology, customers are getting more and more options to choose from while shopping. From an article by TechJury, Americans spend an average of 2 hours and 22 minutes a day on social media. This is up from 1 hour a day from 2012. If customers are spending more and more time on social media, why not just target them there and have the customers check out through the social media platform?

 

 

 

Key Takeaways

  1. Social commerce is the next step in eCommerce.
  2. TikTok is gaining in popularity and could possibly dethrone Instagram as the #1 social commerce platform
  3. Social commerce is highly effective and has shown proven results for eCommerce growth.
  4. There are various ways of managing social commerce stores, and some software to help you manage them all in one place!
  5. When struggling with social commerce video ads, it’s okay to turn to professionals for help.

 

5 Key Takeaways Social Commerce Changing Future Infographic

5 Key Takeaways Social Commerce Changing Future Infographic

 

What Are The Top Social Commerce Platforms?

Social commerce is all about using social media to increase eCommerce growth. The top 5 platforms for social commerce are:

  1. Instagram
  2. Facebook
  3. Twitter
  4. Pinterest
  5. YouTube

 

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These top 5 social commerce platforms are competing for the same eCommerce business and some are doing better than others. According to Gary Vee, this competition has turned into a trillion-dollar war between these platforms.

Let’s break down the top 5 social commerce platforms to see how they’re doing.

 

Top 5 Best Social Commerce Platforms Infographic

Top 5 Best Social Commerce Platforms Infographic

 

Top 5 Social Commerce Platforms: Instagram

 

Social Commerce - IG Icon

Social Commerce – Instagram Icon

 

Compared to its competitors, Instagram is doing very well within the social commerce space. They boast the highest average order value at $65 of all the social commerce platforms and boast a conversion rate of over 1%. This is going to be the most popular social commerce platform used for eCommerce growth.

The Instagram Shop function is attached to the Facebook Shop, as well as your eCommerce storefront/website. The function is only available on mobile devices, not desktop, and allows social shopping with one click over from the brand’s Instagram page.

Social shoppers can browse their products, read the different descriptions, compare prices, and click on a link to their eCommerce website when ready for purchase.

Using Instagram Checkout, customers can also make instant purchases through posts they see inside of their feed. This streamlines the process and relieves the pain point of being taken off-app to make the purchase.

Instagram is considered the most popular and successful social commerce platform as of right now because of its performance metrics, but with the emergence of TikTok it’ll be interesting to see how long they can hold the crown.

 

Social Commerce Article Miracle Instagram Shop Screenshot

Social Commerce Article Miracle Instagram Shop Screenshot

 

Top 5 Social Commerce Platforms: Facebook

 

Social Commerce - FB Icon

Social Commerce – Facebook Icon

 

The next social commerce platform we’ll talk about is Facebook. Facebook and Instagram are very similar and growing even more similar every day as Facebook further integrates Facebook, Instagram, and WhatsApp into a cross-platform mega app.

The social commerce platform brags that they drive ⅔ of all the traffic to Shopify based on a recent Shopify Study.

Facebook is still an eCommerce company’s best bet at eCommerce growth through impressions as they’re still king of the hill as far as total number of users.

Since the Instagram and Facebook Shops are linked, everything you were able to see on the Instagram shop will be up in the Facebook shop. The only difference is that the Facebook shop is accessible via desktop as well as mobile.

There’s Facebook Marketplace where, very similar to Instagram Checkout, allows social shoppers to make purchases in-app without having to travel to a separate website to complete the purchase.

Using Facebook Marketplace streamlines the process and allows for more conversions as the level of trust with a company can be more dependent on the social commerce platform rather than the actual product seller.

 

Social Commerce Facbook Marketplace

Social Commerce Facebook Marketplace

 

Top 5 Social Commerce Platforms: Twitter

Twitter introduced their “Buy Now” button in 2015 for social shoppers, and haven’t made much progress in social commerce since. Now, in a recent Twitter blog post, Twitter announced that they’re currently working on a Twitter Shop Module to help companies pursue eCommerce growth.

According to a blog article from Oberlo, about 20% of the US population is active on Twitter and over 40% of users on Twitter say they placed a purchase after seeing the product on Twitter. This makes Twitter a viable platform to take advantage of social shopping and have some eCommerce growth.

Something to consider when implementing social commerce on Twitter is the conversion rate for Twitter is LOWER than 1% so budgets should be watched and market testing should be done to ensure that the target audience is in fact on the platform.

 

Top 5 Social Commerce Platforms: Pinterest

 

Social Commerce - Pinterest Icon

Social Commerce – Pinterest Icon

 

Pinterest has recently rolled out a new feature for social shopping as of June 2021! This new social commerce feature is called Pinterest Shopping List. Shopping List will allow social shoppers to browse pinned products, shipping costs reviews, and price drops.

These tools will allow for eCommerce growth through new social shoppers that can browse and compare products all in one place.

The successes of Facebook, Instagram, and TikTok has inspired other social media platforms to jump on the bandwagon to keep up with modern demands for their platforms.

Very similar to Twitter, their conversion rate is UNDER 1% and it’s best to do some research, market testing, and be very observant when launching a social commerce shop on Pinterest.

 

Social Commerce Article Pinterest Other Products Page

Social Commerce Article Pinterest Other Products Page

 

Top 5 Social Commerce Platforms: YouTube

 

Social Commerce - YT Icon

Social Commerce – YouTube Icon

 

Youtube is part of the Google family and can be managed through the Google Ads portal along with the Google Search and Google Display campaigns. People frequently watch top product lists, product reviews, and drool over unboxing videos.

With a projected amount of over 82% of online purchases to be driven from video ads by 2022, the platform has a better model to increase eCommerce growth for businesses over some of its competitors.
Youtube is testing out a new feature where social shoppers will be able to click on a shopping bag in the corner of the screen for in-app purchases. This will increase the effectiveness of paid video advertising on YouTube as well as allow for eCommerce growth through their organic product videos.

93% of consumers also stated that seeing UGC content from eCommerce brands helped them make purchase decisions. This becomes even more powerful when they’re made into video format for social shoppers to watch.

Similar to Facebook and Instagram, YouTube has a conversion rate of ABOVE 1% making it one of the more profitable social commerce platforms to help with eCommerce growth.

Companies can already list products and merch in the description, but the new social commerce features being tested will help with eCommerce growth by allowing social shoppers to place purchases without having to have their page.

 

Social Commerce Youtube Marketplace

Social Commerce Youtube Marketplace

 

Top 5 Social Commerce Platforms: TikTok

 

Social Commerce - TT Icon

Social Commerce – TT Icon

 

Although TikTok didn’t make our top 5 picks, it’s certainly a social commerce platform to watch and look for in the future. With its explosion in active users and Tiktok quickly climbing to the #1 social media app, some brands like Walmart have seen shockingly good results through the platform.

Walmart launched a TikTok campaign where they began the first-ever TikTok shoppable live stream experience called the “Holiday Shop-Along Spectacular” where 10 creators show off their favorite Walmart fashion and allow social shoppers to watch to make an in-app purchase.

Other brands are hopping on the trend after seeing the results from WalMart’s campaign and it’s going to revolutionize the social commerce space in exciting new ways!

It’s like having an “As Seen On TV” ad that’s actually clickable through the screen!

I’m very excited to watch this trend and to see which other social media platforms will be using this structure in the future.

If you’d like to learn more about marketing on TikTok I highly recommend our other articles Organic Marketing TikTok Strategy Guide and The Guide To TikTok Paid Advertising.

 

Social Commerce WalMart and TikTok Shop Along Spectacular

Social Commerce Walmart and TikTok Shop Along Spectacular

 

Is Social Commerce Effective?

YES! Social commerce absolutely is!

Social commerce is HIGHLY effective and is evolving the eCommerce industry in new ways that are absolutely incredible.

In an article by BigCommerce they mention that 60% of Instagram users find new products to purchase through Instagram and 30% of online shoppers would purchase products through Facebook, Instagram, Pinterest, Twitter, and Snapchat.

These statistics by BigCommerce show that using social media marketing is highly effective, and mixing in-app purchases with this strategy will greatly increase sales volume as social shoppers don’t have to leave the app leading to lower bounce rates!

In the same BigCommerce article, they mention that 51% of millennials are likely to make a purchase over social media and that 84% of shoppers review AT LEAST one social media before purchasing (time to get that UGC content on point).

Why NOT sell the products on the same platforms that eCommerce brands are using for awareness? It’s an easier conversion! No worrying about whether or not the click to the website actually converted and the easier it is for a customer to purchase with less pain points increases the likelihood of purchase. This means a better chance at eCommerce growth for your business!

 

How Do I Use Social Commerce?

Social commerce can be set up across a bunch of different social media platforms to capture as much eCommerce growth as possible. Managing your social commerce channels can be time consuming and should be one of the main factors when focusing on which platforms to sell through.

To set up social commerce through these social media platforms, the most common way of doing this is to convert your social media profiles to business profiles, then either build a shop within the social commerce platform, link it to your eCommerce storefront, or sync the eCommerce storefront with the social commerce platforms via different apps and website that are available. A great example of a website that can manage all of your social commerce channels across all the different platforms is Salsify.

 

Salsify Social Commerce Platform Manager

Salsify Social Commerce Platform Manager

 

Using these social commerce tools will help with eCommerce growth, help increase impressions, decrease your bounce rates, and interact more with the social media communities.

Remember when setting up social commerce platforms to get as close to the native organic posts that are already on the app as possible. This will improve your results and help your content blend into the platform (in a good way) so that users will be more open to your products and services.

 

Why To Hire A Creative Video Advertising Agency

The process of creating social commerce video ads is not easy. We outline the video, write the scripts, cast the talent, film the videos, edit the videos together, then publish and track the content for the best results. This process is a lot of work and is also very time-consuming. It’s even worse if the social commerce video ads are being made by less experienced individuals as there’s quite 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 commerce video ads BTS on phone

Social commerce video ads BTS on phone

Summary

To make a long story short, social commerce is the next step for eCommerce as more and more social media platforms jump onboard with the idea of selling through their platforms. Social media platforms like Twitter and YouTube are testing new ways of putting eCommerce business on their websites and all these new technologies will be available to brands to help them with their eCommerce growth!

The top 5 social commerce platforms include Instagram, Facebook, Twitter, Pinterest, and YouTube. TikTok is number six and has been gaining in popularity very recently. It’ll be interesting to watch which of these six will take the crown as the winner of the multi-billion dollar social commerce war as TikTok is absolutely EXPLODING recently.

Social commerce has already been shown to be highly effective with PROVEN results ranging from Instagram Shop & Facebook Marketplace to TikTok’s most recent case study with Walmart influencer holiday shopping. These are proven channels to help with your eCommerce growth.

There are various ways of managing social commerce stores, but the easiest way is to have some social commerce software help you sync your eCommerce website across the different social media platforms.

When struggling with social commerce video ads, it’s okay to turn to professionals for help. When you’re ready to launch your videos, come speak with us at Viscap Media to help you get started!

 

Sources:
Social Commerce | Investopedia
Time Spent On Social Media | TechJury
Social Media Marketing Strategy | Shopify
Twitter Shopping Testing Shoppable Profiles | Twitter Blog
Twitter Statistics | Oberlo
Walmart’s CMO Leans Into Social Commerce | Forbes
Walmart Social Commerce on TikTok | Walmart Corporate
Social Commerce Blog | BigCommerce
Social Commerce Manager | Salsify

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

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