TIKTOK

TikTok can no longer be called a social network for children and teenagers, although about 40% of its audience is under 18. Now, at least 20% of users are 25-35 years old, and the number of older consumers and content creators is constantly growing. Regardless of age, the audience loves videos about fashion and beauty, as well as educational videos on a variety of topics. Psychologists, coaches, economists, musicians, artists, and many other bloggers with unusual hobbies or jobs quickly find their subscribers there. At the same time, TikTok's audience is rather cold. Consumers who like short videos find it difficult to focus on multi-component tasks, such as searching for the information or product they need on a website. It is most effective to lead them to a bright short landing page, other social networks, or instant messengers, where an operator will be waiting for them.

The best way to attract new customers is to create your own channel and shoot interesting videos for it, but even so, you will need additional promotion tools. For example, you can make a Brand Takeover video that will be shown to the selected target audience after the app launch, or an In-feed Native Video, a classic ad for the feed. You can also shoot commercial videos to participate in hashtag challenges and create branded filter masks. Of course, you can also start collaborating with an influencer by negotiating with the blogger directly or on official or third-party exchanges, where it is convenient to find a performer from the right region, with a certain coverage and other parameters. They can either make a custom creative or simply place your short video before theirs. By the way, native ads on TikTok bring in more customers than regular ads, which people may complain about, but if you make an interesting In-feed Native, it will be no less effective.

TikTok has a very laconic advertising account. It consists of the main panel where you can visually evaluate the summary results by various parameters and three tabs. The first of them is Campaign, where you can customize your ads and the conditions of their display. In particular, you can target audiences and demographics, as well as devices, down to the operating system version and network connection type. You can also choose a goal - reach, views, traffic, app installs, or conversions.

You can create a video anywhere and upload it if it meets the requirements of the platform or make it in the second tab of the advertising account. Even a schoolchild can figure out the tools of Creative, and by using them, you make your content more familiar to your audience. You can create videos of different formats, similar to native and more promotional ones, and for each campaign, you should make at least three creatives for each group.