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Webinar: How to succeed on TikTok For Business

Introduction

Webinar Introduction

Thank you very much, everyone, for joining us today. We are thrilled to have you here. I'm Juan Morán, Growth Marketer here at WinClap, and we have Ryan Burns and Alejandro with us today. We'll be conducting this webinar on how to succeed on TikTok for business and helping brands learn how to work on this wonderful platform for user acquisition campaigns. From the TikTok side, we have Ryan Burns, the Partner Manager for TikTok for Business, and from WinClap, we have Leo Santos, Senior Growth Manager. They will guide us through this webinar.

Introduction to TikTok

Thank you, Juan. I'm Ryan Burns, and I want to start by thanking the WinClap team for having me. We appreciate our partnership over these past few months. Let's first talk a bit about TikTok’s background and its unique platform. TikTok is a community that values joyful and positive experiences, encouraging users to be their authentic selves. The platform is significantly driven by discoverability, where any person's content, regardless of the number of followers, can be discovered if it resonates with the audience. TikTok boasts over 500 million monthly active users globally. The central experience on TikTok is the For You Page (FYP).

TikTok Advertising Solutions

Over the past few months, we've introduced TikTok for Business to open up the platform for advertising opportunities. Today, we’ll discuss how advertisers can leverage TikTok for both branding and performance-oriented objectives.

Ad Formats

  1. Brand Takeover and TopView: Part of our reservation package, these formats are cost-per-time models providing 100% share of voice for 24 hours. Brand Takeover can be a static image or a quick video (3-5 seconds), while TopView is a video up to 60 seconds, with a recommendation of around 15 seconds.

  2. Hashtag Challenge and Branded Effect: These formats are more interactive. Hashtag Challenge invites brands to co-create with the community, often paired with branded effects (AR, 2D, 3D special effects).

  3. In-feed Video: A performance-oriented ad format embedded within the user’s feed, looking and feeling like native TikToks. These ads can be bought via auction with various targeting options like age, gender, location, etc.

Best Practices for Advertising on TikTok

  1. Lean on Trends: Brands need to connect with the audience through trends, hashtags, and effects. Adapting messages based on trending content is crucial for engagement.

  2. Embrace User Generated Content: Ads should look like user-generated content to increase engagement. High production quality is unnecessary compared to authenticity and native feel.

  3. Encourage Co-Creation: Brands should create positive experiences encouraging user participation, similar to how Chipotle created the Lid Flip Challenge.

  4. Engage Creatively for Fun: Authenticity is key. Brands need to experiment, design, and test different creative approaches.

Key Takeaway

In summary, to succeed on TikTok, brands need to think like TikTok users - be authentic, lean into platform trends, and prioritize sound and engaging content.

Q&A Highlights

Targeting in Specific Geographies

Can we run TikTok ads in Mexico?
Currently, we don't have a specific date for when advertising will be available in Mexico. However, we aim to expand to new regions soon.

Audience Range

Is TikTok only good for targeting young audiences?
While TikTok has a significant young audience, we've seen substantial growth in older demographics as well, especially during the COVID-19 pandemic.

Using Influencers

How do you work with influencers on TikTok?
Advertisers find success by partnering with creators who help make content more engaging and native. The creator marketplace tool helps brands find and collaborate with influencers.

Conclusion

Thank you for joining us today. We will keep you updated as we continue to expand and provide new advertising opportunities. If you have further questions, feel free to reach out.

Keywords

  • TikTok for Business
  • Branding campaigns
  • Performance-oriented objectives
  • Brand Takeover
  • TopView
  • Hashtag Challenge
  • Branded Effect
  • In-feed Video
  • Trends
  • User-Generated Content
  • Authenticity
  • Creators
  • Influencers

FAQ

Can we run TikTok ads in Mexico?
Currently, we don’t have a specific date, but we are working on expanding to new regions soon.

Is TikTok only good for targeting young audiences?
No, we’ve seen an increase in older demographics joining TikTok, especially during the COVID-19 pandemic.

Do you need an updated organic feed to advertise?
No, it’s not necessary. You can run ads with a simple call-to-action driving people to your website.

Are there advertising opportunities for charities on TikTok?
While there isn’t extensive data available, the inclusive and engaging nature of TikTok makes it a potentially fruitful platform for charities.

What are the cost models for TikTok advertising?
The cost differs based on the ad format. Reservation formats follow a cost-per-time model, while auction ads offer flexibility with CPM, CPC, and optimized CPM bidding options.

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