Given the rising advertising costs and the heightened difficulty of targeting, finding the optimal marketing mix is crucial for business growth in 2022. Advertisers must be creative and look towards novel UA methods to add to their acquisition arsenal. TikTok is the rising star for social media advertising and has taken traditional social media platforms by storm. The app has captured the interest and engagement of millions, and its innovative ad products have quickly followed. As an ad agency, Nativex is often asked about TikTok’s creators, their value, and the unique UI, more generally. Here, we’ll try to answer some of these questions, including “why pay for influencers when you can pay for in-feed ads?” and “how would you use micro-influencers to drive UA?”
So, what different elements does TikTok bring, and why should it be added to your current media mix?
Building a Creative Strategy
With 41.7% of TikTok users between 18 – 25 years old, many users have grown up with TikTok’s unique UI and have become accustomed to, and prefer, its ad formats. From an in-feed ad perspective, TikTok Ads are typically much more raw and organically-styled – something brands will probably need to consider when making creative adjustments. High engagement on the TikTok Platform means that creatives must mirror the organic content to see similar levels of engagement.
For mobile game genres like hypercasual, playable ads are also becoming increasingly popular in select regions.
Branding v. Performance Campaigns
A holistic campaign strategy should also consider branding. The rise of TikTok’s Branded Hashtag Challenges can work as a fantastic paid option for your brand or app. Beauty, fashion, and FMCG quickly jumped on board and benefitted from the massively increased exposure. Since then, apps have also been utilizing this ad format – especially within mobile gaming – where games such as Genshin Impact have launched hashtag challenges in Latin America to drive downloads and bring awareness to their game’s characters. Involving notable characters helps users instantly connect with your challenge. To increase targeted impressions and your challenge’s visibility, you should consider running hashtag challenges alongside tried and true performance formats such as In-feed or TopView ads.
TikTok’s Branded Effects and Brand Takeover ad formats, while expensive, cast an extensive reach as they are shown to all users over a specific period.
Leverage influencers for regional campaigns
Influencer campaigns have been one of the most effective forms of marketing in recent years. Done correctly, influencer marketing can help hyper-target users for regional campaigns and help build trust and boost engagement. Influencers can generally be classed as either micro-influencer or macro-influencers, each having its own benefits. Macro-influencers can drive impressions. Given that macro-influencers have a lower engagement rate of around 5%, brands will typically utilize these campaigns for top-of-the-funnel awareness. Micro-influencers, on the other hand, can be both highly engaging and cost-effective. With engagement rates well above 17%, it is a fantastic choice for tightly-budgeted campaigns run in specific geo’s or lower-funnel conversion events that are more valued.
Compared with other social platforms, TikTok influencers tend to be more creative, and videos are more organic. Furthermore, communities tend to form around related topics and give micro-influencers more visibility than other platforms. Ultimately, creators will help extend your product’s lifecycle by encouraging audience feedback and guiding public opinion for your product or app.
Other short-form video apps
TikTok isn’t the only short-form video app taking the world by storm. Other short-form video apps like Kwai have also become extremely popular in regions like Latin America. This has already proven an extremely lucrative channel for marketers looking to break into the world’s largest emerging market. Brazilian creator campaigns on Kwai offer additional reach to rural and older audiences.
Ready to learn more?
Nativex is an Official Marketing Partner for TikTok For Business and Kwai for Business. We’ve helped countless clients succeed on the platform – from gaming and eCommerce apps to skincare and beauty brands. Learn more in our latest TikTok eBook, or contact us today!