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Don’t know when and how to start advertising and marketing on the TikTok platform?
TikTok marketing has great value when done right. We’ve answered some of the most frequently asked questions to help you get started.
Q1. How frequently should I be posting content?
We need to take the balance between ad spend, audience size, and the number of creatives. Advertisements need to experiment to find out the balanced ratio. Testing diverse creative types is crucial.
It’s suggested to have 1-3 creatives under per ad group and refresh with 5-8 creatives every week. We usually have two options: start with a new ad group, or add the creatives to the existing ad group. It depends on the actual situation.
The Nativex team prioritizes producing fresh creatives weekly. We can generate a large volume of creatives (around 10-12 videos) at any one time. Importantly, we conduct A/B testing with the different creatives to determine what user behavior/response and we tweak it accordingly to improve the CTR for a particular campaign.
Q2: As a small local business with limited resources/budget, what is the first step I should take to get started on TikTok?
With a limited budget, for instance, starting from $5k- $10k budget, you can start with performance-driven ads for 2 campaign objectives at maximum in general.
- Acquire new users to drive traffic to your website.
- Drive the website conversion such as register, add to cart or even purchase.
Afterward, you can identify your audience. Will you have a general audience or a niche audience? You can find new and relevant audiences to start with your ad group targeting. Discover the demographics, locations, careers, devices, and interests that make up your data segments. To keep in mind, Tiktok is more popular with the younger crowd, so you will be catering your marketing campaign to their sensibility.
Here are some tips for the small local business advertiser:
The most important aspect of TikTok marketing is user interaction and engagement. It needs to make the video go viral and look interesting to your targeted audience:
- Building emotional engagement with your audience increases the connection and loyalty to the brand/ product. We suggest trying storytelling techniques of how the product you sell on eCommerce solves the issues. The most important thing with this method is to be authentic.
- To increase your website conversion, we suggest a few creative categories that the brand can push out: product review, product focus, unboxing, and UGC content.
Q3: How do I pick the right influencer to work with? What are the key considerations?
Defining your goals and campaign details. Understanding your objective of the campaign is better to help you justify and measure the ROI. For example, increasing brand exposure, partnering for a special initiative or big day, and taking a more sales-oriented approach to increase sales conversions. Afterward, you need to answer these questions:
- What’s the duration of the campaign?
- What’s the entire budget, or individual budget for each KOL?
- The number of influencers you want to work with?
- What’s the brand message you want to convey?
There are different types of influencers, which are determined by the number of fanbases: KOL celebrity influencers, macro-influencers, and nano influencers. Working with celebrities can be a heavy budget for the brand, and sometimes hard to secure the time slot. If you select the top influencer, you need to make sure the influencer is well-known and relevant to your targeted audience.
If this is for a performance campaign, having influencers with huge follower numbers may not be the best choice. How the content is delivered will have a stronger influence on performance. Generally speaking, those influencers have higher engagement rates than big influencers. Since they are seen as more authentic, they have a strong connection with their followers. This makes people more likely to convert into customers.
Suggestions:
We recommend encouraging the influencer to do product demonstrations or product reviews. For example, a KOL can raise a question and encourage the audience to stitch with a response. Likewise, the product review can be shared via other social media. This has been proven to work best in the eCommerce industry.
The key consideration for the brand to look for an influencer is someone who genuinely aligns with your brand value. Advertisers need to recognize that the KOLs will know how to best engage their audience and these brands have to work closely with their KOLs to understand their target audience and achieve the ideal results.
Q4: Is there a minimun ad spend on TikTok?
There is technically no minimum ad spend on the TikTok auction ads manager, the operational minimum to run ads of $50/day at the campaign level, and $20/day at the ad group level. When it comes to the best practice of having a daily budget of at least 30x-50x of the CPA bid. Likewise, it depends on the number of product SKUs you want to promote on the TikTok channel.
Start Your Journey on TikTok with Nativex
Looking for a professional TikTok expert to work with? Nativex is here to bridge the gap. We understand creativity and localization are key to success and to truly resonate with your target markets. Hence, we can help clients to deliver a more holistic approach across multiple ad solutions on TikTok and different types of content, creative, and influencer solutions!
Contact the Nativex team today to start your business on TikTok!