As we close out 2022, we’re leaving you with three fundamental tips that e-commerce brands should consider when planning and executing TikTok ads.
The key to making a powerful impression and motivating customers to act is understanding the emotions connected to core values and beliefs, such as security, activism, community, desire, etc.
The trick to creating user-generated content (UGC) that converts is figuring out how to visually tap into the trigger points that lead to the desired action. UGC created for e-commerce brands should go beyond just showcasing products on camera. UGC content is meant to get people to make a purchase and not simply engage.
TikTok tends to be raw, filled with emotion, and has a heavy focus on authenticity. Compared to other apps, TikTok doesn’t require polished content to be successful. It’s all about being real and unique. This principle applies to brands who want to advertise on TikTok, as well. After all, TikTok’s advice for brands is as follows: “Don’t make ads. Make TikToks.”
According to TikTok, Spark Ads have a 30% higher completion rate and 142% higher engagement rate than standard In-Feed Ads. To understand why Spark Ads are valuable for brands, it’s important to emphasize that authentic content performs better on TikTok compared to other ad formats.
Bridging the gap between organic content and advertising, Spark Ads are the perfect middle ground for e-commerce brands. Once creators post their content, they can then share a creator’s code that is utilized through Ads Manager to identify the exact TikTok post to run as a paid Spark Ad. Similar to whitelisting, brands can sponsor or boost organic posts to amplify their reach. It’s a win-win for brands because:
We all know #TikTokMadeUsBuyIt. Now you can lean into TikTok’s purchasing power even further with Purchase Intent Targeting, which gives brands the ability to reach in-market audiences.
Similar to Engaged Shoppers targeting on Facebook, Purchase Intent Targeting also allows you to target specific interest categories, adding an extra layer of relevance to help find your desired audience. The ability to target users who are actually buying things, alongside the ability to double layer interest categories, is going to garner a much higher quality impression and click.
Additionally, this targeting capability leverages users’ on-site and off-site behavior to provide a greater indication of purchase intent, allowing advertisers to:
In summary, ad creative and media buying strategy are equally important to the success of your TikTok ad campaigns. Put the time into identifying the messages that resonate best with your customers and get back to the fundamentals of using emotion to evoke action. Once you’ve identified existing content creators that are already passionate about your products, utilize Spark Ads to amplify their reach even more. TikTok is a creative-first platform where success is not about finding hidden tactics and tricks. If you’re not putting enough emphasis on creating the right content for TikTok ads, you will find it much harder to convert its users.
To ensure that you’re getting the most out of your TikTok advertising dollars, reach out to our team of Paid Media experts at firstname.lastname@example.org – we’d be honored to help!
Written By: Kelly Jensen, Senior Paid Media Buyer