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8 TikTok Power Features and Benefits for Digital Marketers

8 TikTok Power Features and Benefits for Digital Marketers

It’s almost a year since TikTok’s ad management platform was launched. If there were any skeptics about TikTok’s potential as an online advertising platform, the growth of the past year has removed any doubt.

So you know that TikTok deserves a piece of your marketing. But why invest resources and budget in a TikTok strategy, other than because everyone else does?

Read on for eight compelling reasons and ad features that give you the confidence to pursue TikTok or to double if you are already live on TikTok.

1. TikTok’s superior user engagement

While many say TikTok’s fast-growing user base, it’s the high user engagement that is truly remarkable.

According to TikTok, the average TikTok user spends 87 minutes a day (as of April 2021) on the platform. It’s a tremendous amount of time that brands can spend.

In addition, TikTok’s content is very interactive. Not only do brands get a captivated audience, but these users really interact with the content they see as opposed to passively watching it.

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Unlike YouTube, Facebook or Pinterest, where users primarily watch a video, TikTok’s growing list of features invites users to contribute their creative touch to the content they use.

Snapchat comes close to TikTok in interactivity with its lens offering. However, 52% of TikTok users do not use Snapchat. It is a significant audience that if they were not advertised via TikTok, would not be reached in any other way.

2. E-commerce features

Although TikTok is best known for its awareness and engagement solutions, it is determined to offer marketers a range of full deals.

Late last year, TikTok entered into a partnership with Shopify, which has now grown to 15 countries.

This new functionality gives Shopify resellers access to TikTok For Business Ads Manager without leaving the Shopify dashboard.

Strategically, this is a great advantage for e-commerce companies. It allows them to reach potential customers early in their decision-making journey when researching TikTok, while seamlessly driving them to a conversion point thanks to Shopify.

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From an execution point of view, the capacity is also attractive thanks to these four features.

Overall campaign planning

Shopify resellers can plan TikTok campaigns, target TikTok audiences, and track results all in one place.

Scalable creative tools

TikTok’s powerful creative tools are integrated into the capability, enabling merchants to create a scalable way to create engaging ads without having to invest in additional development resources.

“Turnkey pixel tracking”

Shopify now allows its resellers to connect their TikTok Pixel with a single step that simplifies conversion tracking.

Retargeting using hashed customer data

Shopify resellers can now target audiences and more accurately track TikTok ad conversions by leveraging customer data while preserving the user’s privacy thanks to the hash data.

3. Fire effects

Separate your ads by layering brand effects. Like lenses on Snapchat, this is an AR feature for video overlays.

However, it is specifically designed to highlight brand-specific elements.

The most intuitive applications are for CPG, retail and entertainment verticals, but this flexible feature can be well adapted to others as well as travel or car.

By using the users’ affinity for self-expression, this is only the function to be used to ensure a high level of commitment, branding and the likelihood of your content being shared.

4. Catalog ads

Use TikTok’s catalog ads to display a range of products in your ads.

If you are not a reseller with a wealth of product versions or SKUs, this is still a worthy format to consider, even if you only have a few products. There are four reasons for this:

Generation of custom videos for each of the products. Utilizing automated rules to customize your product details. Opportunity to host key product information directly in TikTok’s Ads Manager. Creating specific sets for each product.

5. Spark ads

Launched earlier this summer, Spark Ads is one of TikTok’s latest ad formats. Unlike other formats that require advertisers to create their own video content, this format does not – it utilizes organic social content.

Spark Ads allows brands to sponsor organic content. Instead of having to create new content and research the extent to which it will go viral, brands can sponsor content that already exists and has proven itself by gaining momentum.

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Although this solution is not targeted at target audiences across their entire research journey, as it is best suited to target audiences in the middle or top funnel, it is still a great weapon for your marketing arsenal.

Spark Ads creates synergy between organic and paid social channels. It also gains a rapid advantage in the market thanks to the fact that it is not necessary to develop customized content, which often leads to costly delays.

6. Hashtag challenges

If done right, a hashtag challenge can do wonders for your brand.

Aside from capturing a large audience and creating a high level of engagement, there is the meaningful benefit of embedding your brand in the prevailing culture by leveraging hashtags that are seen as the more natural form of interaction on social media.

The ongoing snowball effect of hashtag use often lasts well after the challenge is formally over, sometimes lasting weeks.

However, be aware that several considerations are the key to success with a TikTok hashtag challenge:

A significant budget of $ 150,000

Unfortunately, this is currently a TikTok claim without any flexibility in the amount.

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Keep Hashtag product focused

To ensure that users continue to support your brand and the original purpose is not forgotten, it is important to include the brand and focus the content on the benefits of the product.

Be careful not to make the content too dry or salable, but make sure users remember the core features of the product.

The more intuitive the spelling the better

Avoid overly creative abbreviations, symbol or number replacements and anything that someone who is not a brand insider might not immediately recognize.

Hashtags should capture instantly and be as light as possible when entering. A single spelling mistake can tank your big investment or take the hashtag in an unpredictable direction. Going for something less innovative but more predictable is safer.

Avoid using date or month references

To maximize the shelf life of the hashtag, do not use references that may be dated. No one will use a hashtag that mentions May in June.

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Although many reasons are celebrated over a period of time (e.g. Mother’s Day is often associated with activities leading up to as well as after the actual day), choosing a hashtag that is more thematic will gain more momentum (mothers generally vs. Mother’s Day specifically, for example).

Reinforce your TikTok channels across other platforms

When running your challenge, do not forget to support it across other social media and your marketing efforts as a whole. Most users are present across multiple platforms and will benefit from being reminded to use the hashtag wherever they are

Avoid getting away from influencer support

Especially if your TikTok or general social media is not as strong, it is worth investing in influencer support to ensure that the hashtag challenge is launched as strongly as possible.

Yes, that means paying even more beyond the already significant minimum. However, it may well make a difference between a hashtag challenge that speeds up catching much more slowly.

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7. Auction insight

Finally, after your campaign launches, check out TikTok’s auction insights.

It is a valuable analytics portal that shows different views of campaign effectiveness with a variety of graphs and different metrics to guide optimization options.

To find this space, navigate to View Campaign Level Data in TikTok Ads Manager.

8. Growing adoption with older users

One possible argument against advertising on TikTok is that its user base is skewed very young, with its purchasing power on the low side compared to other social media platforms. After all, 59% of TikTok users are 24 or younger.

Believe it or not, TikTok’s fastest growing segments are older. This is pretty much the same as what we saw with Facebook, Twitter, Pinterest and pretty much all social media platforms at a similar time.

According to TikTok, its fastest growing age demographics are 25-34 and 35+.

From January 2021 to April 2021 as a share of the total monthly active users:

The segment between 25 and 34-year-olds grew 22% to 24%. The 35+ segment increased 19% to 25%.

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Be a part of TikTok’s growth and spice up your digital strategy with its most engaging, innovative solutions!

As with all channels and platforms in digital marketing, there is some benefit to being at the table early. While the competitors are focused elsewhere, you can use the powerful features and benefits above to engage a new audience and build your business.

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