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TikTok for business: Here’s how to maximize reach

With more and more businesses looking to make the most out of TikTok, there are ways to optimize your next campaign

TikTok allows SMBs to target audiences by general demographics, interests, and devices The overall ad group budget should be at least 20 times the bid Do not copy other people’s content, but rather put your own spin on it in a creative way

With more than 2 billion downloads, TikTok’s popularity is on the rise.

From educational videos to beauty transitions, there are many ways to use TikTok for your business or personal brand. 

With more and more businesses looking to make the most out of TikTok, there are ways to optimize your next campaign by utilizing the TikTok for Business’ self-serve advertising platform.

Here are 5 ways small businesses can scale up their TikTok campaigns while maintaining a solid return on investment.

Read: Google is testing a new feature that aggregates TikTok and Instagram short videos

1- Enhance engagement with ad placements 

On TikTok, SMBs can use the self-serve advertising tools to organize their ads using three levels: campaigns, ad groups, and individual ads. Once a campaign’s objectives have been defined, and to get the best results, users can let TikTok’s algorithm choose placements automatically. Alternatively, businesses have the option to conduct their own A/B tests on their ad placements.

2- Targeting made simple 

Once ad placements have been selected, users can configure the audience targeting. TikTok allows SMBs to target audiences by general demographics, interests, and devices. However, to increase engagement, it is recommended to keep age and gender targeting with no limit.

3- Keep creatives fresh 

Resources such as TikTok AdStudio on the Self-serve platform helps SMBs represent the most authentic version of their brand to their target audience. When a campaign is live, always remember to refresh creatives at least once a week, and 3 to 5 creatives are recommended per ad group. 

4- Maximize performance with smarter scheduling and optimized budget

For ad groups that are delivering good ROI, the best practice for SMBs is to make sure to set a higher budget so they can capitalize on the performance of these ads. The overall ad group budget should be at least 20 times the bid giving businesses the opportunity to adapt budget and campaign assets as needed. 

5- Ensure higher bids

It is best to set the campaign budget as ‘no limit’ because ad groups will compete with each other if the budget is not sufficient.  

The higher the bid, the more likely an ad will be seen by the target audience over a competitor’s ads. Raising the bid by 20% – 30% is recommended and businesses should avoid adjusting the bid and budget more than twice per day as this will affect audience reach and conversion.

Read: Now is the time to launch that YouTube channel, film that TikTok video, and open that Instagram store

Get familiar, get discovered 

Before you dive right into using TikTok for your business, create a personal profile, and play around with the app first.

Experiment with TikTok’s various editing tools and special effects to see what would make sense for your brand.

Explore the Discovery tab and follow hashtags to see what other businesses (including your competitors) are doing.

Do not copy other people’s content, but rather put your own spin on it in a creative way so your brand can stand out and connect with your target audiences.

TikTok users like to follow unique accounts, and thanks to the algorithm, anyone can find your content.

By focusing on a niche topic, you’ll have more flexibility to be creative, have fun, and find a gap for your business to make an impact.

Similar to other platforms, TikTok rewards consistency. But rather than post 3 times a day, become overwhelmed, and then not post for months, start with 3-5 times a week and work your way up from there.

It’s also helpful to track analytics to see what resonates with TikTok users and what isn’t working.

Experiment with new content as all your audience cares about is that this content is inspirational, engaging, entertaining, or helpful to them.

Create authenticity

According to LaterCon speaker Larry Milstein, co-founder of PRZM, “Gen Zers want brands who are bold and have personality, and aren’t afraid to make waves on Instagram.” And this translates to TikTok too where 60% of TikTok users are Gen Zers.

What does this mean? You can be yourself, have fun, and not take yourself too seriously.

TikTok is known for its incredible reach and the ability to go viral overnight. So why not create or sponsor a TikTok challenge?

Challenges are a great way for brands to fast-track their growth and reach millions of users.

One brand that hopped on the TikTok challenge trend? Healthcare company Kaiser Permanente.

By sponsoring the #OwnTheCurve hashtag and collaborating with TikTok influencer Addison Rae, they were able to encourage their target audience to wear a mask, stay home, and practice social distancing during the height of the COVID-19 pandemic.

And the hashtag has over 8 billion views!