Digital marketing

8 TikTok Power Features and Benefits for Digital Marketers

8 TikTok Power Features and Benefits for Digital Marketers

It’s been barely a year since TikTok’s ad management platform spear. If there were any skeptics about TikTok’s potential as an online advertising platform, last year’s growth has dispelled all doubts.

So you know that TikTok deserves a slice of your marketing. But why invest resources and budget in a TikTok strategy, if not because everyone is doing it?

Read on for eight compelling reasons and ad features that will give you the confidence to sue TikTok or double down, if you’re already live on TikTok.

1. Higher TikTok User Engagement

While many are touting TikTok’s rapidly growing user base, it’s the high user engagement that’s truly remarkable.

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

Additionally, TikTok content is highly interactive. Not only do brands get a captive audience, but those users actually interact with the content they see instead of watching it passively.

Unlike YouTube, Facebookor Pinterest where users primarily watch a video, TikTok’s growing list of features invites users to put their creative spin on the content they consume.

Snapchat approaches TikTok in terms of interactivity, with its lens offer. However, 52% of TikTok users do not use Snapchat. This is a significant audience that, if not advertised through TikTok, would otherwise not be reached.

2. E-Commerce Capabilities

Although best known for its outreach and engagement solutions, TikTok is committed to providing marketers with a comprehensive suite of offerings.

Late last year, TikTok launched a partnership with Shopify which now includes 15 countries.

This new feature allows Shopify merchants to access the TikTok for business Ads Manager without leaving the Shopify dashboard.

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

From a runtime perspective, capacity is also great thanks to these four features.

Unified campaign planning

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

Scalable creative tools

TikTok’s powerful creative tools are integrated with the ability for marketers to scalably create engaging ads, without the need to invest in additional development resources.

“Turnkey Pixel Tracking”

Shopify now allows its merchants to link their TikTok Pixel in a single step, simplifying conversion tracking.

Retargeting using hashed customer data

Shopify merchants can now retarget audiences and more accurately track TikTok ad conversions by leveraging customer data, while maintaining user privacy with data hashing.

3. Brand effects

Make your ads stand out by layering them Brand effects. Similar to lenses on Snapchat, this is an AR feature for video overlays.

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

The most intuitive apps are aimed at the CPG, retail, and entertainment verticals, but this flexible feature can also be well-suited to others, like travel or automotive.

Leveraging users’ affinity for self-expression, this is just the feature to use to ensure high levels of engagement, brand recall, and the likelihood of your content being shared.

4. Catalog Ads

Use TikTok catalog ads to display a variety of products in your ads.

If you’re not a retailer with a multitude of product versions or SKUs, this is still an interesting format to consider, even if you only have a few products. There are four reasons for this:

  • Generate tailor-made videos for each product.
  • Leverage automated rules to customize your product details.
  • Ability to host key product information directly in TikTok’s Ads Manager.
  • Creation of specific sets for each product.

5. Spark Ads

Launched earlier this summer, Spark Announcements is one of TikTok’s newest ad formats. Unlike other formats that require advertisers to create their own video content, this format doesn’t – it leverages organic social content.

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

While this solution doesn’t target audiences throughout their search journey, being best suited for mid-to-upper-funnel audiences, it’s still a great weapon for your marketing arsenal.

Spark Ads create synergy between organic and paid social channels. It also offers a quick-to-market advantage due to the fact that there is no need to develop custom content, which often leads to costly delays.

6. Hashtag Challenges

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

In addition to capturing a large audience and generating high engagement, there is the significant benefit of embedding your brand into mainstream culture by leveraging hashtags which are considered the most natural form of interaction on social media. social.

The continued snowball effect of hashtag usage often lasts long after the challenge has officially ended, sometimes for weeks.

Be warned, however, that several considerations are critical to the success of a TikTok hashtag challenge:

A large budget of $150,000

Unfortunately, this is currently a TikTok requirement with no flexibility on the amount.

Keep the hashtag focused on the product

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

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

The more intuitive the spelling, the better.

Avoid overly creative abbreviations, symbol or number substitutions, and anything that someone who isn’t a brand insider might not immediately recognize.

Hashtags should be understood instantly and be as easy to type as possible. A single typo can wipe out your important investment or take the hashtag in an unpredictable direction. Opting for something less innovative but more predictable is safer.

Avoid using date or month references

To maximize hashtag shelf life, do not use references that may become stale. No one will want to use a hashtag mentioning May in June.

While many causes are celebrated over a period of time (for example, Mother’s Day is often associated with activities leading up to and following the day itself), choosing a more thematic hashtag will generate more momentum (the mothers in general vs mothers day specifically, for example).

Strengthen your TikTok channels on other platforms

As your challenge rolls out, don’t forget to support it on other social media and your overall marketing efforts. Most users are on multiple platforms and will benefit from a reminder to use the hashtag wherever they are

Don’t be afraid of influencer support

Especially if your TikTok or general social media following isn’t that strong, it’s worth investing in influencer support to ensure the hashtag challenge goes as strong as possible.

Yes, that means paying even more on top of the already large minimum. However, it may well be the difference between a hashtag challenge that takes off and a much slower capture.

7. Auction overview

Finally, after launching your campaign, be sure to check out TikTok’s auction information.

This is a valuable analytics portal showing different views of campaign performance with a range of graphs and different metrics to guide optimization opportunities.

To locate this space, go to Show data at the campaign level of the TikTok ads manager.

8. Growing adoption by older users

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

Believe it or not, the fastest growing segments of TikTok are older. It’s much the same as what we’ve seen with Facebook, Twitter, Pinterest, and pretty much every social media platform at a similar stage.

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

From January 2021 to April 2021, as a percentage of total monthly active users:

  • The 25-34 age segment grew from 22% to 24%.
  • The 35+ segment increased from 19% to 25%.

Participate in the growth of TikTok and spice up your digital strategy with its most engaging and innovative solutions!

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

More resources: