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How to Advertise on TikTok in 2021

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The COVID era of 2020 brought us many things from toilet paper hoarding to Tiger King. Many COVID-related trends have since faded but one is still going strong — TikTok. While it’s true that TikTok did exist before March 2020, quarantine led to many people being bored stuck inside their homes and looking for entertainment. Enter TikTok. But how has TikTok changed and evolved throughout the past year and what should your TikTok advertising strategy look like in 2021? Stay tuned to learn everything you need to know about leveraging this platform for years to come. 

What Is TikTok?

TikTok is a relatively new social media platform that involves short videos less than a minute in length. The app allows users to record and edit videos from within the app, add pre-recorded sounds, and apply cool filters and effects for a unique finished product. TikTok’s algorithm generates a “For You Page” based on your likes and dislikes. The app also has a “Discover” tab with different hashtag trends and topic categories to choose from. 

Who’s on TikTok?

If you’re looking to reach Gen Z and Millennials, then TikTok is definitely the place to be in 2021. 32.5% of app users are between the ages of 10 and 19, 29.5% are between the ages of 20 and 29, 16.4% are between the ages of 30 and 39, 13.9% are between the ages of 40 and 49, and 7.1% of users are over 50. 

That being said, it’s important to note that the age of TikTok users has been trending upward. As a result, this app is really diversifying and can be used to reach more than just a younger demographic in 2021. 

Why Advertise on TikTok?

Being a relatively new platform, it’s understandable that you’re hesitant to advertise on TikTok. However, it can definitely be worth your while! TikTok boasts more than two billion worldwide downloads with 165 million of those within the United States alone. Out of those 165 million, more than 100 million are considered active users. However, those 100 million users are likely very active on the app — with the average daily usage being about 80 minutes. So clearly, people love to scroll through this entertaining and engaging app. 

Different Ways to Advertise on TikTok

There are several different ways to advertise on TikTok in 2021. Here are four different ad choices that you can choose from on this platform:

  • In-feed video ads: This type of advertisement is placed between organic feed results with a “sponsored” designation. These ads should be around 10-15 seconds in length to fit in with the overall feel and nature of the app. 
  • Branded hashtag challenges: This type of advertisement uses a branded hashtag where you can see a wide range of videos using that specific hashtag. These ads should involve trendy and interactive challenges that encourage users to try their own take and post it to the app. 
  • Brand takeovers: This type of advertisement pops up as soon as a user launches the app for maximum visibility and results. That being said, you should expect to pay a premium for this type of visibility — as brand takeovers can cost anywhere between $50,000 to $150,000. 
  • Branded effects: This type of advertisement involves creative and fun features like filters, lenses, and stickers that users can add to their own videos. These ads are really engaging and are a great way to make a positive impression on viewers. 

How to Advertise on TikTok in 2021?

Advertising on TikTok in 2021 isn’t really the most straightforward concept. You’re never guaranteed success, but there are some things you can do to put yourself in the best possible position on the platform. Here are some tips and tricks that will help you effectively advertise on TikTok in 2021:

  • Partner with influencers: This is a commonly used tactic on other platforms, but it can be used on TikTok too. Working with TikTok influencers can help you promote your brand and reach new customers through a trusted avenue. Many brands falsely assume that they have to work with huge influencers in order to see results, but that’s definitely not the case. In fact, there are TikTok influencers out there that have smaller, more niche followings that could really translate well for your business. At the end of the day, you should always focus on finding the right fit for your brand in terms of vision and image rather than simply going with the person with the most followers. 
  • Tailor your content: While it may be tempting to simply use content from your other socials for TikTok, this might not be the best approach. This is because TikTok has a unique ad format that doesn’t always convert properly. For example, TikTok uses vertical videos for advertising, so horizontal videos that you use on Facebook or your website won’t translate well. Furthermore, TikTok is a scrolling app so you need to tailor your content to grab viewers’ attention within the first second, or they will simply scroll on by. 
  • Incorporate sounds and visuals: TikTok’s value in advertising comes from the fact that it’s an audio and visual app. Unlike other platforms where users rarely listen to audio on ads, this feature is built into TikTok’s nature. For this reason, you can have more impact on viewers with eye-catching visuals alongside appealing audio. In fact, TikTok allows you to search videos based on the audio file, which is a cool feature if you’re trying to get more views, replies, or duets. 
  • Use TikTok data to your advantage: The work isn’t done once your TikTok advertising campaign has launched. Instead, you should consistently monitor it through the data and analytics offered by TikTok Ads Manager. Some key data points to pay attention to include conversions, cost per thousand impressions (CPM), cost per click (CPC), cost per action, and click-through rate. If any of these metrics are underperforming, take note and make adjustments to optimize your campaign. 

What to Look for in a TikTok Ad Agency?

Based on all this information, it’s not far-fetched to say that working on your TikTok advertising could be a full-time job. However, as a business owner, you likely don’t have time to focus solely on advertising, let alone on a specific platform. The good news is that you don’t have to when you work with a TikTok ad agency

A TikTok ad agency can help you research, launch, and manage your campaigns on this booming platform. That being said, not all TikTok ad agencies are created equal, so you really need to find one that guides you through the entire process from start to finish. If you’re looking for the best results on TikTok, look no further than MuteSix. 

MuteSix is a performance marketing agency that helps brands scale with creative media, targeted buying strategies, and data-driven results. TikTok is such a new platform that many brands simply don’t know what to do with it. MuteSix, on the other hand, has been handling this platform since its inception, so we have the experience and expertise necessary for success.

But what does a TikTok agency like MuteSix actually do for you in practice? 

  • First, we start off with a general audit and analysis of your brand and your industry to get a good idea of where you’re at now and where you’re headed.
  • From there, we move on to creative development so that your brand can be associated with attention-grabbing content that’s effective and appropriate for your brand. 
  • After that, we shift our attention to targeting so that we can reach the right people with the right content for the best results. 
  • Finally, we optimize and scale your campaign — being sure to monitor it throughout its lifetime and making any needed adjustments along the way. 

And we aren’t all talk — we have real, proven results on this platform. We have helped our clients obtain more than 80 million impressions over a six-month period. We have established relationships with over 1,000 TikTok influencers. Most importantly, we have generated $130,000 in client revenue since June of 2020. Check out some of our case studies for more information on specific results we have achieved for our clients. 

The Rundown on TikTok

Although 2020 saw the rise of TikTok, this platform isn’t going anywhere in 2021 and will only continue to increase in popularity. For this reason, you definitely need to start taking advantage of the reach and engagement of this platform as soon as possible. Perhaps the best way to do this is to work with a TikTok ad agency like MuteSix that can guide you through the entire process from start to finish, listening to your goals and troubleshooting issues along the way. 

Sources:

  1. https://www.cnbc.com/2020/08/24/tiktok-reveals-us-global-user-growth-numbers-for-first-time.html
  2. https://www.statista.com/statistics/1095186/tiktok-us-users-age/
  3. https://www.forbes.com/sites/forbesbusinesscouncil/2020/12/09/choosing-the-right-influencers-the-metrics-that-matter/?sh=41ce787a709a

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