Since its launch in 2020, TikTok has catapulted in reputation, boasting over 1 billion monthly users. (With some estimates at round 1.5 billion in 2024). That inevitably makes TikTok advertisements a gorgeous proposition to manufacturers.
As one of many fastest-growing social media platforms, TikTok has revolutionized how manufacturers join with their audiences. It distinguishes itself from different platforms with common enchantment throughout generations. Initiaally Gen Z was the goal however audiences have expanded to embody millennials and even boomers.
On the coronary heart of TikTok’s reputation are its customized content feeds, fascinating short-form movies, and a canvas for limitless creativity, that includes a various vary of filters, and interesting challenges.
TikTok’s mix of leisure, training, and content material discovery has firmly established itself as a premier digital vacation spot. As entrepreneurs, how can we use it extra successfully?
Extra importantly, what’s working effectively for others and the way can we use it to higher assist plan our personal campaigns?
Let’s break it down…
1. The rise, fall, and gradual return of AI content material to TikTok
Nearly every part that’s working effectively proper now on TikTok is constructed round authenticity and belief. That’s partly in response to the impression that AI-generated content material had final 12 months.
People are social creatures, which is why we belief others for suggestions as soon as we belief them. (It’s why influencer advertising works so effectively).
Nevertheless, by round 2023, AI influencers like Milla Sofia turned so lifelike that individuals usually couldn’t inform they had been AI.
This led to conditions the place followers interacted with them as in the event that they had been actual individuals, creating excessive engagement and conversions.
As consciousness grew and customers found they had been really interacting with AI content material, many felt deceived. This considerably eroded belief within the platform?.
The phenomenon highlighted potential alternatives in addition to challenges for AI within the influencer advertising house.
This was significantly impactful on TikTok, the place the content material usually feels private and genuine, resembling what somebody may share with family and friends?.
To handle these belief points, TikTok turned the primary platform to require an ‘AI content material’ tag for any AI-generated or manipulated movies. The corporate acknowledged that viewers belief is a core energy of its platform.
Clearly, this has had an impression on the performance of these channels and strategies. Does that imply we should always keep away from this? Positively not. We simply have to discover ways to use it higher.
For advertisers, AI instruments are nonetheless invaluable for streamlining work and lowering manufacturing prices. Early adopters in industries like tech have automated 50-80% of their workload through the use of AI instruments.
The hot button is to make use of these instruments neatly and transparently, guaranteeing that viewers will not be misled?. AI content material is already starting to regain traction, significantly with AI ‘influencers’ serving as digital avatars for informational channels.
Nevertheless, real human interactions stay essential for constructing long-term belief, making conventional influencers extremely efficient?.
2. Influencer collaborations
Collaborating with influencers and creators stays a big pattern, as influencers deliver a pre-existing viewers and a trusted voice to an organization’s merchandise. After they promote a model, their followers usually tend to belief and interact with the content material, resulting in increased conversion charges.
This strategy is commonly more cost effective than conventional promoting on account of its impression, attain, and ROI, regardless of bigger upfront prices for hiring the influencers??.
Sidenote: A variety of the strategies on this record work effectively on their very own, or as a mixture.
For instance plenty of firms are seeing nice outcomes combining influencer advertising with hashtag problem campaigns and different strategies on this record. (That is even impacting outdoors of TikTok, with my native bookstore organizing books of their predominant show primarily based on #BookTok suggestions, and sticking an ‘As seen on #BookTok’ label on them!)
Moreover, repurposing influencer content material in PPC advertisements can prolong the attain and effectiveness of campaigns, combining natural engagement with paid promotion for optimum impression.
3. Make certain to remain true to the platform content material
Some of the essential ongoing points of promoting on TikTok is to create content material that aligns with the platform’s typical content material. It’s much less jarring for the customers, whereas additionally rising engagement – normally via UGC campaigns similar to tendencies and hashtag challenges.
For instance Gymshark ran a health problem, referred to as the #gymshark66.
The objective was for the general public to comply with together with the health plan for 66 days, and on the finish of the problem, winners had been picked to win free clothes.
This hashtag then generated over 45 million views through the problem!
TL;DR
UGC is a strong instrument for constructing belief and authenticity on TikTok and nonetheless works extremely effectively in 2024.
Encouraging customers to create content material round your model not solely enhances group engagement but additionally leverages TikTok’s viral nature. Not solely that however that includes actual prospects and their experiences in your advertisements makes them extra relatable and reliable. This strategy helps construct real connections with potential prospects?.
4. Authenticity, Private Branding, and Behind-the-Scenes Content material
There’s been a big push by each influencers and corporations to create and share content material that builds authenticity and belief, similar to private content material and behind-the-scenes movies.
(Over 1.3 Billion movies are utilizing these hashtags!)
Genuine content material is essential on TikTok, and so manufacturers that concentrate on showcasing actual individuals and real moments assist to construct belief and relatability with audiences.
When it comes to PPC campaigns, you may leverage and promote common movies to usher in new viewers and followers, and in addition nurture and construct belief together with your present viewers.
6. Use instructional content material
Instructional content material can also be gaining traction on TikTok, and is a good way to show paid audiences into ‘owned’.
For instance Manufacturers and creators can use short-form movies to share helpful info, ideas, and trade insights, establishing themselves as authorities of their fields and attracting a extra engaged viewers.
This content material is extremely efficient for driving site visitors to blogs or different extra detailed assets?, the place these how-to posts can then convert readers into email subscribers for future promotions, gives, and notifications of latest TikTok content material. This ensures a bigger impression on all future content material.
Even higher nonetheless, advertisements that educate or inform usually tend to seize consideration and interact viewers, resulting in increased click-through charges and conversions.
You can too tie this methodology into the subsequent tip…
7. TikTok as a Search Engine
TikTok has remodeled from a easy scrolling platform to 1 the place customers actively search instructional and informative content material. This shift has seen customers preferring TikTok over conventional search engines like google for locating new content material, together with restaurant suggestions, magnificence ideas, recipes, and information.
This makes it extremely straightforward to take the identical how-to movies from earlier than, after which goal search phrases.
This enables advertisements to seem alongside natural search outcomes for related consumer queries, that means your already well-converting advertisements, are put in entrance of a a lot hotter viewers.
Now it’s time to make use of these your self
So there you’ve got it. 7 TikTok advert tendencies which might be doing effectively (or proceed to do effectively) this 12 months.
- What number of of those have you ever tried in your campaigns?
- Have you ever tried combining any of them?
- What outcomes did you get?
Should you’ve not used them but, make sure to give it a go and tell us how they be just right for you!
