Darius Mora (CMO at Reflectly - self-care app) shares his recommendations on leveraging TikTok for paid acquisition, organic and influencer marketing.
When running ads on TikTok, use app installs campaigns but also web conversions campaigns that send users to a landing page where a CTA then leads to download the app. The latter might often become cheaper.
For targeting, use categories instead of lookalikes (not as strong on TikTok as FB/Instagram). These are view algorithm-based categories: your videos will show to people that actually watched other videos from that category.
Music matters a lot, even if it's just in the background. Include music in any shape or form you can.
Showing the phone on the camera outperforms influencers or animations a lot of the time. It can be super simple and homemade. Example here.
Focus on quantity over quality to grow organically. Post as much as you can in the day: 3 to 5 times a day. You're not alienating any followers because your video is not displayed to all your followers but initially only to a few people similar to your followers.
TikTok is highly localized to the SIM card in your phone. To target a different market than where you are physically, take out your SIM card and use a VPN through wifi.
Micro-influencers at scale give you better odds of getting more bang for your buck. This is because impressions are not based on number of followers and it's much more about the creative/content.
If a video done through the creator marketplace works you have a chance to boost it. However make sure it's not corporate but don't "beat around the bush": have a clear CTA and try to show the product in the video.
Brands can't use the top trends music anymore. You can either use the music that is available or have trending music in the background (might not always be approved, and you won't get shown in the music trends).
Spending X amount of money on TikTok ads will get you automatically verified (blue check on profile). You can also create an advertising account and discuss with your TikTok rep. On the personal profile it's automated but if you're verified on Instagram or Vine you can get the verification automatically.
When running ads on TikTok, use app installs campaigns but also web conversions campaigns that send users to a landing page where a CTA then leads to download the app. The latter might often become cheaper.
For targeting, use categories instead of lookalikes (not as strong on TikTok as FB/Instagram). These are view algorithm-based categories: your videos will show to people that actually watched other videos from that category.
Music matters a lot, even if it's just in the background. Include music in any shape or form you can.
Showing the phone on the camera outperforms influencers or animations a lot of the time. It can be super simple and homemade. Example here.
Focus on quantity over quality to grow organically. Post as much as you can in the day: 3 to 5 times a day. You're not alienating any followers because your video is not displayed to all your followers but initially only to a few people similar to your followers.
TikTok is highly localized to the SIM card in your phone. To target a different market than where you are physically, take out your SIM card and use a VPN through wifi.
Micro-influencers at scale give you better odds of getting more bang for your buck. This is because impressions are not based on number of followers and it's much more about the creative/content.
If a video done through the creator marketplace works you have a chance to boost it. However make sure it's not corporate but don't "beat around the bush": have a clear CTA and try to show the product in the video.
Brands can't use the top trends music anymore. You can either use the music that is available or have trending music in the background (might not always be approved, and you won't get shown in the music trends).
Spending X amount of money on TikTok ads will get you automatically verified (blue check on profile). You can also create an advertising account and discuss with your TikTok rep. On the personal profile it's automated but if you're verified on Instagram or Vine you can get the verification automatically.
When running ads on TikTok, use app installs campaigns but also web conversions campaigns that send users to a landing page where a CTA then leads to download the app. The latter might often become cheaper.
For targeting, use categories instead of lookalikes (not as strong on TikTok as FB/Instagram). These are view algorithm-based categories: your videos will show to people that actually watched other videos from that category.
Music matters a lot, even if it's just in the background. Include music in any shape or form you can.
Showing the phone on the camera outperforms influencers or animations a lot of the time. It can be super simple and homemade. Example here.
Focus on quantity over quality to grow organically. Post as much as you can in the day: 3 to 5 times a day. You're not alienating any followers because your video is not displayed to all your followers but initially only to a few people similar to your followers.
TikTok is highly localized to the SIM card in your phone. To target a different market than where you are physically, take out your SIM card and use a VPN through wifi.
Micro-influencers at scale give you better odds of getting more bang for your buck. This is because impressions are not based on number of followers and it's much more about the creative/content.
If a video done through the creator marketplace works you have a chance to boost it. However make sure it's not corporate but don't "beat around the bush": have a clear CTA and try to show the product in the video.
Brands can't use the top trends music anymore. You can either use the music that is available or have trending music in the background (might not always be approved, and you won't get shown in the music trends).
Spending X amount of money on TikTok ads will get you automatically verified (blue check on profile). You can also create an advertising account and discuss with your TikTok rep. On the personal profile it's automated but if you're verified on Instagram or Vine you can get the verification automatically.
Notes for this resource are currently being transferred and will be available soon.
Darius/Reflectly's experience:
Here is Darius' course on Udemy.
Darius spent $0.5 million TikTok. There are 2 main categories of insights for paid marketing.
Targeting
[💎 @03:10] When running ads on TikTok, use app installs campaigns but also web conversions campaigns that send users to a landing page where a CTA then leads to download the app. The latter might often become cheaper.
[💎 @03:34] For targeting, use categories instead of lookalikes (not as strong on TikTok as FB/Instagram). These are view algorithm-based categories: your videos will show to people that actually watched other videos from that category.
TikTok can have a similar scale to FB/Instagram. There are also some older audiences, it's not young people.
Creatives
When starting off you can reuse your creatives from Instagram and Snapchat. Then create TikTok specific creatives.
[💎 @04:59] Music matters a lot, even if it's just in the background. Include music in any shape or form you can.
[💎 @05:09] Showing the phone on the camera outperforms influencers or animations a lot of the time. It can be super simple and homemade. Example here.
Text overlays help.
Hopping on trends can increase CTR, although this often requires you to use TikTok personally to get there.
People scroll very fast, so catch attention in the first 1-2 seconds.
Incredibly powerful even when you're using it organically.
[💎 @07:35] Focus on quantity over quality to grow organically. Post as much as you can in the day: 3 to 5 times a day. You're not alienating any followers because your video is not displayed to all your followers but initially only to a few people similar to your followers.
Consistency is rewarded.
[💎 @08:24] Use a VPN through wifi to target a different market from where you are physically. TikTok is highly localized to the SIM card in your phone (so take out your SIM card too).
Apps can be downloaded directly from the profile without leaving TikTok if you include a link to the app stores
Having videos without words or language can help you gain virality globally.
If you show just your product it won't work, you need to show your face.
Impressions are not based on number of followers so it can be hit or miss. It's much more about the creative and the content.
[💎 @11:47] Micro-influencers at scale give you better odds of getting more bang for your buck. This is because impressions are not based on number of followers and it's much more about the creative/content.
There's an official creator marketplace where influencers will create videos that look very organic and display as if they were organic. However they will typically get less impressions than the creator's organic content.
[💎 @12:20] If a video done through the creator marketplace works you have a chance to boost it. However make sure it's not corporate but don't "beat around the bush": have a clear CTA and try to show the product in the video.
What's the maturity of TikTok?
Views vs. Likes, what's best?
How to make a company profile personal while pushing your product?
What kind of team do you need?
Can brands access licensed music
Verified sign
Hashtags
Scale?
Traffic from new sources
Darius/Reflectly's experience:
Here is Darius' course on Udemy.
Darius spent $0.5 million TikTok. There are 2 main categories of insights for paid marketing.
Targeting
[💎 @03:10] When running ads on TikTok, use app installs campaigns but also web conversions campaigns that send users to a landing page where a CTA then leads to download the app. The latter might often become cheaper.
[💎 @03:34] For targeting, use categories instead of lookalikes (not as strong on TikTok as FB/Instagram). These are view algorithm-based categories: your videos will show to people that actually watched other videos from that category.
TikTok can have a similar scale to FB/Instagram. There are also some older audiences, it's not young people.
Creatives
When starting off you can reuse your creatives from Instagram and Snapchat. Then create TikTok specific creatives.
[💎 @04:59] Music matters a lot, even if it's just in the background. Include music in any shape or form you can.
[💎 @05:09] Showing the phone on the camera outperforms influencers or animations a lot of the time. It can be super simple and homemade. Example here.
Text overlays help.
Hopping on trends can increase CTR, although this often requires you to use TikTok personally to get there.
People scroll very fast, so catch attention in the first 1-2 seconds.
Incredibly powerful even when you're using it organically.
[💎 @07:35] Focus on quantity over quality to grow organically. Post as much as you can in the day: 3 to 5 times a day. You're not alienating any followers because your video is not displayed to all your followers but initially only to a few people similar to your followers.
Consistency is rewarded.
[💎 @08:24] Use a VPN through wifi to target a different market from where you are physically. TikTok is highly localized to the SIM card in your phone (so take out your SIM card too).
Apps can be downloaded directly from the profile without leaving TikTok if you include a link to the app stores
Having videos without words or language can help you gain virality globally.
If you show just your product it won't work, you need to show your face.
Impressions are not based on number of followers so it can be hit or miss. It's much more about the creative and the content.
[💎 @11:47] Micro-influencers at scale give you better odds of getting more bang for your buck. This is because impressions are not based on number of followers and it's much more about the creative/content.
There's an official creator marketplace where influencers will create videos that look very organic and display as if they were organic. However they will typically get less impressions than the creator's organic content.
[💎 @12:20] If a video done through the creator marketplace works you have a chance to boost it. However make sure it's not corporate but don't "beat around the bush": have a clear CTA and try to show the product in the video.
What's the maturity of TikTok?
Views vs. Likes, what's best?
How to make a company profile personal while pushing your product?
What kind of team do you need?
Can brands access licensed music
Verified sign
Hashtags
Scale?
Traffic from new sources
Darius/Reflectly's experience:
Here is Darius' course on Udemy.
Darius spent $0.5 million TikTok. There are 2 main categories of insights for paid marketing.
Targeting
[💎 @03:10] When running ads on TikTok, use app installs campaigns but also web conversions campaigns that send users to a landing page where a CTA then leads to download the app. The latter might often become cheaper.
[💎 @03:34] For targeting, use categories instead of lookalikes (not as strong on TikTok as FB/Instagram). These are view algorithm-based categories: your videos will show to people that actually watched other videos from that category.
TikTok can have a similar scale to FB/Instagram. There are also some older audiences, it's not young people.
Creatives
When starting off you can reuse your creatives from Instagram and Snapchat. Then create TikTok specific creatives.
[💎 @04:59] Music matters a lot, even if it's just in the background. Include music in any shape or form you can.
[💎 @05:09] Showing the phone on the camera outperforms influencers or animations a lot of the time. It can be super simple and homemade. Example here.
Text overlays help.
Hopping on trends can increase CTR, although this often requires you to use TikTok personally to get there.
People scroll very fast, so catch attention in the first 1-2 seconds.
Incredibly powerful even when you're using it organically.
[💎 @07:35] Focus on quantity over quality to grow organically. Post as much as you can in the day: 3 to 5 times a day. You're not alienating any followers because your video is not displayed to all your followers but initially only to a few people similar to your followers.
Consistency is rewarded.
[💎 @08:24] Use a VPN through wifi to target a different market from where you are physically. TikTok is highly localized to the SIM card in your phone (so take out your SIM card too).
Apps can be downloaded directly from the profile without leaving TikTok if you include a link to the app stores
Having videos without words or language can help you gain virality globally.
If you show just your product it won't work, you need to show your face.
Impressions are not based on number of followers so it can be hit or miss. It's much more about the creative and the content.
[💎 @11:47] Micro-influencers at scale give you better odds of getting more bang for your buck. This is because impressions are not based on number of followers and it's much more about the creative/content.
There's an official creator marketplace where influencers will create videos that look very organic and display as if they were organic. However they will typically get less impressions than the creator's organic content.
[💎 @12:20] If a video done through the creator marketplace works you have a chance to boost it. However make sure it's not corporate but don't "beat around the bush": have a clear CTA and try to show the product in the video.
What's the maturity of TikTok?
Views vs. Likes, what's best?
How to make a company profile personal while pushing your product?
What kind of team do you need?
Can brands access licensed music
Verified sign
Hashtags
Scale?
Traffic from new sources
