How to Nail Mobile User Acquisition on Tiktok

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10

Natalie Rozenblat (Marketing Strategist at Incipia - Mobile Growth Consultancy) the ingredients of what makes for an effective TikTok strategy - and identify the keys to capitalizing on what is still an early stage platform that is very much exploding.

Source:
How to Nail Mobile User Acquisition on Tiktok
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
June 3, 2020
Added to the Vault on:
June 10, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

TikTok's Ad policy in terms of illegal activities (political, sexual, etc.) is stricter than other platforms so if you have that type of content within the app itself be cautious of the type of in-app footage you show. 

02:50
💎 #
2

The download card is there almost from the beginning but pops-up after the 9s mark so you want to make sure there is nothing important in the bottom half of your video ("safe zone"). 

09:40
💎 #
3

Auto creative optimization helps quickly identify creatives and copy that work and which combo to use. If you have a lot of ads though, you might get little to no impression. So switch to standard/manual and single ad per ad set unless it's for quick learnings. 

10:40
💎 #
4

TikTok's algorithm pushes the ads based on an eCPM rank : bid x CTR x CVR. It forces traffic on these winners and the rest won't get any traffic.  

13:58
💎 #
5

Two workarounds to not getting impressions: 1. Restarting with single ad group creatives to force learnings 2. Using mass conversions (e.g. like lowest cost strategy on Facebook), currently in beta. 

14:26
💎 #
6

TikTok has a field for Ad Tags: 20 keywords (min. of 1) that is supposed to match your ads with more relevant audiences. Go through the hashtags to find relevant ones with a lot of views. 

16:28
💎 #
7

TikTok is probably the best video editing tool out there. You can add effects, music, etc. 

23:02
💎 #
8

Creatives should be sound on, portrait 9:16 (7x more engagement), user generated content ("influencers", but really anyone that can create). 

23:45
💎 #
9

TikTok recently updated their creative best practices for videos to be between 9 and 15 seconds. For Incipia, 25-30 seconds has been working. But test different lengths. 

25:18
💎 #
10

You don't need a big influencer marketing budget: you can DM people on TikTok, a lot of people have their instagram or email listed, you can post on Craigslist or even have someone from your team do it. You can also leverage that some users are trying to build their portfolio. 

30:36
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💎 #
1

TikTok's Ad policy in terms of illegal activities (political, sexual, etc.) is stricter than other platforms so if you have that type of content within the app itself be cautious of the type of in-app footage you show. 

02:50
💎 #
2

The download card is there almost from the beginning but pops-up after the 9s mark so you want to make sure there is nothing important in the bottom half of your video ("safe zone"). 

09:40
💎 #
3

Auto creative optimization helps quickly identify creatives and copy that work and which combo to use. If you have a lot of ads though, you might get little to no impression. So switch to standard/manual and single ad per ad set unless it's for quick learnings. 

10:40
💎 #
4

TikTok's algorithm pushes the ads based on an eCPM rank : bid x CTR x CVR. It forces traffic on these winners and the rest won't get any traffic.  

13:58
💎 #
5

Two workarounds to not getting impressions: 1. Restarting with single ad group creatives to force learnings 2. Using mass conversions (e.g. like lowest cost strategy on Facebook), currently in beta. 

14:26
💎 #
6

TikTok has a field for Ad Tags: 20 keywords (min. of 1) that is supposed to match your ads with more relevant audiences. Go through the hashtags to find relevant ones with a lot of views. 

16:28
💎 #
7

TikTok is probably the best video editing tool out there. You can add effects, music, etc. 

23:02
💎 #
8

Creatives should be sound on, portrait 9:16 (7x more engagement), user generated content ("influencers", but really anyone that can create). 

23:45
💎 #
9

TikTok recently updated their creative best practices for videos to be between 9 and 15 seconds. For Incipia, 25-30 seconds has been working. But test different lengths. 

25:18
💎 #
10

You don't need a big influencer marketing budget: you can DM people on TikTok, a lot of people have their instagram or email listed, you can post on Craigslist or even have someone from your team do it. You can also leverage that some users are trying to build their portfolio. 

30:36
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💎 #
1

TikTok's Ad policy in terms of illegal activities (political, sexual, etc.) is stricter than other platforms so if you have that type of content within the app itself be cautious of the type of in-app footage you show. 

02:50
💎 #
2

The download card is there almost from the beginning but pops-up after the 9s mark so you want to make sure there is nothing important in the bottom half of your video ("safe zone"). 

09:40
💎 #
3

Auto creative optimization helps quickly identify creatives and copy that work and which combo to use. If you have a lot of ads though, you might get little to no impression. So switch to standard/manual and single ad per ad set unless it's for quick learnings. 

10:40
💎 #
4

TikTok's algorithm pushes the ads based on an eCPM rank : bid x CTR x CVR. It forces traffic on these winners and the rest won't get any traffic.  

13:58
💎 #
5

Two workarounds to not getting impressions: 1. Restarting with single ad group creatives to force learnings 2. Using mass conversions (e.g. like lowest cost strategy on Facebook), currently in beta. 

14:26
💎 #
6

TikTok has a field for Ad Tags: 20 keywords (min. of 1) that is supposed to match your ads with more relevant audiences. Go through the hashtags to find relevant ones with a lot of views. 

16:28
💎 #
7

TikTok is probably the best video editing tool out there. You can add effects, music, etc. 

23:02
💎 #
8

Creatives should be sound on, portrait 9:16 (7x more engagement), user generated content ("influencers", but really anyone that can create). 

23:45
💎 #
9

TikTok recently updated their creative best practices for videos to be between 9 and 15 seconds. For Incipia, 25-30 seconds has been working. But test different lengths. 

25:18
💎 #
10

You don't need a big influencer marketing budget: you can DM people on TikTok, a lot of people have their instagram or email listed, you can post on Craigslist or even have someone from your team do it. You can also leverage that some users are trying to build their portfolio. 

30:36
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Notes for this resource are currently being transferred and will be available soon.

Shamanth mentioned a case study on TikTok from Incipia, here it is.

Challenges of creative approval on TikTok

This is the #1 challenge to get up and running and getting the account to continue to spend.

  • [💎@02:50] TikTok's Ad policy in terms of illegal activities (political, sexual, etc.) is stricter than other platforms so if you have that type of content within the app itself be cautious of the type of in-app footage you show.
  • There are 2 different ad review teams (1. quality control 2. inspection) which can lead to creatives being approved for an ad group but not for another.
  • Before April 28 when launching an ad in an existing ad group it paused the entire ad group for review which would make you miss out on high volume dates.
  • TikTok does not give any reason of why a creative is disapproved so read the Ad policy carefully and rely on your account team to explain when a creative is disapproved.
  • You can not show kids in an ad.

The safe zone in your creative

It's important to be familiar with the TikTok organic content so you understand how your ad creatives are displayed.

Understand how the ads are displayed. The CTA card (e.g. "download" button) pauses the video when you click on it. A tap on the CTA or a swipe left brings you to the app store page, a swipe up goes to the next video.

TikTOk.png

The download button actually looks even more transparent than this now (before 9s)

[💎@09:40] The download card is there almost from the beginning but pops-up after the 9s mark so you want to make sure there is nothing important in the bottom half of your video ("safe zone").


Your video needs to be at least 9s long. Although you have an interstitial at the end of your video.


Automatic creative optimization or manual?

[💎@10:40] Auto creative optimization helps quickly identify creatives and copy that work and which combo to use. If you have a lot of ads though, you might get little to no impression. So switch to standard/manual and single ad per ad set unless it's for quick learnings.

With auto creative optimization you can not toggle ads on and off. It's like on UAC where you are basically deleting them.

[💎@13:58] TikTok's algorithm pushes the ads based on an eCPM rank : bid x CTR x CVR. It forces traffic on these winners and the rest won't get any traffic.

[💎@14:26] Two workarounds to not getting impression: 1. Restarting with single ad group creatives to force learnings 2. Using mass conversions (e.g. like lowest cost strategy on Facebook), currently in beta.

Targeting: Interests, Ad Tags, Lookalikes

Pretty similar to Facebook in terms of audiences.

[💎@16:28] TikTok has a field for Ad Tags: 20 keywords (min. of 1) that is supposed to match your ads with more relevant audiences. Go through the hashtags to find relevant ones with a lot of views.

Incipia is still in exploratory phase and mass testing every possible dimension: interest audience x relevant Ad tag x relevant ad.

User behavior is different

The closest behavior is the one from Vine, but the algorithm is different.

TikTok is highly addictive and the type of content is very unique and all User Generated Content. There is no rule as what to go viral and what doesn't.

Getting an organic presence is a huge opportunity because a lot of products are not there yet. Create a regular posting cadence.

Think outside the box: "duets", challenges, etc.

[💎@23:02] TikTok is probably the best video editing tool out there. You can add effects, music, etc.


Elements of high performing creatives

[💎@23:45] Creatives should be sound on, portrait 9:16 (7x more engagement), user generated content ("influencers", but really anyone that can create).

You can edit with TikTok's video tool but it saves the video with their logo. Because it's against their policy so you will then need to remove/mask it.

[💎@25:18] TikTok recently updated their creative best practices for videos to be between 9 and 15 seconds. For Incipia, 25-30 seconds has been working. But test different lengths.

Working with "influencers"

Incipia has been reaching out to people that share funny/creative content on TikTok with over 10k likes on a few videos to see if they would be interested in making content.

If you don't have the budget for it, you can find somebody at your company that's willing to do it.

[💎@30:36] You don't need a big influencer marketing budget: you can DM people on TikTok, a lot of people have their instagram or email listed, you can post on Craigslist or even have someone from your team do it. You can also leverage that some users are trying to build their portfolio.



The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Shamanth mentioned a case study on TikTok from Incipia, here it is.

Challenges of creative approval on TikTok

This is the #1 challenge to get up and running and getting the account to continue to spend.

  • [💎@02:50] TikTok's Ad policy in terms of illegal activities (political, sexual, etc.) is stricter than other platforms so if you have that type of content within the app itself be cautious of the type of in-app footage you show.
  • There are 2 different ad review teams (1. quality control 2. inspection) which can lead to creatives being approved for an ad group but not for another.
  • Before April 28 when launching an ad in an existing ad group it paused the entire ad group for review which would make you miss out on high volume dates.
  • TikTok does not give any reason of why a creative is disapproved so read the Ad policy carefully and rely on your account team to explain when a creative is disapproved.
  • You can not show kids in an ad.

The safe zone in your creative

It's important to be familiar with the TikTok organic content so you understand how your ad creatives are displayed.

Understand how the ads are displayed. The CTA card (e.g. "download" button) pauses the video when you click on it. A tap on the CTA or a swipe left brings you to the app store page, a swipe up goes to the next video.

TikTOk.png

The download button actually looks even more transparent than this now (before 9s)

[💎@09:40] The download card is there almost from the beginning but pops-up after the 9s mark so you want to make sure there is nothing important in the bottom half of your video ("safe zone").


Your video needs to be at least 9s long. Although you have an interstitial at the end of your video.


Automatic creative optimization or manual?

[💎@10:40] Auto creative optimization helps quickly identify creatives and copy that work and which combo to use. If you have a lot of ads though, you might get little to no impression. So switch to standard/manual and single ad per ad set unless it's for quick learnings.

With auto creative optimization you can not toggle ads on and off. It's like on UAC where you are basically deleting them.

[💎@13:58] TikTok's algorithm pushes the ads based on an eCPM rank : bid x CTR x CVR. It forces traffic on these winners and the rest won't get any traffic.

[💎@14:26] Two workarounds to not getting impression: 1. Restarting with single ad group creatives to force learnings 2. Using mass conversions (e.g. like lowest cost strategy on Facebook), currently in beta.

Targeting: Interests, Ad Tags, Lookalikes

Pretty similar to Facebook in terms of audiences.

[💎@16:28] TikTok has a field for Ad Tags: 20 keywords (min. of 1) that is supposed to match your ads with more relevant audiences. Go through the hashtags to find relevant ones with a lot of views.

Incipia is still in exploratory phase and mass testing every possible dimension: interest audience x relevant Ad tag x relevant ad.

User behavior is different

The closest behavior is the one from Vine, but the algorithm is different.

TikTok is highly addictive and the type of content is very unique and all User Generated Content. There is no rule as what to go viral and what doesn't.

Getting an organic presence is a huge opportunity because a lot of products are not there yet. Create a regular posting cadence.

Think outside the box: "duets", challenges, etc.

[💎@23:02] TikTok is probably the best video editing tool out there. You can add effects, music, etc.


Elements of high performing creatives

[💎@23:45] Creatives should be sound on, portrait 9:16 (7x more engagement), user generated content ("influencers", but really anyone that can create).

You can edit with TikTok's video tool but it saves the video with their logo. Because it's against their policy so you will then need to remove/mask it.

[💎@25:18] TikTok recently updated their creative best practices for videos to be between 9 and 15 seconds. For Incipia, 25-30 seconds has been working. But test different lengths.

Working with "influencers"

Incipia has been reaching out to people that share funny/creative content on TikTok with over 10k likes on a few videos to see if they would be interested in making content.

If you don't have the budget for it, you can find somebody at your company that's willing to do it.

[💎@30:36] You don't need a big influencer marketing budget: you can DM people on TikTok, a lot of people have their instagram or email listed, you can post on Craigslist or even have someone from your team do it. You can also leverage that some users are trying to build their portfolio.



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Shamanth mentioned a case study on TikTok from Incipia, here it is.

Challenges of creative approval on TikTok

This is the #1 challenge to get up and running and getting the account to continue to spend.

  • [💎@02:50] TikTok's Ad policy in terms of illegal activities (political, sexual, etc.) is stricter than other platforms so if you have that type of content within the app itself be cautious of the type of in-app footage you show.
  • There are 2 different ad review teams (1. quality control 2. inspection) which can lead to creatives being approved for an ad group but not for another.
  • Before April 28 when launching an ad in an existing ad group it paused the entire ad group for review which would make you miss out on high volume dates.
  • TikTok does not give any reason of why a creative is disapproved so read the Ad policy carefully and rely on your account team to explain when a creative is disapproved.
  • You can not show kids in an ad.

The safe zone in your creative

It's important to be familiar with the TikTok organic content so you understand how your ad creatives are displayed.

Understand how the ads are displayed. The CTA card (e.g. "download" button) pauses the video when you click on it. A tap on the CTA or a swipe left brings you to the app store page, a swipe up goes to the next video.

TikTOk.png

The download button actually looks even more transparent than this now (before 9s)

[💎@09:40] The download card is there almost from the beginning but pops-up after the 9s mark so you want to make sure there is nothing important in the bottom half of your video ("safe zone").


Your video needs to be at least 9s long. Although you have an interstitial at the end of your video.


Automatic creative optimization or manual?

[💎@10:40] Auto creative optimization helps quickly identify creatives and copy that work and which combo to use. If you have a lot of ads though, you might get little to no impression. So switch to standard/manual and single ad per ad set unless it's for quick learnings.

With auto creative optimization you can not toggle ads on and off. It's like on UAC where you are basically deleting them.

[💎@13:58] TikTok's algorithm pushes the ads based on an eCPM rank : bid x CTR x CVR. It forces traffic on these winners and the rest won't get any traffic.

[💎@14:26] Two workarounds to not getting impression: 1. Restarting with single ad group creatives to force learnings 2. Using mass conversions (e.g. like lowest cost strategy on Facebook), currently in beta.

Targeting: Interests, Ad Tags, Lookalikes

Pretty similar to Facebook in terms of audiences.

[💎@16:28] TikTok has a field for Ad Tags: 20 keywords (min. of 1) that is supposed to match your ads with more relevant audiences. Go through the hashtags to find relevant ones with a lot of views.

Incipia is still in exploratory phase and mass testing every possible dimension: interest audience x relevant Ad tag x relevant ad.

User behavior is different

The closest behavior is the one from Vine, but the algorithm is different.

TikTok is highly addictive and the type of content is very unique and all User Generated Content. There is no rule as what to go viral and what doesn't.

Getting an organic presence is a huge opportunity because a lot of products are not there yet. Create a regular posting cadence.

Think outside the box: "duets", challenges, etc.

[💎@23:02] TikTok is probably the best video editing tool out there. You can add effects, music, etc.


Elements of high performing creatives

[💎@23:45] Creatives should be sound on, portrait 9:16 (7x more engagement), user generated content ("influencers", but really anyone that can create).

You can edit with TikTok's video tool but it saves the video with their logo. Because it's against their policy so you will then need to remove/mask it.

[💎@25:18] TikTok recently updated their creative best practices for videos to be between 9 and 15 seconds. For Incipia, 25-30 seconds has been working. But test different lengths.

Working with "influencers"

Incipia has been reaching out to people that share funny/creative content on TikTok with over 10k likes on a few videos to see if they would be interested in making content.

If you don't have the budget for it, you can find somebody at your company that's willing to do it.

[💎@30:36] You don't need a big influencer marketing budget: you can DM people on TikTok, a lot of people have their instagram or email listed, you can post on Craigslist or even have someone from your team do it. You can also leverage that some users are trying to build their portfolio.