In these 2 webinars, Shamanth Rao (CEO at RocketShip HQ - Mobile Growth Consultancy) presents how to set up TikTok, talks about best practices for creatives and answers questions.
It's helpful to specify your app category and your Ad Tags to help performance because the platform is pretty new. You can think about Ad Tags like ASO keywords so the platform starts on a strong foot.
Bidding is still imperfect, and sometimes you just need to bid very high but your CPI will be much lower (2nd price auction). CPMs are still a small fraction of Facebook and still lower than Snapchat which often makes up for a lower conversion rate.
Your creatives should be creator driven and narrative driven. You can not have a person talking to a camera: you need to have some kind of drama or narrative.
It's critical for your creatives to have movement and be music driven. Even a simple happy dance is better than talking to the camera.
Your creatives should portray primary emotions (happy/sad/mad/angry), and they should be very clear. Showing gameplay and app walkthrough does not work.
Videos need to look raw, unpolished and unfiltered that look spontaneous. Instagram-worthy is different from TikTok-worthy.
One thing is that once you crack your CTR on TikTok (1.5-2%) you know that the creative is going to take off, similar to Snapchat. On Facebook the CTR is only one of the factors.
At Liftoff the best app categories are e-commerce, gaming and entertainment apps. Shamanth sees entertainment work well as well, fitness, careers.
For creatives, Shamanth has seen the most success with 6-10 seconds creatives. 15 seconds max.
You typically do not need to use a CTA because TikTok already adds a TikTok card (Download/Sign Up/Learn More/Etc.).
If you like the videos of some people on TikTok, send them a DM. You do not need to go after people with a big following. You don't really need an influencer relationship.
The sweet spot for number of ads per ad group seems to be about 3 or 4, unless you have ACO.
Adapt ads to popular TikTok trends. Example: Duet for creatives. It doesn't have to be just for your creative, monitor the trending hashtags (Ad Tags) as well. Example: #momsoftikto
It's helpful to specify your app category and your Ad Tags to help performance because the platform is pretty new. You can think about Ad Tags like ASO keywords so the platform starts on a strong foot.
Bidding is still imperfect, and sometimes you just need to bid very high but your CPI will be much lower (2nd price auction). CPMs are still a small fraction of Facebook and still lower than Snapchat which often makes up for a lower conversion rate.
Your creatives should be creator driven and narrative driven. You can not have a person talking to a camera: you need to have some kind of drama or narrative.
It's critical for your creatives to have movement and be music driven. Even a simple happy dance is better than talking to the camera.
Your creatives should portray primary emotions (happy/sad/mad/angry), and they should be very clear. Showing gameplay and app walkthrough does not work.
Videos need to look raw, unpolished and unfiltered that look spontaneous. Instagram-worthy is different from TikTok-worthy.
One thing is that once you crack your CTR on TikTok (1.5-2%) you know that the creative is going to take off, similar to Snapchat. On Facebook the CTR is only one of the factors.
At Liftoff the best app categories are e-commerce, gaming and entertainment apps. Shamanth sees entertainment work well as well, fitness, careers.
For creatives, Shamanth has seen the most success with 6-10 seconds creatives. 15 seconds max.
You typically do not need to use a CTA because TikTok already adds a TikTok card (Download/Sign Up/Learn More/Etc.).
If you like the videos of some people on TikTok, send them a DM. You do not need to go after people with a big following. You don't really need an influencer relationship.
The sweet spot for number of ads per ad group seems to be about 3 or 4, unless you have ACO.
Adapt ads to popular TikTok trends. Example: Duet for creatives. It doesn't have to be just for your creative, monitor the trending hashtags (Ad Tags) as well. Example: #momsoftikto
It's helpful to specify your app category and your Ad Tags to help performance because the platform is pretty new. You can think about Ad Tags like ASO keywords so the platform starts on a strong foot.
Bidding is still imperfect, and sometimes you just need to bid very high but your CPI will be much lower (2nd price auction). CPMs are still a small fraction of Facebook and still lower than Snapchat which often makes up for a lower conversion rate.
Your creatives should be creator driven and narrative driven. You can not have a person talking to a camera: you need to have some kind of drama or narrative.
It's critical for your creatives to have movement and be music driven. Even a simple happy dance is better than talking to the camera.
Your creatives should portray primary emotions (happy/sad/mad/angry), and they should be very clear. Showing gameplay and app walkthrough does not work.
Videos need to look raw, unpolished and unfiltered that look spontaneous. Instagram-worthy is different from TikTok-worthy.
One thing is that once you crack your CTR on TikTok (1.5-2%) you know that the creative is going to take off, similar to Snapchat. On Facebook the CTR is only one of the factors.
At Liftoff the best app categories are e-commerce, gaming and entertainment apps. Shamanth sees entertainment work well as well, fitness, careers.
For creatives, Shamanth has seen the most success with 6-10 seconds creatives. 15 seconds max.
You typically do not need to use a CTA because TikTok already adds a TikTok card (Download/Sign Up/Learn More/Etc.).
If you like the videos of some people on TikTok, send them a DM. You do not need to go after people with a big following. You don't really need an influencer relationship.
The sweet spot for number of ads per ad group seems to be about 3 or 4, unless you have ACO.
Adapt ads to popular TikTok trends. Example: Duet for creatives. It doesn't have to be just for your creative, monitor the trending hashtags (Ad Tags) as well. Example: #momsoftikto
Notes for this resource are currently being transferred and will be available soon.
How does a platform like TikTok compares with LinkedIn, where there is a lot of wonkiness? On TikTok it's hard to calibrate the kind of scale and audiences you can get with TikTok, whether it's LAL or interest audiences.
You need an MMP to run ads on TikTok.
What if you're not a creative person? Play on exaggerations, dances, etc.
Things change fast on TikTok so spend time there to get new ideas.
Make sure you don't have text in the safe zone.
The download card shows up after 9 seconds so make sure your ad is at least 9-seconds long.
Here are templates you can use:
[💎 @25:25] If you like the videos of some people on TikTok, send them a DM. You do not need to go after people with a big following. You don't really need an influencer relationship.
You can create the video on your phone, download it then pass it to your designer to make it look even better.
How does a platform like TikTok compares with LinkedIn, where there is a lot of wonkiness? On TikTok it's hard to calibrate the kind of scale and audiences you can get with TikTok, whether it's LAL or interest audiences.
You need an MMP to run ads on TikTok.
What if you're not a creative person? Play on exaggerations, dances, etc.
Things change fast on TikTok so spend time there to get new ideas.
Make sure you don't have text in the safe zone.
The download card shows up after 9 seconds so make sure your ad is at least 9-seconds long.
Here are templates you can use:
[💎 @25:25] If you like the videos of some people on TikTok, send them a DM. You do not need to go after people with a big following. You don't really need an influencer relationship.
You can create the video on your phone, download it then pass it to your designer to make it look even better.
How does a platform like TikTok compares with LinkedIn, where there is a lot of wonkiness? On TikTok it's hard to calibrate the kind of scale and audiences you can get with TikTok, whether it's LAL or interest audiences.
You need an MMP to run ads on TikTok.
What if you're not a creative person? Play on exaggerations, dances, etc.
Things change fast on TikTok so spend time there to get new ideas.
Make sure you don't have text in the safe zone.
The download card shows up after 9 seconds so make sure your ad is at least 9-seconds long.
Here are templates you can use:
[💎 @25:25] If you like the videos of some people on TikTok, send them a DM. You do not need to go after people with a big following. You don't really need an influencer relationship.
You can create the video on your phone, download it then pass it to your designer to make it look even better.
