TikTok has compiled and published a complete guide to creating impactful content and ads on its platform, pointing to a variety of free resources.
TikTok has published a guide for businesses on how to effectively advertise on the short-video platform, offering an easy way to tailor their creatives to the platform’s unique characteristics.
This “how-to” guide provides background, best practices, as well as tips and tricks, to help you get the most out of TikTok’s creative solutions.
The trick, according to TikTok, is not doing everything, but doing the right thing – finding the most relevant solutions and customizing them to your specific business needs.
Think TikTok First
According to the guide, rule number one is to think TikTok first. On this particular social platform, content is key.
Letting TikTok lead the way means keeping the community and its creative preferences top of mind when developing content.
In other words, authenticity is the way to go. To succeed, businesses need to create authentic content which genuinely aligns with the community and the native TikTok experience.
As explained by the guide: “Brands do best when they find their niche, actively listen to their audience, and engage with the latest trends.”
Forget the Big Production Budget
Secondly, TikTok doesn’t require a big production budget. The platform’s built-in effects, paired with authentic and immersive full-screen content is more than enough to win the audience’s attention.
Share Fresh and Diverse Content
Thirdly, to captivate new audiences, it is important to continuously share fresh and diverse content.
Posting between one and four times a day allows marketers to test how audiences react to different types of content, and consequently know where to focus their efforts and boost posts.
Bear in mind, though, that to win on TikTok, businesses need to constantly look for ways to improve their content’s creative quality, produce a continuous, high-volume supply of fresh content, and control production costs while scaling to boost consumption of each piece of content.
Keep Ads Immersive
Finally, TikTok suggests that ads on its platform should always be immersive, meaning a 9:16 aspect ratio, always offer a sound-on experience, and be kept short.
Ads should always resonate with the audience’s interests, present a punchy caption, and be mindful that content is built in areas of the screen where there are no buttons or captions.
TikTok reminds advertisers that there is no “Swipe Up” feature, and that any CTA or prompt to swipe up will just move users on to the next video.
In general, marketers should familiarize themselves with popular trends, elevate their data insight, and find inspiration in ads already performing well on the same vertical.
Additional resources and advice that can be found in the guide include the TikTok Creator Marketplace where businesses can find and collaborate with native creators, the TikTok Video Editor to create and edit impressive videos, the Smart Video Soundtrack for finding the best audio to suit content, as well as top-quality ad creatives from over 100 customizable templates under Tik Tok’s Video Templates.x
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The free online course provides easy-to-follow best practices to level-up marketers' approaches to advertising on the platform.