Three things to consider before advertising on TikTok

How to know if TikTok is right for your DTC startup

Hi there 👋,

Yep, we’re going to talk about the elephant in the room.

Over the last few years, I’ve noticed that when I’m working with clients on their ad strategy, one question seems to pop up more and more frequently:

“Should I use TikTok ads?’

TikTok is a mobile content app that has completely changed the way we consume content. 

Moving away from static posts and towards short, punchy videos, the app has over 1 billion monthly users in over 160 countries. 

Through a dynamic content type, intricate algorithm and extensive reach, TikTok videos have the potential to go viral across the globe. 

No wonder everyone won’t shut up about it.

So much so that it feels like everyone thinks: we have to be on TikTok! Let’s run TikTok ads! 

But, as we discussed in the Magpies of Growth newsletter, spreading yourself too thin across many different acquisition channels can end up wasting your time and money. 

So, if you’re going to tackle TikTok, prepare yourself first.

Do you actually need TikTok as a DTC brand?

I’m going to be honest here… as a millennial, I don’t really understand TikTok half as well as a Gen Z might. My younger sister sends me TikToks all the time, which just leave me perplexed. 

She’ll write, “Lol, so you,” but is it really?!

Luckily, Lola, my incredible junior growth strategist, came to the rescue to share her Gen-Z TikTok wisdom with you and help you decide if TikTok is right for you.

So here is Lola’s take on the three things to consider before you start advertising on TikTok:

1. Content Format

If you’re a DTC brand, TikTok’s emphasis on short, visually engaging videos makes it well-suited for showcasing your product or service. 

If you opt for an in-feed ad - an organic-looking video that appears on a user’s ‘For You Page’ - the maximum length is only 1 minute, although most are around 15 seconds.

With that in mind, before you jump into TikTok ads, consider whether your product makes sense in this kind of format. 

For example, if your content is mainly infographic posts and photographs, you would need to alter it to video content to work on TikTok. 

Consider whether you have the budget to explore this option thoroughly.

If you do have the budget, TikTok provides extensive creative tools to help you get the most out of your content. Some of the creative functions available are:

• Royalty-free commercial music

• An extensive range of video effects

• Audio captions, text-to-speech transcriptions and instant translations

• Video templates

• Interactive add-ons, such as ‘Shake Surprise’ which invites users to physically shake their phone to interact with the ad

If you’re struggling with a creative block, TikTok’s Creative Centre is packed full of examples of top ads and new trends to experiment with.

But we do really recommend having someone who is testing and trying this type of content organically. 

You need to understand the trends and leverage the platform’s creative tools to create high-performing ads, and your Meta content is unlikely to work there.

2. Target Audience

Before launching a TikTok campaign, consider whether or not it suits your target audience. 

According to a recent study, 70.2% of TikTok users are between the ages of 18 and 34, and 37.3% are between the ages of 18 and 24.

While there are always exceptions to this rule, TikTok’s user base is predominantly younger than other platforms such as Facebook/Meta, where 52.2% of users are between the ages of 18 and 34. 

Consider whether your target audience is likely to be using TikTok. 

It is worth noting that the mean audience age is changing as TikTok becomes more widespread.

To sum it up: are your ads going to reach the right people on TikTok?

3. Influencers and Affiliates

As TikTok utilises User-Generated Content and focuses on building a community, it can be the ideal channel to experiment with influencer marketing to grow your brand. 

This involves collaborating with content creators who will help promote your product.

There are definitely advantages to this:

• Creates adverts that feel less ‘salesy’ and more authentic by using social proof

• Builds trust in your brand through the authenticity of these videos

• Takes advantage of content creators’ large followings, many of whom will be your target audience if you pick well

• The algorithm, which prioritises content over follower count, means that you can still have reach with lesser-known creators, as TikTok displays videos on someone’s ‘For You Pages’ based on their previous engagements (hashtags followed, comments, likes, etc)

However, bear in mind:

• Competition on TikTok is incredibly high, so your influencer videos need to stand out to do well. This may be due to rising ad saturation and ad fatigue among users

• TikTok trends cycle quickly, so you’ll need to stay vigilant with being up-to-date to ensure your content performs well

The Bottom Line

If you want to experiment with TikTok ads, make sure you’ve evaluated whether the platform is the right fit for you, rather than jumping on the opportunity because it seems like everyone else is doing it. 

To recap, you’ll need to consider:

1. The type of content required

2. Your target audience

3. The benefits and shortcomings of TikTok’s influencer model

And if you think that it might be right for you, my number 1 tip for you is to get to know two things:

• The style of content on the app

• The algorithm

Here’s the thing - TikTok is pretty unique compared to other platforms. 

You can’t just reuse your Meta ads. 

On TikTok, you’ll need shorter videos, using TikTok native fonts, and fast-paced scene changes every 2-5 seconds. 

And, because the platform is rooted in short videos, users might have a lower attention span (take it from me, a Gen Z who had to take 20 breaks while writing this). 

So your hook needs to grab the viewer instantly, as otherwise, they’ll ruthlessly swipe on.

As for the algorithm, understanding what type of content is valued and goes viral can help you get the most out of the platform. That involves a deep dive into TikTok’s algorithm.

Recommendation

In every edition of Growth Waves, I also share a related book, individual or newsletter to check out related to the week's topic.

Sam Kaufman and Joel Lowinger are the founders of TikTalk, the only marketing agency devoted entirely to TikTok marketing. So they definitely know what they’re talking about. 

You can gain all of their wisdom from their “TikTok Marketing Podcast.” 

One of my favourite episodes is “TikTok Hooks,” where they discuss those crucial 3 seconds at the start of a TikTok.

Looking for more podcast tips that you can listen to while walking the dog or cleaning the bathroom? 

Check out “How To Go Viral On TikTok?” from the “In Growth We Trust” podcast, where they speak to Edward Sturm.

—

Thanks Lola - Back to Daphne again to round us off.

Ultimately, TikTok is an exciting opportunity to grow your brand through advertising. 

Its large and diverse base provides high engagement and reach with viral potential unmatched by other platforms so far.

But, like anything else, if sufficient research and planning aren’t done first, it might end up being a wasted opportunity. 

By understanding the app and determining whether your content and target audience are suited for it, you can unlock the potential of TikTok as a new channel for growth.

So the annoying answer, as always, is that it depends.

Oh, and definitely get a Gen Z’s advice!

Daphne