What is TikTok for Business?
TikTok for Business was launched in Norway in 2021 and is TikTok’s own advertising platform. Here you can create ads, set budgets, choose your target audience, and analyze campaign data. You also get guidance on how to run authentic ads, which in turn increases the likelihood of achieving high reach, strong engagement, and greater brand awareness.
Advertising on TikTok – TikTok Ads
The three most common ad formats you can use on TikTok for Business are:
- In-feed Ads.These are ads that appear on users’ #ForYou-page and blend seamlessly with other TikTok videos. In our experience, this format performs best, as it gives you greater opportunity to create ads that don’t feel like ads, which is what users on the platform prefer.
- Brand Takeovers. Ads that appear right at the start when the user opens the app and last for 3–3.5 seconds
- TopView Ads.This is a longer version of Brand Takeover and is an ad that runs for 5–60 seconds
In addition to this, you also have a few other options when it comes to advertising on TikTok for Business:
Publish the ad as an organic video. This means the ad will appear on your business profile, allowing you to monitor the activity on the video more closely.
Turn organic videos into ads. This is particularly effective if the video you’ve posted has performed well organically and you believe it has the potential to reach an even broader audience.
“Set custom identity”. This is for companies that want to advertise on TikTok but do not have a business account. When users click through to the profile, they will instead be directed to a landing page rather than a profile.
And remember, always keep TikTok’s own mantra in mind when you create ads: Don’t make ads; Make someone’s day.”
Why should your company be on TikTok?
TikTok can quickly become one of your most effective marketing platforms. The reason is that the algorithm ensures that the videos you publish can gain thousands of views, likes, and shares in a short amount of time. Still unsure whether TikTok should be part of your channel mix? Read more about why your company should be on TikTok in the article below.
Article – Why your company should be on TikTok
How does TikTok analytics work?
TikTok analytics is TikTok’s own analytics tool, where you can, among other things, gain insights into user demographics, which countries they come from, and when they are most active during the day.
You can use these insights when creating new content. For example, you can see which types of videos have generated the most engagement in the past and what time of day your followers are active in the app. This way, you can better ensure that your followers will like and share your video. When the TikTok for Business algorithm picks up on this, it will be pushed to the #ForYou page and spread quickly.
In addition, you get insights into:
- Total play time – how many hours the video has been watched in total.
- Average watch time – how long the video has been watched on average. If the video you posted was 30 seconds long and the average watch time was 19.1 seconds, you might want to make your next video in the same category shorter. For example, test whether 25 seconds performs better!
- Watched full video – what percentage watched the entire video out of the total number of views.
- New followers – the number of new followers the video has generated for you.
- Retention rate – what percentage of the video was watched? If many viewers drop off after 30%, it can indicate which parts of the video didn’t perform well.
- Traffic sources– where on TikTok did the viewers of the video come from? This could, for example, be through “sounds” or “hashtags”. Normally, people come from ForYou or your profile. Based on this, you can consider which other “sounds” and “hashtags” you might want to test instead!
- Top location – which countries are your viewers watching from? If they are coming from countries other than Norway, you may want to add English subtitles to your video, even if you are speaking Norwegian.
- Age – shows the age distribution of those who have watched the video. For example, that 61% of those who have watched the video are between 18–24 years old.
Average watch time, Watched full video and Retention rate are the most important elements you should focus on, but all the analytics work closely together. It is therefore beneficial to have an understanding of what the different parameters mean, so you can analyze them in relation to each other.
Summary
TikTok’s own advertising tool, TikTok for Business, helps your company reach your desired target audience as effectively as possible. Through the advertising platform, your company can create ads, set budgets, choose target audiences, and analyze campaign data.
Do you need guidance or want help getting started with TikTok advertising?
We’re happy to help! Contact us for a no-obligation conversation, and together we’ll develop a social media strategy that increases your company’s profitability!
