It’s no surprise that TikTok is gradually becoming an enticing platform for an increasing number of advertisers. What seems to deter many of them, however, is the creative aspect and communication style. On TikTok, creating a simple static banner won’t suffice. So, how can you approach this task to ensure the result is both creative and up-to-date? It might be easier than you think!
TikTok Is No Longer Just for Kids
First and foremost, we must debunk a common myth. There’s a widespread belief that TikTok is an app aimed solely at the youngest audience, and adults have no place there. This notion is now far from reality. Recent data about Polish TikTok users, which we discussed earlier, confirms this. To recap: the largest age group is 18-24 years old, representing 44% of the total user base, while the total number of active TikTok users in Poland stands at 5.4 million, with women making up 61% of them. That changes the game a bit, doesn’t it?
TikTok remains the best platform to reach younger users, for whom Facebook and Instagram have become outdated. However, if your brand offers products and services aimed at older demographics, there’s no reason to avoid advertising on TikTok!
Where to Start with TikTok Advertising?
TikTok offers a variety of ad formats, some of which are unique and not found on platforms like Facebook or Instagram. We covered these formats in detail in this post (LINK: TikTok Ads Guide). When launching advertising campaigns, you need to tailor your creative and communication strategy to the ad format and the goal you want to achieve. Although TikTok allows for static banner ads, the platform thrives on video content. Static images or simple slideshow formats don’t look natural on the app and may feel outdated. Another crucial element of TikTok communication is music. Simply using a sound from popular trends can give your ad a completely different feel. If you’re still unsure how to put everything together, we’ve prepared a few examples.
How to Create a Great TikTok Ad?
Speak to a Younger Audience
While we’ve already dispelled the notion that TikTok is just for kids, the largest group of users is still young. TikTok is currently the only platform where you can find such a large number of Generation Z users. If you want to reach them, you need to speak their language and, more importantly, understand their needs and relate to them. A good example of this type of communication is RedBull Poland’s ad. The brand created a video in its signature style, presenting its product in the context of a topic familiar to most young people—house parties.
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Reference Current Trends While Showcasing Your Product
This strategy was successfully implemented by the brand CCC. Their ad tapped into one of the hottest trends on TikTok, effectively showcasing a wide range of products while grabbing the audience’s attention. By leveraging trends, a brand shows it’s up-to-date, adds authenticity to its ads, and blends more naturally into the feed. There’s also a good chance TikTok users will appreciate your efforts, increasing the likelihood of them staying engaged with your content longer.
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Collaborate with Influencers
Influencer marketing is an essential part of social media marketing, and TikTok is no exception! This model not only expands your reach but often shifts the creative burden onto the influencer, providing the brand with ready-to-use content for its campaign. Many brands, such as Samsung Poland, have successfully used this strategy.
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Stick to Classic Communication That Aligns with Your Brand
If you’re hesitant or feel that the casual, humorous trends on TikTok don’t fit your brand’s image, you can maintain your traditional communication style. A good example of this approach is Massimo Dutti, whose ad could easily be featured on Instagram, Facebook, or YouTube.
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Don’t Limit Yourself
TikTok is a platform full of possibilities. No one said you have to stick to just one form of communication. You can mix them up and surprise your audience. A great example of this approach is Tidal, which used video ads along with influencer marketing, featuring none other than Taylor Swift!
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If your brand decides to make an appearance on TikTok, we recommend taking a lighthearted and creative approach to both content and communication. This is currently the best opportunity to unleash your imagination and showcase your brand in a completely new light. The examples we’ve provided show that how far you step out of your comfort zone is entirely up to you. TikTok is not as daunting as it may seem!
