How to Advertise on TikTok to Expand Your Audience

If you're looking to expand your audience, learning how to advertise on TikTok can be extremely helpful. TikTok's audience is massive and continuously growing, and the platform has a big influence on purchasing behaviors.

Getting Started

• Create a TikTok Business Manager and Ad Account.
• Follow the prompts to create a pixel so TikTok and your website can communicate.
• Create campaigns based on your goal and audience targeting.
• Decide on content type. Psst, videos perform best.
• Determine whether to create ads yourself or leverage influencers and content creators.

Why Micro-Influencers

For smaller and newer brands, we recommend starting with micro-influencers, who have a following in the thousands or tens of thousands. They are viewed as more relatable and reliable, and they are more affordable. HubSpot shares that more than 82 percent of consumers said they were likely to buy something a micro-influencer recommended.

When searching for micro-influencers, check that their engagement is as solid as their following, ensure their content shares your brand values, and confirm they post consistently.

How to Find and Vet Micro-Influencers

Use the TikTok Creator Marketplace to search profiles, audience demographics, and engagement metrics. You can also search relevant hashtags directly on TikTok. When you find the right fit, make your campaign goals and instructions clear with a detailed brief covering what to mention, do's and don'ts, length, examples, hashtags, and profiles to tag.

Tips for Successful Content

• Create organic content. TikTok reminds brands, "Don't make ads. Make TikToks."
• Utilize popular trends and sounds.
• Don't make the video too long; get the hook out in the first few seconds. An effective ad time is around 15 seconds.
• Let the product be the star. Avoid text overlays covering it.
• Use a strong opening, high quality and good lighting, background sound and music, captions, and a memorable ending.

TikTok advertising is new for many. Test and learn, see what works for you, and remember that planning ahead is key to creating successful TikTok ads.