How to create creative copy for TikTok advertising on e-commerce platforms?

Recently, the favorite advertising resource of foreign trade advertisers is TikTok advertising, and many advertisers have already begun to settle in the platform.

Recently, an advertiser on an e-commerce platform said that an e-commerce platform wants to run TikTok advertising . Regarding TikTok advertising, I have the following questions:

1. How to choose TikTok advertising resources and advertising billing model?

TikTok advertising has only one advertising resource - the recommended page information flow ads. When users watch videos through TikTok, ads will appear randomly in the process of watching videos. The TikTok recommended page information flow ads will also have the word "advertisement". The content with the word "advertisement" is TikTok's official advertisement, and TikTok advertisements can not only use the video content provided by the brand to increase brand exposure, but also complete advertisers' order sales and APP download and registration advertisements!

If our e-commerce platform is in the early stage of going online, the purpose of our advertising is to attract users to pay attention to the corporate brand, so we can choose CPM as the advertising billing model; if the e-commerce platform already has a fan base, the purpose of our advertising is to attract new customers and recall old customers. At this time, we can use some promotional activities to recall old customers to continue using the e-commerce platform. At this time, the advertising billing model can be CPC.

2. What form of creative content does the e-commerce platform use to launch TikTok advertising ?

When e-commerce platforms are putting out creative copy for TikTok ads, we can also describe the copy and content based on the stage the e-commerce platform is in!

1. Initial stage

What is needed in the early stage is product exposure, so we can choose the corresponding recommendation page information flow advertising. We can write the content of the advertising copy based on the function introduction and platform advantages of the e-commerce platform. When we place TikTok ads, we can also leverage current hot content for marketing. If there are celebrities or Internet celebrities on the e-commerce platform, we can also use their star effect to build brand exposure.

2. Mid-term

In the mid-term, advertisers not only need to create exposure content for e-commerce platforms, but also need to create good content for e-commerce platforms. At this stage, we need to use advertising content, such as promotions and platform features, to attract new users to continue to pay attention to our advertising content. In addition, we also need to use the description of advertising content to attract our existing users to continue using the e-commerce platform. When e-commerce platforms place TikTok ads, the creative content of the ad is generally based on the discount strength, rebates and other content. This content is also the content that users pay most attention to when placing ads!

3. Does TikTok advertising need to capture user interest?

TikTok (overseas Douyin) is as popular as domestic Douyin when it comes to TikTok advertising. We need to grasp user interests closely. After all, TikTok video content recommendations are also based on user interests. After finding user interests, we can design advertising content based on user interests and product features. Once the content is designed, advertising conversion and traffic monetization will come!

So the question is, how should TikTok advertising capture user interest? This article will provide you with four tips!

1. Ensure the beauty of the video

TikTok (overseas Douyin) is the same as the domestic Douyin. When creating video content, we need to provide "beautiful" video content. When shooting TikTok (overseas Douyin) advertising video content, we try our best to show the beauty of the product. In order for users to better understand the product, we can also let users feel the "beauty" of the products we promote from different angles. Users will also pay more attention to "beautiful" content!

2. Give users a visual impact

What kind of video will make users remember it more deeply? Of course there are highlights and visually impactful advertising content, such as the beautiful little brother and sister, the innovative advertising content, cute pets, and the color matching of the video can all stimulate the user's visual experience. However, in the creation of advertising content, we also need to add innovative forms, which will also attract more users to pay attention to our advertising content.

3. Both advertising copywriting and video content should do a good job of "5W+1H"

When placing TikTok (overseas Douyin) advertisements, the design of our advertising copy and video content should follow the "5W+1H" standard!

“5W” refers to who, what, where, when, and why; “1H” refers to “how”.

4. Find scarce content

People always want to own scarce content, so when we design advertising content, we can find the scarcity of products. Users always pay close attention to scarce products and want to own them. The scarcity of products is also a purchasing motivation for users. The next thing to do is to use background targeting to find users who can make purchasing decisions and purchase the product.

Related reading:

1. Introduction to TikTok advertising promotion

2.TikTok advertising promotion account opening price

3. TikTok advertising promotion advertising advantages

4. TikTok advertising promotion account opening process

5. TikTok advertising promotion display style