Overseas Promotion丨How to get millions of views on TikTok?

TikTok Ads Performance Advertising Optimization Tips

As a marketing service brand for global advertisers, TikTok Ads brings together a variety of overseas traffic products, covering more than 150 countries and regions and 75 languages, providing comprehensive digital marketing solutions for global advertisers.

TikTok Ads key account sales manager Chen Yunzhi pointed out that one of the important reasons for TikTok's rapid development in the global market is its authenticity, which can resonate with users.

TikTok’s way of connecting with them is to make young people “co-creators of the brand.”

Introduction to TikTok advertising

TikTok Ads relies on intelligent recommendation technology to achieve efficient matching between user interests and brand information. There are currently four main forms of promotion: one is splash screen advertising, which is a native advertisement that catches the user's attention at the first moment; the second is information flow advertising; the third is a challenge that quickly triggers an outburst of interaction for the brand; and the fourth is stickers.

Currently, splash screen ads support both static images and videos. They are the golden entrance for product startup and can display dynamic/static full-screen ads.

For game advertisers, information flow advertising allows users to read advertisements in the same way as reading information flow, and multiple touch points guide users to interact deeply, and they can download directly. There is also a strong native model for information flow advertising, which is used by advertisers to operate fan pages on TikTok to increase followers.

The challenge usually has a six-day exposure cycle, and all exposure positions on the terminal are directed to the challenge activity. In addition to the hard ads in the opening information flow, the discovery page, banner, and music aggregation page will push the challenge content to users. Direct users to the challenge page, let KOLs shoot brand videos, and attract users to create brand UGC.

For example, the challenge that TikTok did for an American clothing brand only had four influencers shoot official videos, attracting more than 1,000 users to create UGC in one day. More than 1,600 videos stimulated 171K interactions, likes, comments and reposts, and received 1.3 million views.

Finally, customized brand stickers can be used in challenges to promote user communication. According to the survey, one in three users likes stickers very much. The sticker types include foreground stickers, 2D face stickers (facial recognition), 2D hand stickers (gesture trigger), split-screen stickers, rain control and hair dyeing and other special effect filters.

TikTok delivery logic

Wu Shiying, TikTok's overseas channel operations manager, systematically introduced the delivery logic.

First of all, the delivery path is as follows: the advertisement goes through the system’s CTI estimation, eCPM sorting and other filtering procedures, then is delivered, and finally billed.

The eCPM ranking is based on the second-place bidding billing logic. Based on eCPM, the platform bidding is sorted according to the eCPM value of the AD Group. The quality of the advertisement determines the final conversion cost. Therefore, in addition to the bid, what matters more is the quality of the advertisement.

So how to optimize advertising quality?

There are three core elements of advertising: creativity, audience and bidding. Advertising copy, landing page quality, creative classification, advertising materials, delivery time, targeting, and budget settings will all be factors that affect the estimated CTR (click-through rate) and CVR (conversion rate).

For the TikTok platform, content is the most important. Wu Shiying provided material suggestions for advertisers in four categories:

1. E-commerce customers: price, product, promotion, live model, etc.

2. Gaming customers: first-person perspective, close-up, special effects, and detailed display

3. Tool customers: warnings, process diagrams, effect diagrams, etc.

4. Travel customers: fresh and natural pictures, pictures of people’s status, etc.

In response to this, TikTok has developed a programmatic creative tool that can upload materials in batches, arrange and combine creative ideas, intelligently match music, etc., which is especially suitable for e-commerce advertisers.

Media strategy and user positioning in advertising

How to define media strategy in the era of content being king?

Many products will see a significant increase in volume in the early stages of their launch, but after a period of buying volume, as the number of users increases, the unit price will become higher and higher, and the volume will tend to stabilize, making it difficult to achieve significant growth like in the early stages. For the product itself, in order to ensure revenue and user growth, it is inevitable to find more channels and traffic sources. Then we can choose TikTok Ads.

There are three reasons.

First of all, the scale of TikTok Ads is large enough. Among the emerging media platforms, whether in Japan, South Korea, Hong Kong, Macao, Taiwan, or India, its scale is comparable to the medium and large media platforms on the market.

Second, at the end of 2017, TikTok Ads was gradually established, and this year is the first year of TikTok Ads. Japan, South Korea, Russia, India, Malaysia, Indonesia, Thailand, Vietnam, etc. have gradually started commercialization, and the review of TikTok Ads is relatively strict and has certain thresholds. It is the traffic dividend period.

Third, as users’ habits change from scrolling through information streams to watching short videos, short video advertising materials are a major trend. This also places high demands on the quality of advertising materials.

It is an inevitable trend to add TikTok Ads to media strategy plans.

Ad recommendations based on user interests

According to Newzoo's survey across more than 30 countries, gamers are divided into eight categories, as shown in the figure below.

Image source: Newzoo

There are game maniacs who regard games as their life; game boys who like to watch others play games and socialize through games; autistic players who only like to play games alone; cloud players who don’t like to be without equipment and focus on the gaming experience; equipment control players who have very high requirements for computers and CPUs; and there are also popcorn players, spectator players, and time-killing players.

For example, among American players, female players are more likely to play games than male players, and their favorite game types tend to be casual. Most girls belong to three categories: popcorn players, spectator players and time-killing players, while most boys are game fanatics and equipment control freaks.

By choosing corresponding types of KOLs on TikTok to cooperate with, taking advantage of user characteristics and leveraging the influence of celebrities, you can achieve great marketing results.

Take the example of celebrity marketing in Taiwan. During the game preview period, VIP users are first invited to try out the game, challenge competitions are organized, and then materials are collected for advertising. Secondly, through TikTok gaming celebrities, videos of game playing and strategy making are filmed, and then edited and released on Youtube. Marketing implementation is divided into two directions: the online and offline combination of Landing Page, brand advertising and challenge.

TikTok launch timing

In terms of audience, social games are more popular in Hong Kong and Taiwan. In addition, user purchasing power and consumption demand are far greater than other regions.

The timing of TikTok launch should be determined based on the product type. If it is a medium-to-light game, such as a two-dimensional RPG or a fairy-tale MMO, you can try TiKToK in the early stage of launch. Due to TikTok's advertising mechanism, it has more advantages than Facebook. If it is a hardcore product, such as SLG or war mobile games, because it is not suitable for female users, it is necessary to make a distinction based on user interests during the early stage of launch.

During the early stage of material preparation, TikTok's material review is very strict, and you need to be prepared to rework the materials. For advertisers who are familiar with the patterns of TikTok users, they can design materials in a targeted manner based on product attributes and the patterns of advertising and creativity.

To do Tiktok advertising, contact Qinggua Media official

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