TikTok beats Facebook in small business advertising

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TikTok may at first glance seem like a platform for those with short attention spans who want to post wobbly video clips. However, for some types of businesses, the social media platform offers marketing opportunities.

TikTok is an application for creating and sharing short videos. The videos are tall, not square, like on Snapchat or Instagram stories.

One small company that has explored the possibilities of video technology is Olivia Starling, founder and CEO of the Starlette Galleria jewelry brand. The starling tells Digital journal how these types of “new media” can help a business grow.

Starling explains, “In order to effectively grow and expand your business, the use of social media ads is necessary. Ads will allow you to reach a more targeted demographic who are willing to pay for your product, service or expertise. Ads reduce the need to create new content and send a fresh look at your brand every day.

Starling says she has learned five important things about advertising on TikTok and believes the platform is better than Facebook at getting product details. These tips are:

Tip # 1: Don’t know how to make a Tik Tok video?

No problem! Praise him. There are tons of creative Tik Tok makers. Step one, watch TikTok videos, record the sounds you like, and find a creator that matches your brand. They don’t need to have a ton of followers. In fact, the fewer subscribers the better. Influencers with smaller followers will be more than willing to work with you, and all you really need is creativity. Send them a message, request their media pack and offer your free product. When you work on these relationships, realize that you are working with a person. Let them know what you liked about them, what you hope to get out of the collaboration and, more importantly, what they get out of it. Your relationship with the content creators can make all the difference in the quality you get in return.

Tip # 2: Don’t have a big budget?

It’s OK ! You can run a TikTok ad for as little as $ 20 per day. Because there are fewer advertisers on TikTok and less competition, ads cost half as much CPM as Facebook ads. You can get more clicks and more looks on your brand through TikTok than any other advertising platform.

Tip # 3: What type of ad should I show?

There are many types of ads you can run on Facebook and TikTok. Traffic, Convert, Add to Cart (ATC), but what works best with Facebook is actually the opposite of what works best with TikTok.

The algorithm on TikTok is unique to any type of social network because of the “Page for You” (aka FYP). Essentially, what FYP does is make sure that people who have viewed certain types of content continue to see something similar. If you’ve been on TikTok, you know the feeling of being sucked into the rabbit hole from makeup tutorials, horrible first date stories, or adorable puppy videos. Your ads will appear in a very similar fashion. FYP will start showing the same to people who have viewed similar content.

That being said, my favorite ad types to run are either traffic and ATC compared to the conversion campaigns I typically run on Facebook. People interested in something similar to what you are showing will see your product automatically. No need to worry about conversions. I’ll explain the madness later.

Tip # 4: am I targeting an audience?

Due to FYP and the power of TikTok’s algorithm, don’t worry about targeting anything. I leave all audiences open and let FYP do the hard work of sending the right people to my content. This will reduce the cost of your ads and TikTok will find your collaborators! Don’t overthink this.

Tip # 5: Afraid to learn a new advertising platform?

TikTok’s sales manager looks a lot like Facebook’s sales manager. It’s a little more clunky (we’ll give them a break because they’re new), but it’s actually easier to use. If you have at least a basic understanding of Facebook’s business manager, you can easily understand TikTok’s advertising platform. If you don’t understand Facebook’s business manager, no problem! Click around, Youtube and visit me on my Instagram page (@oliviaisnotaninfluencer) where I give advice on how to create TikTok ads. You can be up and running in no time!

Starling concludes by saying, “Don’t think too much about TikTok ads. They are simpler and more powerful than you might think. Try it, play and get a new look at your brand! “


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Majorie T. Leonard

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