State of TikTok
Q3’22
Agenda
Why TikTok Matters
Short Form Video is taking over: TikTok’s impact in and outside of the platform
Time on TikTok Continues to Grow
Social Media time spent on Facebook continues to drop while TikTok’s continues to grow
In 2022, TikTok will surpass YouTube in user time spent
TikTok’s Audience is Unique & Unduplicated
Majority of TikTok’s audience cannot be found on other social platforms, meaning these users cannot be reached on Facebook (60%) or Instagram (55%)
TikTok Users Starting to take from Facebook’s Share
A lot of users - especially GenZ users - are visiting TikTok on a daily basis
Gen Z users are starting to use TikTok more than Google for searching
Advertising Dollars Continue to Increase on TikTok
TikTok’s US net ad revenues will rise by 184.4% to $5.96 billion in 2022
TikTok’s ad business is greater than Twitter’s and Snapchat’s combined
Advertising Strategies on TikTok
Ads Manager: How to plan + set up campaigns on the platform
What’s driving the TikTok Algorithm?
1 How the TikTok algorithm works: link
Full-Funnel Approach
Discovery → Search → Purchase → Post-Purchase
Leverage Audience-First Strategy:
Awareness
Action
Consideration
Build Awareness & Brand Affinity with audience
(Allocate 5% of budget toward Awareness-driving tactics)
Gain signals for better retargeting segments
Build off Reach/Consideration audiences to drive more effective conversions/CPAs
Full-Funnel Creative Strategy
Upper-Funnel: Awareness
Action
Consideration
Demonstrate product characteristics & benefits
Use CTAs to drive users to site
Clear CTAs that encourage users to take desired action on site
Minimum of 2-3 creatives
Minimum of 2-3 creatives
Minimum 3 creatives
Full-Funnel Approach
Introduce your brand, drive consideration of your product or service, and demonstrate your product value
Objective: Reach
Targeting: Start broad with Demographics OR Interests
Creative (3 ads per ad group)
Bid Type: Lowest Cost
Phase 1
Objective: Traffic or Lead Generation
Targeting: Stay Broad - Try Lookalike Audience to find people similar to those who have interacted or purchased from your business before
Creative (3 ads per ad group)
Bid Type: Lowest Cost
Phase 2
Objective: Conversions (View Content or Add to Cart event)
Targeting: Custom Audiences based on impressions/clicks OR Lookalike Audience based on users who’ve purchased in past
Creative (3 ads per ad group)
Bid Type: Lowest Cost or Bid/Cost Cap
Phase 3
1-2 weeks
1-2 weeks
Continuously reach new audiences with Lookalike and broad audiences
Full-Funnel Strategy: Reach Deep Dive
What’s your brands elevator pitch? Who is your brand?
MF
UF
LF
Objective: Reach / Video Views
Key Metrics: Reach, CPM, Video Views
Targeting: Broad Demo (age, gender, location); Interest Targeting*
Creative (3 ads per ad group)
Budget & Bidding: Lowest Cost to maximize delivery
Pixel: Site-wide tagging; Optimizing for shallow event like View Content
*Having clear understanding of UF behaviors can lead to CPAs that are 30% more efficient
*Typical user has 3-6s video attention span
What is the on Reach Objective TikTok?
1 POV on Simplified Bidding Objective: link
2 TikTok For Business: Reach Objective
Show ads with maximum number of impressions in target audience at the most efficient price
Best Practices Summary
Audience
AB
CD
Targeting
Upper Funnel
+
Middle Funnel
Lower Funnel
Bid
Creative
Destination
Budget & Bidding
TikTok Pixel
Creative
Broad targeting
Budget should be sufficient to build seed audience size of 100K minimum
Lowest Cost recommended to maximize delivery
Sitewide tagging required, optimizing for shallow event such as View Content
Focusing on brand or product showcase to trigger customer intent and product consideration
Use minimum 2 creatives
Targeting Custom Audience from UF/MF
Optional to include Lookalikes*
Lowest cost recommended to maximize delivery
Using same TikTok pixel from UF/LF, can optimize for deeper event such as Add to Cart or Complete Payment
Min 2-3 different Creatives with strong CTA message, different from Creatives in UF/MF
Creative & Creator Best Practices
Creative Best Practices
How to build your creative strategy on TikTok
1 Full-screen video can lead to +91% lift in conversions
2 Sound ON creatives can lead to 16%+ lift in impressions
3 Creative at optimal length can lead to +280% lift in conversions
3. How can you start building?
Trust the Experts:
1. Why it matters to make
creative specifically for TikTok
73% of users say they feel more connected to brands on TikTok than other platforms
2. What are the rules (aka best practices)?
Ad Group Level (2+ ad groups, 4+ creatives):
Creative Asset Must Haves:
Shoot in High Res (720p + reso)
Full screen video (9:16 aspect ratio)1
Sound ON (music and/or talking)2
Short-story telling (don’t go below 10s)3
Give context with text overlays & captions
1)
2)
3)
4)
5)
1)
2)
1 2x VTR & ER when using Creator content
Quick Tips for TikTok Creative
Quick Creative Tips:
TikTok Creators
TikTok Creators by the numbers
63%
of TikTok users like it when brands show creators in their videos1
1 TikTok For Business link
2 TikTok For Business: Creators Drive Big Results
193%
higher 6-second view rate for ad content created in partnership with creators2
3 Takeaways: The impact of creative & creators on TikTok
1. TikTok-specific branded content in collaboration with creators drives real results. Brand recall, video view rates (being watched for longer) and engagement are all positively impacted by TikTok-specific branded content in partnership with creators.
2. Partnering with creators boosts view rates for In-Feed Ads. Partnership with creators in ads boosts view rates and helps brands get noticed. When working with creators, prioritize ads that show product use.
3. Just creating TikTok-specific ads or partnering with creators isn’t necessarily enough to ensure lift in all metrics. Metrics like brand awareness and click-through rate also depend on other factors which influence their performance, such as call-to-action, messaging, etc.
93%
ER for ad content created for TikTok in partnership with creators1
- Searchable library that can be used to find the right creator
- Tap into TikTok’s 1P insights on audience demos, growth trends and best-performing videos
Impact of TikTok Creators
TikTok-specific branded content in collaboration with creators is also more engaging, resulting in higher view rates.
Ads created for TikTok without creator partnership achieved 12% higher 2-second view rates and ads created for TikTok with creator partnership achieved 65% higher 2-second view rates.
Ads created for TikTok without creator partnership achieved 8% higher 6-second view rates and ads created for TikTok with creator partnership achieved 91% higher 6-second view rates.
Ads created for TikTok without creator partnership achieved 12% higher engagement rates and ads created for TikTok with creator partnership achieved 93% higher engagement rates.
Creative Best Practices Q&A
1) What are must-have elements within TikTok creatives?
2) What’s the key difference between content used on TikTok vs. other social platforms like FB & IG?
Creative Best Practices Q&A
3) Can I edit TikTok videos on my Desktop?
4) How can I leverage creator content?
5) What type of creator should I work with?
Creative Best Practices Q&A
6) What if my client doesn’t have an Organic presence on the platform?
7) How do I create an Organic Presence on TikTok?
Creative Best Practices Q&A
8) What’s the difference between Spark Ads and normal Paid Ads?
Spark Ad = boosted, Organic videos from user + Creator profiles
Creative Best Practices Q&A
10) Why should I use Spark Ads?
Reporting & Attribution
About Web Attribution
Process of assigning credit to website visitor actions that happen as result of TikTok ad investment via TikTok Pixel or Events API
With any of our web attribution solutions, you can find new customers, optimize your campaigns and measure ad performance. In addition, you can track website visitor actions, like 'view page' or 'purchase,' and create audience segments to re-engage previous site visitors or model lookalikes to find new customers.
TikTok Pixel:
- Most common web attribution product
- Pixel automatically captures & transmits privacy-safe webpage info as visitors interact on site
- Pixel (Standard Mode or Developer Mode)
- Advanced Matching (only with Developer Mode)
Events API:
- S2S (Server-to-Server) integration
- Share website and app visitor events directly to TikTok
- More control over what data is shared
- Post-conversion event tracking available
Web Attribution across the campaign funnel
Why leveraging web attribution is beneficial & and how to leverage attribution within full-funnel strategies
Utilizing web tracking can help lower CPAs and track web traffic (i.e. Landing Page Views), promote products (i.e. View Content, Conversion Rate) and drive action (i.e. ROAS, Purchases)
Low
Funnel:
Buy
Mid-Funnel:
Click
Add To Cart
Initiate Checkout
Upper Funnel:
View Content
Search
Pixel Details + Implementation
How to capture conversion data & add the TikTok pixel to your site
Pixel collects info available via standard web browsers
Automatic Advanced Matching
Benefits of Automatic Advanced Matching
Attribution Manager: Cross-Session Attribution
Link to Scale’s POV on Cross-Session Attribution HERE
Attribution Manager:
Conversion Data Sandbox:
Events Manager
Creating Pixel Events
After creating + installing pixel, create events using either URL keywords or web elements
Standard Mode:
Create events in Events Manager & install base code on site. Track website visitor actions with Click Events. Recommended for most advertisers
Developer Mode:
Create custom events using code. Triggering an event if visitor scrolls down 50% of page. Supports parameters such as content_id and value. Both base code and custom event code will need to be installed on site
Events Manager
Workspace to manage website pixels and events, and quickly access event data
Tracking methods help set up and assign rules to events you want to track, like 'add to card' or 'purchase.' For each event, there are 2 types of tracking methods to choose from:
Creating URL Events
https://www.sample.com/id123456/thankyou
Enter 'thankyou'
Creating Click Events
Adding & Editing Events
Add Events
Edit Events
Supported Standard Events
Event Type | Description | Recommended Parameters | Event Codes |
Add payment info | When a visitor adds their payment information at checkout. | | ttq.track('AddPaymentInfo') |
Add to cart | When a visitor adds an item to the cart. | content_type, quantity, description, content_id, currency, value | ttq.track('AddToCart') |
Click button | When a visitor taps a button. TikTok recommends tracking website buttons important to your business, such as social media buttons. | | ttq.track('ClickButton') |
Complete payment | When a visitor makes a payment. TikTok recommends using this event when placing an order and making a payment are the same. | content_type, quantity, description, content_id, currency, value | ttq.track('CompletePayment') |
Complete registration | When a visitor signs up for something such as account registration. | | ttq.track('CompleteRegistration') |
Contact | When a visitor contacts you. | | ttq.track('Contact') |
Initiate Checkout | When a visitor proceeds to checkout. | | ttq.track('InitiateCheckout') |
Search | When a visitor searches. | query | ttq.track('Search') |
Submit form | When a visitor submits a form. | | ttq.track('SubmitForm') |
View content | When a visitor views a specific page. TikTok recommends tracking pages important to your business such as product comparison, announcement, or release pages. | content_type, quantity, description, content_id, currency, value | ttq.track('ViewContent') |
Note: By default, the pixel base code will always include 'page view' events which tracks when a visitor lands on your website.
Supported Event Parameters
Parameter | Description | Value Type | JavaScript |
content_type | The content_type object property's value must be set to either product, or product_group, depending on how you will configure your data feed when you set up your product catalog. | Must be either 'product' or 'product_group' | { "content_type" : "product" } |
content_id or contents | Use contents when you have multiple content IDs. If you use contents in your parameter, you must also include the following in a sub-object: the product id or ids, and the quantity (number of items added to cart or purchased). | Must be a string if using 'content_id' Must be an array of objects (content parameter, id sub-object and quantity sub-object) if using 'contents' | { "content_id" : "401" } |
content_category | Category of the page/product. | string | { "content_category" : "apparel" } |
currency | ISO 4217 code. Examples: "EUR", "USD", "JPY" | enum(string) | { "currency" : "USD" } |
value | Value of the order or items sold. Note: Price is the price for a single item, and value is the total price of the order. For example, if you have two items each sold for $10, the price parameter would pass 10 and the value parameter would pass 20. | number | { "value" : 100 } |
description | Description of the item or page. | string | { "description" : "Lightweight cotton" } |
Using dynamic values in your parameters
Supported Event Parameters - Required for ROAS
Parameter | Description | Value Type | JavaScript |
content_id or contents | Use contents when you have multiple content IDs. If you use contents in your parameter, you must also include the following in a sub-object: the product id or ids, and the quantity (number of items added to cart or purchased). | Must be a string if using 'content_id' Must be an array of objects (content parameter, id sub-object and quantity sub-object) if using 'contents' | { "content_id" : "401" } |
currency | ISO 4217 code. Examples: "EUR", "USD", "JPY" | enum(string) | { "currency" : "USD" } |
value | Value of the order or items sold. Note: Price is the price for a single item, and value is the total price of the order. For example, if you have two items each sold for $10, the price parameter would pass 10 and the value parameter would pass 20. | number | { "value" : 100 } |
price | The price of the item. Note: Price is the price for a single item, and value is the total price of the order. For example, if you have two items each sold for $10, the price parameter would pass 10 and the value parameter would pass 20. | number | { "price" : 25 } |
Options for Event Setup
Link to Event Setup Guide HERE
Link to TikTok Pixel Setup Guide HERE
Link to Event Builder Guide HERE
Link to Custom Code Guide HERE
Link to Events API Guide HERE
Link to Partner Platform Guide HERE
Scale x TikTok POVs
Scale POVs on TikTok
Appendix
TikTok Creator Marketplace
TikTok Community Interaction Objective