TikTok beats Facebook in small business advertising

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TikTok may, at first glance, seem like a platform for people with short attention spans who want to post wonky music videos. However, for certain types of businesses, the social media platform provides 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 jewelry brand Starlette Galleria. The starling tells Digital diary how these types of “new media” can help a business grow.

Starling explains, “To effectively grow and scale your business, the use of social media advertising is necessary. Ads will allow you to reach a more targeted demographic that is 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 learned five important things about advertising on TikTok and she believes the platform is better than Facebook for 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 creators. Step one, watch TikTok videos, save 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 followers the better. Influencers with fewer followings will be more willing to work with you, and all you really need is creativity. Send them a message, request their media package 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 most importantly, what they get out of it. Your relationship with content creators can make all the difference in the quality you get in return.

Tip #2: Don’t have a big budget?

Its good ! 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 the CPM of Facebook ads. You can get more clicks and more views on your brand through TikTok than any other advertising platform.

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

There are many types of ads you can run on Facebook and TikTok. Traffic, conversion, 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 kind of social media because of the “for you page” (aka FYP). What FYP does is it basically makes 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 down the rabbit hole of makeup tutorials, gruesome first-date stories, or adorable puppy videos. Your ads will actually be shown in a very similar way. FYP will start showing the same to people who viewed similar content.

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

Tip #4: Am I targeting an audience?

Because of FYP and the power of TikTok’s algorithm, don’t worry about targeting anything. I leave all audiences open and let the FYP do the hard work of sending the right people to my content. This will keep the cost of your ads low and TikTok will find your contacts! Don’t think about it too much.

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

The commercial director of TikTok is very similar to the commercial director of Facebook. It’s a little clunkier (we’ll give them a break since 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, that’s okay! Click around, youtube it 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 overthink TikTok ads. They are simpler and more powerful than you think. Try it, play and experience your brand in a new light!”

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