An Inside Look into TikTok for Business

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TikTok logo lit up in front of black background

If your arts organisation is thinking about dipping a toe into TikTok, or if you are just looking for more information regarding what the business side of this platform has to offer, you’re in the right place!

TikTok Ads Manager: 

Compared to Meta Business Suite, which you can read about in our previous blog post, A Brief Overview of Facebook’s Meta Business Suite, TikTok Ads Manager focuses only on ads – there is no such thing as a boosted post. Aside from that, the steps are fairly similar. Let’s take a look at how TikTok Ads Manager makes it quick and simple for digital marketers to create a paid campaign:

  1. First, users choose their goal. Is it to drive traffic to your website? Increase app installs? Grow online sales? Or Attract new sales leads? The goal users choose will also streamline the type of data analytics provided at the end.
  2. Next, users select their audience. Users are able to create custom audiences or use lookalike audiences. Lookalike audiences being auto-generated based on existing customers to reach similar audiences. If you choose to create your own, there are a variety of targeting options to sort through in order to get the specific audience users are looking for. 
  3. Then, it’s time to set a budget. Users can choose either a daily budget or a lifetime budget based on their preference. From there, users are able to adjust or pause their ad spend at any time for changes or updates. 
  4. Now, it’s time to finally design your ad. Users can upload their own videos or images that they already have or they can create a new video using TikTok’s intuitive video creation tool. This new tool is called Smart Video and it uses artificial intelligence (AI) to automatically analyse your footage and lets users create pro-like videos. 
  5. Finally, it’s time to post! When users publish their ad, TikTok’s Ad Manager smart auction system makes sure their ad is shown to the right audience at the right time. And overtime, it learns from past ad performances as well.

TikTok has its own software, TikTok Pixel that users can add to their website to track performance, improve delivery, and create custom audiences. Once a user’s ad is posted and running, they are able to measure and manage their ad with TikTok’s analytics, which provides data needed to test, learn, and optimise campaigns. On the TikTok for Business website, each step offers links explaining more about each section of the creative ad process. For example, if you click learn more for step one, choosing your goal, you will be directed the TikTok Business Help Centre which provides in-depth look into how to choose the right objective for your business. TikTok’s information pages are marketed to show potential customers how easy it is to use their platform to promote their business through artistic and creative videos.

Two phones side by side, the left displaying the TikTok logo, the right one displaying TikTok's profile page

TikTok Optimisation Guides: 

There is an endless amount of resources for potential users to read up on to fully understand how to maximise the effectiveness of their use of the platform. There are articles on topics regarding bidding, performance levers, and scale performance. TikTok’s optimisation guides are split into 3 different sections: creative resources, trending articles, and free webinars. 

  1. The creative resource guides include in-depth information on how to use video templates, smart video, and the free smart video soundtrack. 
  2. The trending articles section includes those that have been the most useful to users recently, but users can also access all their articles too. Currently the most popular ones are “Tips for making effective ads,” “Connecting shopify with the TikTok community,” and “Support black businesses.” 
  3. Lastly, the free webinars that TikTok offers on how to grow your business includes ones such as “Getting started,” “Activating your business on TikTok,” and “Creative best practices.” 

Within each optimisation guides are further resources to help digital marketers make the most of their money when using TikTok to promote their product or service.

A hand holding a phone with the TikTok logo which is surrounded by a circle of blue and pink

TikTok for Business Resources:

TikTok for Business Resources provides a further array of useful tools and services that are worth exploring. Under this section, there are 6 more sites worth of resources to reference. 

  1. Business Learning Centre is a video series to help digital marketers master the basics of advertising on TikTok. 
  2. Business Help Center, is where users can find answers to questions regarding TikTok Ad Manager.
  3. The Creator Marketplace is the place to go to connect with a TikTok creator to collaborate with your brand.
  4. The TikTok for Business Blog houses important updates and information about the platform.
  5. TikTok Marketing Partners is where users can find a marketing partner to help them take their advertising to the next level using TikTok.
  6. The events resource allows users to join free virtual events to learn more about how to advertise on TikTok.

With so many resources from TikTok on offer, it can feel a little overwhelming, it seems there is an abundance of information to learn and absorb. While having a diverse array of options and resources is of course welcome, there is value in simplicity, and with that, we hope this blog post has helped to explain and navigate some of the key tools worth looking into when taking the plunge into TikTok for your arts organisation.

Katy Ortega - Marketing Intern