The Ultimate Guide To Creating A Product Campaign On TikTok

If you run a small business, you may instinctively turn to Facebook and Instagram to promote your brand. This might be because it feels like there are more features to work with on Facebook. Some business owners may require visual marketing only, which Instagram is perfect for.

However, if you have not yet tried your hand at a product campaign on TikTok, you’re missing out on a massive audience just waiting to be introduced to a new brand. And TikTok offers a horde of features that appeal to the Gen Z and younger Millennial generation. With over a billion monthly active users, TikTok has cemented itself as a dominant platform for medium enterprises, content creators, and influencers.

So, how do you set up a successful product campaign on TikTok and draw the right followers?

Understand the TikTok Audience

Before getting down to the basics of product marketing on TikTok, it’s crucial to understand the platform’s unique user base. As mentioned, Gen Z and Millennials love TikTok. It is a community where they can find their preferred products and services. It is also the place where they can live out their creativity.

Over 60% of TikTok users are between 16 and 24. They prefer relatable, fresh content over perfection. They also appreciate humor, but not at the expense of others. Gen Z, in particular, supports brands that care about the environment and are transparent in all their marketing efforts.

You must remember these facts when setting up your first product campaign on TikTok. It is a lucrative social media marketing tool, especially if you can appeal to the users responsible for the engagement rates on the platform. TikTok’s average engagement rate is significantly higher than that of the other social media giants.

Setting Up Your Campaign

When you’ve established the specific audience that you want to reach, it’s time to start a campaign. If attracting Gen Z to your brand is your main objective, you need to decide how you want to do that. Do you want to introduce your business to a new audience? Do you want to drive traffic to your website from the get-go? Are you after conversions only?

These are important questions to answer, especially since the next step is setting a budget. You can create a daily or lifetime budget, depending on how much you want to spend. When that’s out of the way, you should take some time to segment your audience based on their demographics.

So, if your initial product content draws a specific type of follower, group them according to interest. This will help you create an audience-specific campaign for each segment. Each video should appeal to the followers you gained while experimenting with your first round of content. And they should also align with both your product and your brand message.

TikTok Ad Targeting Techniques

At this point, you’ll have a lot of customer data in the bank. Use this to create target customer profiles. Connect each one of these profiles to a unique product campaign. For example, if you sell ready-to-eat meals, you’ll want to target professionals who don’t have time to cook. Create an irresistible product reel that instantly makes that part of your ideal audience want to learn more.

You can also create Custom Audiences on TikTok. If your profile’s been around for a while, chances are you’ve had some eyes on your content. The Custom Audience feature allows you to target these users. You can create segments here, too, by retargeting users who have liked or commented on previous videos. You can also retarget those who have acted on a CTA and clicked through to your website.

Remember that most of these users and followers will fall into the Gen Z and Millennial bracket. This means all your video ads must be created in such a way that it appeals to both.

Crafting Engaging Ad Content

Creating visually compelling videos takes patience and effort. But there are at least three steps to remember to ensure you pique interest on TikTok.

One of the easiest ways to appeal to a TikTok audience is to tell a story. Don’t let the limited video time discourage you from finding creative ways to introduce a set of memorable narratives.

Use trending sounds and hashtags to make your videos discoverable. Once you’ve created interest on TikTok, your followers will start searching for more of your videos. Make it easy for them by including popular and branded hashtags.

Also, each video must have a call to action. Whether you want viewers to click through to your website or scan a QR code for discounts, make this clear at some point in the video, ideally at the end.

So, to summarize, each video in any given campaign must highlight your product, include hashtags and sounds, and have a CTA. This is the basic checklist for every piece of content you create.

Find an Influencer

You can’t throw a stick these days without hitting a TikTok influencer. And that is proof enough that your product campaigns will benefit from one, too. Finding and partnering with the right influencer will cause your TikTok reach to skyrocket. And, most importantly, the influencer that endorses your products will amplify your brand’s authenticity.

Turn a Spotlight On Successful Product Campaigns

When you’re in the swing of things, you’ll notice that some of your campaigns do better than others. Highlight your successes by thanking your followers on TikTok. You can make a whole production of it, by creating a series of testimonial videos of happy customers.

You can also turn a spotlight on the numbers. For example, you could let your audience know how many app downloads you got in a week or how many of your new products sold out after your latest campaign.

Monitor Each Campaign and Optimize Where Necessary

TikTok wants your campaigns to succeed. That’s why the platform provides analytics to help you see where each campaign needs to be improved. You can also use the metrics data to adapt your product content according to new trends.

Final Thoughts

TikTok is the single best platform for product campaigns targeted at Gen Z and Millennial audiences. By using these steps and continuously optimizing your product videos, you will gain exceptional traction for your brand on this hugely popular app.