TikTok: Optimising the Power of Creative, Creators, and Community with Gisela Benini, Genie Goals (episode 218)
by Chloe ThomasGisela Benini is a specialist in digital marketing, social media, and eCommerce, and is one of the team at the award-winning agency Genie Goals.
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Dive in:
[05:02] Focus on authentic, attention-grabbing TikTok creatives.
[06:33] Grab attention, retain interest, end with action.
[10:21] TikTok offers unique advertising and creative tools.
[14:32] TikTok offers TTCX for ad creatives.
[17:29] Understand audience, create community, advertise product effectively.
[19:56] Ad length based on age range.
[27:41] Insider Tips from Gisela!
Creative is King, but It’s About More Than Looks
While creativity is crucial for TikTok ads, it’s not just about creating visually appealing content. The focus should be on authenticity and grabbing attention.
- Time Stop Ratio. The initial few seconds are critical. The ad needs to immediately capture the viewer’s attention and compel them to continue watching.
- Hold Rate. Maintaining viewer engagement throughout the ad is essential. The content should be compelling enough to prevent users from scrolling away.
- Click-to-Action. The final part of the ad should clearly communicate the desired action, whether it’s a purchase, website visit, or following a profile.
Break down your ad into these three components to identify areas for improvement and optimise your campaigns.
The Power of Creators
Leveraging creators is key to successful TikTok advertising. Rather than focusing solely on the product, showcase the brand through the lens of authentic individuals.
- Realness. Creators can create authentic content that resonates with the target audience. This builds trust and credibility.
- Platform Understanding. Creators are often experts in TikTok trends and culture. This allows them to create content that effectively reaches the desired demographic.
- TikTok Creative Exchange. This platform can help advertisers connect with creators and access pre-created content.
Partner with the right creators to enhance your brand image and increase engagement.
Community is the Cornerstone
Building a strong community is fundamental to TikTok ads success. It involves understanding the audience, their interests, and their behavior on the platform.
- Audience Insights. By studying user trends and preferences, brands can tailor their content to resonate with the target audience.
- Authentic Connections. Engaging with the community through comments, likes, and shares helps build relationships and fosters loyalty.
- Trend Alignment. Participating in relevant challenges and trends can increase visibility and engagement.
By becoming an active part of the TikTok community, brands can create a loyal following and drive conversions.
Listen to hear Gisela’s Insider Tips on TikTok!
Interview links
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