TikTok Advertising 101 with expert Sven Muchow (episode 121)

by April Buencamino-dy

Sven Muchow is a TikTok Advertising specialist helping eCommerce brands scale their performance on this exciting new channel.

Sven Muchow Muchow Marketing TikTok

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Understanding TikTok

While there’s more competition on TikTok now compared to even just a few months ago, there’s still so much opportunity for brands to scale using the platform.

The setup is similar to Facebook; however, there are also a number of differences like the availability of interest-based targeting and creator-based targeting on TikTok. Plus, creative is key on this platform, which is not always the case on Facebook.

TikTok Targeting Strategies

A targeting strategy unique to TikTok is based on creator interaction. This means you’re targeting those who have interacted with a creator that’s in your niche.

Aside from creator-based, there’s also hashtag targeting and interest-based targeting.

TikTok Ad Formats

To make sure your TikTok Ads are going to work, use a format that balances how a ‘normal’ TikTok would look like and one that’s actually talks about a problem with your product as the solution.

What’s important, Sven says, is that you’re recommending a product or service from a UGC standpoint.

Inhouse v. Outsource

Sven prefers outsourcing the creation of TikTok ads, rather than getting it done inhouse.

Especially with physical products, he cites two reasons why he recommends having creators do it for you:

  • They know the platform better and they know what they’re doing.
  • The actual selling is going to look more natural to the audience because of the different perspective from which the creator is going to make the ad.

At the end of the day, Sven says it goes back to always going for UGC.

How do TikTok Ads work?

Like Facebook, brands working with TikTok Ads pay per impression. When it comes to tracking, there’s TikTok Pixel, but you can also use Google Analytics on top of that. Sven says that for now, it would be best to use a third-party tool to track your TikTok ads’ performance.

When it comes to who TikTok ads work best for, Sven says it’s for any brand, but some will find it easier to sell on this platform compared to others.

Testing is Key

There are different ways to approach your campaign setup but one that’s working right now is having a single campaign with five ad groups and three creators in all groups. Note that you will be using the same creators in all the ad groups.

What’s key is that you’re testing so you can review and evaluate what’s working and why.

More Top Tips

First, all you need to do is to sign up for a TikTok Ads account to get started. Without a personal TikTok account, your ads will lead to your landing page. There’s nothing wrong with having an organic presence with your personal account, but it’s not required.

Second, managing your TikTok ads account is recommended via desktop, because doing it on your phone won’t be easy.

Insider Tips

If we’ve inspired someone to take their first step with TikTok – what do they need to know to give themselves the best chance of success?

Sven gives us two tips:

  • Search for TikTok accounts that are in the same niche as you are and observe what kind of content they’re putting out. This is also helpful for TikTok ads because you’ll get an idea of the different styles they’re using for their ads.
  • Follow TikTok experts or gurus to get updated on the different trends which you can use for your own ads.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve TikTok performance?

With ads, you optimise by testing different structures. Find out what works for your brand and then stick with that structure.

If someone listening wants to learn more about TikTok is there one cheap/free resource you’d recommend?

Sven has two recommendations:

  • YouTube
  • His ebook on TikTok Ads

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in TikTok?

One is that this is going to be the first Black Friday and Christmas season where a lot of brands are going to use TikTok ads actively. Expect that there will be plenty of competition on the platform.

Two, TikTok is going to have better tracking and targeting options in the very near future so brands will have more ways to optimise.

Interview Links

Sven on Social media:

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