OK boomer.” VSCO girlfriends.” Old Town Road .” Even if you’re not on TikTok, you’re probably familiar with some of its most pervasive memes.

TikTok, or Douyin, as it’s known in China, is a social network where consumers share short videos, normally set to music. Launched in its current form when China-based TikTok merged with lip-syncing app Musical.ly in 2018, the app moved quickly skyrocketed to ethnic dominance.

Downloaded 2 billion times, TikTok has 700 million monthly active users worldwide, including 100 million active users in the U.S.–up 800% in merely over two years.

Among Gen Z, it’s ubiquitous: About 40% of TikTok users are aged 16 to 24.

Contents1.The Benefits of Using TikTok for Business2. Native TikTok Video2. 1Quick Tips for Creating TikTok Videos2. 1.1 TikTok Video Size2. 1.2 TikTok Video Length2. 1.3 TikTok Video Orientation2. 1.4 TikTok Video Sound2. 1.5 TikTok Video Ideas2. 2How to Share a Video on TikTok2. 3TikTok Video Metrics3. TikTok Video Ads3. 1Types of Video Ads on TikTok3. 1.1 Top View3. 1.2 Brand Takeover3. 1.3 In-Feed Video Ad3. 2How to Create a TikTok Video Ad3. 3TikTok Ad Metrics4. TikTok Live4. 1How to Stream on TikTok Live The Benefits of Using TikTok for Business

Because the platform is still so brand-new, TikTok provides a massive the possibilities for early adopters to establish their label vicinity, engage new–especially younger–audiences, and generate brand-new revenue streams. B2C symbols are already testing the seas with influencer marketing campaigns, paid promotion, and shoppable video.

What prepares TikTok especially distinct from other social networks, nonetheless, is its tremendously steadfast and active locate. On average, TikTok consumers open the app 8x per day and browsing for approximately five minutes each time–much longer sessions than SnapChat or Instagram. Whether you’re a mom-and-pop shop or a global enterprise, this is a marketing opportunity you can’t afford to miss.

There are a few key things you need to know before you is starting, like the different video formats available on TikTok and how to use them.

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Native TikTok Video

TikTok is wonderfully accessible to businesses of all sizes–all you need to get started is a smartphone and an internet tie-in. And there’s no pressing to be perfectly polished.

Unlike most social media systems which curate foreground spools of an idealized lifestyle, TikTok videos are unapologetically silly. They peculiarity teenages performing goofy dance numbers with their friends, middle-aged moms lip-syncing in their kitchens, and even politicians poking fun at themselves.

For symbols, it’s a excellent opportunity to engage younger audiences. As The Washington Post‘s TikTok founder Dave Jorgenson told The Atlantic, the average subscriber to the newspaper is “’well over 40. So this is a really good way to, at the very least, get[ younger people] to trust the symbol or to know the brand.”

Since starting to create TikTok videos in May 2019, The Post has amassed over 330,000 adherents with its quirky makes on soul in the newsroom. Not too shabby for a 142 -year-old newspaper.

Learn From the Pros

In this micro-sketch, The Washington Post’s comics reporter fights with the video games reporter over who has the best job. As the punchline, the newspaper’s food critic ends their stalemate to announce he’s getting tacos.

@washingtonpostWho has the best job? ##thatssotiktok ##newspaper Kazoo Wild West standoff- washingtonpost

Quick Tips for Creating TikTok Videos TikTok Video Size

The aspect ratio for a TikTok is 9:16 — pretty much the vertical default for smartphones. You’ll exclusively need to think about this if you’re shooting from a camera and uploading to TikTok later.

TikTok Video Length

While TikTok video excerpts are a maximum of 15 seconds long, users can string together multiple times to create a video up to 60 seconds long.

TikTok Video Orientation

As a portable app, TikTok was developed for vertical video. It’s how most people already use their phones and–given the short-lived period of TikTok videos–it doesn’t make sense for observers to have to change orientation.

cover graphic for Social Video Specs Guide

Get the Social Media Video Specs Guide

cover graphic for Social Video Specs Guide Every different social programme has its own requirements for videos. Every single one is in this guide.

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TikTok Video Sound

Unlike the silent social video you might be used to on other feeds, chime is essential to the TikTok experience( it started as a lip-syncing app, after all ). Music is the foundation of numerous video vogues on the platform–check out Lil Nas X’s” Old Town Road” or The Living Tombstone’s” No Mercy” for some past examples.

TikTok Video Ideas

The Music Video Clip: A lip-sync or dance performed to a short clip from a song or soundtrack. The Micro Sketch: Short-form comedic interactions, often set to music. Ideal for culture material that shows your brand’s fun side. The Video Meme: Short-lived video directions which circulate rapidly on the platform, exclusively to disappear after a few cases weeks. Capitalize on these to get featured on the “trending now” page and be discovered by brand-new public members.

Learn From the Pros

NBA basketball players show off their performance dances to the tune of “We Get Turnt Up.”

@nbaHeaded into the new time and decade like … @nuggets vs. @houstonrockets TONIGHT!( 7pm/ et, NBA TV) ##goodbye2019 ##nba ##dancemoves My Friends( We Get Turnt Up)- Mr. Hotspot

How to Share a Video on TikTok

In order to create TikTok videos, you’ll first need to create an account. If you haven’t previously, download the TikTok app for Android or iOS. Launch the app and, when spurred, create an account. Once you have an account, you can start creating TikTok classics of your own.

Opening the TikTok app and adopt the Create( plus sign) button in the bottom center of your screen If you’ve previously recorded and edited a video, adopt Upload at the bottom right corner of your screen to upload your video If you’re recording a new video from scratch, you may want to select Tone from the top center of your screen to select a soundtrack to record your video with–adjust the audio clip as needed before recording–or, simply press the crimson button at the bottom center of your screen to begin recording Once you’re happy with your record, sound the cherry-red checkmark at the bottom right corner to steer to the editing screen Help TikTok’s editing tools to adjust audio, computed filters, or use video impressions. When you’re ready to publish, sound Next in the bottom right corner From the final screen, add a video description, hashtags, or tag other useds Tap Draft to save your video for later or Post to publish it immediately.

Pro Tip: Select “timer” from the right-hand corner to start a 3-second countdown for hands-free recording.

Learn From the Pros

In this TikTok video, Chipotle took advantage of the dance trend in different areas of the terribly on-brand “Guacamole” by Jayo.

@chipotleNow this is a bop @jayo ##chipanddip ##chipotle ##fyp Guacamole- Jayo

TikTok Video Metrics

In order to access native metrics on TikTok, you need to switch to a pro history–a feature that any TikTok user can enable. If you don’t once have a pro account, it’s easy to switch.

Navigate to your sketch page and open the Privacy and Settings tab. Select Manage My Account Select Switch to Pro Account and follow the steps from there

Once your pro history has been activated, a brand-new analytics button will be available under your chronicle alternatives. There, you’ll find an overview of your accomplishment, along with deeper insights on your weekly and monthly deems, follower emergence, and tending videos.

the Analytics dashboard in TikTok pro accounts

Image via TikTok.

Don’t worry too much about your admirer counting or number of views–instead, pay attention to veers over term. Is your adherent growth trending upward? That’s a good mansion that people like your content and want to see more.

It’s also useful to pay attention to revelations on individual videos. Once you’ve published a few different videos, you’ll start to see what reverberates with your audience and can start to fine-tune your content accordingly.

TikTok Video Ads

TikTok’s highly-engaged Millennial and Gen Z audience stir the app an ideal platform for purveyors targeting young purchasers. And, with the app available in more than 150 business worldwide, reporting more than 75 languages, advertisers can reach their target audience, wherever they may be.

But advertising effectively on TikTok takes some careful planning. The biggest correct purveyors meet on TikTok is repurposing ad inventive from other social media platforms, like Instagram, without thinking about how it comes across.

Evan Horowitz, CEO of ad authority Movers+ Shakers, explains that, in contrast to Instagram, “TikTok is so real, it’s so raw.”

When his company was developing a TikTok campaign for Elf, a knockout symbol, he emphasized “it was really important to us that whatever we created for this campaign feel very native in accordance with the rules that TikTok operates.”

The key to advertising success on TikTok is imitating the platform’s fresh authenticity.

Form of Video Ads on TikTok

TikTok offerings several different kinds of advertising containers to brands. In addition to their video advertisement furnishes, the programme allows companies to create labelled effects–like filters, lenses, and special effects–or hashtag challenges urging gatherings to create a specific type of video.

While we’ll be focusing primarily on TikTok’s video ad presents, be sure to check out their advertising info page for a complete list of interactive promotional options.

cover graphic for Social Video Specs Guide

Get the Social Media Video Specs Guide

cover graphic for Social Video Specs Guide Every different social pulpit has its own requirements for videos. Every single one is in this guide.

Get the Specs

Top View

Top View is TikTok’s premium ad offering. Top View lets a sponsored video to appear right at the top of users’ feeds–like a native video–right when they open the app.

Quick Tips for Top View Video Ads

Aspect ratio: 9:16 Length: Up to 60 seconds Orientation: Vertical Sound: On

Learn From the Pros

To demonstrate the photo and video the capacities of the Reno 10 x zoom edition smartphone, OPPO mobile created this brief TikTok video showing off the dominance of the phone’s zoom lens.

Brand Takeover

Brand mergers are TikTok’s take on a pre-roll ad. They play for three to five seconds when a customer propels TikTok, before prove them their feed.

Brand takeovers can also be paired with other interactive expeditions. For instance, when Elf Cosmetics propelled their #eyeslipsface hashtag challenge, they used a 24 -hour brand takeover to drive participation.

Quick Tips for Brand Takeover Video Ads

Aspect fraction: 9:16 Length: 3 to 5 seconds Orientation: Vertical Sound: On or off

Learn lessons from the Pros

Vans used this Brand Takeover video to drive traffic to its online place by showing off its amusing personality.

In-Feed Video Ad

These ads appear in-feed just like native video content–the difference lies in the fact that you pay to promote them to a specific audience rather than trusting your material to the whims of the algorithm.

Quick Tips for In-Feed Video Ads

Aspect rate: 9:16 Length: 15 to 60 seconds Orientation: Vertical Sound: On

Learn lessons from the Pros

To promote their hyper-curl mascara in Japan, Maybelline partnered with influencer Reiko to create a cute in-feed video ad comparing love to eyelashes–you can’t ever get your significant other( or your eyelashes) to do what you require. Thankfully, hyper-curl provides a solution to the latter, if not the former.

Image via TikTok.

How to Create a TikTok Video Ad

Think about your goals: What activity do you want your public to make? Determine how much you’re willing to spend to reach your objectives Once you have an objective in psyche, you can start working on your ad creative–TikTok has a built-in Video Creation Kit full of easy-to-use templates, drawing it easy for brands to design eye-catching ads that look great on the stage When you’re ready to share, clink Create an ad in the upper right hand corner of the TikTok ads homepage( if you don’t already have one, you’ll be caused to create an account) You’ll be taken to the TikTok ads dashboard, where you select Campaign at the priorities in the page and choose Create Under information campaigns menu, adopt Advertising Objective–from here, you’ll be able to set a aim for your advertising campaign: Traffic, App Install, or Changeovers( hand-picked the one that best meets your goals) Next, hand-picked Designates to enter your campaign budget–you can choose between daily or total fund, will vary depending on your goals( indicate: The minimum campaign ad spend on TikTok is $50 USD) After you’ve originated your safarus, you can set up your ad placements( TikTok allows you to select the stages you’d like your ad to run on, including TikTok and its kinfolk of apps and locates )– if you’re not sure where you miss your ad to run or want to experiment, there’s an automated aspect you can try, which gives TikTok determine where your ad would play-act best and place it for you Follow the motivates to enter the necessary information for passing your ad, including URLs, portraits, expose identifies, lists, and keywords Next, ended the Targeting section to define an audience for your ads–use parameters like spot, age, gender, lingos, interests and devices to attract your paragon public Placed up your budget, planned, and duration for an individual ad or ad group–like at the campaign level, you can set up a daily or total budget; select the scheduled span for your ads and use the Dayparting feature to decide what times of era you demand your ads to run( tone: The minimum ad group spend on TikTok is $20 USD) Finally, prepared your optimization goals–you can select between Conversion, Click, or Impressions–if you choose Conversion, follow the prompts to define a transition event( i.e. a model pack or download) Launch your ad campaign and watch the sounds, marks, or changeovers roll in

TikTok Ad Metrics

To view your results on TikTok Ads, log into the advertisement dashboard. The primary dashboard provides an overview of your results, along with daily trends.

the advertising analytics dashboard in TikTok

Image via TikTok.

This is useful for understanding trends and measuring the overall success of your ad platform over hour. In order to look more closely at campaigns, ad groups, and individual ad reactions, navigate to the Campaigns page.

Using TikTok’s data filtering tools, you can generate reports. TikTok allows you to create custom reports based on data facets like: Total rate, impressions, clicks, transitions, sounds rate, changeover pace, CPC, CPM, and changeover expenditure. These are useful for understanding the success of your ad platform and optimizing your devote for future campaigns.

TikTok Live

TikTok Live is an exclusive golf-club. Unlike, say, Instagram who will let any old-fashioned Joe go live, TikTok’s live feature is still in its testing period, so it’s limited to popular creators with 1,000 partisans or more.

While we don’t know a whole lot about TikTok live( more ), it’s still worth keeping in mind.

How to Stream on TikTok Live

Make sure you’ve updated to the latest copy of TikTok Open the TikTok app and made Create( plus signaling) If you have the live aspect accessible, it are likely to be beside the red button at the lower end of your screen–if it doesn’t show up, your note likely hasn’t satisfy the requirements to enable live video Register the title of your livestream and tap Go Live

Don’t fret if you’re not able to access TikTok Live just yet–most TikTok customers are in the same boat. Be sure to check out live videos from popular makes so you know what works well. That way you’ll be ready when you reach the 1,000 -follower threshold or TikTok rollings out the piece to its broader customer base.

Fun, accessible, and most addictive, TikTok supplies a macrocosm of opportunity for marketers–and an audience that’s ready and anxious to watch.

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