Coming Soon.

1. KEYNOTE
DUBLIN, IRELAND ~ SEPTEMBER 4 - 5, 2023
DIGIMARCONIRELAND.IE | #DigiMarConIreland
Ciara Hanley
SMB COMMUNITY ENGAGEMENT SPECIALIST
TIKTOK
Your 3-Step Guide To
Starting On TikTok

2. C O N F I D E N T I A L & P R O P R I E T A R Y
Your 3 step guide
to starting on
TikTok

3. Confidential
&
Proprietary
2022
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Ciara Hanley
SMB Enablement Manager
TikTok for Business

4. C O N F I D E N T I A L & P R O P R I E T A R Y
What is TikTok?

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Entertainment
Platform powered
community
by the
We are an

6. Our recommendation system prioritizes
content itself—not a person's following. That
means anyone and any business can get
discovered and seen by millions.
For advertisers, the content graph shifts the
factors that play into our auction and machine
learning system.
TikTok is built on a
content graph.
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TikTok works
of TikTok users say they have
discovered an SMB on TikTok
before seeing them elsewhere
of TikTok users that have
come across SMB content
on TikTok have gone on to
make a purchase
of global internet users
use social networks when
conducting brand
research, leading to trends
like
#TikTokmademebuyit,
with 65BN+ views globally
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52%
82%
75%
Source: TikTok Marketing
Science EUI SMB
Consumer Research 2022
conducted by InSites
Consulting

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Small businesses
There’s a big
opportunity for every
business on TikTok
Join the TikTok community and accelerate your
growth with our digital marketing resources. Reach
more people and drive results for your brand!

9. C O N F I D E N T I A L & P R O P R I E T A R Y
Building your
TikTok presence

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Creative Center:
one-stop creative
solution for TikTok
The home for creative inspiration on TikTok, where
insights and ideas for your next campaign are born.
Let’s discover what’s inside Trends, Ads & Insights
Step 1: Get inspired
Discover what's buzzing on
TikTok and get the scoop
Product
Capabilities
Top Ads
Top Songs
Top Trends

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&
Proprietary
2022
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Step 2: TikTok Ads
Manager

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What is
TikTok Ads Manager?

13. Drive full funnel with organic + paid
strategy for long term impact
Paid
Organic Drive brand exploration with reach,
target ideal customer, increase leads
and conversations about your brand.
Drive brand awareness, build customer
relationship and increase credibility with
a long-term presence on TikTok.
= Long term impact

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Ad campaigns objectives
Reach
Video Views
Lead Generation
Traffic
Community Interaction
App & Web Conversion
Awareness Show your ads with the maximum
number of impressions
Stage of Funnel
Consideration
Consideration
Consideration
Consideration
Conversion
Objective Business Goal
Get more views and engagement
for your video ads.
Collect leads for your business or
brand.
Send more people to a URL on
your website or app.
Get more followers or profile visits
on your business account.
Drive valuable actions on your
website or app.

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Specific
targeting
capabilities
Demographics
Gender: Male, Female
Age: 13-17, 18-24, 25-34, 35-44,
45-54, 55+
Location: Country, State
Language: Delivery to users
based on app language.
Interests and Behaviors
Interest: Based on interests. e.g.
"Food"
Behaviour: Based on user's
recent in-app Behavior's such as
interactions with videos or
creators.
Hashtags: Based on Hashtags
they engaged with
Device
OS: iOS & Android
Connection: WIFI, 2G, 3G, 4G, 5G
Device Mode: Deliver ads to
users based on device pricing,
ranging from no limit to $1000+.
Carrier: Deliver ads to users
based on mobile phone carriers.
Smart Targeting (Recommended)
Automatic Targeting: Dynamically
allow TikTok to optimize targeting
audiences to potentially get lower
CPA or more conversions during
ad delivery.
Targeting Recommendations:
based on Industry and account
performance while you are
creating your ad group.

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HOOK
BODY
CREATING CONTENT
STRUCTURES THAT SELL
Focus on grabbing attention, conveying value and then drive action.
USE NATIVE NARRATIVE STRUCTURES
TO PULL YOUR AUDIENCE THROUGH
YOUR CONTENT
FOCUS ON CONVEYING THE CONTENT
VALUE PROPOSITION FIRST AND LET THE
UI BRANDING CONVEY WHO YOU ARE &
WHAT YOU’RE ABOUT
MAKE PRODUCT PRESENCE AND
MESSAGING ADDITIVE THROUGHOUT
YOUR CONTENT TO GUIDE YOUR
AUDIENCE ON WHAT TO THINK/FEEL/DO
Create the
anticipation
Reward their
attention
CLOSE
Set the
Intention
Step 3: Start
Creating!

17. Say it direct
Show it off
See it fast
TikTok
Creative top
tips!
Speak to camera and break the fourth-wall
Let viewers see the product upfront
Show the product and how it works
Shoot it simply
Send ‘em off
Sub it
Don’t make creative that feels overly polished
Use captions to feel more native
Have a CTA for viewers to follow

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Align mega-sales
messaging with
search behaviour
Sales Moments
Sales-related searches
Oct ‘22-Jan ‘23
Nov Dec Jan
Oct
Q5
Boxing Day
Pre-Sale Peak
Black Friday
of shoppers are likely to
start shopping earlier
this year
38%
Source: 1: Deloitte Holiday Retail Survey, 2022 2: TikTok App Data, , EU, Oct-Jan 2022 TikTok's use of this data does not equate
to an endorsement' to the end of the source for deloitte

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Tourism Ireland
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Tourism Ireland worked with social
agency Coolr, a badged TikTok
Marketing Partner, to develop TikTok
ad creative that drives traffic,
awareness and video views.
Source: https://www.tiktok.com/business/en/inspiration/
Video views Impressions Cost Per Click
1.4M 16M £0.01

20. C O N F I D E N T I A L & P R O P R I E T A R Y
Your next steps

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Get set up now at ads.tiktok.com
2 -Set up your TikTok Ads Manager account
3 - Start creating
Time to get
creative!
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Use the creative top tips and advice on video structure from the
previous slides to start making your first TikTok creatives!
Check out the TikTok creative center and get familiar with the TikTok app
to get those creative ideas flowing!
1 - Get inspired

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WHAT ARE YOU
FOR?
Get your business
started on TikTok
today, with the help of
a TikTok expert!
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23. Thank
you!
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