The document provides a comprehensive guide to using TikTok for marketing small businesses, covering its demographics, marketing strategies, advertising options, and effective content creation tips. It emphasizes the platform's appeal to younger audiences and suggests leveraging user-generated content and influencer collaborations to enhance brand visibility. Additionally, it details the steps for setting up ad campaigns and optimizing them effectively on the platform.

1. How To Use TikTok
For Marketing Your Small Business
Webinar
December 5th, 2019| 10 AM CST
Hashtag #TikTokMarketing

2. Founded in
2015
• Data Driven Approach
• Comprehensive Customer View
• Accountable Customer
Engagement Model
About Us

3. 1. What is TikTok?
2. Marketing On TikTok
3. Advertising on TikTok
Agenda

4. TikTok allows its users to create, edit and
share short looping videos with filters,
musical overlays, animations, special
effects, and more.
You can lip-sync to popular songs, shoot
comedy sketches or cringe videos, record
a “duet” with someone by replying to their
video or upload your own sound.
“
“

5. September 2016: Chinese Internet
technology company ByteDance
released the app in China as Douyin.
2017: ByteDance launched the app
as TikTok for markets outside of
China..
August 2018: TikTok merged with
the US digital platform musical.ly to
leverage ‘s its young user base.

6. ● TikTok had surpassed Facebook, Instagram,
YouTube, and Snapchat in monthly installs by
September 2018.
● It has 500 million active users worldwide, which
is much more than sites such as LinkedIn,
Twitter, Pinterest, and Snapchat.
● As of February 2019, it had 27 million active
users in the US.

7. ● As TikTok actively seeks partnerships
with brands in the U.S. market, brands
have more opportunities and autonomy
on TikTok than on established social
media channels.
● In a less-crowded brand space, you have
more opportunities to show off your
creative and funky side.
Why Should Your Business Be On TikTok?

8. ● The majority of users on TikTok are
between the ages of 13 and 24 and
most of them are females.
● 24-30-year-olds constitute the next
demographic.
For your marketing efforts to make sense,
your products should have some appeal
for people in this age group
Demographics

9. There are three main ways that brands can
market on TikTok.
1. You can create your own channel and upload
videos showcasing your products or
services.
2. You can work with influencers to target a
broader audience
3. You can pay to advertise on TikTok.
Marketing On TikTok

10. Awareness Engagement Acquisition Loyalty Advocacy
Discover &
Reach TG
Connect &
Converse
Enable
purchase
decision
Personalize &
delight
customers
Enable
customers to get
you business
A2A Customer Engagement Model
Engage Your Customer at Each Stage Of The Customer Funnel

11. Download the TikTok App on
your mobile device to get
started.
The “For You” feed is the default
screen when you first log in, so
you don’t even have to set up an
account to start viewing videos.
Install TikTok On Your Mobile Device

12. ● Tap on “Discover” to see content
categorized by hashtags.
● Use the search bar to discover content
that you may be interested in.
● Search for brands in your category and see
how they are using the platform.
● Check competitor profiles to learn how
they are engaging with their audience.
Study the Platform

13. ● Now it’s time to create your account,
use your business email to create your
brand account.
● You can even login using your
Facebook or Google account. If you are
signing-in using an email, it may ask for
a phone number to verify your account.
Getting Started

14. ● Click on “ME” in the bottom navigation menu to view your profile.
● Click on Edit Profile to add your Name and UserName (This should be your
Brand name).
● Add a short bio of around 80 words to describe your business to the
audience.
● Link your Instagram and Youtube profiles. (optional)
● Add your logo to the profile photo or upload a video.
● Click on save to complete.
Setting Up your Profile

15. Setting Up your Profile

16. Start Populating Your Feed
● Tap on the plus icon to create a 15-
second or 60-second video.
● You can either upload an existing video
that you recorded earlier or record
something on the fly.
● TikTok provides several options to edit
videos. You can trim the video, add
different filters, and adjust the volume.

17. .
Customize your Videos
● You can choose from a wide of filters
available on the app.
● Add special effects to make your video
fun; visual effects, stickers, transitions
or split your video into parts.
● Control the speed of your video- show
it in slow motion, increase the speed
or show it in reverse.

18. Customize your Videos
● Add sound to your video by
choosing from the options available
on the app or add your own audio
● Add text to your videos.
● When you are ready to share your
video click on “Next” to continue.
You can add a caption, relevant
hashtags, and even adjust your
sharing settings.

19. Brands
on
TikTok

20. Perfecting Your Strategy On TikTok
● Tiktok is the place for quirky, funny,
casual and cool.
● What is it about your brand that you
want to showcase on TikTok?
● Once you have a strategy in place,
you can start creating and uploading
fun videos to engage your audience.

21. The Washington Post
The Washington Post was one of the
earliest brands on TikTok. If you are
expecting breaking news or political
analysis from Washington Post’s TiokTok
handle, you are in for a big surprise.
The newspaper uses its account to share
behind-the-scenes videos of their living it
up in the newsroom. The videos are quirky,
musical, and just everything the audience
on TikTok is looking for!

22. NBA
With a whopping 5.1 million fans, NBA’s
TikTok Account shows another side of
the organization. They often post videos
of players working out or having fun on
the court, videos of team mascots and
fans.

23. Restaurants
on
TikTok

24. Restaurants on TikTok
Several restaurants have already started
experimenting with TikTok.
Quirky videos of the service staff handling
multiple orders or videos of your chef’s
preparing menu items are very popular on
the platform.
The Bailey Bakery creates videos of their
bakers decorating cookies with music in the
background. They have already
accumulated 4.4 million fans.

25. Chipotle on TikTok
Chipotle has over 55,000 fans on
TikTok. They publish a variety of
posts from quirky content to
memes and videos showcasing
menu items.

26. Marketing Strategies
to grow your brand
on
TikTok

27. Hashtag Challenges
● TikTok users love creating and
uploading videos. You as a brand can
leverage this to your advantage by
creating a challenge.
● Think of a fun and creative way of
including your product or service in
the challenge.
● Give you challenge a Hashtag name
to make it searchable and invite your
followers to participate in the
challenge.

28. Chipotle’s Hashtag Challenge
On National Avocado Day, Chipotle posted
a #GuacDance challenge, encouraging
fans to post videos of themselves dancing
with Avocados inspired by Dr. Jean’s
“Guacamole Song.”
The challenge saw 250,000 video
submissions in six days and is TikTok’s
highest-performing branded challenge in
the U.S to date. The promotion generated
Chipotle’s highest guacamole sales in a
single day.

29. Guess’ #InMyDenim Challenge
Popular brand Guess rolled out the
#InMyDenim challenge, which required users
to show off their style wearing Guess’ new
denim line to the tune of Bebe Rexha’s “I’m A
Mess.”
● Challenges help you reach a wider
audience and generate brand awareness.
● Engage with your audience
● If you are starting out, collaborate with
influencers on TikTok to kickstart your
#hashtag challenge.

30. User-Generated Content
UGC is one of the most sought after
content forms, primarily because word-
of-mouth referrals are the best kind of
referrals.
● It lends your brand social currency if
your customers step into the role of
advertisers and share videos of
themselves using or interacting with
your products.

31. Chinese Restaurant Haidilao
Chinese restaurant Haidilao came up with a DIY
option on their menu. Customers could create
their own dish using a selection of ingredients
from the Haidilao menu and film the entire
experience.
Haidilao encouraged their clients to share their
videos on Douyin(The original Chinese version
of TikTok). Almost 15000 people visited the
restaurant to try the DIY option. Ultimately
2,000 videos were uploaded, which received 50
million views.

32. Influencer Marketing
● Consider your goal —is it to drive UGC
or to generate brand awareness and
sales?
● Search the TikTok creators whose
online persona is in line with your
brand values and whose audience
aligns with your target audience.
● Check the quality of their content and
how much engagement do they
generate on an average.

33. Influencer Marketing
● Work on the terms and conditions
of the agreement and help them
understand how you would like
your product to be showcased.
● Once you have taken care of the
basics, you can leave the creative
process to their discretion.

34. Advertising
On
TikTok

35. Is It Worthwhile To Advertise On TikTok
Target Audience:
● With 66% of TikTok’s users younger than 30, It
isn’t the right platform for businesses that cater to
older audiences.
Advertising Budget
● TikTok Ads start at an average of $10 per CPM.
● TikTok campaigns require a minimum investment
of $500 and the budget for larger campaigns can
be much higher.

36. Is It Worthwhile To Advertise On TikTok
If you feel advertising on TikTok
makes sense for brand, here’s
how to get started!
● Head over to TikTok Ads home
page and click on the Create an Ad
button

37. Creating Your Ad Account On TikTok
● A form pops up requesting details
to set up your account. After you
submit this information, a
representative will get in touch with
you to help you setup your TikTok
Ads account.
● It can take up to 48 hours to receive
your account.

38. Campaign Objective and Budget
Dashboard Campaign Create
Choose a campaign objective:
● Traffic
● Conversions
● App Install
Set your budget at the campaign level,
● Daily Budget
● Total Budget
● Note that both the daily budget and total budget
must be at least $500.

39. Ad Group Level
● Name your Ad Group
● Set Ad Placement
● TikTok Ads dashboard lets you
advertise on all partner apps including Vigo
Video (India only), BuzzVideo, News Republic, and
others.
● You can also choose automatic
placements, which allows TikTok to
determine where your ad would perform
best and display it on those networks.

40. Add Details and Targeting at Ad Group Level
● Include relevant URLs
● Display name (should be your
brand name as it is visible on your Ad)
● Profile Image (should be your
brand name as it is visible on your Ad)
● Categories ( to help the platform
show your ad to the right audience)
● Keywords (Up to 20 Tags related to
your business)

41. Define Your Target Audience
● Set parameters for Location, Age,
Gender, Languages, Interests, Devices,
and more to attract the right audience
for your ads.
● If you have a specific group of people in
mind to target on TikTok, you can
create a custom audience by uploading
the IDs of existing TikTok users as a
CSV, TXT, or ZIP file.

42. Set a Budget and Schedule
Budget
● Daily Budget (the amount you’re willing to
spend each day)
● Total Budget (the total amount you’re
willing to spend for the duration of the
schedule).
● Note that there’s a $20 minimum for the
daily budget and total budget at the ad
group level.
Schedule
● You can schedule to show your ads at
specific times of the day or week.

43. Optimization Goal
Optimization goal reflects the Key Objective you’re hoping to achieve with your
campaign.
You can Optimize your ad group for
● Conversion (your ad will be served to the people who are most likely to convert
for your product or service and you will be billed on OCPC (optimization cost per
click) basis)
● Click (your ad will be optimized to drive as many clicks as possible and you’ll be
billed on a CPC basis)
● Impression (your ad will be optimized to drive maximum impressions and your
will be billed on a CPM (cost per thousand impressions) basis.

44. Optimizing for Conversions
● You can set up conversion tracking for
app installs or certain elements of
your landing page via pixel.
● If you have previously installed TikTok
pixel on your website, you can start
creating conversion events (website
visits, cart abandonments).
● Create conversion events by clicking
the Library and selecting Conversions.

45. Setting Up Conversion Events
To create an app install conversion,
● Type in a name for your conversion
event.
● Enter the link to your app in Google
Play or the App Store.
● Select a tracking partner to start
measuring conversions from your ad.

46. Pacing Your Ad
● You can choose the speed at which
your budget will be spent.
● The Standard delivery option
distributes your budget evenly across
the duration of the campaign
● Accelerate option spends the budget
as fast as possible during the
scheduled time.

47. Turn Smart Optimization On or Off
TikTok offers an option called Smart Optimization, and if it’s enabled, your bidding
will be constantly adjusted and optimized to increase conversions. If you choose
Click or Impression as your goal, it’s best to switch off Smart Optimization.

48. Ad
Types

49. Design Your Ad
● TikTok ads can be horizontal,
vertical, or square videos.
● You can upload previously created
videos or combine images with
music to create a video on the
platform.
● Video Creation Kit provides
templates that you can customize
to create videos along with
background music.

50. Brand Takeovers
A brand takeover is a full screen ad that
appears instantly whenever a user opens
TikTok.
● The ad can then be redirected to an
internal or external link.
● Currently, this ad type is limited to
one advertiser per day.

51. In-feed ads are placed either at the
bottom of organic TikTok videos or in
the feed as part of the video queue.
● They redirect to your website or
app.
● It is a more affordable option than
brand takeovers.
In-Feed Ads

52. Hashtag Challenges
● You can partner with TikTok’s marketing
team to create a sponsored hashtag
challenge.
● Challenges generally last for 6 days.

53. Optimize Your Ad on TikTok
● Use high-resolution images.
● Focus on only one call to action (CTA).
● Ad descriptions are limited to 40 English
characters and appear at the bottom of the
screen, so design your creative accordingly.

54. Other Tools
● Automated Creative Optimization tool lets you upload up to 10
images or 5 videos, 5 ad texts, and 1 CTA. The platform combines
your creative assets into multiple ads and tests them throughout
your campaign to present the best performing combination to
your target audience.
● The Landing Page to Video tool captures high-quality image
material from the landing page URL you have provided and
combine them with music to generate video ads.

55. Wrap-Up
TikTok offers a great opportunity for brands that are targeting young audiences.
In terms of advertising, the platform is still in its infancy, so it is the right time to
get on board!

56. Connect With US
• Try our 4Q Platform
• Contact us for a demo
marketing@mkonnekt.com
Connect with us in case of any queries.
Ph: 619-566-6358 (619 -KONNEKT)
Email: marketing@mkonnekt.com
www.mkonnekt.com
Thanks For Your
Time