TikTok Video Game Marketing: Is TikTok Ads Right For Your Game?
by Game Marketing Genie, on 05-Mar-2020 13:59:06
If your business isn’t on social media, you may miss out on a range of opportunities to attract, connect with and convert your audience and make them into loyal advocates of your brand. The number of people actively using at least one social media platform is expected to reach almost 4.41 billion by 2025, according to data from Statista, and your target audience is more than likely to be members of this group.
What platforms you project your business on depends on what you want to achieve from your investment. Each social media platform has a different use, style, and audience. For instance, if you aim to reach people older than 65, you might be better off using Facebook over Instagram. Knowing your audience is the key to deciding if a platform is right for you.
It’s not uncommon for businesses to rush into committing to new paid advertising platforms. When a new social media service is released, you might be tempted to jump on it before others do. However, this won’t do you any favors if you don’t understand how and what you can use it for and if it will work in your marketing strategy.
While the app TikTok has been online since 2017, it was only in mid-2019 that it released its official paid ads service, making it easier for businesses to jump on board and start monetizing the audience captured there. But will it be right for you? To answer this question, you’ll first need to understand the service.
What Is TikTok Ads?
TikTok Ads is an advertising service that spans several apps connected under TikTok’s parent company, ByteDance. It allows users to produce and distribute various forms of ad campaigns across this network to meet multiple needs, including reach and engagement.
Businesses can create campaigns within TikTok Ads itself and have creative control over the direction they want their ads to take. The service contains several valuable tools that facilitate campaign creation, including ad creation guides which allow users to create video ads by selecting a template, uploading assets, and allowing the platform to optimize the content.
Your ads can appear across many of the ByteDance apps if they're available in your country. The most common - and the one with the most users - is TikTok itself. There are also several locations within these apps where your ad can appear, such as TopView, brand takeovers, in-feed videos, hashtag challenges, and branded video effects similar to those of Snapchat or Instagram.
You can also track the reactions your ads are getting using the TikTok Pixel. Installing this on your website helps you measure your ad’s performance, automatically optimize it and determine the demographics that are more likely to take specific actions on your site.
For more information, check out our blog post here: What Is Tiktok Ads, and How Can It Help Your Video Game?
The three questions you should ask yourself to understand if TikTok Ads is for you
It’s not enough to understand the service; you also need to know if it will help you achieve your business goals. Ask yourself the following questions to decide if it is right for you.
Who makes up your target audience?
TikTok attracts a specific type of crowd, unlike other social media platforms. 41% of users are aged between 16 and 24 years, and this audience is well suited to the content that appears on the platform. The surge in popularity of the app means you need to start considering it for your marketing plans. The user base has grown to almost 1.5 billion since TikTok’s inception in 2017, so it’s likely that your audience exists here too.
But even if your audience uses the app, the platform’s relevance depends on your business, goals, and product or service. You’ll need to research your target audience to understand if you would benefit from working with TikTok. TikTok is a specific market, so you’ll need to be sure that you will receive a positive ROI from your investment.
Start this process by looking at these critical questions:
- What does my current audience look like?
- What demographic does my brand and product or service suit?
- Where can I reach these people?
- What type of content will be most useful in connecting with them?
- What is the value of my brand to these people?
- What do my competitors’ audiences look like?
- What type of advertising do they best respond to?
- Who has best responded to other companies’ marketing strategies with TikTok?
Knowing the psychology of the people that make up your target audience and how they will respond to your marketing is one of the most important parts of any good marketing strategy. For TikTok in particular this rings true. You need to know what kinds of content your audience best responds to, and how you can make your campaign a viral success.
In May of 2019, American fast-food chain Chipotle launched a paid hashtag challenge on TikTok to promote a deal they were having for Cinco De Mayo. And it went viral. It encouraged users to try and perfect flipping a lid onto a container, and to film themselves doing it. This worked because of the type of fun and lighthearted content that people are interested in on the app.
This challenge culture is one of the biggest forms of content on TikTok. Users want to participate as it’s fun and engaging, and because they’ve seen friends and personalities they look up to taking part.
While there are other ad campaigns you can use on the app, the content will likely have to reach a similar audience to that of a hashtag challenge. If your audience seems like they will respond well to this type of content, then TikTok will work well for you.
How do you want to advertise?
The style of content on TikTok is not suitable for all businesses. TikTok primarily uses short-form videos focusing on comedy, talent, and a casual manner. As we mentioned, you can also advertise using paid hashtag challenges, which tend to be humorous and absurdist - especially in the user responses they generate.
To best connect with your audience, you’ll want to create a campaign that is fun, unique, and structured to the platform. You want them to engage with your content, unlike any other social media platform. What you post on TikTok will not work the same way anywhere else.
Memes, comedy, and inspirational posts are best for the app’s audience. If you aren’t comfortable associating this content with your brand image, then TikTok might not be suitable for you.
However, one of the main benefits of creating lighthearted and fun content is that it is not only engaging but can also represent your brand in a personal and audience-focused way. You want your audience to trust your business and view it in a positive light, and TikTok video ads and challenges are some of the best ways to do this.
Look into your audience and see if this content style will work for them and you.
Do you have the budget to advertise on TikTok?
The TikTok Ads service can be slightly more expensive than other platforms. A campaign will cost you a minimum of 500 USD, with an average price of $10 for every 1000 clicks.
Hootsuite states that the average CPM (cost per mille) for a social media ad was $9.13 in the fourth quarter of 2021. But this still makes your investment in TikTok Ads valuable if you target it well.
As with any campaign you run, you need to consider your budget and how you can maximize it to achieve the best ROI. When creating a TikTok campaign, you have the option to decide the spend you’re willing to allocate to it.
But before you set your budget, you will need to understand where your money is going and what results you expect to see from completing your campaign. However, you can edit your allocated spend after setting it if you choose to. After the money you’ve designated has depleted, your campaign will conclude.
You’ve got three budget choices available.
- No Limit: you have no restrictions on your ad delivery, and your spend is determined by the budget you set.
- Daily Budget: your ad delivery is limited by the daily budget you set. Your ad spend for this campaign will not exceed this amount.
- Lifetime Budget: your ad delivery is limited by the lifetime budget you set. Your ad spend for this campaign will not exceed this amount.
If you’re willing to input the ad spend, and TikTok’s audience suits your brand and content, it might be one of the best ways for you to market your brand. And who knows, you might even go viral too! Learn more about their custom-made business suite in our blog here: What is TikTok for Business, and Why Does it Work?
Paid advertising for game devs
Organic marketing is great, but it won’t take you all the way to game marketing success! Don’t be afraid to invest in paid advertising, as it can help you generate the reach and engagement you need. Still not convinced? Check out The Complete Paid Marketing Guide for Video Games!
Big brands like Chipotle have already successfully used the app, but smaller businesses are yet to jump on board.
Become an adopter and start considering the service for your future marketing plans. Keep your brand relevant, fresh and fun by distributing engaging content that connects with your audience.
Learning a new marketing platform can be difficult, especially when you’re unaware how to optimize it to get the best return. The team at Game Marketing Genie can create a TikTok social media marketing strategy that works for you, so focus on making the your brand the best it can be, and let the experts handle the rest.
Want to know more? Check out our social media marketing strategy page to find out how we can help you!