TikTok has introduced many new targeting and boosting features with Promote, which enables users to convert any of their existing TikTok videos into ads with a few easy clicks. Announced on February 8, 2023.
These new features are designed to help TikTok creators — including influencers, advertisers, brands, and small businesses — drive traffic back to their profiles, reach their target audience, inflate their marketing budgets, and convert viewers into leads.
YouTube launched sponsored videos back in November 2008, and Facebook launched sponsored posts in 2012. So, this is not a new concept.
But the fact that TikTok is expanding its Promote features is a sign that creators need more ways to promote their videos on the platform — especially in the wake of a controversy that erupted last month when Forbes reported: “TikTok’s secret ‘heat’ button can make anyone go viral. “
the Promote new features Giving TikTok creators additional tools to target their desired communities and choose exactly how they can interact with their ads — just in case TikTok employees decide to stop manually boosting the reach of videos with a “heat” button that bypasses the algorithm meant to power the TikTok experience.
Promote the new feature set
More profile views
The new “More Profile Views” objective allows advertisers to drive traffic directly to their TikTok profile.
With this new call to action, brands get more ways to tell their story or showcase a range of products or services.
Promote to others
The new Promote to Others option allows marketers to boost content, influencers or partners.
This new feature also allows marketers to promote creator videos or live videos to help increase views by their target audience.
There is a new geo-location targeting option, in addition to the existing audience targeting options for gender, age, and users’ interests.
This allows small businesses with physical locations to target their local community directly.
The new “More Messages” goal allows small businesses to drive traffic directly to their TikTok inbox.
This provides service companies, B2B brands and businesses that receive custom orders with greater customer interaction to close their sales.
Interview with Dennis Yu, CEO, BlitzMetrics
As I mentioned, promoting your videos is not a new concept.
He’s spent $1 billion on Facebook ads across his agencies and recommended agencies — and TikTok creators will want to know about his “Dollar a Day” strategy.
These are my questions and his answers.
Greg Garboe: First of all, tell us about your “dollars a day” strategy.
Dennis YuGreg, as you know, we’ve spent a whopping $1 billion on Facebook ads with Dollar a Day so we can drive sales in all three stages of the funnel.
And we know that on Facebook, YouTube, Twitter, TikTok, Instagram, and LinkedIn, the campaign goals are quite the same, from awareness to conversion consideration. It’s literally the exact same 24/7 ad systems built around the same campaign goals.”
GG: But what do you do after spending a dollar a day for seven days promoting a particular post?
DY: “I look at the analytics. If it’s OK, I’ll put in $2 a day for another 20 or 30 days. I might put $10 a day in, but I let this thing test at first. Right.”
GJ: So, what do you think of TikTok’s Promote features?
DY: “Promoting has been around for at least a year (for me), and it works just like boosting on Facebook. Instead of $1 per day, the minimum is $5 per day.”
GJ: So, what kind of results have you seen promoting your TikTok videos?
DY: “I boosted about a thousand posts across a range of accounts to test performance by goal (see screenshots).”
Video views were the most effective, by far, getting half a penny for three cents a view – with similar average viewing times for memberships.
So if your video is naturally good, boosting it will just “throw fuel on the fire”. But if it’s bad, no amount of money will beat that.”
Giga Jay: Do you have any recent examples you can share?
DY: “See screenshots from a promoted post I just made, and I’ve re-promoted it five times.”
Note that the video is about how much the pilot makes, but Alex isn’t wearing a uniform or in front of a plane.
“But the comments from the pilots, though, I can’t choose the pilots as a target.”
“TikTok’s algorithm is that good. So if you have great content, just invest money in it to get more of the same content.”
Giga Jay: Do you have any closing thoughts or tips you’d like to share?
DYTikTok video ads cost a third of Facebook’s because advertiser demand hasn’t caught up with traffic yet.
Therefore, anyone who has achieved success on Facebook should move their campaigns to TikTok to benefit from it — as long as they have vertical video.
TikTok intentionally designed its ad platform to be familiar to people running Facebook ads — and its teams told me that.”
Editor’s note: The interview has been lightly edited for clarity, brevity, and to adhere to our editing guidelines. The opinions expressed by the interviewee in this column are his alone and do not necessarily represent the view of Search Engine Journal.
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