Performance Marketing on TikTok in 2022


A couple of years ago, we first wrote about TikTok as an emerging performance video marketing platform.

Though what we wrote then is still valid on TikTok, you’re more likely to find your grandparents on TikTok today. And everyone else. The platform has grown exponentially to become a serious, video-driven performance marketing solution for all.

It’s all about the performance

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If most performance marketing platforms focus on the marketing, at TikTok, performance marketing is about the performance. TikTok understands that today, users are in the position of power. Therefore, to appeal to users and make the marketing succeed on TikTok, the videos must be entertaining. Because entertaining videos are shared by people.

People don’t turn to TikTok to keep up with their friends and colleagues, like they do on social media platforms. They turn to TikTok to be entertained and for the experience. And on TikTok, when people are entertained, they’re more like to share, click, engage and ultimately convert.

That’s why TikTok’s marketing tagline is ‘Don’t make ads. Make TikToks.’

Make entertaining experiences, not ads

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We recently ran a few campaigns on TikTok. Though many turn to creators and influencers to create TikToks, we’ve created effective TikToks @CreativeClicks in-house creative studio. Our in-house studio understands performance marketing as well as all of the leading platforms, including TikTok. That’s why we’ve been successful in creating entertaining and experiential videos that are shared, engaged with and generate conversions on TikTok.

Our campaigns on TikTok achieved lower Costs Per Click (CPC), higher Click-Through Rates (CTRs) and higher Return of Investment (ROI) thanks in part to lower production costs. This enables CC to deliver higher conversion rates for our clients on TikTok.

So what do you need to succeed in performance marketing on TikTok? Here are the performance marketing tips from CC.

Three performance marketing tips for TikTok:

1. Users have the power

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On social media, performance marketers run ads in-feed between posts. But on TikTok, the ads are the posts. They need to compete with every other video on TikTok so that users will click, engage and share them. That’s why users have all of the power on TikTok. If users don’t engage with and share your video, then TikTok’s algorithm won’t push it. And if TikTok’s algorithm won’t push your video, no one will see it.

People decide what’s trending or “viral”. Therefore, one should use the trending music, trending challenges and trending memes in TikToks. It’s also important to make the ads as organic as possible.

That's why we’re so proud of CC’s creative studio for achieving strong engagement and conversion on TikTok.

2. Refresh creative

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One major difference between TikTok and the other leading platform marketing solutions is the importance of frequently refreshing creative on TikTok. While creative on other platforms can deliver performance weeks and even months after launching, that’s not the case with TikTok. From our experience, video creative on TikTok needs to be replaced after two weeks. Despite this best practice, it’s important to monitor video performance continuously on TikTok to ensure that your videos are delivering engagements, shares and conversions.

3. Music matters

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Music has always been an integral part of TikTok, which started out as the lip-synching video app before it was acquired by the parent company of TikTok. In fact, so many songs received their initial push – like Lil Nas X’s ‘Old Town Road’ – or were reintroduced to a new generation via TikTok. That’s why it’s important to think about music while creating videos for TikTok, and not as an afterthought. This ensures that your videos achieve maximum performance. And to help, TikTok offers a commercial music library with more than 150,000 pre-cleared, royalty-free songs that can be used on TikTok.

Looking for help with your next campaign on TikTok? Reach out to Creative Clicks and let our studio deliver TikToks that perform for your company, too.

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