Tips For Making Engaging Advertising On TikTok

First Part: Marketing Among the Creative Community

Marketers have a huge window of opportunity because to user-generated content (UGC) on platforms like TikTok, Snapchat, and Instagram. In light of our experience managing $3.5 billion in creative and paid social spend for the world’s leading mobile applications and performance advertisers—including $102 million on TikTok—we’d like to provide some ideas for advertising with user-generated content. UGC advertisements on social media platforms, and on TikTok in particular, are an integral element of any effective growth marketing plan, whether the focus is on micro-influencers, response videos, captions, or meta-commentary.

Micro and Macro-Scale Producers and Influencers

At least 50 million people across the world identify themselves as “content creators,” and their reputation as “influencers” is largely attributable to their UGC. Instagram predicts that “creators have climbed to the level of A-list superstars” based on the trends of 2022. Micro-influencers with dedicated and highly engaged audiences are the most crucial for developing new trends, according to 1 in 4 people between the ages of 13 and 24. Instagram suggests focusing on smaller producers for successful advertising, though: “Common ground, not widespread acclaim, is the real key to persuasion…” Include highly engaged micro-influencers into your creative partnership strategy. After an analysis of TikTok content by attention metrics, the research company RealEyes revealed that “the producers with the highest followings didn’t necessarily generate the best attention and engagement for advertisers.”

Ad Performance Metrics for User-Generated Content

Much as TikTok and Instagram emphasise “shared interests” and “a real feeling of involvement and dialogue,” so do UGC-style advertisements. Knowing what drives and excites your target audience is essential for creating engaging content that stands out from the crowd.

Two: User-Generated Content Investments by TikTok, Meta, and Snap

The Average Length of a TikTok Video Has Increased

After doubling its maximum length to three minutes just a year ago, TikTok is now welcoming ten-minute videos. Now that it’s in direct competition with other prominent video content platforms, TikTok has a chance to break into more established areas. Creators who wanted to provide comprehensive tutorials, courses, or who wanted more opportunity to explore their creative approach without dividing their information across numerous videos welcomed this update with open arms. Getting ads into short films may be tricky, so the 10-minute size is ideal for both marketers and content creators. As a result of these modifications, a wider range of advertisement formats may now be used. The change is the result of intensive testing that showed TikTok could successfully increase user engagement for longer periods of time.

Video is the Main Attraction on Meta.

According to Bloomberg, Mark Zuckerberg has put an emphasis on short-form video in the face of unprecedented competition from TikTok. The rollout of Facebook’s Reels feature in 150 countries is a sign that the company is shifting its focus to better compete in the social media industry. Now more than ever, Zuckerberg is placing his bets on commercially viable video content to propel his ambitious Metaverse vision.

More Possibilities for Creators on Snap

Snap Inc. reported 319M DAUs for Snapchat in Q4 2021 and a record-breaking revenue high of $1.3 billion, demonstrating the success of the company’s decision to invest on creative features. Snap’s successful foray into the user-generated content (UGC) business may be seen in the over $250 million paid out to more than 12,000 Spotlight producers since the launch of the platform in early 2021. The company’s focus on the development of UGC capabilities and possibilities is constant.

The Rise of Streaming Social Network Content

Spectators of video games have a special interest in the activity. The popularity of user-generated content (UGC) is expected to rise as social media sites include live streaming and interactive video features. With the release of Facebook Gaming in 2018, Meta has secured a large share of the video game streaming industry. Tiktok just introduced its own Live Studio platform, with the intention of using the app’s meteoric rise to take on streaming behemoths like Twitch and YouTube. Including game streaming is an integral part of today’s social media landscape, but how it’s implemented varies greatly from site to platform. The same holds true for businesses, who must ensure that their advertisements are appropriately contextualised in light of the platform’s expected user actions. When it comes to user-generated material, it’s crucial to pair producers’ genuineness with advertising concepts that are in line with their content and identity.

Diverse Content Creates Outcomes on TikTok

A lack of deterministic monitoring on iOS or efficient lookalike audiences means that broad brush creative won’t be adequate to attract a sizable enough audience to provide a positive ROI. But, the secret to long-term success in user acquisition is persona-led creative made in accordance with player motivations, preferences, and interests. Their advice is quite apparent in TikTok’s Creative Solutions: The Complete How-to Guide: “to engage new audiences, the key is to consistently publish fresh and different material.” The network is not based on a social graph, but rather on a content graph, which allows for “diversity discovery” that keeps users “motivated and stimulated.”