2024年TikTo-k中小企业营销指南-19正式版

Contents01GetofftheshelfTheCPGopportunityonTikTok02UnboxsuccessReachyourobjectiveswithTikTok03PoweronCreativetipsforCPGbrands04MaketheeverydayextraordinarySetupyourmediaplanforsuccess01

GetofftheshelfWhyTikTok?TikTok’suniqueabilitytograbattention,twinnedwithourpowerfuladsolutions,givesCPGbrandstheperfectconditionstogrow.TikTokispoweredbyuserswithauniquemindset:70%ofusersfeelpartofacommunityonTikTok1EngagementisTikTok’ssuperpower:82%ofusershavediscoveredasmallormediumbusiness(SMB)

ontheplatform2TikTokAdsturndiscoveryintosales:52%ofusershavegoneontopurchasefromtheirnewlydiscoveredSMB3Sources:1

TikTokinternaldataglobal,July20212

TikTokMarketingScienceGlobalCommunityandSelf-ExpressionStudy2021conductedbyFlamingo(n=3,500)3

TikTokMarketingScienceEUISMBConsumerResearch2022conductedbyInSitesConsulting01

GetofftheshelfLevelupyourshelfieTikTokgivesCPGbrandsapersonalizedcontentplatformtoguideusersfromengagedandinspiredtomakingpurchasedecisions.01→

Reachnewaudiences1in3UsersonaCPGjourneyhaveboughtaproductbecausetheysawitonTikTokinthelastyear.102→

Buildloyalfoundations1in2Userssaytheysubscribetoabrandloyaltyprogramormembership(54%)orsignupforrepeatingorderssuchasautoship(47%)

sincejoiningTikTok.203→

Convertwithprice3in4Userssaythatpricehelpsthemdecidewhichonlineretailerstobuyfrom.304→

BringithomewithshippingOfuserssaythatfreeshippingisimportantwhenbuyingproductsonline.4Sources:1

TikTokMarketingScienceOfflineSalesLiftstudy,conductedbyNCS,2022*StudyisconductedundertheassumptionthattheCPMacrossdifferentbuyergroupsstaysconsistent2

TikTokMarketingScienceGlobalRetailPathtoPurchaseconductedbyMaterialAugust20213

TikTokMarketingScienceEUIEcommerceVerticalResearch2022conductedbyGIM(UKDatan=600)4

TikTokMarketingScienceEUIEcommerceVerticalResearch2022conductedbyGIM(UKDatan=600)02

UnboxsuccessGlowupwith:TikTokAdsManagerFromelectronicsandbeautytopetsandpersonalcare–glowupyourCPGbrand,nomatterthecategory,withourexperttips.AdsManagerallowsyoutotakecontroloveryourcampaignperformance,sowhetheryou’relookingtodrivereach,brandawareness,orconversions,youcanmeetyourbusinessgoals.ReachyourtargetaudienceandincreasewebtrafficwithTakecontroloveryourmediaspendwithbuilt-inflexiblebudgetingandOptimizeyourcampaignseasilytosuityourgoalswithimpactfulanalytics.tailoredads.bidsystems.02

UnboxsuccessGlowupwith:TikTokPixelWhetheryourgoalsareincreasedtraffic,engagement,orconversions,settingupTikTokPixelgivesyouvisibilityovertheentireuserjourneysoyoucanmeasureadperformanceandoptimizeyourcampaignsforsuccess.Runyourcampaignforatleast7daystomaximizeresults.Spendatleast30€

perdailyadgroupifyou’reusingamidorupper-funnelSpendatleast50€

perdailyadgroupifyou’reusingalower-funneladgroup,e.g.CompletePayment.adgroup,e.g.Add-to-Cart.02

UnboxsuccessGlowupwith:CustomAudiencesCustomAudiencesisanadtargetingoptionthatletsyoufinduserswhohavealreadyengagedwithyourbusiness.UploadyourownclientprofilesoruseaudiencesfromyourTikTokadstostartspeakingwithyouridealcustomers.Usecustomaudiencestoreachyourtribeandretargetuserswhoaremorelikelytoconvert.ExcludecertainaudiencestominimizemediaspendwastesoyoucanputallyoureffortsinWidenyourreachwithlookalikeaudiencesandfindTikTokuserswhoaresimilartoyourcurrentaudience.therightplaces.02

UnboxsuccessGlowupwith:TikTokShoppingAdsVideoShoppingAdscombineTikTok’ssmartestadfeaturestomaximizeperformance.PersonalizerecommendationstoconnectwithUtilizeoptimizeddeliverystrategiestogetresultswithinyourStreamlinecreativeprocesseswithdynamicproductlandingpagesandcreativeautomation.userswhoaremorelikelycampaigntimelines.toengage.LIVEShoppingAds*blendthebrandimpactofaliveshoppingeventwithreal-timefeedbackforafull-funnelapproach.AmplifyviewershipandpurchaseintentbydrivingincrementalDriveConvertcustomerswithliveconsiderationwitheasyaudienceretargetingandcollabsusingthecreatorhandle.contentboostingandtacticalpromos.traffictoLIVES.*LIVEShoppingAdsisaTikTokShopAdsformatandisonlyeligibleformarketswhereTikTokShopisavailable02

UnboxsuccessCleanupwith:CatalogCarouselWithCatalogCarousel,youcanputyourmosteye-catchingproductsfrontandcenterforuserstobrowseandswipeintheirpreferredway.PersonalizeproductrecommendationswithpastProspectnewcustomersbytargetinguserswhohaveengagedwithproductsUseTrafficClicktotargetuserswhoaremostlikelytoclickthroughyourads–perfectforthosewithoutinteractionretargeting.similartoyours.TikTokPixel.✦

Musicmakesyourcarouselssing✦

High-qualityimagesinsquareaspectratio(minimum500×500)

areideal✦

Offeratleast4imagesinyourproductselection,ormoreifyou’reretargeting,togetthebestresultsReadourguideonhowtosetupyourcarouselHERE03

PoweronCleanupwith:CatalogCarouselFrom#cleantokto#techtok,usersarealwayslookingforthelatesthackstomakelifeeasier.Tellscroll-stoppingstoriesforyourCPGbrandwithourwinningformula:Thehook(first3–5seconds)Createinformativeandeducationalcontentthatinspires,engages,andsolvesyouraudience’sproblems.Themeat(middle10–20seconds)BuildtrustbyshowcasingyourUSPsclearly,highlightproductbenefits,andgiveyourbrandpersonalitycenter-stage.Thecloser(final3–5seconds)Encourageviewerstotaketheirnextstepswithadecisivecalltoaction,recappingyourmaintakehomemessage,e.g.StartyourXjourneytoday.03

PoweronEditlikeaproCreatestellarbrandvideosandadswithminimalexperienceusingCapCut,ourall-in-onevideoeditingplatform.SeamlesslyintegrateCapCutintoyourexistingworkflow.Createcommercialvideosinminuteswithnoeditingexperienceneeded.Levelupyouradswithourcommercially-licensedelements.Solveallyourcontentcreationneedswithoneeasy-to-useplatform.ofcreativequalityisresponsibleforalmosthalfoftheincrementalsalesdrivenbyadvertising.03

PoweronSpeaktheirlanguageExperimentwithTikTok-nativenarrativesthatmakeyourbrandandproductsshine.COMMUNIVlogFounderPOVCreatevlog-stylecontentaspartofabrandorTellyourbrandstoryfromthefounder’sperspectivetoTYproductseries.buildrapport.FeedbackTentpolemomentsShareotherusers’positiveexperiencestobuildtrustinTalkaboutyourproductincontext-thinkfestivals,seasons,andspecialevents.yourbrand.ShowandtellUnboxingTryouttheproductandshowtheresultsfirst-hand.Showoffthepackagingwithanunboxingproductreveal.ShowyourrangeListiclesCOMMERCIShareadiversityofsizesandcolorstoshowcaseHighlightproductUSPsinalistformatwithaestheticcreative.ALyourrange.03

PoweronFoodforthoughtSendyourOrganiccontentsoaringbyfocusingontwokeyareas:Consistentandfrequentpostsbuildaudiencetrustandboostsreach.2.8×VerifiedTikTokBusinessAccountspost2.8timesperweekonaverage.4.2×Thetop100brandswiththehighestTikTokengagementratespostanaverageof4.2timesperweek.Changeupyourcontentstylestowidenyourappealwhileke