Written by Beth Walter, Sr. Product Manager – Digital Marketing
April 22, 2021
Launched in 2017, the TikTok app was the #7 most downloaded app in 2020, behind the expected heavy hitters like Facebook and YouTube.
The average user spends 52 minutes per day on TikTok. To put that into perspective, the average user spends 38 minutes per day on Facebook and 42 minutes per day on YouTube. So, as they say, fish where the fish are, and in this case, your customers are on TikTok.
So, what is TikTok? Simply put, TikTok is a video sharing app. Users can upload videos up to 60 seconds long doing things like baking recipes, singing or dancing, sharing video of their pets, their kids, trust me, there is no shortage of creative videos here.
How does it work? Much like Facebook, there are two different ways for dealers to get visibility on TikTok: Organically, by creating a channel and posting short videos, or by running ads – which are also considered videos.
Great, isn’t everyone on TikTok a kid? No, only 32.5% of U.S. users are ages 10-19. The rest are 20 and older, and your potential customer.
Let’s focus on running on Ads on TikTok:
It is important to note that all of the ad content on TikTok is video based, if you do not have a way to create videos at your dealership, they have a tool on their backend that allows you to cobble together static images to create your own video and it is extremely easy to use:
The ability to create high quality video content at the dealership level is something that is going to become more important as we move forward, in 2021 the average person is expected to spend 100 minutes a day watching online video.
Is there reporting? Yes, at this point TikTok reporting has been integrated into many of the platforms and systems that digital marketing companies either utilize or have built themselves, in-house.
The most popular ad type is called an “In-Feed” Ad. The minimum daily budget is $50 per campaign and $20 per ad group and you can buy ads in either of these bidding CPC, oCPC, CPM, and CPV. In-Feed Ads are the video ads that appear in between user videos as you scroll through your “For You” page.
There is also an ad type called “Brand Takeover”, which is exactly what it sounds like, it starts at $50,000 for one day.
Targeting on TikTok: We cannot target in market auto shoppers yet, but you can target audiences based on demographics and interests. You can also create a custom audience from your customer files. In addition, TikTok has a retargeting pixel, so you can start to build audiences that way as well.
In our next blog post, we will dig into posting organic videos by creating a channel on TikTok. We will also review how the algorithm works and some ideas for posting dealership content.