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sarahboyerdigiexpert · 2 years

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TikTok Advertising 101: The Free Guide to Success on the Platform

Your account is ready, you’ve got money set aside, and you’re all pumped up and ready to get started in the world of TikTok advertising, but you’re not sure where to start, right?

No worries. We’ve got you covered with the EASY beginner's guide to TikTok advertising.

Why is TikTok Advertising Such a Successful Method for a Majority of Companies?

A recent study by Forrester Consulting found that, among U.S. respondents, TikTok was the second most popular social media platform for product discovery (second only to YouTube) and that over half of TikTok users watch videos specifically to learn about new products.

Why is TikTok advertising such a successful method for a majority of companies? Because it's an incredibly effective way to reach consumers who are looking for information about new products. The combination of short, engaging videos and the ability to target specific demographics makes TikTok a powerful tool for brands looking to connect with potential customers.

Does My Business Have a Chance to Succeed with TikTok Advertising?

Yes, businesses do have a chance to succeed with TikTok advertising. However, it's important to note that just because something can be done doesn't mean it should be. As with all forms of advertising, it's crucial to research your target audience and develop a strategy that speaks to them in an interesting and engaging way.

TikTok is an immensely popular app with a young demographic, so if your business caters to this group, then TikTok could be a powerful tool for reaching them. Just be sure to create content that is high quality and relevant to your brand. And most importantly, test and measure the results of your campaigns so you can continue refining your strategy over time.

Getting Started with TikTok Advertising 🚀

Step One: Create a TikTok Ads Account

Remember, the hardest part is getting started.

Go to the TikTok ads homepage and click on the “Get Started” Button. It will be located in the top right corner of the TikTok homepage.

You’ll see a button that says “create an ad”. Click it!

When the pop-up questions are completed, you can grab a cookie for all of your hard work!

It will take about 24-48 hours for TikTok management to review and approve your TikTok advertising account. A perfect amount of time to throw your feet up and think about how easy the rest of the process is going to be you’re almost there!

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Step Two: Make Your First TikTok Advertising Campaign

Once you’ve successfully made it into the TikTok Ads platform, you’ll see a button that says “Campaigns”, usually located in the middle at the very top of the page.

After you click “create” you’ll have three options in terms of campaign objectives:

Traffic

Conversions

App Installs

Step Three: Setting a Budget

You’ll have two options when it comes to your budget for TikTok advertising: either a daily budget OR a total budget that encompasses the spending for the entire campaign.

You can select either of these options in your TikTok advertising campaign settings. Keep in mind that there is a $50 MINIMUM amount for both budget options and at the ad group level.

You can also opt out of setting a budget, but we don’t recommend it because it’s not a wise course of action when you’re not sure just HOW an ad campaign is going to shake out.

The next order of business is choosing a TikTok advertising budget pacing option: why is this important? Because your budget will be GONE before you can think twice about it. Sometimes in as little as a few hours.

When it comes to pacing, you have two options:

Standard delivery: TikTok will spend an even amount in increments throughout the campaign.

And:

Accelerated delivery: TikTok will spend the budget as fast as possible, as soon as possible.

Step Four: Decide on TikTok Ad Placement, Targeting, and Details

You’re almost there! Now it’s time to decide on placement, targeting, and details.

TikTok is the best because you don’t have to wonder about what you’re forgetting. They’ll provide prompts for filling out every detail, including images, copies, relevant URLs, categories, and display names.

You can select up to 20 keywords for your TikTok ads. These will be the determining factor for what audience will actually SEE your ads.

You’ll have the option to select specific guidelines when it comes to targeting TikTok advertising. From location to age, gender and interests, don’t skip over this step because it also determines how successful your campaign will be in the end.

If your audience isn’t interested in what you have to offer, they won’t convert.

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Step Five: Time to Schedule Your TikTok Ads!

If you only want users to see your ads at specific times instead of all day, every day, you can change this setting in the budgeting and scheduling options in the TikTok ads dashboard.

Step Six: Design Your TikTok Ads

TikTok makes designing the perfect ad a BREEZE with their video creation kit”.

It features customizable image and video templates, 300+ free music options, filters, stickers, and MORE- all in the name of creativity.

Now, of course, you’re not forced to use this option. You can totally do your own thing or utilize a tool like Canva to create some stellar ads.

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TikTok Advertising Best Practices

1 Put the spotlight on a single CTA and leave it there.

2 TikTok ad descriptions are limited to 80 characters.

3 Place key creative elements in the center.

4 Your creative assets deserve to be high-quality.

5 Don’t Settle. Embrace better for your brand.

TikTok Advertising is Easier Than You Think

Social media advertising platforms are getting more and more intuitive with every passing day, which makes our job that much easier.

Thanks to the advertising and optimization prompt, you’ll be well on your way to creating successful TikTok ads in no time.

Good luck!

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==> Email: [email protected]

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mostlysignssomeportents · 5 months

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Privacy first

The internet is embroiled in a vicious polycrisis: child safety, surveillance, discrimination, disinformation, polarization, monopoly, journalism collapse – not only have we failed to agree on what to do about these, there's not even a consensus that all of these are problems.

But in a new whitepaper, my EFF colleagues Corynne McSherry, Mario Trujillo, Cindy Cohn and Thorin Klosowski advance an exciting proposal that slices cleanly through this Gordian knot, which they call "Privacy First":

https://www.eff.org/wp/privacy-first-better-way-address-online-harms

Here's the "Privacy First" pitch: whatever is going on with all of the problems of the internet, all of these problems are made worse by commercial surveillance.

Worried your kid is being made miserable through targeted ads? No surveillance, no targeting.

Worried your uncle was turned into a Qanon by targeted disinformation? No surveillance, no targeting. Worried that racialized people are being targeted for discriminatory hiring or lending by algorithms? No surveillance, no targeting.

Worried that nation-state actors are exploiting surveillance data to attack elections, politicians, or civil servants? No surveillance, no surveillance data.

Worried that AI is being trained on your personal data? No surveillance, no training data.

Worried that the news is being killed by monopolists who exploit the advantage conferred by surveillance ads to cream 51% off every ad-dollar? No surveillance, no surveillance ads.

Worried that social media giants maintain their monopolies by filling up commercial moats with surveillance data? No surveillance, no surveillance moat.

The fact that commercial surveillance hurts so many groups of people in so many ways is terrible, of course, but it's also an amazing opportunity. Thus far, the individual constituencies for, say, saving the news or protecting kids have not been sufficient to change the way these big platforms work. But when you add up all the groups whose most urgent cause would be significantly improved by comprehensive federal privacy law, vigorously enforced, you get an unstoppable coalition.

America is decades behind on privacy. The last really big, broadly applicable privacy law we passed was a law banning video-store clerks from leaking your porn-rental habits to the press (Congress was worried about their own rental histories after a Supreme Court nominee's movie habits were published in the Washington City Paper):

https://en.wikipedia.org/wiki/Video_Privacy_Protection_Act

In the decades since, we've gotten laws that poke around the edges of privacy, like HIPAA (for health) and COPPA (data on under-13s). Both laws are riddled with loopholes and neither is vigorously enforced:

https://pluralistic.net/2023/04/09/how-to-make-a-child-safe-tiktok/

Privacy First starts with the idea of passing a fit-for-purpose, 21st century privacy law with real enforcement teeth (a private right of action, which lets contingency lawyers sue on your behalf for a share of the winnings):

https://www.eff.org/deeplinks/2022/07/americans-deserve-more-current-american-data-privacy-protection-act

Here's what should be in that law:

A ban on surveillance advertising:

https://www.eff.org/deeplinks/2022/03/ban-online-behavioral-advertising

Data minimization: a prohibition on collecting or processing your data beyond what is strictly necessary to deliver the service you're seeking.

Strong opt-in: None of the consent theater click-throughs we suffer through today. If you don't give informed, voluntary, specific opt-in consent, the service can't collect your data. Ignoring a cookie click-through is not consent, so you can just bypass popups and know you won't be spied on.

No preemption. The commercial surveillance industry hates strong state privacy laws like the Illinois biometrics law, and they are hoping that a federal law will pre-empt all those state laws. Federal privacy law should be the floor on privacy nationwide – not the ceiling:

https://www.eff.org/deeplinks/2022/07/federal-preemption-state-privacy-law-hurts-everyone

No arbitration. Your right to sue for violations of your privacy shouldn't be waivable in a clickthrough agreement:

https://www.eff.org/deeplinks/2022/04/stop-forced-arbitration-data-privacy-legislation

No "pay for privacy." Privacy is not a luxury good. Everyone deserves privacy, and the people who can least afford to buy private alternatives are most vulnerable to privacy abuses:

https://www.eff.org/deeplinks/2020/10/why-getting-paid-your-data-bad-deal

No tricks. Getting "consent" with confusing UIs and tiny fine print doesn't count:

https://www.eff.org/deeplinks/2019/02/designing-welcome-mats-invite-user-privacy-0

A Privacy First approach doesn't merely help all the people harmed by surveillance, it also prevents the collateral damage that today's leading proposals create. For example, laws requiring services to force their users to prove their age ("to protect the kids") are a privacy nightmare. They're also unconstitutional and keep getting struck down.

A better way to improve the kid safety of the internet is to ban surveillance. A surveillance ban doesn't have the foreseeable abuses of a law like KOSA (the Kids Online Safety Act), like bans on information about trans healthcare, medication abortions, or banned books:

https://www.eff.org/deeplinks/2023/05/kids-online-safety-act-still-huge-danger-our-rights-online

When it comes to the news, banning surveillance advertising would pave the way for a shift to contextual ads (ads based on what you're looking at, not who you are). That switch would change the balance of power between news organizations and tech platforms – no media company will ever know as much about their readers as Google or Facebook do, but no tech company will ever know as much about a news outlet's content as the publisher does:

https://www.eff.org/deeplinks/2023/05/save-news-we-must-ban-surveillance-advertising

This is a much better approach than the profit-sharing arrangements that are being trialed in Australia, Canada and France (these are sometimes called "News Bargaining Codes" or "Link Taxes"). Funding the news by guaranteeing it a share of Big Tech's profits makes the news into partisans for that profit – not the Big Tech watchdogs we need them to be. When Torstar, Canada's largest news publisher, struck a profit-sharing deal with Google, they killed their longrunning, excellent investigative "Defanging Big Tech" series.

A privacy law would also protect access to healthcare, especially in the post-Roe era, when Big Tech surveillance data is being used to target people who visit abortion clinics or secure medication abortions. It would end the practice of employers forcing workers to wear health-monitoring gadget. This is characterized as a "voluntary" way to get a "discount" on health insurance – but in practice, it's a way of punishing workers who refuse to let their bosses know about their sleep, fertility, and movements.

A privacy law would protect marginalized people from all kinds of digital discrimination, from unfair hiring to unfair lending to unfair renting. The commercial surveillance industry shovels endless quantities of our personal information into the furnaces that fuel these practices. A privacy law shuts off the fuel supply:

https://www.eff.org/deeplinks/2023/04/digital-privacy-legislation-civil-rights-legislation

There are plenty of ways that AI will make our lives worse, but copyright won't fix it. For issues of labor exploitation (especially by creative workers), the answer lies in labor law:

https://pluralistic.net/2023/10/01/how-the-writers-guild-sunk-ais-ship/

And for many of AI's other harms, a muscular privacy law would starve AI of some of its most potentially toxic training data:

https://www.businessinsider.com/tech-updated-terms-to-use-customer-data-to-train-ai-2023-9

Meanwhile, if you're worried about foreign governments targeting Americans – officials, military, or just plain folks – a privacy law would cut off one of their most prolific and damaging source of information. All those lawmakers trying to ban Tiktok because it's a surveillance tool? What about banning surveillance, instead?

Monopolies and surveillance go together like peanut butter and chocolate. Some of the biggest tech empires were built on mountains of nonconsensually harvested private data – and they use that data to defend their monopolies. Legal privacy guarantees are a necessary precursor to data portability and interoperability:

https://www.eff.org/wp/interoperability-and-privacy

Once we are guaranteed a right to privacy, lawmakers and regulators can order tech giants to tear down their walled gardens, rather than relying on tech companies to (selectively) defend our privacy:

https://pluralistic.net/2022/11/14/luxury-surveillance/#liar-liar

The point here isn't that privacy fixes all the internet's woes. The policy is "privacy first," not "just privacy." When it comes to making a new, good internet, there's plenty of room for labor law, civil rights legislation, antitrust, and other legal regimes. But privacy has the biggest constituency, gets us the most bang for the buck, and has the fewest harmful side-effects. It's a policy we can all agree on, even if we don't agree on much else. It's a coalition in potentia that would be unstoppable in reality. Privacy first! Then – everything else!

If you'd like an essay-formatted version of this post to read or share, here's a link to it on pluralistic.net, my surveillance-free, ad-free, tracker-free blog:

https://pluralistic.net/2023/12/06/privacy-first/#but-not-just-privacy

Image: Cryteria (modified) https://commons.wikimedia.org/wiki/File:HAL9000.svg

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