Recently, TikTok has been found to be surpassing other digital advertisement platforms in the market. The user base of TikTok is rising at a higher pace and has reached more than a billion users.
So, what is making this platform a perfect fit for digital advertisement, and why is it becoming an important segment for digital marketing?
Continue reading to resolve such queries. In this article, we will be discussing the psychology that grabs the user’s attention while watching ads, visual tricks that are used in effective advertisements, and effective Ad tech services such as SmartyAds, a growing digital advertising platform.
The TikTok app is made in such a way that its seamless vertical scrolling captures the attention of the users, it shows short content in the form of videos, rapidly evokes particular emotions, and feels rewarding.
It uses an algorithm that notices your present activities and responses to decide what content to show you next, so that you will keep falling for the quality of the content. The key lies in providing quick, exciting, and relatable content that grabs the attention of the users by using emotional and psychological preferences.
With each engaging short video, we get dopamine hits as we feel rewarded and form a satisfaction cycle that engages the brain to keep scrolling. Ads with unexpected twists, short content, and emotional connection are more likely to grab users’ attention. Modern features like questions and polls also play an important role in keeping users engaged.
In TikTok ads, the visual elements hold the same importance as content. The most popular ads are those that easily mix with the organic content. People watch and engage with entertaining and relatable content; they don’t want direct advertisements. Therefore, successful brands use the following methods:
1. Authenticity Over Perfection: TikTok propagates raw and authentic moments. Ads that are very direct and are not relatable often fail to connect with people. Instead, brands should use simple, formal, and authentic styles that easily connect with people.
2. User-Generated Content (UGC): UGC can significantly boost success. Users begin to build trust in the brands that are already loved by other users. Ads that use techniques like encouraging user participation in contests, quizzes, and prizes for the winners in contests are typically seen going viral.
3. Use of Music and Sound: Music is a vital part of TikTok. Videos with trending music often go viral; in such cases, even the content can be compromised if the music is catchy. Ads that use such trending music and sound often succeed in engaging and attracting users.
4. Short, Snappy Visuals: Short videos are the main reason for TikTok’s success, as people often easily digest such short content. It doesn’t take a lot of time, and at the same time, the users also don’t feel overwhelmed.
Successful ads do the same and keep their content brief, usually ranging between 15 and 30 seconds, which ensures that the user will not lose attention and will remember the things for a longer time.
5. Creative Filters and Effects: A lot of filters are offered by TikTok that attract users as they completely change the look of the ads and videos.
Brands can take advantage of such tools and can stand out easily in the market while not disturbing the app’s main idea of entertainment and fun. Popular filters like the AR filter enable users to engage with the Ad effectively and actively, resulting in a higher rate of success.
Successful TikTok Ad campaigns usually leverage a mix of creative formats of TikTok and other platforms, use of trending sounds and challenges, collaborations with famous and popular influencers, and use of user-generated content. They also require a strong understanding of the algorithms of a particular platform, like TikTok.
Take the #InMyDenim campaign example, for instance, this viral marketing was initiated by Guess, which aimed to promote Fall’18 fit collection, especially among the youngsters and Gen Z, and this worked out really well as it is considered to be the earliest successful branded hashtag challenge of TikTok in the United States.
When the focus of the brands starts shifting to grabbing user attention by encouraging them to participate, then visually attractive content is created, and this leads to an increase in the engagement of users.
Programmatic Ad Tech plays a vital role in the modern digital advertisement by automating the buying and selling of digital advertisement Ad spaces. This has ended the need for manual negotiations that lead to efficient targeted Ad campaigns and is a major reason for TikTok’s success.
Creativity and psychology are important, as is technology, in the success of TikTok advertisements. SmartyAds is a full-stack programmatic Ad Tech company that helps brands with tools for running omnichannel campaigns across mobile, display, and video ad formats.
This app implements targeting the right audience at the right time with the help of decisions that are based on the previous data of the users. So that the Ad will be spread to the right audience at a high pace.
With the help of programmatic trading, advertisements can be adjusted and optimised, and this can all be done in real time using daily intelligence information.
Real Time Bidding (RTB) is a component of programmatic advertising where users can bid and buy an Ad in real time by using daily intelligence information. The highest bidder wins, and their Ad is displayed instantly, showing timely delivery and accuracy.
Programmatic platforms enable the user to get real-time data, using which advertisers can monitor impressions, clicks, and conversions, and make decisions based on this data, and can also improve future advertisements.
By using this, companies can reach their desired audience according to their needs and size, which improves the overall effect of the TikTok Ads.
The future of TikTok Ads is very bright, as the brand opportunities will keep increasing as the platform strengthens. AI tools will start taking part in optimizing Ads as the capabilities of AI tools are increasing day by day. Its capabilities are immersive, which include text-to-video transformation and automated Ad creation that will make creative Ad content by its own.
Collaborations of brands with influencers will become more strategic and will end up resulting in the most relevant Ads for the audience that will benefit both the advertiser and the influencer.
Tools like SmartAds come with a whole set of technologies and functionalities that make the content perfect and align it with the needs and demands of the advertiser, ensuring engagement of the audience on a strategic level.
TikTok has already proved to be an enormous player in digital advertising, giving brands an opportunity to use this platform and engage with their audience on a large scale.
Brands just need to understand the culture of creativity and innovation, use of evolving technologies and tools like SmartAds, leveraging influencers, promoting and supporting user contests, quizzes, and participation of users. They should also implement the data from programmatic Ads in optimizing the Ads.
By using a programmatic advertisement approach, advertisers can improve their campaigns’ reach, involvement, and return. Effective and successful advertisements are formed when the right use of technologies is mixed with up right decisions.
