Globally, "traffic = money" has long been a consensus. Various brands and individuals employ countless advertising methods to create economic benefits and gain high traffic. TikTok, as one of the world's most popular social media platforms, has become a primary battleground for major brands to place advertisements. Unfortunately, the results have been mixed.
At this point, several questions arise:
What exactly is TikTok advertising?
How can TikTok advertising be more effective?
How to choose the right ad type to achieve a traffic surge?
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These questions might have once left you feeling confused. But after reading today’s "traffic secrets," mastering advertising and achieving a traffic surge will no longer be out of reach.
Enough talk—let’s get straight to the干货 (practical insights)!
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Step 1 of TikTok Advertising: Understand the Precautions
There are countless types of brands worldwide, selling a wide variety of products. Naturally, the target audience for advertising varies. However, some products are strictly prohibited by TikTok. Even if there is intent to promote them, it will ultimately be futile.
Currently, the main industries and brands prohibited from advertising on TikTok include:
1. Adult products, entertainment, services, etc.;
2. Gambling and betting games;
3. Animals, animal parts, or animal products, such as tiger skins, ivory, etc.;
4. Cigarettes and tobacco products. In addition to cigarettes, cigars, and tobacco, e-cigarettes are also strictly prohibited;
5. Pharmaceuticals and drug paraphernalia.
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Therefore, when placing advertisements, we must avoid these brands and products.
Step 2 of TikTok Advertising: Choose Traffic Channels and Ad Formats
As we all know, TikTok is not just a short video and live streaming platform; it is also a cross-border e-commerce brand. What sets TikTok apart from other cross-border e-commerce brands is its integrated e-commerce operation model, which combines customer acquisition, transactions, and brand building.
Therefore, for brands and merchants, the first step is to leverage the two main traffic channels—short videos and live streams—to showcase product highlights and enhance brand visibility.
On the other hand, TikTok also offers various ad formats for advertisers, including:
Splash ads, in-feed ads, hashtag challenges, sticker ads, etc.
Each of these formats has its own advantages and characteristics. Advertisers can choose based on their traffic needs and advertising budget.
Step 3 of TikTok Advertising: Drive Traffic and Inspire Shopping Ideas
After determining the advertising method, the next step is to optimize it further. It’s important to note that on TikTok, short videos and live streams are inseparable. Typically, merchants first use short videos to showcase product highlights and attract target users. Then, through scheduled live streams, they guide users to the live room for deeper interaction and communication, gathering user needs and feedback. Finally, based on the collected feedback, they continue to optimize.
In summary, short videos are the key to advertising and achieving a traffic surge. Only by putting effort into short videos and fully showcasing brand materials and product information can merchants ignite consumers’ shopping interest and achieve their goals.
Additionally, once short videos successfully drive traffic, they significantly boost subsequent live streams. At this point, merchants only need to integrate "small yellow cart" e-commerce anchors in both short videos and live streams, allowing users to browse product details and select their preferred items immediately. This way, the merchant’s goal is accomplished.
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