TikTok Promotion Handbook

1. Manual Introduction

- This TikTok Promotion Manual is an introduction to the Promote tool in TikTok for Business, including its features, usage methods, best practices, and application cases in different industries.

2. Introduction to Promote

- Definition: Promote is an all-channel, self-service advertising tool within the TikTok app that can quickly turn videos and live content into ads, easily customize campaign settings, and integrate with TikTok Ads Manager to unlock more benefits.

- Objectives: Grow brand awareness, boost related content, increase sales.

- Features:

- Multiple advertising objectives: Covers multiple objectives for both upper funnel (such as brand awareness) and lower funnel (such as sales conversion), including video views, live views, follower growth, website visits, message interaction, website conversions, etc.

- Promotion methods: Can promote videos, live streams, and others' content.

- Access methods: Can be accessed from the profile via Business Suite or Creator Tools, or operated during TikTok videos or live streams.

3. How to Use

- Set up promotion:

- Select content: Choose the video or live stream you want to promote.

- Set objectives: Select advertising objectives according to your needs, such as increasing awareness or driving sales.

- Determine audience: Customize the audience or use TikTok's default audience suggestions.

- Set budget and duration: Set a flexible budget and promotion duration according to your needs.

- Promotion Pack: Use Promotion Pack to easily set up promotion packages to ensure a certain number of video views, for example, select the number of views, pay the corresponding fee, and the views will increase within one day.

4. Best Practices

- Increase awareness: Choose well-performing videos (with lots of likes, comments, or shares), and use [More Video Views]/[More Live Views] in the early stages to drive traffic and engagement.

- Grow audience: Choose videos or live streams with different content to attract people with different interests, mix and match different promotion objectives, experiment based on data, and gradually extend ad duration around budget and objectives, testing different interest targeting combinations to find customers.

- Drive sales: For online businesses, use [More Website Visits] to drive traffic directly to your website; for TikTok Shop sellers, use [More Product Purchases] to boost sales. At the same time, try longer promotion cycles (≥3 days or more), use Promote at least once a week, and check performance data reports to improve campaigns.

5. Integration with TikTok Shop

- Introduction to TikTok Shop: It is a one-stop solution that promotes product purchases through video and live stream promotion, expands reach and discovery opportunities, and achieves sales and brand growth.

- Integration methods: Use Promote to promote the content of creators who sell products for others to expand influence and directly drive sales through associated creator channels; showcase products and use upper funnel objectives to increase brand credibility; collaborate with partners to leverage user-generated content (UGC) and enhance authenticity; use live selling to connect directly with customers and the community, and use Promote to drive more traffic.

6. Applications in Different Industries

- Beauty and Skincare: Organically promote by showcasing products, collaborating with beauty creators on TikTok, and live streaming. Use Promote's "More Video Views" objective to enhance the influence of related creators' content, use the "More Product Purchases" objective to drive sales, and leverage customized targeting options and "Beauty & Personal Care" interest targeting to reach potential customers.

- Fashion and Retail: Post product-driven content and fashion styling tips, use "More Followers" to expand the fan base and build brand credibility, use geo-targeting features to reach the best customer groups, use "More Website Visits" to drive traffic to store websites, and run promotion campaigns during key seasonal moments.

- Media and Entertainment: Regularly live stream to showcase music and artistic talents, use Promote to direct more viewers to live streams, increase followers with the "More Followers" objective to start live streaming and build a fan community, use the "More Website Visits" objective to drive traffic to websites for increased ticket sales and subscriptions, and use geo-targeting features to target audiences in specific locations.

- Services: Try various content formats to find what resonates most with the target audience, use Promote's upper funnel objectives to maintain momentum for evergreen content, use Promote for others to promote customer testimonial content, use lower funnel objectives to promote content directly related to the brand and services, and use "More Messages" to generate leads from Promote and bring potential customers and opportunities directly into TikTok DMs.

7. Success Stories

- Nana Hats: By using Promote's "More Followers" and "More Product Link Clicks" objectives, drove traffic to the official account, increased followers and product link clicks, helped build brand image, and boosted sales.

- Wyze: Collaborated with creators through the Open Plan program, used Promote's "More Product Links" objective to direct users to TikTok Shop, and achieved a high conversion rate.

- Alluora: Achieved great success in the early stages of sales on TikTok Shop through affiliate marketing strategies and long-duration live streams; Promote helped the brand increase video views, followers, and conversion rates.

- Dr. Michael Ang: Expanded audience reach through Promote, boosted video audience engagement, achieved sixfold sales growth, and established new product lines and clinics.

- Lady Black Tie: After using Promote, sales increased significantly, store size expanded from 800 square feet to 12,000 square feet, and the business was transformed.

- Dranatha Shoes: After using Promote, the number of followers increased significantly, accounting for almost 95% of the total followers, video views and sales also rose markedly, and sales are expected to grow by 50% by the end of the year.

- Chris Mitchell Jazz: After using Promote, global live stream views increased, website subscribers grew, likes increased, and overall sales rose.

- Beamed Media: After using Promote, video views, landing page visits, and live session visitors increased significantly, helping overall business revenue growth and opening up global opportunities and connections.