What to Look for in a Tiktok Ads Agency

TikTok Audience Demographics

With more than a billion users worldwide and strong popularity among users in the 10-29 age demographic, TikTok is an essential platform for many advertisers – particularly those targeting Generation Z. According to Statista, about 25 percent of its audience is between the ages of 10 and 19, while a little more than 60 percent is between 20 and 49 (almost all of the coveted 18-49 demographic).

But you still need to create an ad that speaks to these audiences and then execute it flawlessly. Because attention spans are short on the platform, where In-Feed and TopView ads can be up to 60 seconds (but ideally should be no longer than 15 seconds), your ad has to interest your audience almost immediately, or you’ll lose them. This is where a TikTok ads agency comes in.

TikTok Ads Agency: What You Need to Know

What is a TikTok Ads Agency?

A TikTok ads agency handles every aspect of your campaign, from finding the right influencers to video production to placing your ad. Some agencies only specialize in TikTok, while others are full-service digital marketing agencies that can integrate your TikTok campaign with a broader marketing strategy. Either way, choosing an agency that’s on the cutting edge of the platform’s advertising requirements is key.

Proven Success

Look at the agency’s portfolio. Do you recognize any of the ads? Do they speak to exactly the audience your product or service seeks to serve? Is the ad entertaining?

One example of a TikTok success story is KFC. The chicken restaurant hoped to build demand for their new chicken sandwich, so they launched a campaign featuring two TopView ads – essentially, they advertised on TikTok’s biggest billboard. But instead of just bringing back the usual version of their iconic spokesperson Colonel Sanders, they hired the internet’s favorite grandmother, Lilli Hayes, to impersonate the colonel in a hilarious ad. Next, they engaged another popular TikToker, DJ Dillon Francis, to remix Hayes’ original ad in another ad viewers couldn’t stop watching.

Going Viral on TikTok

Everyone wants to go viral on TikTok, but there are no guarantees. The interests of TikTok viewers can be changed in an instant, and trends don’t always last forever. However, there are ways to improve the likelihood that more people will watch and share your video, and that can improve your odds. Here are some ideas to discuss and brainstorm with your TikTok ads agency team:

• Do think about the latest trends. Yes, we just said that following trends is no guarantee your video will be popular, but sometimes you can get lucky with them. In particular, if you get in on a trend early, you’ll probably get more exposure. Focus on trends that are specifically a good fit with your brand. For example, if you run a restaurant, a food challenge relating to a dish you serve might be a great idea, while a dance challenge might not be as good a fit.
• As a follow-up to trends, ask your TikTok ads agency to regularly track hashtags related to your industry. This will take the task off your plate while ensuring that someone will notice any relevant trends early enough for you to act on them.
• Remember the importance of audio on TikTok. Think about some videos you’ve enjoyed recently. Did music or sound effects play a key role in most of them? Chances are, the answer is yes. Many viral videos would fall flat without a particular song playing in the background, or a sound at just the right time. Talk with your agency representative about also monitoring TikTok’s trending audio. Ideally, you want an agency rep who will at least occasionally suggest ideas to take advantage of popular audio on the site.
• Ask your agency rep if they have a strategy for choosing times to post on TikTok. You can look up a list of “best times to post” for a good place to start, but these won’t work for every brand. Your rep should have some insight into what’s been successful for clients with similar target markets.
• Consider a collaboration. Teaming up with a successful TikToker is a great way to get more eyes on your videos. You might consider hiring an influencer or creating collaborative content with another brand.
• Focus on planned interaction. The algorithms at TikTok know when users have interacted with your posts and vice versa. Viewers also like to see an increase in their own notifications, so responding to comments is important. If this isn’t a task that you can realistically do in-house, consider asking your agency to handle the interaction for you.
• Keep most of your videos short and sweet. Shorter videos are more likely to go viral, and some experts recommend keeping your posts to 9 to 15 seconds. Again, it’s helpful to think about viral videos you’ve watched. Even though the platform now accepts videos up to 60 seconds, the majority of the most successful viral posts are still on the shorter end. That leads to our next tip…
• Waste no time. Your video needs to be interesting immediately. TikTok recently ran an analysis of an In-Feed Ad that found the average reported watch time was only 3.33 seconds. Is your ad or post going to interest users at that time? If not, it may be time to rethink it.

When To Hire a TikTok Ad Agency

You should consider several factors in deciding when to engage with a TikTok ad agency:

Does your in-house team have the capacity to handle a TikTok campaign?

You and your staff may be busy with multiple marketing activities already. If you don’t have the bandwidth to take on a TikTok campaign, you may benefit from hiring an agency to help. Additionally, if no one on your team has experience with TikTok campaigns, you might find that an agency offers experience and knowledge that greatly improve your strategy. This should be a collaborative effort, with your agency partners making suggestions so that you can make the final decision.

Have you tried advertising on TikTok before but with limited success?

Some of our clients tell us that they thought TikTok was a good opportunity, but it didn’t work out as well as they’d anticipated. This can happen for a number of reasons:

• The campaign may have targeted the wrong audience or the hashtags may not have attracted the right target market as well as anticipated.
• Sometimes a campaign just doesn’t take off as hoped. You may need to get creative and try several different approaches to find the one that works best for your audience.
• Changing the beginning of your ad is sometimes effective in making it easier to grab the viewer’s attention.
• In some cases, a different call-to-action (CTA) will improve results.
• Sometimes adding the right influencer or working with other TikTokers in your industry might provide the boost you need.

There may also be other complex reasons specific to your brand and overall marketing strategy. If you believe TikTok is the right channel for your brand but it hasn’t worked out previously, you should think about consulting an agency. Your TikTok ad agency rep should go over your previous results, analyze the situation, and make recommendations to improve your future campaigns.

Can you anticipate changes in a constantly shifting dynamic?

TikTok, like its audience, is a fickle medium. A strategy that works now may no longer work next month. Another benefit of a TikTok ads agency is that you’ll have a partner who keeps up with the shifting paradigms and will adapt your strategy as needed. Your agency team should continue to monitor your progress and make suggestions for possible changes if your plan is no longer working.

Do you want access to new features?

TikTok allows users to test out “beta” versions, or new versions that haven’t been officially updated yet. In some cases, this means access to new features that many people don’t have yet. You may be able to take advantage of these features if your agency partner is familiar with them and how they might benefit your brand. Sometimes you can use new features to improve your results, but it helps to have the expertise of someone who has worked with TikTok extensively.

Do you have a bigger budget for ad spending?

TikTok lets anyone place InFeed ads, but for TopView and other options, you’ll need to contact the sales team directly for pricing. This kind of advertising is on the pricier end, so it doesn’t fit every budget. But if it’s something that interests your company, a TikTok agency insider can recommend options and help you get the best deal.

How to Choose a TikTok Ads Agency

If you’ve decided that an agency’s assistance is right for your brand, the next step is choosing the right one. First, familiarize yourself with each candidate agency’s work to ensure they create the right kind of content for your brand, and that their track record of producing results is solid. Then, make a list of questions to ask during a consultation to learn more about the agency. These might include:

• Is TikTok the right channel for our brand and why?
• What would you recommend doing if our previous TikTok campaign was unsuccessful, or if the one we’re planning doesn’t have the results we’re looking for?
• What is your process for analyzing results and improving them? How often do you study the numbers and make changes?
• Can you think of any TikTok influencers who would be a good fit for our brand, and will they fit our budget?
• If we can’t afford an influencer right now, what other suggestions would you have for our campaign?
• Are there any current TikTok trends that you think might be longer-lasting?
• Do you see any potential challenges that could interfere with the success of our campaign?
• Which brands have really impressed you with their TikTok strategy and why?

Your agency representative should be willing to answer these questions with transparency. They should be polite, but candid – for example, if your budget or time frame doesn’t fit the results you’re hoping to achieve, they should be willing to tell you that. Look for an agency that offers solutions or alternatives to your current challenges. They should also be very up-to-date on what’s currently trending, as well as the strategic decisions that benefitted those campaigns.

If you’re ready to learn more about what a TikTok ads agency can do for you, please contact Digital Delane for a free consultation today.