TikTok Works: Scaling Peaks for a Holistic View with TikTok

At TikTok, we are committed to helping modern marketers like you elevate their marketing strategies and deliver impact. We partnered with Ipsos, a leading market research firm, to capture four key missions modern marketers must undertake to optimize effectiveness.

Let’s dive into one of these missions to better understand how to activate campaigns for results.

Mission 4: Scale Peaks for a Holistic View

With marketing budgets constantly under scrutiny, it becomes increasingly crucial for marketing teams to make every bit of their budget count. Instead of focusing on short-term goals, brands must rethink their marketing strategy to drive long-term impact.

In a bid to optimize performance, brands should revisit your approaches, to ensure you’re modernizing and including key drivers of marketing effectiveness.

Organic + Paid = Long-Term Impact

A marketing strategy integrating organic content with paid ads can drive long-term impact. Let’s take a look at how they work well together:

• Organic content: Can drive brand awareness, build customer relationships, and increase credibility with long-term presence, especially on TikTok.

• Paid ads: Can drive brand exploration with reach, target ideal customers, increase leads, and initiate conversations about your brand.

Organic content and paid ads complement each other. When primed with organic content, users find paid ads less intrusive: 20% find them more likable, while another 18% find them more relevant. On the flipside, paid ads make organic content more likable and relevant, driving greater overall returns on ad spend.

When you pair organic content with paid ads, you’ll have an always-engaged strategy to supercharge your brand impact across the funnel.

Organic Content as Testing Ground for New Ideas

Using your brand’s organic content is a free and efficient way to test out ideas that will inevitably inform your paid ads on TikTok. Here’s how you can leverage your organic content for maximum impact:

• Post content regularly: Whether you do it daily or weekly, you must consistently share informative and entertaining posts relevant to your target audience’s interests. Having a solid selection of organic content builds the foundation for your paid campaigns.

• Promote high-performing organic content: Track metrics such as likes, shares, and comments to see which organic content resonates the most with your target audience. Then, allocate a budget to boost your top-performing organic content.

• Grow your community: Encourage followers to like and share your content to promote organic audience growth. This helps create a pool of potential customers for retargeting campaigns, allowing you to reach users already familiar with your brand for targeted paid ads.

• Actively engage with your audience: Make it a habit to respond to user comments and questions, or even engage with users when they tag your brand on community posts. This highlights positive user interactions and builds brand loyalty, which can translate into organic word-of-mouth marketing.

Get your Fundamentals Right with TikTok

Strong and reliable signals allow you to better understand your customers' preferences based on their interactions with ads. This understanding allows you to optimise and measure your campaigns, and unlock the full potential of your advertising efforts.

1. Segment your audience

• Understand your customers and personalize their interactions with your brand to strengthen ad relevance.

• Create custom audiences based on events, re-engage previous visitors, and build look-alike audiences.

• Nurture audiences across the funnel by connecting the dots between discovery, consideration, and activation.

2. Unlock advanced solutions

• Leverage more sophisticated solutions that rely on signals.

• Create personalized consumer journeys with Video Shopping Ads (VSA).

• Prioritize ad delivery to high-value customers with Value-Based Optimization (VBO) and Smart Performance Campaign (SPC).

3. Evaluate performance

• Measure campaign performance and return on ad spend (ROAS) using insights that combine actions taken on your website and on TikTok.

Are you ready to adopt a holistic approach to optimize your brand performance? Remember your mission.

Marketers on a Mission

You are now ready to excel in your missions as a modern marketer, should you choose to accept them. Learn how to complete your missions more effectively with The Fundamentals mission starter pack here.

Want to challenge yourself even further? Read the full report here, or try out the Missions for the Modern Marketer game here.