Replacing Facebook. TikTok as an alternative traffic source: examples and tricks

Diversifying traffic sources is always a smart strategy. And if someone ignored it, then it will no longer work. It seems that Facebook decided to “take the initiative into its own hands” and push affiliates to look for additional sources. Recently, working with an odious social network creates more and more difficulties. It's time to look at other platforms! How about TikTok? Today we’ll figure out how to deal with Nutra offers on TikTok.

TikTok, along with Facebook and Instagram, is one of the key sources of “social traffic” (that is, from social networks). TikTok is the youngest of these platforms. Its growth rate and ambitions are huge. 

TikTok features:

• Over 1 billion users from 150 countries.
• In 2022, it became the most downloaded app in the world.
• TikTok Ads only supports mobile ad format.
• Targeting: by age, by geo, by gender, by interests, by mobile devices.
• Available placements are all applications of the ByteDance campaign, including Halo and Pangle.
• Huge organic reach without spending a single cent. And if your video gets recommended, several thousand organic views are guaranteed.
• Just like on Instagram, you can add a link in the profile header and write a selling offer.

Some affiliates not only work with TikTok, but even prefer it to other sources. Here is Hunter_for_leads reasoned opinion:

“TikTok has a logic, and you can understand how to work with it if you test it. And FB for us is "dark forest", which has no logic, although it optimizes better than TT.

A big plus of TikTok is a young audience, greedy for beauty, glamour, trends, and attractiveness, and ready to buy relevant products. All this is about Nutra. But not about the whole Nutra. Cosmetics, hair care, weight loss, dietary supplements - yes. But there is almost no older audience here, so you need to advertise remedies for hypertension, joints, etc. in other sources.

But this does not mean that they are not interested in anything serious. There are many accounts of masters of various fields, doctors, trainers, teachers. 

How to start promoting Nutra on TikTok

The TikTok ADS advertising platform is similar to its Facebook counterpart. But there are differences that affect the effectiveness of advertising campaigns.

TikTok has several ad formats:

• TopView - video up to one minute, displayed when the application starts.
• Brand Takeover is a banner ad that freezes for three seconds when you launch the TikTok app.
• Branded Hashtag Challenge - advertising in the search with the challenge hashtag.
• Branded Effects - advertising branded masks or special effects.
• In-feed Ads/Native Video - advertising in the TikTok feed. It looks like standard content from ordinary users, only with a button to which you can add a link to a website or store.

To launch an advertising campaign, you need to register an account and create an advertising account. In your account, in the Campaign section, click the Create button.

And now about the sad

More precisely, about something more complex. Now it’s no longer possible to enter TikTok “from the foot” - you need certificates and landing pages that are consistent with the platform.

AdSkill Mediating share the details of “white” advertising (we are talking about using agent accounts and working only with specific offers): “We can only advertise products for external use only. These are rejuvenation, joints, hair sprays and so on. That is, you can forget about pills, eye drops and powders, such a TT definitely does not allow. In addition, to legally promote such offers, you will need licenses, and thus, the number of suitable offers is reduced to a minimum.”

Cabinets also need to rest:

1. first, wait 72 hours;
2. then go through moderation with a white offer and spend from $10-15;
3. this must be done exactly on the GEO, from which you will later launch the campaign.

The ad campaign settings are similar to Facebook ad settings. So let's move on to creativity.

Promotional creatives for TikTok

Most publishers enter TikTok without any fuss: they simply transfer their bundles from FB to a new platform. Is it bad? No. Does this approach work? Yes.

But it can be better.

When creatives are made specifically for TT, taking into account its features, advertising converts better.

Firstly, if you transfer ready-made bundles, then take only the best, without compromise.

Secondly, do not be too lazy to modify the creatives at least a little: at least re-sound.

Video building formula for TikTok

Empirically, we have found a scheme by which the optimally effective video for advertising on TikTok is obtained. Example for an offer for rejuvenation:

• 20-30% of the timing (up to 5 seconds) show the effect “Before/after”;
• 10% of the time - the appearance of the product, opening the jar/tube;
• 60-70% - the process of applying the cream on the face.

Important: pay maximum attention to the voice acting.

Desirable: a female model of Asian appearance (or depending on the GEO).

Creative Tips

TikTok is a field for creativity. Take a cue from users who shoot catchy videos, use trends, use hashtags. Here are a few timeless tricks suitable for the nutra:

• Unboxing.
• "Before and after".
• Blogger advertising.
• "Fun" in anime style.

In general, the TikTok audience perceives emotions well. So don't be afraid of "overplay". But at the same time, no one canceled the moderation! Task: keep the balance of "white" for moderation and "gray" for optimal conversion.

“You should also be careful with creatives, you need to find a balance between provocation and a white story that does not bring conversion. As a result, you will be rewarded with almost unlimited spend from Ads Manager. Ideas for creatives can be found in spies and TT Creative Center. Before the launch, hang on TikTok for a couple of days, see what format the audience likes. And of course, test!” - suggest AdSkill Mediation.

Organic!

Organic traffic is really a TikTok feature. To use it and not spend extra money on paid advertising, you need to get into the feed ⇛ more visitors ⇛ more chances for clicks from your page.

How to get into TikTok recommendations?

• Put tags: 1-2 highly competitive, the rest - low- and mid-frequency.
• Post often and a lot;
• Follow trends and keep up with them.
• Do not be lazy in creatives: on TikTok, not only content is important, but a bright picture, filters, and video cover.

Troubleshooting

No one is immune from mistakes or difficulties. Here are typical bugs when working with TikTok:

Creative doesn't work.

Will have to redo it. And at the same time, do not “run into trouble”, do not anger the moderators with prohibited ideas (hints of 18+ content, violence and other subjects from the list of bans). And in general, updating creatives every couple of weeks is a good form. At the same time, change and test some ad settings.

Limit of funds.

Perhaps your budget is too small for the selected settings. Ads are shown for only 40 cents a day, which means there are very few impressions. You need to increase your budget.

Adsets are stuck in learning.

Advertising on TikTok does not work if there are 10 creatives in training at the same time. The solution is to reset ads that have been trained. The rest to stop or "finish".

Instead of conclusions

TikTok is like its audience: it's fun with it, like with a teenager, and it's also not easy, but you can find a common language. To find a common language and successfully drive traffic from TikTok, remember:

• Creatives need a native approach using trendy music, filters, and currently relevant features to get maximum coverage and, as a result, cheap leads.
• Moderation with features. The creative may not pass moderation even due to the presence of a watermark on the video. Follow all the rules and show your imagination in tests.
• Traffic is consumed unevenly. For example, if on Facebook you can set a daily budget for a $100 adset, and it will twist them completely, then in TikTok it works differently - you can set a daily budget of $500, and it will spend only $10 on one day, and all $500 on another in 4 hours .

The TikTok audience is engaged and interested. According to a TikTok presentation for advertisers published by Business Insider, 42% of users use the platform to discover new products, 57% have bought a product from a video at least once, and 67% use the platform to learn about new brands and products.

A vivid example for Nutra is that after advertising on TikTok, Healthxcel dietary supplements received more than 1200 conversions and increased sales by 400%. You can also do that. 

And if you need help - contact us, Aff1.com managers are always in touch!