2024年TikTo-k中小企業(yè)營銷指南-19正式版

Contents

01Getofftheshelf

TheCPGopportunityonTikTok

02Unboxsuccess

ReachyourobjectiveswithTikTok

03Poweron

CreativetipsforCPGbrands

04Maketheeverydayextraordinary

Setupyourmediaplanforsuccess

01Getofftheshelf

WhyTikTok?

TikTok’suniqueabilitytograbattention,twinnedwith

ourpowerfuladsolutions,givesCPGbrandstheperfect

conditionstogrow.

TikTokispowered

byuserswitha

uniquemindset:

70%

ofusersfeelpartofa

communityonTikTok1

EngagementisTikTok’ssuperpower:

82%

ofusershavediscovered

asmallormediumbusiness

(SMB)ontheplatform2

TikTokAdsturndiscoveryintosales:

52%

ofusershavegoneon

topurchasefromtheir

newlydiscoveredSMB3

Sources:

1TikTokinternaldataglobal,July2021

2TikTokMarketingScienceGlobalCommunityandSelf-ExpressionStudy2021conductedbyFlamingo(n=3,500)3TikTokMarketingScienceEUISMBConsumerResearch2022conductedbyInSitesConsulting

01Getofftheshelf

Levelupyourshelfie

TikTokgivesCPGbrandsapersonalizedcontentplatform

toguideusersfromengagedandinspired

tomakingpurchasedecisions.

01→Reachnewaudiences

1in3

UsersonaCPGjourneyhaveboughta

productbecausetheysawitonTikTok

inthelastyear.1

02→Buildloyalfoundations

1in2

Userssaytheysubscribetoabrand

loyaltyprogramormembership(54%)

autoship(47%)sincejoiningTikTok.2

orsignupforrepeatingorderssuchas

03→Convertwithprice

3in4

Userssaythatpricehelpsthemdecide

whichonlineretailerstobuyfrom.3

04→Bringithomewithshipping

Ofuserssaythatfreeshippingisimportantwhenbuyingproductsonline.4

Sources:

1TikTokMarketingScienceOfflineSalesLiftstudy,conductedbyNCS,2022

*StudyisconductedundertheassumptionthattheCPMacrossdifferentbuyergroupsstaysconsistent

2TikTokMarketingScienceGlobalRetailPathtoPurchaseconductedbyMaterialAugust2021

3TikTokMarketingScienceEUIEcommerceVerticalResearch2022conductedbyGIM(UKDatan=600)

4TikTokMarketingScienceEUIEcommerceVerticalResearch2022conductedbyGIM(UKDatan=600)

02Unboxsuccess

Glowupwith:TikTokAdsManager

Fromelectronicsandbeautytopetsandpersonalcare–glowup

yourCPGbrand,nomatterthecategory,withourexperttips.

AdsManagerallowsyoutotakecontroloveryourcampaign

performance,sowhetheryou’relookingtodrivereach,brand

awareness,orconversions,youcanmeetyourbusinessgoals.

ReachyourtargetTakecontroloverOptimizeyour

audienceandyourmediaspendcampaignseasily

increasewebwithbuilt-inflexibletosuityourgoals

trafficwithbudgetingandwithimpactful

tailoredads.bidsystems.analytics.

02Unboxsuccess

Glowupwith:

TikTokPixel

Whetheryourgoalsareincreasedtraffic,engagement,

orconversions,settingupTikTokPixelgivesyouvisibility

overtheentireuserjourneysoyoucanmeasuread

performanceandoptimizeyourcampaignsforsuccess.

RunyourSpendatleastSpendatleast

campaignfor30€perdaily50€perdailyad

atleast7daysadgroupifyou’regroupifyou’re

tomaximizeusingamidorusingalower-

results.upper-funnelfunneladgroup,

adgroup,e.g.e.g.Complete

Add-to-Cart.Payment.

02Unboxsuccess

Glowupwith:CustomAudiences

CustomAudiencesisanadtargetingoptionthatletsyou

finduserswhohavealreadyengagedwithyourbusiness.

Uploadyourownclientprofilesoruseaudiencesfromyour

TikTokadstostartspeakingwithyouridealcustomers.

UsecustomExcludecertainWidenyourreach

audiencestoaudiencestowithlookalike

reachyourtribeminimizemediaaudiencesand

andretargetspendwastesofindTikTokusers

userswhoareyoucanputallwhoaresimilar

morelikelytoyoureffortsintoyourcurrent

convert.therightplaces.audience.

02Unboxsuccess

Glowupwith:

TikTokShoppingAds

VideoShoppingAdscombineTikTok’ssmartest

adfeaturestomaximizeperformance.

PersonalizeUtilizeoptimizedStreamlinerecommendationstodeliverystrategiescreativeprocesses

connectwithtogetresultswithdynamic

userswhoarewithinyourproductlanding

morelikelycampaignpagesandcreative

toengage.timelines.automation.

LIVEShoppingAds*blendthebrandimpactofaliveshopping

eventwithreal-timefeedbackforafull-funnelapproach.

AmplifyDriveConvert

viewershipconsiderationcustomers

andpurchasewitheasyaudiencewithlive

intentbydrivingretargetingandcontentboosting

incrementalcollabsusingtheandtactical

traffictoLIVES.creatorhandle.promos.

*LIVEShoppingAdsisaTikTokShopAdsformatandisonlyeligiblefor

marketswhereTikTokShopisavailable

02Unboxsuccess

Cleanupwith:CatalogCarousel

WithCatalogCarousel,youcanputyourmost

eye-catchingproductsfrontandcenterforusers

tobrowseandswipeintheirpreferredway.

PersonalizeProspectnewUseTrafficClickto

productcustomersbytargetuserswho

recommendationstargetingusersaremostlikelyto

withpastwhohaveengagedclickthroughyour

interactionwithproductsads–perfectfor

retargeting.similartoyours.thosewithout

TikTokPixel.

?Musicmakesyourcarouselssing

?High-qualityimagesinsquareaspect

ratio(minimum500×500)areideal

?Offeratleast4imagesinyour

productselection,ormoreifyou’re

retargeting,togetthebestresults

Readourguideonhow

tosetupyourcarousel

HERE

03Poweron

Cleanupwith:CatalogCarousel

From#cleantokto#techtok,usersarealwayslooking

forthelatesthackstomakelifeeasier.Tellscroll-stopping

storiesforyourCPGbrandwithourwinningformula:

Thehook(first3–5seconds)

Createinformativeandeducational

contentthatinspires,engages,and

solvesyouraudience’sproblems.

Themeat(middle10–20seconds)

BuildtrustbyshowcasingyourUSPs

clearly,highlightproductbenefits,and

giveyourbrandpersonalitycenter-stage.

Thecloser(final3–5seconds)

Encourageviewerstotaketheirnext

stepswithadecisivecalltoaction,

recappingyourmaintakehomemessage,

e.g.StartyourXjourneytoday.

03Poweron

Editlikeapro

Createstellarbrandvideosandadswithminimal

experienceusingCapCut,ourall-in-onevideo

editingplatform.

SeamlesslyintegrateCapCut

intoyourexistingworkflow.

Createcommercialvideosinminutes

withnoeditingexperienceneeded.

Levelupyouradswithourcommercially-licensedelements.

Solveallyourcontentcreationneeds

withoneeasy-to-useplatform.

ofcreativequalityisresponsibleforalmost

halfoftheincremental

salesdrivenbyadvertising.

03Poweron

Speaktheirlanguage

ExperimentwithTikTok-nativenarratives

thatmakeyourbrandandproductsshine.

VlogFounder

POV

Createvlog-styleTellyourbrandstory

contentaspartfromthefounder’s

ofabrandorperspectiveto

productseries.buildrapport.

C

O

M

M

U

N

I

T

Y

FeedbackTentpole

moments

Shareotherusers’Talkaboutyourproduct

positiveexperiencesincontext-think

tobuildtrustinfestivals,seasons,and

yourbrand.specialevents.

ShowandtellUnboxing

TryouttheproductShowoffthe

andshowthepackagingwith

resultsfirst-hand.anunboxing

productreveal.

Show

yourrange

Shareadiversityof

sizesandcolors

toshowcase

yourrange.

Listicles

Highlightproduct

USPsinalistformat

withaesthetic

creative.

C

O

M

M

E

R

C

I

A

L

03Poweron

Foodforthought

SendyourOrganiccontentsoaring

byfocusingontwokeyareas:

Consistentand

frequentposts

buildaudience

trustandboostsreach.

2.8×VerifiedTikTokBusiness

Accountspost2.8times

perweekonaverage.

4.2×

Thetop100brands

withthehighestTikTok

engagementrates

postanaverageof

4.2timesperweek.

Changeupyourcontentstylesto

widenyour