If you’re not on TikTok, you’re losing out on massive opportunities to increase your sales. Businesses stand to win big through TikTok Messaging Ads, connecting to prospects on a personal level. In this blog, we’ll talk about what TikTok Messaging Ads are, how they benefit businesses, how to create a TikTok Messaging Ad and best practices to start your campaign.
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What are TikTok Messaging Ads?
TikTok Messaging Ads allow businesses to connect with their audience through TikTok Direct Messages or redirect users to instant messaging apps like WhatsApp and Messenger. It is another channel to Capture customers using our Conversation-Led Growth™ framework.
<call-out> Remember! You need to create TikTok for Business and Advertiser accounts before you can start using TikTok Messaging Ads. <call-out>
This feature helps brands engage directly with potential customers, creating additional opportunities for higher conversion rates through personalized communication.
Benefits of Using TikTok Messaging Ads
Leveraging TikTok Messaging Ads offers several advantages for businesses looking to enhance their marketing efforts.
These benefits make it an attractive option for businesses aiming to reach a larger audience, engage with younger demographics, and maximize their advertising budget.
TikTok Messaging Ad: Reach to a Large Global Audience
TikTok boasts 1.58 billion monthly active users worldwide, providing a vast audience for your messaging ads. This makes it a goldmine to generate views, leads, conversions and eventually sales.
TikTok Messaging Ad: Advertise at a Low Cost
TikTok’s ad platform offers competitive pricing, making it a cost-effective option for businesses of all sizes to reach a broad audience without breaking the bank. The average cost per click (CPC) and cost per thousand (CPM) on TikTok is $1.00 and $10.00 respectively. In fact, TikTok has a lower CPC and CPM compared to Meta.
The affordability of TikTok ads allows businesses to allocate their budget efficiently while still achieving substantial reach and engagement.
TikTok Messaging Ad: Target Young and Growing Audiences
Gen Z makes up almost half of TikTok users. With a significant portion of TikTok’s user base being Gen Z, businesses can effectively target a young and rapidly growing demographic. This demographic is known for its high engagement and willingness to interact with brands online.
TikTok Messaging Ad: Start Easy With Low-Effort Content
Unlike other platforms that may require highly polished content, TikTok is full of engaging, low-effort videos. If you are starting out on TikTok, or want to rapidly experiment, TikTok is the platform to be on. You can make content without needing to hire a video editor or agency, yet generate a good level of impact.
Now that you’re aware of the benefits of TikTok Messaging Ad, let’s look at how you can create this ad.
How to Create a TikTok Messaging Ad in 3 Easy Steps
Before setting up TikTok Messaging Ads, you’ll need to create a TikTok Ads Manager Account first. Next, you should be aware that there are two types of ads - TikTok Direct Messaging Ads and TikTok Instant Messaging Ads. This step-by-step guide applies to both type of ads.
Step 1: Create a Campaign
On your dashboard, click on Create Ad, select Lead Generation and name your campaign. Then click on Continue.
Step 2: Set Up the Ad Group
Name the Ad group. Then define your target audience, set your budget and choose the placement for your ads.
You can select TikTok Direct Messages or redirect users to messaging apps like WhatsApp or Messenger.
Step 3: Create the Ad
Design your ad creative, keeping in mind TikTok’s preference for authentic and engaging content. You can select either a video, or carousel images ad formats. Use videos or images that resonate with your target audience and include a clear call-to-action.
Review your ad settings and ensure that they are in compliance with TikTok’s policies. Once you’re done, you can submit your ad for review. Once approved, your ad will go live, and you can start engaging with your audience through direct messages.
Now that you know how to set up a TikTok Messaging Ad campaign, let’s take a look at how you can make the most of it.
TikTok Messaging Ads: Best Practices
Setting up TikTok Messaging Ads is just the first step. You also need to maximize the impact of your ads to increase sales through meaningful interactions. Here are 5 simple strategies to help you get the most out of your TikTok Messaging Ads.
Create Engaging Content
Creating content that captivates and engages your audience is key to the success of your TikTok Messaging Ads. You need to understand the types of content that resonate with TikTok users.
Authenticity is highly valued on this platform, so focus on creating videos that feel genuine and relatable. Short, impactful videos that capture attention within the first few seconds are particularly effective. Use catchy music, trending challenges, and creative effects to make your content stand out.
Collaborate With Influencers
Collaborating with influencers can significantly boost the reach and effectiveness of your TikTok Messaging Ads. Identify influencers whose audience aligns with your target demographic to ensure that your message reaches the right people.
These influencers can create content that feels genuine and relatable, increasing the likelihood of engagement from their followers. Authentic partnerships with influencers can enhance your brand’s credibility and visibility on the platform.
Perform A/B Testing and Monitor Ad Performance
By testing different variables such as ad formats, messages, and visuals, you can determine which combinations perform best with your audience. By monitoring the performance of each ad, you’ll gain insights into what resonates with your audience.
Remember to track key metrics such as engagement, click-through, and conversion rates. These insights help you understand how your ads are performing and identify areas for improvement. Setting performance benchmarks and making data-driven adjustments is crucial for maintaining the effectiveness of your campaigns.
As a result, you’ll be able to optimize the most successful ad to increase its impact.
Follow TikTok’s Policies and Advertising Guidelines
Ensure your ads comply with TikTok’s policies and guidelines to avoid any disruptions. This understanding will help you create ads that align with TikTok’s standards, ensuring a smooth approval process and a seamless user experience.
Frequently Asked Questions
Can I use TikTok Messaging Ads to direct customers to my personal WhatsApp or WhatsApp for Business?
No, you need to use a unique phone number for the WhatsApp Business Platform (API) that is not used in any other WhatsApp personal or business accounts.
What instant messaging channels supported on TikTok Messaging Ads?
WhatsApp Business Platform, Messenger, LINE and Zalo are the supported channels.
How can I track the performance of a TikTok Messaging Ad campaign?
You need to go to TikTok Ads Manager to view and track the performance of your ad campaigns.
Get Started with TikTok Messaging Ads Today
Exciting news! TikTok Instant Messaging Ads is now available in Beta for LATAM. Businesses can now connect with TikTok leads via WhatsApp and Messenger to provide consultations, book appointments and close sales — all in one chat.
Access is available via whitelisting for select LATAM countries. To apply, fill out the appropriate form:
Special Offer: Receive 50% off TikTok Instant Messaging Ads spending from December 1, 2024, to March 31, 2025, when you integrate with respond.io and optimise your campaigns toward conversations.
🌏 For APAC: Integration is open to all countries — no whitelisting required. Download our TikTok Ads E-Book to know more, or book a consultation to get started today.
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Further Reading
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These benefits make it an attractive option for businesses aiming to reach a larger audience, engage with younger demographics, and maximize their advertising budget.
Step 2: Set Up the Ad Group
You can select TikTok Direct Messages or redirect users to messaging apps like WhatsApp or Messenger.
Review your ad settings and ensure that they are in compliance with TikTok’s policies. Once you’re done, you can submit your ad for review. Once approved, your ad will go live, and you can start engaging with your audience through direct messages.
These influencers can create content that feels genuine and relatable, increasing the likelihood of engagement from their followers. Authentic partnerships with influencers can enhance your brand’s credibility and visibility on the platform.
