Imagine you’re organizing a large academic event aimed at students and want to guarantee a high number of registrations. Where would you invest?
TikTok can be a great option!
That’s because 38.5% of the platform’s audience is made up of young people between 18 and 24 years old. This makes it an ideal space to promote any type of event in a creative and engaging way.
With 98.6 million users in Brazil, TikTok allows event organizers to reach a broad audience in an appealing way.
You can also invest in TikTok Ads, the platform’s advertising tool.
But don’t worry if you’ve never used TikTok to promote events. This guide will teach you everything from the basics to more advanced tactics. Let’s get started?
What Is TikTok?
Basically, TikTok is a short-video social network that went viral among young people but is now gaining ground across many age groups.
The social network is known for more dynamic content, viral challenges, and a high engagement rate. This keeps users’ attention for longer.
It’s estimated that the average user spends around 55 minutes a day creating and watching videos on the platform.
Because of its high engagement rate, TikTok is ideal for anyone who wants to build communities, promote events, and share valuable content.
With viral, appealing videos, you can grab the attention of people interested in following your content and attending your event.
What Is TikTok Ads?
TikTok Ads is TikTok’s paid advertising platform. It allows brands and event organizers to create campaigns that reach specific audiences.
With it, you can target ads based on age, interests, location, and user behavior within the platform.
This way, your ads will be shown exactly to the people most likely to be interested in your event.
Why Use TikTok Ads to Attract Attendees?
Investing in TikTok Ads for events can bring several benefits, such as:
- Massive reach: TikTok has more than 1 billion active users, which makes for great visibility.
- High engagement: TikTok content is designed to generate interaction, whether through likes, comments, or shares.
- Young audience: If your event is aimed at students or early-career professionals, this is the ideal platform.
- Varied ad formats: You can create ads in different formats, such as In-Feed Ads, TopView, Branded Hashtag Challenges, and more.
How to Advertise on TikTok Ads?
Creating an ad on TikTok Ads is simple. Just follow these steps:
Create an Account on TikTok Ads Manager
The first step is to go to TikTok Ads Manager and sign up.
Choose the Campaign Objective
Next, you’ll tell TikTok what your campaign’s objective is.
You can choose between product or service sales, website conversions, lead generation, traffic, and more.
Add Campaign Information
Now it’s time to set up the more technical part of your campaign.
Depending on the type of ad you’re running, you’ll need to add information to measure it.
For example, adding a pixel for goal tracking, your event’s website, and so on. Just fill in the information requested on the site.
Create Your Ad
At this point, you can upload a specific ad creative or select a post from your own TikTok profile.
But it’s important to follow some best practices:
- Make high-resolution, full-screen videos: TikTok’s guidelines state that video quality and size matter. So avoid blurry, low-quality videos, or videos smaller than the recommended 16:9 ratio;
- Use sound and captions. TikTok’s guidelines state that most top-performing videos use audio;
- Always shoot videos vertically: TikTok is built to display vertical videos. If filmed in 16:9, your videos will take up the entire screen and draw more attention to the ad.
Define Your Target Audience
Finally, it’s time to segment your audience.
TikTok allows advanced targeting, including age, gender, location, interests, and user behavior.
So take advantage of this feature to make sure your event reaches the audience who will enjoy it.
Select the Ideal Budget
Many people ask how much it costs to advertise on TikTok. But the answer is similar to other social networks: it depends on your bid.
TikTok Ads works on a bidding model. So you can adjust your investment to get the best performance within your strategy.
Publish and Track Results
Finally, use TikTok Ads’ analytics tools to monitor metrics such as engagement, clicks, and conversions.
Based on this information, optimize your campaign to achieve better results.
7 Tips to Promote Your Event on TikTok
1. Create engaging content: TikTok prioritizes creativity and entertainment. Produce short, dynamic videos showing fun and educational content, behind-the-scenes moments, testimonials, and key talks from the event.
2. Use relevant hashtags: Hashtags increase your videos’ visibility. Research the most popular ones for your niche and create a unique one for your event.
For example, large events use their own dedicated hashtags so attendees can see content generated at the event by other attendees. This boosts engagement and encourages organic content creation!
3. Partner with influencers: Partnerships with content creators can extend your reach. Choose influencers whose audience is interested in your event.
For instance, some major festivals regularly work with content creators to promote their lineup and exclusive discount codes.
4. Take part in challenges: TikTok challenges are a great way to go viral. Create or join one related to your event to generate engagement.
How about showcasing your event’s audience in viral content on the platform? Big music festivals often generate widely-viewed content featuring attendees’ outfits and looks!
5. Interact with the community: Reply to comments and messages, and encourage your audience to participate to strengthen engagement.
You can also record videos with your audience and encourage real connections on social media.
6. Share on other social networks: Share your TikTok videos on Instagram, Facebook, and Twitter to attract more views.
7. Analyze and optimize your results: Use TikTok’s tools to measure performance and adjust your strategy based on the insights you gather.
Boost Your Promotion with Even3
Finally, when your number of attendees grows, how will you manage all these people?
Using TikTok Ads can transform your event’s promotion, but it won’t help you handle the full management side.
With a robust events platform like Even3, you can:
- Create your event’s website;
- Sell tickets;
- Manage attendee data;
- Create certificates;
- Boost your marketing campaigns and much more.
