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TikTok Launches Audience Insights to Help Advertisers Better Understand Their Audiences

TikTok Launches Audience Insights to Help Advertisers Better Understand Their Audiences

Tiktok

TikTok recently announced the launch of new Audience Insights as a way to help advertisers better understand the audiences they are trying to reach.

"TikTok is home to audiences who are immersed, engaged and ready to take action," the company said in a blog post. "At TikTok for Business, we are dedicated to helping brands connect with those audiences and approach targeting more efficiently, armed with a deeper understanding of their customers."

The company says that when brands attempt to reach audiences, they may encounter challenges such as not knowing if their audience is active on the platform and what they are interested in, needing to get deeper insights into custom audiences, and needing inspiration for targeting and creative. That’s where the new feature comes in.

Audience Insights lets advertisers explore TikTok user interests, behaviors and demographics, which the company says allows them to maximize advertising results and find new ways to scale. Advertisers can also discover aggregate audience information through filter settings before creating a campaign. The feature is designed to help businesses strengthen their audience planning workflow with both quantitative and qualitative data, which TikTok says will help them "bring their audience persona to life."

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One filter option is Interest Hashtags, which let advertisers discover the top ten categories their audience is interested in. Another is Interactions with Hashtag, Creator & Video, which lets you filter the audience by those who have interacted with a hashtag, by category of creators, or by engagement with a video (likes, comments, shares). A third option is Custom Audiences, which lets you learn about those who have seen, clicked, or engaged with your content or audiences you’ve uploaded via the Customer File feature. Advertisers can also segment audiences by language, country, or device price.

The company says there are four main ways that advertisers can utilize Audience Insights, and these are: (1) to discover insights to plan your campaign; (2) to validate and learn about your audience; (3) to find inspiration for targeting and creative strategies; and (4) to explore top hashtags and interest categories to plan your content.

Advertisers can view the top 10 hashtags and top ad interest categories that resonate with their audience. They can then incorporate these into targeting for a campaign, use them to plan a theme, or utilize them in video content.

"Audience Insights can help you discover new audiences beyond those that you traditionally target," TikTok explains. "If any surprising or unexpected interest categories appear, you can try targeting these interest categories to see how they perform. For example, the data may show that the beauty advertiser’s audience is also interested in apparel and accessories, or in-app games. The advertiser may then consider targeting these interests to find new ways to scale."

TikTok reportedly has over one billion users, and has been downloaded over 210 million times in the United States alone. The Audience Insights feature is now available globally within TikTok Ads Manager.

https://wallaroomedia.com/blog/social-media/tiktok-statistics/

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