Best Practices

Playbook
Welcome
We’re so glad that you’re joining us
on this journey to learn from other
small business creators who are
making waves on TikTok and beyond.

Whether you’re a beginner starting out with TikTok for the first time or already
know your way around the platform, this playbook is chock-full of the latest and
greatest tips and insights on how to amp up your TikTok game to drive results for
your business.

‘I posted my first video on

TikTok about 12 months ago

and it took me less than 10 minutes to

record and edit using the TikTok
editing tools. The video ended up
reaching over 500,000 people and
sent through thousands of clicks to
our website. TikTok has been a game
changer for my business. Follow me
and I’ll show you how to get started
on TikTok today!’

Phillip Kuoch

CEO / Founder, Goldelucks

Australia
Contents
1. Getting started 4
2. Content and Creative 5
a. What Makes a Great TikTok? 5
b. Getting Started & Exploring Trends 5
c. 5 Quick & Easy TikTok Ideas for your Business 6
d. Storytelling 8
3. Creators 10
a. Why Creators? 10
b. Working with Creators 10
4. Campaigns 11

'I want to reassure everyone that

doing marketing on TikTok is
definitely not as difficult as you
think!'

Nitchakran Niyhatiwatchanchai

Vice President, Purefoods Group

Thailand
Getting Started
Before you get started, ensure the
groundwork is in place by setting
up the following:

TikTok Business

Account A TikTok Business Account is a

requirement to run Spark Ads and
Your TikTok profile created
use TikTok Shopping.
on the TikTok app

Business Center helps you

organise and manage your
business. You can use it to manage
TikTok Business areas including your users, assets,
and budget.

Center and Ads

Manager Ads Manager which can be
accessed via the Business Center,
To setup and manage
is a powerful, easy-to-use self-
campaigns serve platform with the tools to
create campaigns, manage
resources, monitor data and
optimise your In-Feed Ads.
Getting Started

Installing a pixel code allows

you to:
Build marketing audiences
Optimise ad delivery
TikTok Pixel
Measure campaign
To measure the performance
performance
of your advertising
You can install your pixel in two
ways:
Direct integration
Partner integration

And you’re all set! Let’s get cracking

on your first TikTok ad.

Content and Creative

As a video-first platform, crafting great

creative that feels native to TikTok can
What makes a seem a little intimidating at first. The
great TikTok? good news is that we have a range of
easy-to-use tools that make the
creative development process easy.

Getting started &

Wondering how to get started? Good
news – there’s endless inspiration to be
exploring trends found on TikTok! A great way to get
started is to search for hashtags
relevant to your business and take note
of the editing styles and trends that
spark the most engagement.
5 Quick & Easy TikTok Ideas for your Business

Showcase your bestsellers Talk to happy customers

Introduce TikTok users to your hottest

Use testimonials to establish trust and
item. Focus your ad on one best-selling
credibility with your audience.
product/service and amplify your top
Encourage happy customers to post a
selling points by talking about why it's
review of your product/service and tag
so popular.
your business.

Ideas to get started:

Ideas to get started:
What stand-out statistic do you
Why did they purchase your
want to share with prospective
product?
customers?
What are the top benefits they are
Why is this product/service so
experiencing since their purchase?
popular?
Why do they think others should
Show the product in use to
try your product?
highlight its best features

Go behind the scenes List it out

TikTok users love learning about how Organising information in a list format
things are made! Show the human side is an approachable template for
of your business by giving users a content creation on TikTok. As a bonus,
glimpse of what it looks like behind the lists make it easy for your audience to
scenes. remember your product benefits.

Ideas to get started: Ideas to get started:

Show the process of making your "5 reasons you need this [service]
product in your life"

Film the process of packing orders "3 reasons why [beauty product] is
the best thing in my makeup bag”
Go behind the scenes of a photo,
video, or commercial shoot "5 ways to style [clothing or
accessories product]"
 Work it into a daily routine
Connect with your audience by showing your product/service in the context of
their daily lives. Through this lens, you can demonstrate your product benefits in
a relatable and engaging way

Ideas to get started:

Showcase a versatile item with many uses throughout the day
Show how your product/service fits in a daily routine
Show how your product/service helps with daily challenges

Storytelling
It’s no surprise that businesses that showcase authenticity in their content find
the most success on TikTok. But the ones that really hit that next level of
performance do so through engaging and connecting with their audiences on a
deeper level. And that doesn't require big budgets or polished production; in
fact, lo-fi and authentic content can be highly efficient to produce. Structuring
content around narrative formats that are simple to execute at scale will save
both time and production costs.

Like all good stories, your TikTok videos should

have a beginning, middle and end.

Here’s a guide to help you map out

your storylines to ideate successful
TikTok content for your business.
Story Arc Overview

Beginning
Use your opening frame to build interest and,or suspense.
For example
Pose a question
Open with a hook - an engaging statement designed to catch
people’s attention.
Use eye-catching opening visuals

Middle
Show and/or speak to the 3-5 benefits of your product
You can frame these as
Solutions to a common problem
Personal anecdotes in a testimonial
Reasons your product/service is a best seller

End
End with a compelling tagline and/or a strong call to action
Tell viewers how to purchase your product/service
Give users a specific occasion to purchase your product
For example: “Treat yourself”, “The perfect birthday gift”, “Not sure
what to get your partner [holiday?]”
Include promo code, special deals or limited time offers
TikTok Creative Tools

Start your creative journey here. The Creative Center is a free resource that
helps businesses discover top-performing ads and to spot user trends across
regions and demographics.

Video Template Smart Video Soundtrack

This tool allows you to create top- With Smart Video Soundtrack, you can
quality ad creatives from over 100 find pitch-perfect audio for your
customisable templates. Find the right content, all from within TikTok. The
template for your brand using rhythm, melody, style, and mood of the
advanced search filters, then simply selected track can help you convey the
drop in your photos, text and logos to relevant information to your target
make them your own. audience on a deeper level - whether
it’s your brand values or product
information. Music leaves a solid
Quick optimisation
brand impression and can attract
A one-click tool to make your content more potential customers.
more TikTok-native with visual effects,
music and more. Asset analysis report
Pull performance data for your ad
Smart Video
creatives with this all-in one reporting
This tool intelligently combines multiple tool to help you understand which
images and/or videos into beautiful creatives perform best and how you
videos. can optimise your video content.

Video Editor

This web-based editor gives you

access to a suite of TikTok-style editing
features, so that you can easily create
your TikTok video all in one place. Add
music, text in a variety of fonts and You can access these tools on TikTok
colours, creative effects, transitions, Ads Manager, under
and more to make your content stand Assets Videos Create
out while remaining true to the
platform.
 Regina
Owner and Founder,
Oktaviana Tas Grosir

Indonesia

''To my fellow small business owners,

join me and start growing your business
on TikTok. Don’t be scared to start – if I
can do it, so can you!''
Creators

Why Creators?
TikTok creators are natural storytellers and brand advocates, and the TikTok
community trusts the opinions of their peers. You can find the right creator for
your budget or campaign in the TikTok Creator Marketplace, or transform
organic content from creators into paid advertising using Spark Ads.
Alternatively, you can engage directly with the community through organic
content and encourage them to post their own videos around a given theme.

Working with Creators

Steps to working with a TikTok Creator:
Identify target audience and set your goals
Select the right type of Creator
Connect with and brief the Creator
Set video live, analyse results and optimise
accordingly!

Creator Checklist
To make things easier for you, we’ve
created this handy checklist you can pass
to the creators you work with to help them
ensure they check all the boxes when it
comes to creating a great TikTok video.
Download it here.
Campaigns

Ad Solutions

Spark Ads

Spark Ads is a native ad display format that enables brands to combine the

power of organic TikToks with targeting capabilities, optimisation objectives and

measurement. You can leverage Spark Ads with or without product links.

Spark Ads enables you to amplify your own existing organic videos or videos

from creators in the TikTok For You feed, resulting in greater authenticity and

creating an ongoing marketing impact through real connections with the TikTok

community.

Collection Ads

Collection Ads are rotating product cards on video

assets that let you showcase your product collections

using instantly loading product experiences.

Video Shopping Ads New

A new ad solution built to help TikTok

Shopping sellers amplify product discovery,

purchase intent, and translations by

leveraging advanced auction optimisation

levers available on TikTok Ads Manager, via a

dedicated ads creation flow.

Quick Start Recommendations

Still a bit unsure of the best way to structure your campaign? Have a look at our

“Quick Start” campaign set-up recommendations, which we’ve put together

based on some of the common business goals we see advertisers coming to

TikTok to achieve. Follow these recommendations to save time and get started

with your first campaign today!

Quick Start Campaign Setup Recommendations

Increase Brand A w
areness Generate Leads

Campaign Campaign

Select “Reach” Objective Select “Lead Generation” Objective

Ad Group
Ad Group

Budget: Use Your Daily Budget

Budget: Use Your Daily Budget

Minimum
Minimum

Optimization Goal: Reach

Optimization Goal: Reach

Bid Control: Lowest Cost

Frequency Cap: 1 every 7 days

Targeting: Broad*
Bid Control: Lowest Cost

Consider incorporating lookalike

Targeting: Broad*
audiences

Refer to the Audience Size Estimation

Tool to ensure your audience is

Ad Level

sufficiently broad
Use a diverse set of creatives per ad

group (ideally 3-5)

Ad Level

Refresh ad creatives regularly to

Use a diverse set of creatives per ad

avoid fatigue (every 7 days, or as
group (ideally 3-5)
needed depending on performance)

Refresh ad creatives regularly to

Try ACO, Quick Optimization, or

avoid fatigue (every 7 days, or as

Smart Video to create TikTok-style
needed depending on performance)
videos

Try ACO, Quick Optimization, or

Smart Video to create TikTok-style

videos
Quick Start Recommendations

Drive Sales Drive Traffic to Website

Campaign Campaign
Select “Conversions” Objective Select “Traffic” Objective
Ad Group Ad Group
Budget: Use Your Daily Budget (Ensure Budget: Use Your Daily Budget Minimum
you’re allocating >50x your target CPA
so your ad group has sufficientbudget Optimization Goal: Clicks
to generate 50 conversions and exit the Bid Control: Lowest Cost
learning phase
Targeting: Broad*
Optimization Event: Recommend
starting with an upper funnel event Consider incorporating lookalike
(such as “Add to Cart”’ or “View audiences
Content”) Ad Level
Bid Control: Lowest Cost Use a diverse set of creatives per ad
Targeting: Use broad targeting group (ideally 3-5)
Consider incorporating lookalike Refresh ad creatives regularly to

audiences to find new customers who avoid fatigue (every 7 days, or as

aresimilar to your current customer needed depending on performance)
base Try ACO, Quick Optimization, or

Ad Level Smart Video to create TikTok-style

videos
Use a diverse set of creatives per ad
group (ideally 3-5)
Refresh ad creatives regularly to

avoid fatigue (every 7 days, or as

needed depending on performance)
Try ACO, Quick Optimization, or

Smart Video to create TikTok-style

videos
For a more detailed how-to guide on
TikTok Ads Manager, download the
TikTok Ads Manager playbook here.
Optimisations
Once your campaign is live, you will likely want to make some optimisations to
encourage continually strong performance as time goes on. Here are some top
tips to keep in mind!

Try to refrain from making any adjustments to your targeting, bid, budget,
and creative before your campaign exits the learning phase. Allow ad
groups time to adjust and recalibrate in between changes.

For Conversion campaigns, optimize based on upper funnel events like Add-
to-Cart or Page Views before moving down the funnel to optimize for
Purchases. This allows TikTok to gather more learnings and ultimately
improve the outcome of your campaigns.

Regularly refresh your creative (every 7 days ideally)

Avoid modifying targeting, bid, budget, and tracking more than once in
every two continuous days. Allow ad groups time to adjust and recalibrate in
between changes.

When you do make adjustments to your bid and budget, make sure these
are incremental changes:

Don’t change the budget by more

than 30% from the previous budget
setting

Don’t change the bid by more than 20%

from the previous bid setting.

Once you make a change to your bid,

wait 2 days until changing again.