跨境卖家利好!Tik Tok新广告政策解读

Time:2020-07-27

 摘要:1,TikTok官方近期发布《TikTok For Business Launches New Solutions to Help Small Businesses Connect and Grow with the TikTok Community》 。2,文章介绍了AD新平台的重要特性。3,巨浪团队深入查看政策,分析和挖掘新政策对小卖家们的支持力度。4,本次更新的目的,是为Tik Tok更好的向中小卖家提供服务,这是TikTok商业化最重要的一步。5,AD支持链接到任何合法页面,任何合法电商平台的链接都可以添加。(巨浪出海TT007)

(中英文参照表述)(附:官方原文关键内容提炼)

TikTok has recently completely updated their advertising platform, allowing all businesses to advertise on TikTok. Unlike the past where only a select group of large international businesses with a very high budget were allowed to advertise, any business is allowed to use TikTok Ads. Whilst anyone can now advertise, your business still needs to be verified, which is different for every sort of business. For example, e-commerce businesses only required you to have a contact page, on the other hand, phone applications need to show sufficient proof that there aren’t any bugs or spying software.

TikTok已彻底地更新他们的广告平台,(并)允许所有商业活动在Tik Tok上做广告。任何商业(公司)都被允许使用Tik Tok广告,而不是之前那样只有一小部分持有巨额预算的大型跨国公司才被允许。虽然任何人可以做广告,但是你的公司仍然需要被验证(后才可以),(验证方式)因公司本身的不同而不同。例如,电商公司只需要给一个联系页面;另一方面,手机应用则需要出示没有BUG(系统漏洞)或者监控软件的有效证明。

Furthermore, there is a minimum ad spend per business per day of US$50, making it reasonable for small businesses to advertise on the platform without spending a large amount of money.

此外,(平台)每日的最低花费限制是50美金,这对(需要)在平台做广告且花不了大钱的小企业来说很友好。

As many economies worldwide are struggling due to the virus, TikTok Ads is generously giving US$300 of free advertising credit on their platform to all accounts, making it the best time to advertise on the platform that ever before. Not only this, but they are also matching every dollar spent on advertising. What this means is that if you spend US$500 on TikTok Ads, they will give you a bonus US$500 credit for free (up to a maximum of US$2,000). These discount and credits are only in available until August 31, 2020.

因为全球许多经济体都因新冠肺炎而挣扎,TikTok广告服务大度的给了平台每个账户300美金的免费广告额度,这简直就是用该平台做广告的最好时候了。不止如此,他们还对你花的每一分钱“买一送一”。具体体现在,如果你在TikTok广告平台花费了500美金,他们会免费给你一张500美金的券(最多只给2000美金)。这些折扣和抵用券只能在2020年8月31日及之前使用。

With the new TikTok Ads platform, businesses are able to change their advertising objective to either “Brand Awareness”, “Traffic” or “Conversions”, which all play a different role within growing your business.

在新的广告平台帮助下,商业公司可以在 “品牌知名度”, “引流”或者“转化 ” 中任意更换他们的广告目的,这些目的对公司的成长都会起不同的作用。

Currently, businesses are only allowed to make in-feed advertisements (see the photo) through the self-service TikTok ad manager. If you wish to have a sponsored hashtag or a brand takeover, you will need to contact TikTok directly and apply.

目前,公司只能通过自助的TikTok广告管家做信息流置入广告(如图所示)。如何你想要做个付费标签或者开屏广告,你将必须直接联系TikTok申请。

The TikTok Ads platform allows businesses to advertise to their target audience very efficiently. You can target your audience based on the following factors:

TikTok广告平台允许公司精准的向他们的目标受众投放广告。你可以根据如下因素锁定你的受众:

Location

Gender

Age

Language of their device

The software of their device (Android or iOS)

Interest categories

定位

性别

年龄

设备语言

设备系统

兴趣类型

Most of the interest categories available are very broad, however, TiKTok recommends that users do not narrow down their audience by only selecting one interest because “the algorithm will automatically find the users most engaged in your advertisement if given sufficient time”. Whilst allowing the algorithm to find the right audience for your ad might increase the money spent on advertising, it will continuously optimise your results automatically, increasing your return on investment and increasing sales.

大部分可用的兴趣类别是非常宽泛的,但是,TikTok建议用户不要因为单一兴趣点收窄受众,因为“给予足够的时间,算法会自动找到对你的广告最关注的用户”。当允许算法做最佳受众尝试(的时候),你的广告花销也会增加,(算法)会持续自动优化你的(转化)结果,你投入的回报和销售额会增加。

Whilst not directly related to the new TikTok Ads platform, it must also be mentioned that after months of trials, TikTok has finally allowed all users with more than 1,000 followers to include a link in their bio. This allows businesses to include their website in their TikTok profile, something which was only previously possible by large international brands.

虽然这件事没有直接和新的广告平台有关联,但是我们必须提到:在几个月的试用后,TikTok终于允许所有超过1000粉的账户在自己的简介中加链接。这允许所有公司在他们的主页添加到他们TikTok的简介,这之前只允许大型国际性品牌这么做。

Overall, we have all been waiting months for this update to come, allowing businesses of all sizes from all around the world to market on the fastest growing social media platform. Finally we have been delivered with a new TikTok Ads platform. Not only that, but the additional credits and financial incentives make it the best time ever to advertise on TikTok.

总的来说,这种更新(允许全世界各种公司,在这个世界上增长最快的社交媒体平台营销)我们已经等了好几个月了。终于,我们等到了TikTok的新广告平台。不止如此,额外的优惠和财务奖励使得现在是TikTok做广告有史以来的最佳时机。

附:官方原文关键内容提炼

TikTok For Business Launches New Solutions to Help Small Businesses Connect and Grow with the TikTok Community

商务版TikTok发布新方案 助小企业与TikTok社群共同成长

TikTok, a platform that celebrates creativity and storytelling from its users, aims to give marketers innovative tools with which to create authentic, creative content unique to the app. More and more brands are realizing TikTok's unique ability to reach and engage with a broader audience, and today's launch of new advertising solutions for SMBs makes it seamless, easy, and efficient for all brands to now meaningfully connect with the TikTok community.

TikTok是一个鼓励用户们创造作品的平台,争取为营销商提供新的方法,助其在这个平台上创作出真实、独创的内容。TikTok能与更多观众接触和互动,越来越多的品牌正在认识到TikTok这个特有的能力。今日为中小型企业发布的这项新的营销推广方案,让所有品牌都能与TikTok社群紧密、轻易、高效、有益地联系起来。

TikTok Self-Serve Advertising Tools (available globally)

TikTok自助式广告服务(全球可用)

The TikTok For Business Ads Manager empowers businesses of all sizes to reach their ideal customers on TikTok through a simple interface. With new creative tools and performance features designed with small businesses in mind, it's now easier than ever to start activating at scale on the platform.

商务版TikTok广告管理器可通过简单的界面使各种规模的企业在TikTok上接触到理想的客户。有了为小型企业而设计的新创意工具和特殊性能,现在比以往任何时候都容易在平台上进行大范围激活。

Product highlights include:

产品亮点有:

Creative tools:
      创意工具:
      Flexible budgets:
      预算灵活。
      Performance targeting:
      效果定位:
     Business accounts:
     商业账户:

TikTok Back-to-Business Program (available globally)

TikTok“重返商业”计划(全球性)

Small businesses are uniquely at risk as local economies ceased activity in efforts to protect public health. SMBs around the world are weathering this crisis, and we are committed to supporting them as they get back on their feet and start rebuilding by providing $100M in advertising credits.

各地为保护公共健康减少了各类活动,小企业因此承受了特有的风险。全球的中小型企业都在经受着这场危机,我们承诺提供一亿美元的广告信贷金,帮助他们再次站起来并开始企业重建。

来源:编译巨浪出海David