Use TikTok's Promote feature to boost organic, original and well-performing videos

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 14, 2021, 5:22 PM UTC

After months of testing, TikTok has finally made its Promote feature available for brands to boost their presence on the platform.

With this new feature, marketers will promote their content without the risk of being penalised or shadowbanned. Before hopping on to try the feature, brands must first identify the goals for their video campaigns.

The feature is a significant strategic move for TikTok's efforts at monetisation. It offers campaigns goals for marketers, including more views, website visits or followers. Brands must then continue to choose which video they would want to promote. Make sure to choose videos that are originals, public, have original or free-to-use sounds and are already popular.

Set up the Promote Video Campaign by accessing the "Promote" option either by clicking on the three dots on the bottom-right corner of the screen, via the Settings option or by using Business Suite. Brands can also customise their target audience based on parameters like gender and age.

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