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Key Takeaways TikTok ads now offer low-budget, AI-optimized campaigns that generate affordable, high-quality leads.
The platform’s new search ads and short-form content focus make it a major marketing channel.
Raw, creator-style videos and micro-influencer UGC outperform polished production for engagement and conversions.
When it comes to digital marketing and advertising, the rules have changed. Up until recently, businesses in order to scale didn’t have to rely on social media advertising, and TikTok advertising was seen as being non-essential, with the view that it only reaches younger audiences.
But that has all changed.
More than seven years after TikTok exploded in popularity in the U.S. and worldwide, its largest user base remains adults ages 18 to 34. With many companies wanting to target this age set, here are five things that surprised me when starting to run TikTok ads and what you need to know now about them — whether you’re a professional services-based business, tradesperson, e-commerce brand or small business.
Related: Ignore These 6 Growth Strategies and Watch Your Business Collapse
1. You don’t need a big budget
Initially, TikTok ads had a minimum ad spend limit of $50 a day, which I found was quite hefty for a business that just wanted to test the water. Now, thanks to their Smart+ lead-generating campaigns, you can spend a minimum of just $20 a day to start getting leads. The great thing about TikTok is that I do find that the cost per lead is less than when you run your ads across Meta (Facebook & Instagram).
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