Marketing events on TikTok: 3 tips for your campaign

Use trends only if they are relevant to your event

This is the first and most important rule for those who are going to market events on TikTok: trends are certainly the most fascinating feature on the platform, but trying to force them into your strategy not only results in often embarrassing outcomes, but also provides no advantage. If, in fact, the trend ends up directing your content to the wrong users, you will have wasted your promotional budget and compromised your brand identity without gaining any visibility with the target audience you are interested in. For companies, in general, it is particularly useful to follow trends set by prominent public figures. Above all, it is good to understand the trends you want to join: the implications and subcultures to which the trend relates should not be at odds with the spirit of the event and your brand philosophy.

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Marketing events on TikTok: ads are always a safe option

Paid ads are the most straightforward option that TikTok offers advertisers and it is always worth learning how to use them competently, especially when launching a marketing campaign or when you want to promote an event in a relatively short time-span. There are five paid options, but all of them require registration of a business account, which must be verified before you can start (the process takes about 24 hours and is extremely simple). Paid ads on TikTok fall into the following categories:
Top View,
Branded Effects
Branded Hashtag Challenges
In-Feed ads
Brand Takeover

It is important to learn about the different characteristics of each category in order to be able to select the most effective option for your specific event. For instance, if your goal is to sell tickets, you should use formats designed to capture the user’s attention with full-screen content, such as TopView and Brand Takeover. If, on the other hand, the goal is to engage users who are already attending an event and encourage them to share content that will help promote the event itself, as may be the case with a trade show that lasts several days, then it would be wiser to focus on branded effects or hashtag challenges. In-Feed ads, on the other hand, are perfect for creating hype around an event before a big announcement or official launch.

Create your own challenge to engage guests

TikTok is a perfect tool to increase engagement at an ongoing event and, in this case, creating a branded challenge can add a unique and unpredictable touch to the event’s atmosphere. And on the other hand, even the company itself knows that engagement is key. Which is why the company itself, – TikTok Italy – turned to us to organise a meeting with an afternoon team-building activity to stimulate the active participation of all the employees involved.

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