TikTok, a platform to discover

TikTok is a short video sharing platform, with or without music, whose mission is to entertain and entertain; it is also a creative content discovery platform characterized by an algorithm that pushes the user to always discover new content.

The difference of TikTok compared to other social networks is that, to start experimenting, you don’t need to follow anyone: the contents are shown as soon as you access the app and, when you start following friends, on the homepage it will be possible to find both types of videos. In the discovery page section, on the other hand, it is possible to search for users and hashtags, as well as browse among the trends and challenges of the moment.

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    Spada Media Group: Tik Tok for business

    Some data about TikTok’s use

    TikTok is the seventh most used social application in the world, available in 34 languages ​​and with a very high growth rate: in September 2020, the application was downloaded 32 million times, for a total of 689 million download. The audience is mainly made up of very young people, equally distributed between males and females. In 2020 in Italy TikTok experienced a surge in downloads, much higher than the other social media (the data of the fourth AGICOM Communications Observatory, relating to the period between September 2019 and September 2020, show a growth of + 400% compared to to 2019 data)

    In light of these data, it is not surprising that companies have begun to exploit the platform for their online visibility and for the promotion of products and services. However, before opening a TikTok profile it is good to take into consideration a number of factors and rely on professionals who know the medium, its functionalities and its internal mechanisms well.

    TikTok Marketing for companies

    On TikTok it is possible to create real brand awareness campaigns, promote products, services and everything that can be targeted with the users of the platform. Obviously, the language and content of the app itself must be taken into account: immediate videos, lots of music, fun, behind the scenes, lightness, spontaneity.


    There are several ways brands can use the platform:

    • create your own channel and upload relevant videos to it
    • work with influencers, to disseminate content to a wider audience
    • advertising directly on TikTok experimenting with completely new advertising formats.
    Spada Media Group: Marketing su Tik Tok

    The most popular ADV formats to sponsor content by generating brand awareness and engagement are the following:

    • brand takeover: advertising videos inserted on the home screen exclusively.
    • in-feed native video: short skipable videos (9-15 seconds) presented in the “for you” area
    • hashtag challenge: sponsored themed challenges to generate brand awareness.
    • brand lenses: Snapchat-style custom effects that users can use.
    • Although TikTok is very useful for increasing the visibility of brands, it is recommended to integrate it into an existing Cross-Platform social strategy, in order to convey traffic to other channels as well, increasing awareness and positioning of the brand.


    How much does it cost to manage a corporate TikTok page

    A Tik Tok page is generally managed by a Social Media Manager (SMM), who is a technician specialized in social media, with strong communication and web marketing skills. Generally the SMM is supported by a Graphic Designer and a Copy Editor, who deal respectively with the graphic and textual part of the editorial plan of the page. For more complex projects, it is also possible to include an Account Manager and a Media Planner in the team who are responsible for coordinating the activities and planning the advertising budget respectively. From these indications it can be deduced that the cost for managing a page varies greatly depending on the team allocated and the quantity and complexity of the posts to be created, but in any case it is between a few hundred and a few thousand euros per month. To this amount must be added the budget to be paid to Tik Tok to activate advertising with all the possible options available as needed.

    For more information or to request a free quote, do not hesitate to contact us.

    TikTok Marketing: phases of the project

    A communication and marketing project on TikTok requires a specific study with the realization of an ad hoc creative project and consequently a dedicated budget estimate that can vary depending on the specific production of content and any tik tokers involved.

    1. Sector Analysis

    In this phase, the Social Media Specialists structure an in-depth benchmarking within which they analyze the customer channel (if any), the main trends in the sector, the most relevant competitors, finally identify the macro topics outlining the strategy to be adopted to maximize the user involvement.

    Timing: 5 working days (to be confirmed based on the specific project)


    2. Creation of the company TikTok profile

    If not yet existing, proceed with the creation of the company TikTok profile, inserting the profile image and the main information required by the channel, all in line with the corporate image of the company.

    Timing: 5 working days (to be confirmed based on the specific project)


    3. Editorial Plan

    The main tool used to manage communication on TikTok is the Editorial Plan (PED), created by the Social Media Manager, containing all the content proposals to be published on the customer’s channel. Each proposed content uses specific creative codes and languages ​​of the sector and in line with the trends of the moment present on the platform, with the aim of expanding the fan base and improving the customer’s brand image through emotional communication and careful programming of contents. that are consistent, interesting and non-repetitive, and that push users to interact and share. An effective editorial plan on TikTok should consist of:

    • At least 1-2 Content always per week with the aim of creating interaction and loyalty
    • Trending content once a month that picks up on current trends
    • At least 4 times a year, the creation of special projects with the involvement of creators to expand the audience of the page
    • The number of weekly publications is determined by the plan selected by the customer (1-2-3 or 5 contents / week – excluding production of original photo and video contents). The PED is submitted to the customer for approval with an agreed procedure.

    Timing: 5 working days (to be confirmed based on the specific project)


    4. Post publication and interaction management

    Once the client approves the PED, all content is scheduled and then published. The daily monitoring of comments, likes and interactions with the published contents (during working hours) is also carried out. The management of social interactions is structured through specific procedures agreed with the customer, as well as structured through an Interaction Management document and F.A.Q. (Crisis Management excluded).

    Timing: daily activities


    5. ADV social campaign setup

    Through the TikTok For Business platform, customizable advertising campaigns are activated based on the goal to be achieved, so as to intercept the largest number of targeted users effectively, generating brand awareness and increasing engagement.

    The activation of the campaigns is structured through several phases:

    • Choice of goal (Increase website traffic, increase app installations, increase online sales).
    • Audience selection to reach the most suitable customers based on various targeting options.
    • Budget setting (daily or overall)
    • Design of the advertisement by uploading the video.
    • Publication: through the TikTok Ads Manager intelligent auction system, it will be possible to ensure that the ad is viewed by the right audience and at the most appropriate time.
    • Ad measurement and management: analysis of ad performance, effectiveness and impact in the real world.

    Timing: 5 working days (to be confirmed based on the specific project)

    6. Reporting

    Quarterly or half-yearly drafting of personalized reports for monitoring the page and campaigns with analysis of the increase and type of fans, trend and quality of interactions, fan base response to individual posts, organic and paid, identification of strengths and reporting of any critical issues . The frequency of the report is linked to the type of subscription chosen.


    Timing: 5 working days (to be confirmed based on the specific project)

    Staff Employed

    • Account Manager: he is the reference figure for the customer and is responsible for managing all the operational phases related to the Social Media Marketing activity, acting as an intermediary between the customer / commercial area / Social Media and Community Manager.
    • Social Media Manager: is the specialist who deals with the creation of content for the PED and the setting of ADV campaigns.
    • Community Manager: takes care of the daily management of the interactions that are recorded by the customer’s fan page, moderating comments, messages received and reviews.
    • Social Creative Graphic Designer: takes care of creating the contents of the PED from a graphic point of view, devising the creative concept of the message to be transmitted and respecting the technical specifications of the media.
    • Copywriter: deals with the drafting of the textual part of the posts, called “copy”, using an engaging writing style suitable for the type of media used.


    Plus of the service

    • Generate brand awareness and improve the customer’s brand reputation
    • Build customer loyalty by transforming the brand into a community
    • Increase the visibility of the brand thanks to the ADV sponsored on a specific target
    • Improve the presence of the brand on search engines


    Why choose Spada Media Group for the management of your company TikTok page?

    Spada Media Group has a team of social media managers and graphic designers specialized in the creation of content for social channels and in their management and is among the first agencies in Italy to offer a specific service for companies for TikTok to approach and communicate in new generations.

    The pluses of Spada Media Group at a glance:

    • Tik Tok, Facebook, Instagram, Linkedin Marketing Partner
    • Consultative approach with a focus on digital marketing
    • Single agency for cross-media campaigns
    • Creation of off-site and on-site strategies aimed at specific objectives
    • Constant monitoring of campaign performance
    • Dedicated team of digital communication specialists
    • Training and continuous updating
    • Google Premier Partner Certification
    • Accredited Professional Bing Ads
    • Prestashop Partner Agency
    • Mailup Partner

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