Now that TikTok has entered the search ad game, have you adjusted your media mix?

If you're trying to reach Gen Z or Millennials and you haven't yet made use of the many advertising capabilities TikTok affords marketers, you should rethink your ad strategy.

TikTok's frenetic, fun ecosystem skews toward younger demographics: Two-thirds of 18- and 19-year-olds say they use the platform regularly, as do 56% percent of 20-somethings and 45% of those in their 30s.

In short, TikTok is a golden opportunity if you're seeking momentum among an under-40 audience.

TikTok: An Evolving Playground—for Ads, Too

Nowhere else can you be quite as entertaining with your paid ads as on this social app featuring hyper-short, hyper-intense, and hyper-different videos.

Consider the example of project management and productivity software Monday.com. It knows exactly what it takes to make a killer TikTok ad. Monday.com ditched the old-school, stuffy script and tapped into TikTok's fun editing features.

In the following video, a marketer is racking her brain because she feels like she's forgetting to do something important. Monday.com reassures her that the platform's automation took care of everything, including notifying her team and manager when a deal closed. The advertising experience is like hearing from a coworker what her experience working with the Monday.com platform is like.

@mondaydotcom

Who needs an army when you have automations ?? #mondaydotcom #corporatelife #corporatehumor

? Comedy Scenes - Comical, stupid, silly, loose, comical, farce(1295330) - Ponetto

Another of TikTok's eccentricities is its careful use of keywords. Let's say you want to connect with a narrow audience. That's a great goal, but you have to watch your verbiage. TikTok itself notes that choosing the wrong phrases or statements could cause your TikTok ads to be denied. Even if your ad is approved, it might never be seen by younger users because of TikTok's keyword filtering.

Consider a recent ad from Grammarly that gets keywords just right. Picture this: The Grammarly logo is singing Olivia Rodrigo lyrics: "I pay attention to things most people ignore." The ad is all about Grammarly's attention to detail—how the program will "keep an eye on the details so you can focus on the big picture."

The ad takes advantage of trending audio to reach a wider audience, but its use of relevant hashtags allows the video to tap into keywords to reach more niche corners of the app: #writing, #WorkHumor, #WorkLife, #productivity, #ProductivityTools, and #Grammarly.

@grammarlyofficial

We’ll keep an eye on the details so you can focus on the big picture. ?? #OliviaRodrigo #Writing #WorkHumor #WorkLife #Productivity #ProductivityTools #Grammarly

? original sound - bellaoggioni

Although it may be confusing at first, TikTok advertising should not intimidate or scare you. For brands seeking Gen Z and Millennial customers, it's the perfect place to experiment with diversified marketing strategies.

The first among adventurers are the ones who get the chance to set the tone. That's a good place to be, as long as you're willing to take a few calculated risks.

Why Now Is the Time to Lean Into TikTok Search Ads

Beyond anything else, winning over users on TikTok requires savvy planning.

Though TikTok has keyword-based search ads, it also has other ad formats. It's wise to try several, such as a hashtag challenge or augmented-reality filter, to add virtual effects. Or you might want to piggyback on an existing nonbranded challenge. Many companies have been successful in aligning their products with the #TikTokMadeMeBuyIt phenomenon to boost dynamic, user-generated content and keep their brands relevant.

Another avenue to get more mileage from TikTok campaigns involves cross-pollination of your marketing initiatives. For example, you could integrate TikTok ads with your other social media advertising and content development and deployment efforts. The result would be a cross-site blend of messages to promote e-commerce, online sales, brand messaging, and more.

After all, TikTok's user base is young, but they're not limited to TikTok. They use other social media platforms to connect with peers, influencers, and brands. Why not extend your reach or even collaborate with popular creators across TikTok and other social channels to increase recognition of your company?

Overall, you should approach TikTok's search ads potential with a mix of creativity, data analysis, and adaptability. That way, you can make the most of TikTok's opportunities and get the jump on your competition, before it's too late.

How to Create Your Own TikTok Advertising Strategy

Now that TikTok has ventured into the search ad game, it's crucial to adapt your advertising to capitalize on this evolving channel. To succeed on TikTok, consider the following three tips.

1. Tailor your approach to the TikTok generation

Success on TikTok begins with a deep understanding of your audience. Most TikTok users are Gen Z and Millennial, a demographic that craves authenticity and connection.

To stand out, immerse yourself in their world, capture their vibe, and create content that speaks to their values. Think of it as an opportunity to be the guiding light at a Gen Z soirée, leading the way in the heart of TikTok's youthful ecosystem.

By aligning your brand with younger sensibilities, you can become a trusted brand on the platform, ultimately drawing in the younger demographic with unparalleled appeal.

2. Craft compelling narratives and authenticity

Traditional advertising scripts don't cut it on TikTok. Instead, you must be prepared to embrace authenticity and narrative-driven approaches, such as unboxing experiences, vlog-style videos, and relatable storylines.

The key is to make your audience feel as if they're having a heartfelt conversation with a trusted friend. By doing so, your brand transitions from being a mere advertiser to a reliable confidant, engendering deeper connections with the TikTok generation.

3. Maximize TikTok's multifaceted potential across platforms

TikTok is an ever-evolving landscape that rewards adaptable marketers. Go beyond keyword-based search ads; explore the diverse array of formats available, such as hashtag challenges, augmented-reality filters, and user-generated content.

Your brand shouldn't be limited to promotion alone. On TikTok, the buying process is an interactive journey that allows you to experiment with trending sounds and challenges or even create your own.

Moreover, TikTok users traverse multiple social platforms. Harness cross-platform synergy by integrating TikTok ads with a broader digital media mix that generates tangible results. Collaborate with influencers and expand your reach, reinforcing your brand's digital presence.

* * *

Embrace agility, analyze data, and seize calculated risks; in doing so, you can harness the dynamic opportunities that TikTok offers and stay ahead of the competition in this rapidly changing landscape.

Incorporating the above three tips into your TikTok advertising strategy will help you navigate the dynamic and competitive TikTok advertising space effectively.

Considering the platform's expanding reach and innovative features, there's no better time than now to create and refine your TikTok advertising strategy to connect with younger audiences and boost your brand's presence.

More Resources on Social Media Advertising and TikTok

Why Your Paid Social Is Failing, and Best-Practices for Social Advertising

Is B2B TikTok Right for Your Business? Three Questions to Ask

How to Know Whether TikTok Is Right for You or Your Business | Marketing Smarts Live Show

Tips for Setting Up Your First TikTok Ad Campaign [Infographic]