Updated January 2024

Overview

Understanding Marketing Opportunities and challenges

• Understanding TikTok and Snapchat marketing
  – Usage figures
  – wider social media impact
  – Video game-changer
• Marketing uptake
• Social graph versus content graph
• Tick-tock’s organic opportunity
  – content marketing
  – community building
• Influencer marketing on TikTok
  – organic and paid crossover
  – creator marketplace
  – creative exchange

TikTok Marketing Fundamentals & Channel Optimisation

• Business account setup
  – Features and benefits
  – Commercial music library: avoiding copyright issues and  sourcing / using cleared music
• Establishing your business presents
  – Business registration
  – Ad account creation
  – Ads Manager
  – Business centre
  – TikTok commerce
• Creator
  – Unlocking Spark Ads
• TikTok Pixel and events API
  – Event tracking

Engagement, Algorithms & Content Marketing

• TikTok’s entertainment and culture crossover
• Unlocking Community Generated Entertainment (CGE)
• CommunityToks
• Tapping into discovery
• TikTok ranking signals
• Understanding For You
• Creative tools and generative AI
• Content marketing best practices
• Copywriting
• Audio
• Interaction
• TikTok content formats

Advertising strategy and tactics

• TikTok and Snapchat ads tools
• Ads hierarchy and campaign structures
• Ads reporting and evaluation
  – Brand versus performance campaigns
  – Brand lift studies
  – Attribution analysis
• TikTok and Snapchat ads strategy
  – Ads investment
  – Objectives
  – Targeting
  – Creative