跨境賣家利好！Tik Tok新廣告政策解讀

摘要：1，TikTok官方近期發(fā)布《TikTok For Business Launches New Solutions to Help Small Businesses Connect and Grow with the TikTok Community》 。2，文章介紹了AD新平臺(tái)的重要特性。3，巨浪團(tuán)隊(duì)深入查看政策，分析和挖掘新政策對(duì)小賣家們的支持力度。4，本次更新的目的，是為Tik Tok更好的向中小賣家提供服務(wù)，這是TikTok商業(yè)化最重要的一步。5，AD支持鏈接到任何合法頁(yè)面，任何合法電商平臺(tái)的鏈接都可以添加。

巨浪出海TT007

（中英文參照表述）（附：官方原文關(guān)鍵內(nèi)容提煉）

TikTok has recently completely updated their advertising platform, allowing all businesses to advertise on TikTok. Unlike the past where only a select group of large international businesses with a very high budget were allowed to advertise, any business is allowed to use TikTok Ads. Whilst anyone can now advertise, your business still needs to be verified, which is different for every sort of business. For example, e-commerce businesses only required you to have a contact page, on the other hand, phone applications need to show sufficient proof that there aren’t any bugs or spying software.

TikTok已徹底地更新他們的廣告平臺(tái)，（并）允許所有商業(yè)活動(dòng)在Tik Tok上做廣告。任何商業(yè)（公司）都被允許使用Tik Tok的廣告，而不是之前那樣只有一小部分持有巨額預(yù)算的大型跨國(guó)公司才被允許。雖然任何人可以做廣告，但是你的公司仍然需要被驗(yàn)證（后才可以），（驗(yàn)證方式）因公司本身的不同而不同。例如，電商公司只需要給一個(gè)聯(lián)系頁(yè)面；另一方面，手機(jī)應(yīng)用則需要出示沒(méi)有BUG（系統(tǒng)漏洞）或者監(jiān)控軟件的有效證明。

Furthermore, there is a minimum ad spend per business per day of US$50, making it reasonable for small businesses to advertise on the platform without spending a large amount of money.

此外，（平臺(tái)）每日的最低花費(fèi)限制是50美金，這對(duì)（需要）在平臺(tái)做廣告且花不了大錢的小企業(yè)來(lái)說(shuō)很友好。

As many economies worldwide are struggling due to the virus, TikTok Ads is generously giving US$300 of free advertising credit on their platform to all accounts, making it the best time to advertise on the platform that ever before. Not only this, but they are also matching every dollar spent on advertising. What this means is that if you spend US$500 on TikTok Ads, they will give you a bonus US$500 credit for free (up to a maximum of US$2,000). These discount and credits are only in available until August 31, 2020.

因?yàn)槿蛟S多經(jīng)濟(jì)體都因新冠肺炎而掙扎，TikTok廣告服務(wù)大度的給了平臺(tái)每個(gè)賬戶300美金的免費(fèi)廣告額度，這簡(jiǎn)直就是用該平臺(tái)做廣告的最好時(shí)候了。不止如此，他們還對(duì)你花的每一分錢“買一送一”。具體體現(xiàn)在，如果你在TikTok廣告平臺(tái)花費(fèi)了500美金，他們會(huì)免費(fèi)給你一張500美金的券（最多只給2000美金）。這些折扣和抵用券只能在2020年8月31日及之前使用。

With the new TikTok Ads platform, businesses are able to change their advertising objective to either “Brand Awareness”, “Traffic” or “Conversions”, which all play a different role within growing your business.

在新的廣告平臺(tái)幫助下，商業(yè)公司可以在 “品牌知名度”， “引流”或者“轉(zhuǎn)化 ” 中任意更換他們的廣告目的，這些目的對(duì)公司的成長(zhǎng)都會(huì)起不同的作用。

Currently, businesses are only allowed to make in-feed advertisements (see the photo) through the self-service TikTok ad manager. If you wish to have a sponsored hashtag or a brand takeover, you will need to contact TikTok directly and apply.

目前，公司只能通過(guò)自助的TikTok廣告管家做信息流置入廣告（如圖所示）。如何你想要做個(gè)付費(fèi)標(biāo)簽或者開(kāi)屏廣告，你將必須直接聯(lián)系TikTok申請(qǐng)。

The TikTok Ads platform allows businesses to advertise to their target audience very efficiently. You can target your audience based on the following factors:

TikTok廣告平臺(tái)允許公司精準(zhǔn)的向他們的目標(biāo)受眾投放廣告。你可以根據(jù)如下因素鎖定你的受眾：

• Location
• Gender
• Age
• Language of their device
• The software of their device (Android or iOS)
• Interest categories

1. 定位
2. 性別
3. 年齡
4. 設(shè)備語(yǔ)言
5. 設(shè)備系統(tǒng)
6. 興趣類型

Most of the interest categories available are very broad, however, TiKTok recommends that users do not narrow down their audience by only selecting one interest because “the algorithm will automatically find the users most engaged in your advertisement if given sufficient time”. Whilst allowing the algorithm to find the right audience for your ad might increase the money spent on advertising, it will continuously optimise your results automatically, increasing your return on investment and increasing sales.

大部分可用的興趣類別是非常寬泛的，但是，TikTok建議用戶不要因?yàn)閱我慌d趣點(diǎn)收窄受眾，因?yàn)椤敖o予足夠的時(shí)間，算法會(huì)自動(dòng)找到對(duì)你的廣告最關(guān)注的用戶”。當(dāng)允許算法做最佳受眾嘗試（的時(shí)候），你的廣告花銷也會(huì)增加，（算法）會(huì)持續(xù)自動(dòng)優(yōu)化你的（轉(zhuǎn)化）結(jié)果，你投入的回報(bào)和銷售額會(huì)增加。

Whilst not directly related to the new TikTok Ads platform, it must also be mentioned that after months of trials, TikTok has finally allowed all users with more than 1,000 followers to include a link in their bio. This allows businesses to include their website in their TikTok profile, something which was only previously possible by large international brands.

雖然這件事沒(méi)有直接和新的廣告平臺(tái)有關(guān)聯(lián)，但是我們必須提到：在幾個(gè)月的試用后，TikTok終于允許所有超過(guò)1000粉的賬戶在自己的簡(jiǎn)介中加鏈接。這允許所有公司在他們的主頁(yè)添加到他們TikTok的簡(jiǎn)介，這之前只允許大型國(guó)際性品牌這么做。

Overall, we have all been waiting months for this update to come, allowing businesses of all sizes from all around the world to market on the fastest growing social media platform. Finally we have been delivered with a new TikTok Ads platform. Not only that, but the additional credits and financial incentives make it the best time ever to advertise on TikTok.

總的來(lái)說(shuō)，這種更新（允許全世界各種公司，在這個(gè)世界上增長(zhǎng)最快的社交媒體平臺(tái)營(yíng)銷）我們已經(jīng)等了好幾個(gè)月了。終于，我們等到了TikTok的新廣告平臺(tái)。不止如此，額外的優(yōu)惠和財(cái)務(wù)獎(jiǎng)勵(lì)使得現(xiàn)在是TikTok做廣告有史以來(lái)的最佳時(shí)機(jī)。

附：官方原文關(guān)鍵內(nèi)容提煉

TikTok For Business Launches New Solutions to Help Small Businesses Connect and Grow with the TikTok Community

商務(wù)版TikTok發(fā)布新方案 助小企業(yè)與TikTok社群共同成長(zhǎng)

TikTok, a platform that celebrates creativity and storytelling from its users, aims to give marketers innovative tools with which to create authentic, creative content unique to the app. More and more brands are realizing TikTok's unique ability to reach and engage with a broader audience, and today's launch of new advertising solutions for SMBs makes it seamless, easy, and efficient for all brands to now meaningfully connect with the TikTok community.

TikTok是一個(gè)鼓勵(lì)用戶們創(chuàng)造作品的平臺(tái)，爭(zhēng)取為營(yíng)銷商提供新的方法，助其在這個(gè)平臺(tái)上創(chuàng)作出真實(shí)、獨(dú)創(chuàng)的內(nèi)容。TikTok能與更多觀眾接觸和互動(dòng)，越來(lái)越多的品牌正在認(rèn)識(shí)到TikTok這個(gè)特有的能力。今日為中小型企業(yè)發(fā)布的這項(xiàng)新的營(yíng)銷推廣方案，讓所有品牌都能與TikTok社群緊密、輕易、高效、有益地聯(lián)系起來(lái)。

TikTok Self-Serve Advertising Tools (available globally)

TikTok自助式廣告服務(wù)（全球可用）

The TikTok For Business Ads Manager empowers businesses of all sizes to reach their ideal customers on TikTok through a simple interface. With new creative tools and performance features designed with small businesses in mind, it's now easier than ever to start activating at scale on the platform.

商務(wù)版TikTok廣告管理器可通過(guò)簡(jiǎn)單的界面使各種規(guī)模的企業(yè)在TikTok上接觸到理想的客戶。有了為小型企業(yè)而設(shè)計(jì)的新創(chuàng)意工具和特殊性能，現(xiàn)在比以往任何時(shí)候都容易在平臺(tái)上進(jìn)行大范圍激活。

Product highlights include:

產(chǎn)品亮點(diǎn)有：

• Creative tools:
• 創(chuàng)意工具：
• Flexible budgets:
• 預(yù)算靈活。
• Performance targeting:
• 效果定位：
• Business accounts:
• 商業(yè)賬戶：

TikTok Back-to-Business Program (available globally)

TikTok“重返商業(yè)”計(jì)劃（全球性）

Small businesses are uniquely at risk as local economies ceased activity in efforts to protect public health. SMBs around the world are weathering this crisis, and we are committed to supporting them as they get back on their feet and start rebuilding by providing $100M in advertising credits.

各地為保護(hù)公共健康減少了各類活動(dòng)，小企業(yè)因此承受了特有的風(fēng)險(xiǎn)。全球的中小型企業(yè)都在經(jīng)受著這場(chǎng)危機(jī)，我們承諾提供一億美元的廣告信貸金，幫助他們?cè)俅握酒饋?lái)并開(kāi)始企業(yè)重建。

我們走過(guò)了1年零4個(gè)月的探尋和摸索，目前，我們擁有了跨境中國(guó)團(tuán)隊(duì)，北美團(tuán)隊(duì)，澳洲團(tuán)隊(duì)。關(guān)于TikTok短視頻流量變現(xiàn)問(wèn)題及情況。我們會(huì)實(shí)時(shí)分享我們的工作經(jīng)驗(yàn) 。

有對(duì)tiktok 有興趣，有研究的小伙伴，歡迎留言討論。（來(lái)源：編譯巨浪出海David）

以上內(nèi)容屬作者個(gè)人觀點(diǎn)，不代表雨果網(wǎng)立場(chǎng)！本文經(jīng)原作者授權(quán)轉(zhuǎn)載，轉(zhuǎn)載需經(jīng)原作者授權(quán)同意。