We Attended a Virtual TikTok Conference & Here’s What We Learned

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At Grova, we are always eager to learn more about the latest social media platforms, trends, and tactics to help brands grow. Recently, the American Advertising Federation (AAF) partnered with TikTok for Business to host a 3-part series of webinars called AAF Learn With TikTok. These webinar topics included TikTok 101, Creating Breakthrough TikTok Videos, and Launching Ads That Deliver. We learned about how businesses can take advantage of TikTok to grow their customer base and more. Keep reading for our highlights from the virtual TikTok conference we recently attended! 


TikTok: The Basics

The first webinar of the series covered the basics of using TikTok for businesses. TikTok is the perfect platform for businesses to express themselves, reach their community, make authentic connections, and be discovered. Businesses can flourish by utilizing TikTok’s “showing and telling content frameworks” to regularly post content and engage with their audience. This means posting a mixture of content like tutorials and storytimes. Like many other social media platforms, it’s best for businesses to use both paid and organic content to grow on TikTok. 


Getting the Most Out of TikTok

The second webinar in the virtual TikTok conference was more focused on actually making TikToks and the ways to make them impactful for your audience. A key thing to note is that you should create various types of videos using different storylines to broaden your audience. It’s also important to stick to the basic format for TikToks: sound attached, around 15 seconds long, vertical video (9:16), and a strong caption & CTA. TikTok also offers tons of different in-app features you should add to your videos like sound, text, transitions, filters, and effects. Throughout your TikTok journey, you need to establish a voice for your brand; Do you want to be perceived as professional? Funny? Nice? Your tone and voice say a lot about your brand. In this webinar, they also focused on the “showing and telling” storylines. “Showing” videos can be “day in the life” vignettes or product showcases, while “telling” videos can be responding to comments or sharing testimonials. There are so many ways to make your TikToks impactful right in the TikTok app!


Advertising on TikTok

In case you didn’t know, TikTok is an ideal place for advertising for businesses, both big and small. You can grow a following which can translate into sales and more clients without breaking the bank. TikTok can help you reach new audiences, boost engagement with your brand, and produce real results for your business. This webinar was the most technical and detailed, so we’ll just summarize the highlights for advertising on TikTok. Organic videos are great ways to promote your business on a budget. Some of the main ways to use paid advertising on TikTok are through Spark Ads, Auction Ads, Dynamic Showcase Ads, and Collection Ads. Businesses on TikTok can also set up their Ads Manager to see insights about your audience and access exclusive creative tools. Take some time to explore your Ads Manager before you start your next TikTok campaign for the best results!



If you own a business and don’t have a TikTok, you’re missing out on a much bigger audience. We get it—starting a TikTok when you don’t know much about it can be stressful. Take some time to familiarize yourself with the app and the features offered to businesses before starting. Start slow, and remember to stay consistent. We also recommend attending a TikTok conference or webinar whenever possible to continue familiarizing herself with the app. Contact us today for assistance with social media management and digital marketing!

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