TikTok became the most popular platform among all social networks in 2021. Bogdan Dudarenko, a Team Lead of TikTok media buyers at ARBITA, has answered the most common questions about this platform and shared his thoughts on the gambling promotion.
TikTok is a very promising platform, which attracts advertisers with its outreach. However, the TikTok ads policy doesn’t allow gambling promotion. So do the gambling companies want to promote their products on the platform? And in what way is this happening?
TikTok is a new traffic source in affiliate marketing. The number of gambling companies, which want to use TikTok as a promotion platform, is quite large. And the possibility of a ban is only my task. Advertisers shouldn’t think about all of the limits, they just want successful results. Currently, there are a few ways to bypass the restrictions.
One of the main things in gambling promotion on TikTok successfully is to make it in the most creative way. Most likely, gambling promotion won’t be banned and the traffic is quite high.
There are different ways to create content on TikTok such as live streams and posts with trending music. What is the best way to promote gambling on TikTok?
I haven’t tried streams for the gambling promotion, yet. However, many of my colleagues have already advised me to do it. The main thing is to find the right person who will keep the viewers’ attention and stimulate them to follow the link and make the first deposit.
However, there’s still no guarantee of complete success because this platform is still unstable for gambling marketing. Talking about the research of my projects, one week the account can be extremely active, but another week there can be no access to even posting anything.
Currently, marketers can just try to achieve goals, but there’s no guarantee at all.
Is there any way to control the age of users who can see gambling ads on TikTok? Are there any guarantees that people under 18 won’t see gambling videos?
The most popular myth about this platform is the big number of kids and teenagers. But it’s not true at all. Talking about the average age of the TikTok users, 73% are people over 18. And comparing active users over 55 and teenagers, the bigger part is an older audience.
We use a simple way to set the age limits for users who will see the gambling promotion on TikTok. This way is familiar to Facebook age setting for any promotion type.
Moreover, users under 18 are not profitable for any side: marketers, advertisers, and TikTok itself. There’s no sense to spend money on the audience, which won’t be able to bet or gamble on the website.
I recommend using 24+ age for targeting gambling on TikTok. In my opinion, it’s the most common age to start marketing in the gambling vertical.
Do you have any predictions for gambling marketing on TikTok in 2022? Will the ads policy be modernized?
Currently, there’re two ways of moderation such as automatic and manual. As soon as the promotion starts, creatives are checked by the bots from the main office. And then the manual moderation starts, after which the gray list content will be blocked, most likely. And I think that the platform will be going away from manual moderation. And it will make the gambling promotion on TikTok easier.
I believe that the most perfect platform to start a gambling promotion is TikTok. There’re fewer restrictions than on other platforms, and it’s easier to avoid a ban on content. So I think that the operators, which have entered the market recently, should begin with TikTok.
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