In this article, we will show you how advertising through social media is one of the best ways to boost brand visibility and drive more traffic for your event planning or event production business. Creating TikTok ads for event planners is one of the most affordable ways to advertise your business, gain a competitive advantage over local competitors, engage with potential clients, and increase revenue.
1. Why TikTok Ads for Event Planners?
TikTok is one of the best platforms to advertise your products and services online, because of its addicting quality and high engagement levels. TikTok also became one of the most popular and downloaded social media apps globally during the first quarter of 2023, making the app one of the best social media platforms to advertise your products and services to help your business grow.
Creating TikTok ads for event planners will help your event-planning business increase brand awareness, improve customer engagement, provide cost-effective marketing, drive higher website traffic, and improve search engine rankings. It is also one of the most affordable ways to promote your business. TikTok ads offer precise targeting to help your TikTok ads for event planners to reach more people effectively, and gain the best ROI from your ad budget.
2. Types of TikTok Ads
- In-Feed Ads – Promotes products and services and can increase brand visibility and encourage engagement.
- Spark Ads – Great for boosting organic content.
- Branded Hashtag Challenges – Generates buzz for your brand and products. It can be highly engaging but the ads need to be user-generated content.
- TopView Ads – The ad will be seen once the user opens the app and uses a similar format to PPC. It is the TikTok ad type with one of the strongest initial impacts on users.
- Brand Takeover – Similar to TopView Ads. It will show your ad in full screen for 5 seconds and once users tap or swipe left, they will go where you want them to, for example, an external link.
- Collection Ads – Ideal for e-commerce businesses. They enable users to discover and browse your products in full-screen mode without leaving the app.
- Dynamic Showcase Ads – Advertise products where users can browse and purchase within the ad. These must be visually pleasing and interactive but may not be available to all users yet.
- Shopping Ads – A 3-in-1 solution allowing businesses to enhance the user’s shopping experience. It includes the format types of video shopping ads, catalog listing ads, and live shopping ads.
- Carousel Ads – Showcases a series of images or videos in a single ad. Each will usually contain a link to your product or service.
- Branded Effects – Enhances brand engagement. It allows users to interact with branded effects to create an immersive experience.
Unsure which type of TikTok Ads is the best for your event planning business?
3. TikTok Business Account
To create your TikTok ads for event planners, you will need to create a TikTok account first. If you already have an account, simply log in.
For those who don’t have an account yet, download the app and then sign up to create your account. You can also sign up online through TikTok’s desktop website.
Once logged in, go to your account settings, then “Switch to Business Account”.
Next, go to TikTok Ads Manager and click “Get Started”.
Select “Log in with TikTok”.
Then, “authorize” TikTok for Business to access your TikTok account.
Tick the box to agree to TikTok’s commercial terms of service and business privacy policy, then select “Confirm“.
Enter your event planning industry information.
And lastly, choose “Automatic payment” for your billing information. Click “Go to Ads Manager”.
If you want to select manual payment as your payment method, don’t forget to add a balance amount to your account. If you forget to do this step, it will cause your TikTok ads for event planners to automatically stop.
Need help setting up your TikTok Ads for business use?
4. Create a Campaign for TikTok Ads for Event Planners
Once you are on your TikTok Ads Manager dashboard, select “Campaign” then click “Create“.
Then, choose “Advance create” as your campaign format.
4.1 Campaign Settings
If you want to gain more new clients for your event planning business, choose “Lead generation” as your advertising objective.
Then, enter your campaign name. Leave the settings for split test, budget optimization, and campaign budget as they are.
For this guide example, we will name the campaign: “New York Event Planner Campaign”. You can also choose to enter your event planning business name instead, and even add your targeted location.
Next, enter your ad group name. Consider creating different ad groups if you want to advertise different types of event-planning services.
Example ideas for ad groups for event planners:
- Corporate Events
- Social Event Planners
- Wedding Planners
- Non-profit Event Planners
- Sports events
- Celebrity birthday parties
- Destination management events
- VIP events
- Galas
- Concerts
- Commercial events
- Association Meetings
- Special Events
- Basic Event Planning
- Premium Event Planning
- Custom Event Services
For this guide, we will name this first ad group name as “NYC Event Planner for Social Events”, so any ads you create for events like birthday parties, baby showers, graduations, anniversary parties, reunions, or holiday parties will have to go under this ad group.
In your optimization location settings, choose “Instant Form“. This will allow your TikTok ads for event planners to collect leads directly from your ads.
If you want to change your advertising objective from lead generation to website, then you will have to change your campaign advertising objective to “Website Conversions”.
Keep all your placement settings enabled to maximize impressions and conversions for your TikTok ads for event planners.
In your audience targeting settings, go straight to the demographics section and enter the location you want your TikTok ads for event planners to target. You can also include the location of your registered business location, which will allow users who search for “event planner near me” or “event planner in New York” to find your business on TikTok.
For the remaining audience targeting settings like gender, age, and spending power, select “All”.
Select the language you want your TikTok Ads for event planners to appear in, for example, “English“.
For the device settings, make sure that you select “All” for your operating system, OS versions, device model, connection type, carriers, internet service provider, and device price.
Want to focus on website conversions instead?
4.2 Budget and Schedule
The daily budget for your TikTok Ads for event planners will depend on several factors so consider researching your industry and local competitors first before deciding on your daily budget. If you don’t have enough data, or you are a beginner at TikTok Ads, you can start with 30 USD and then you can increase or decrease this depending on the performance of your campaign.
Note: Don’t stretch your daily budget amount too thin to ensure that it does not negatively affect the performance of your campaign, like getting very few leads during the duration of your campaign, or taking a longer time to produce impactful results.
If you’ve conducted research for your TikTok ads for event planners and results show that the bidding price for your keywords in your target location is fairly low due to the competition level, select “All Day” as your dayparting settings.
4.3 Bidding and Optimization
In the campaign settings, we selected “Leads” as the optimization goal, therefore we recommend skipping the target CPA setting.
If you decide to enter a target CPA amount, it will prevent your tiktok ads for event planners from maximizing getting as many leads as possible based on your ad budget.
5. TikTok Ad Text for Event Planners
Once you are happy with your campaign settings, you can start creating the actual TikTok video ad for your business.
Start by entering the ad name, for example, “NYC Events Planner Services”.
Next, you need to create a custom identity. Make it creative and easy to read, since this is the name users will most likely remember your account by. You can consider using the name of your event-planning business or use something like “@EventPlannerNYC”.
Upload your TikTok video ad for your event-planning business by clicking “+Upload”.
If you don’t have a video ready to upload for your campaign, we recommend filming and editing your video first before creating your TikTok ads for event planners.
You could choose to click on “+Create” which will allow you to film your TikTok video ad at that specific moment, but your video won’t be optimized to help your campaign attract your target audience and encourage conversion.
After uploading your TikTok video ad, enter your ad text.
Focus on using an ad text that will grab the attention of users, by addressing the user’s problems and solutions or by triggering a personal response. At the end of the day, you want your ad text to encourage the user to convert, for instance, by booking an online consultation.
Ad Text Examples:
- “Bringing your visions to life!”
- “Event Planner in NY bringing your visions to life!”
- “Delivering flawless event planning services every time”
- “Creating unforgettable and stress-free events”
- “Event planner dedicated to creating unforgettable experiences and memories”
As you set up the creative aspects of your campaign for TikTok ads for event planners, you will see a preview of what your TikTok ad will look like in-feed and search query results through the preview feature.
5.1 Call To Action Settings
Up next is your CTA or Call To Action settings. Choose between using 2 different CTA options:
- Dynamic CTA allows you to choose multiple text options. This means that each user on the platform will be shown a different CTA text to help your TikTok ads for event planners achieve optimal results.
- Standard CTA allows you to choose only one text option.
When choosing Dynamic CTA, click on “View selected text”.
Select the text options for your CTA that apply to your TikTok ads for event planners, for example:
- “Learn more”
- “Contact us”
- “Book now”
When choosing Standard CTA, select one text option by clicking on the drop-down bar, for example:
- “Contact Us”
Need help creating effective ad text for your campaign?
5.2 Interactive Add-Ons
Interactive add-ons are one of the features we recommend implementing as part of your TikTok Ads for event planners because they can help maximize impressions and conversions, and help convey important messages or information to your target audience.
To add an interactive add-on, select “+Create”.
Next, select your preferred display card format or style and enter your display card details. When entering your display card information, it should ultimately encourage users to convert.
Example:
- Discount: “30 % off”
- Discount description: “LIMITED TIME ONLY”
- Call to action: “BOOK NOW”
- Display time: “5” seconds
Click “Confirm” to save your display card settings.
5.3 Instant Form Settings
Instant form is another feature we strongly recommend implementing in your TikTok Ads for event planners, especially because this is a lead-generation campaign.
Adding an instant form will allow you to directly collect personal information from your leads through your TikTok Ads for event planners. These can also be set up to encourage leads to schedule or book appointments with your event-planning business without the need to leave the app.
To add an instant form, click “+Create”.
Select the “Classic form” format.
Rename your instant form and keep your introduction settings disabled.
Example: “Event Planning Services Contact Form”
In the question settings, enter your purpose statement for collecting information from leads, then select which personal information you will need, like “name”, “phone number”, and “email”.
For your event-planning business, you can consider adding custom questions to your instant form, like “Appointment Scheduling” which will allow leads to schedule an appointment with you without exiting the app.
Next is your privacy settings. Enter your events planning company name and provide the privacy policy link. You won’t be able to add an instant form to your TikTok ads for event planners without providing your privacy policy information.
Your instant form will show a thank you screen or final page at the end, once a lead has filled in the form. Enter a headline, a description, the button text, and your website URL. Make sure the website URL in this instant form is the landing page for the offer on the final page.
Note: You can use the final page to encourage the user to convert or to redirect them to your website if they click on the text button.
Example:
- Headline: “Thank you for your response!”
- Description: “Tap the button below to request a “Free Online Consultation” and learn more about our event planning services!
- Button text: “Free Online Consultation”
- Website URL: “https://eventplannernyc.com”
Next is your form type settings. Select “More volume”.
If you want your form to focus on higher-intent leads, we recommend changing your advertising strategy to Google Ads instead. Google Ads specifically targets high-intent leads instead of volume, and although it will cost more per click, you are guaranteed higher-intent leads for your events planning business.
Skip the field names and tracking parameters settings, then click “Confirm” to save your instant form settings.
Once you are done with your instant form setup, you can add your tracking information if you use your own or third-party tracking software. If not, you can skip this step.
Does managing and optimizing your TikTok ads for event planners sound like too much work? We make it easy for our clients!
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5.4 Payment Setting
In your payment settings, add a balance amount to your account, for example, “30 USD” then click “Next“.
Choose your payment method and then enter the necessary details before clicking “Make Payment“.
Lastly, enter the required information regarding your events planning business and you are done. Congratulations! You just created your first TikTok ads for event planners!
6. How to make an effective TikTok Ad Video?
When uploading your TikTok ad video to your campaign, you want to make sure that the video ad you use is optimized to help maximize conversions and impressions. To optimize your video ads, you will need to implement key elements that will encourage users to convert. Make sure your campaign and your video are both optimized so that they will seamlessly work together to give you the best results for your advertising goals.
When creating TikTok Ad videos, make sure it’s optimized to grab the attention of your target audience within 3 seconds to avoid being scrolled down and losing potential new clients. To achieve this, you can use hooks at the beginning of your video, supported by attention-grabbing visuals and captions to support your TikTok ad efforts, and even trigger a personal response to make your ad more memorable.
You want to make sure that your TikTok ads for event planners will also retain the attention of potential leads to encourage them to convert, which you can do by including positive feedback from previous clients, final looks of events in either video or photo format, and by creating visually entertaining, engaging and informative content.
6.1 Key elements for an effective TikTok Ad Video
Consider implementing a variety of the following key elements to your TikTok video ads for event planners:
- Add CTAs in your video. Include this in your script, graphics, or as interactive add-ons.
- Follow TikTok’s image and video specs. Failure to do so will get your ads disapproved.
- Find background music or trending sounds using TikTok’s Creative Center.
- Use auto-captions to help hit more keywords.
- Include your primary keyword in the video title.
- Center all important elements in the ad video.
- Video resolution should be a minimum of 720p.
- Switch your ads every 7 days to avoid ad fatigue.
- Don’t create ad videos longer than 34 seconds.
- Use the right keywords.
- Use trending hashtags relevant to your ad.
- Create different hook variations.
7. TikTok Video Examples for Event Planners
Let’s look at some video examples you could use as inspiration or guide when creating your TikTok ads for event planners.
The first example was successfully able to achieve high levels of engagement and views using trendy music, centered text in the video that hits the right keywords, hashtags, and a caption using the “POV trend”. The POV approach triggers an emotional response both from the client in the video and from viewers in the comment section, indicating the client is fully satisfied with the event planning service for the client’s baby shower.
@themequeens_ POV: You walk into your dream Baby Shower 🩵💐✨ #eventdesign #summerhousemv #peopleexclusive #usweekly #bravotv #eventplanner #jasminecooper #peopleexclusive #eventdesigner #njeventplanner #nyc #backdrop #babyinbloom #Babycooper #babyshower #babybloomsandblues
This second example uses a behind-the-scenes approach to showcase the results of event planning for a corporate event. It uses different transitions, different editing styles, and techniques, it uses text in the video, trendy music, and showcases before and after results of the events planning service. The video also uses a caption to encourage other companies to hire them for their next corporate event, and the custom identity plays around the “event” word which will help users remember their brand on TikTok.
@eventiqueagency @ your company if you think they should hire us for your next holiday party… 😉 This time last year, our team was in the thick of Terminal 5 prepping for the @H&M Holiday Party! Head behind-the-scenes with our Senior Event Producer, Jared, to get a glimpse at what it was like producing the live event and watch as our team transforms the space into a stylish winter wonderland. #eventplanning #eventplanner #eventplannerlife #agencylife #holidayevents #holidayparty #creativeagency #holidaypartyideas
8. Best Practices for TikTok Ads for Event Planners
8.1 Ad Groups
Ad groups are one of the components that make up your TikTok ads for event planners. One of the best practices we recommend for your campaign is to create multiple ad groups to find out which of your event-planning services is the most effective at helping you reach your advertising goals.
When creating different ad groups, set each ad group to focus on a specific events-planning service or theme, for example, you could have one for basic event-planning services, one for full-service event planning, one for premium event-planning services, and another for custom event planning services.
By creating multiple ad groups, you will also be able to switch your ads every 7 days and avoid ad fatigue, and you will be able to rotate your ad groups to analyze and see your best-performing ads.
8.2 Content Planning
Content planning is an essential step in creating an effective campaign that will bring you optimal results for your TikTok ads for event planners. A well-planned content plan will include elements that should help bring your video ad ideas to life and don’t forget that your ad scripts should convey important information to convert leads to new clients. Some important elements to consider when planning your content are the following:
- Envision how you want your ads to look like.
- Create storyboards to help with filming shots and angles.
- Include transitions, elements, and editing styles. This will make editing the videos easier.
- Keyword research.
- Write a variety of ad scripts and hook variations.
- Plan the text to include in the video.
- Write captions and hashtags.
- Edit the thumbnail of your TikTok ad video.
- Add CTAs throughout your TikTok ads to encourage conversion.
- Schedule postings to stay on track.
Make sure that you spend time with your keyword research so that when users search for something like “event planner for fundraising event”, “birthday party event planner in New York”, “event planner for baby shower” or “product launch event planner”, they will be able to find your event planning business.
Need help with your content plan?
8.3 Video Footage and Editing
Once you are done with your content plan, you can film and edit your ad video. A great advantage of creating TikTok ads for event planners is how the process has been simplified, so even beginners can create TikTok ads. This also means that you won’t necessarily need professional equipment and professional software to film and edit your videos. Using your smartphone to film and edit with basic editing apps like CapCut will suffice.
We recommend adding testimonials or feedback from previous clients, and including before and after photos so that you can further gain the trust of your target audience to trust you with their event planning needs.
Remember that your TikTok ad video should meet the required image and video specs to ensure that your TikTok ads for event planners get approved by TikTok, and these videos should leave an impactful or lasting impression on your target audience to ultimately encourage engagement and conversions.
8.4 Partnerships and Collaborations
Another best practice to consider for your TikTok ads for event planners is partnering up with content creators or influencers. By strategically doing collaborations or partnerships, you can help boost your brand’s credibility and exposure. It will allow you to reach a different audience specific to the influencer’s following, and it will give your business a chance to increase its social media following, which can result in more leads and more opportunities for conversions.
If there is already existing content that showcases your event-planning business, or even content created by previous clients, you have the opportunity to use these as Spark Ads. This way, you can boost organic traffic and you won’t need to worry about creating brand new content for your campaign and brand.
It’s important to understand that before partnering with content creators or influencers to promote your events planning business, you consider the following factors:
- Do you have a developed and detailed campaign plan?
- What are your KPI targets or goals?
- You will need to give the creator artistic freedom to create content for your brand but can provide guidelines on their deliverables and what not to do.
- Identify the right content creators for your event planning business.
- Reach out to UGC or User Generated Content creators.
8.5 Email Sequences
One way you can support your efforts for TikTok ads for event planners is by implementing email sequences as part of your marketing strategy. Choosing the right email sequences for your campaign will help increase engagement and drive traffic to your event planning website.
Some of the email sequences you could consider are:
- Onboarding email sequences
- Feedback email sequences
- Re-engagement email sequences
- Welcome emails sequences
- Lead nurturing email sequences
- Cross-sell email sequences
- Feedback email sequences
Choosing the right email sequence will depend on your niche and industry. For TikTok ads for event planners, we recommend choosing between welcome email sequences, lead nurturing sequences, cross-sell email sequences, or feedback email sequences.
- Welcome email sequences can be used to introduce your event planning business to new clients and subscribers.
- Lead nurturing email sequences are strongly recommended for your TikTok ads for event planners to further nurture and convert leads.
- Cross-sell email sequences can help you promote other products or services your event planning business offers, especially the more expensive ones. If your client availed of your full-service event service, you could promote premium event services through this email sequence.
- Feedback email sequences can help your event planning business find out how satisfied your clients were with the results. You could use these reviews or feedback in your campaigns to further convince potential leads to trust your event planning services.
8.6 Customer Relationship Management Process
To ensure that leads coming from your TikTok ads for event planners are actually converting, a CRM or customer relationship management process is needed. The front desk or receptionist of your event planning business will need to listen, track, and audit all calls from your TikTok ads and ensure these leads are being called back.
It is critical to understand that if your TikTok ads for event planners successfully bring your business more new leads, all your TikTok ad efforts and implemented strategies will go to waste if these leads are not called back.
Suppose your events planning business lacks a CRM process. In that case, you can consider changing your advertising strategy to Google Ads instead, because Google Ads will help you find higher-intent leads actively searching for event planning services. At YoYoFuMedia, we have been able to successfully help more than 1,000 clients achieve their advertising goals with both Google Ads and TikTok ads, which you can learn more about on YoYoFuMedia’s page.
9. Key Takeaways
Investing in TikTok ads for event planners is one of the most affordable ways to advertise your event planning or event production business on social media.
To ensure your campaign is effective, it is essential to remember the following factors that need to be implemented and optimized to achieve your desired advertising goals.
- Fully optimize your campaign by implementing the key elements and best practices discussed in this blog post.
- Grab the attention of your target audience within 3 seconds.
- Create visually entertaining and pleasing videos to retain their attention for better conversion chances.
- A CRM process is critical to nurture and convert leads from your TikTok ads for event planners.
- Develop and create an effective content plan.
- Collaborate with content creators or influencers to increase audience reach and gain more new clients.
If you are too occupied to create, manage, and optimize your TikTok ads for event planners, we can help you! Feel free to book a free consultation with our talented team of experts and let us help you reach your advertising goals with TikTok Ads, so you can gain more new clients, and increase your ROI!
