In the era of short videos, TikTok is a powerful amplifier helping big brands grow recognition and revenue conversion. Việc xây dựng kế hoạch TikTok Ads dài hạn không chỉ đơn thuần là chạy quảng cáo, mà chính là “vũ khí chiến lược” để dẫn dắt thương hiệu chiếm lĩnh tâm trí khách hàng trẻ – nhóm khách hàng chiếm hơn 70% lượng người dùng TikTok tại Việt Nam (theo thống kê DataReportal 2023). DPS.MEDIA nhận thấy, thương hiệu nào có chiến lược lâu dài, xuyên suốt và linh hoạt trên TikTok đều gặt hái hiệu quả rõ rệt về tăng trưởng tự nhiên lẫn hiệu suất quảng cáo trả phí, thay vì “bùng nổ nhanh – thoái trào nhanh”.
Do you want to optimize your communication budget, create quality leads, and promote sustainable interaction? A long-term TikTok Ads plan is the answer. Điểm then chốt là: phải tư duy TikTok là nền tảng xây dựng cộng đồng, không đơn thuần là nơi “chạy ads ăn liền”. Creative video series, coordinated KOLs, smart retargeting, measurement – continuous optimization… are pillars that help brands reach emotions and user behavior over time.
Điều này cực kỳ quan trọng, đặc biệt với các brand lớn có độ phủ rộng. Nếu thiếu kế hoạch tầm nhìn, ngân sách triệu đô sẽ đảo chiều thành “đốt tiền” mà chẳng để lại mấy giá trị lâu dài. Experience deploying for hundreds of businesses at DPS.MEDIA shows: brands that clearly set roadmaps, stage goals, and allocate focused resources for TikTok will achieve customer return rates 3 times higher than short-term or scattered campaigns.
Sở hữu chiến lược TikTok Ads dài hạn chính là “kim chỉ nam” để thương hiệu lớn không chỉ hiện diện rực rỡ, but also to maintain stable momentum and sustainable development in an increasingly competitive digital ecosystem..
Positioning big brands on the TikTok platform: Unique opportunities and challenges
Characteristics of big brand positioning on TikTok
TikTok has completely changed how big brands approach young customers in Vietnam.. However, this environment is both a golden opportunity and brings unique challenges. According to DPS.MEDIA, some important aspects to note include:
- Nền tảng “nội dung tốc độ”: TikTok prioritizes short videos and highly interactive content. The rapid spread factor makes brand image control difficult to measure.
- Requires flexibility: Large brands must be ready to change campaigns overnight based on trends or community feedback.
- Cạnh tranh với KOLs & microinfluencers: Người dùng đôi khi quan tâm đến “góc nhìn cá nhân” hơn là các thông điệp quảng bá truyền thống.
Opportunities and obstacles when investing in long-term TikTok Ads
| Opportunities | Challenges | Proposed strategy |
|---|---|---|
| Tối đa lượng tiếp cận gen Z & Millennials | Need to control multi-dimensional content, avoid contradictory viral content | Kết hợp quảng cáo + xây dựng “hiện diện bền vững” qua cộng đồng fan |
| Save budget significantly compared to traditional TVCs | Effectiveness is difficult to measure consistently across multiple campaigns | Proactively set separate KPIs for TikTok Ads, referencing recent studies (according to Nielsen, 2023) |
| Easily adapt to each local trend | Rủi ro thương hiệu bị “phai màu” trước đa dạng tiếng nói cá nhân | Choose consistent storytelling and visual branding, prioritize market education over short-term sales |
Lessons from case study: Success and warnings
DPS.MEDIA has successfully implemented TikTok campaigns for a major Vietnamese fashion brand, focusing on UGC (user Generated Content) & thử thách hashtag sáng tạo (#MixDoChuanGu). Kết quả thực tế: Tỷ lệ chuyển đổi tăng 16%, nhưng cũng đối diện nhiều comment tiêu cực khó kiểm soát. Như nhận định từ Harvard business Review (2023): “Brand equity trên tiktok gắn chặt với cộng đồng; càng lớn càng mong manh”.
The golden rule at DPS.MEDIA is not to "force" messages, but rather encourage open dialogue and proactively resolve image crises in real time.
Multidimensional analysis of target audience and TikTok user behavior
Demographic and psychological characteristics of Vietnamese TikTok users
DPS.MEDIA recognize Vietnamese TikTok users mainly belong to the Gen Z group (16-26 years old) with a habit of using this platform over 90 minutes/day (according to We Are Social 2024 report). However, Gen Y users (26-35 years old) are growing strongly, especially those interested in lifestyle, family care, and high-end consumption.
- Seeking quick entertainment experiences, community connection, and being attracted by trends, music, visual effects.
- Purchase decisions are strongly influenced by short video content and UGC (User Generated Content).
- Low brand loyalty levels, but quick and open feedback on new products/services.
Typical consumption and interaction behaviors on TikTok
Word analysis DPS.MEDIA cùng trích dẫn nghiên cứu từ MC&F và Nielsen cho thấy hành vi nổi bật của người dùng TikTok tại Việt Nam gồm:
| Behavior | Characteristics | Meaningful to big brands |
|---|---|---|
| Continuous video scrolling | Focus on new content, fast-forward | Messages must be concise, capturing attention within the first 3 seconds |
| Save video/Hashtag | Retrieve product information, hunt deals | Nurture leads through multi-channel follow-up |
| Bình luận & Duet | Interact, debate, and create content with the brand | Activate trends, increase organic engagement, build brand reach |
Case study cho thấy, một nhãn hàng FMCG khi áp dụng chiến lược này với hashtag campaign & duets đã tăng 47% độ nhận diện thương hiệu trong nhóm khách hàng mục tiêu chỉ sau 10 ngày.
Setting KPIs suitable for the brand's long-term goals
Determining KPIs based on long-term brand objectives
For the campaign Long-term TikTok Ads to truly create sustainable value for major brands, DPS.MEDIA it is recommended that businesses should not stop at short-term metrics such as views or clicks. Set up a KPI system closely linked to the brand’s long-term vision, based on both behavioral data and comprehensive brand growth objectives.
- Brand Awareness: Measure awareness through actual follower growth, number of organic brand mentions on TikTok.
- Brand Engagement: Calculate average engagement rate (likes, shares, comments), full video watch duration.
- Customer Acquisition: Conversion rate from TikTok to landing page or CRM data (e.g., offer sign-ups, inbound hotline).
- Brand Affinity: Evaluate brand love and loyalty through the rate of user-generated content or customer satisfaction index (post-campaign survey).
Illustration with practical KPI tables for the FMCG sector
| Core metrics | Q1 goals | Q2 goals | Note |
|---|---|---|---|
| Brand monitoring | +50,000 followers | +120,000 followers | Measure new appeal via TikTok channel |
| Organic interaction | 201% engagement rate growth | 281% growth | Focus on viral content, challenges |
| Conversion rate to potential customers | 2.5% | 4% | Connect sales/CRM platform |
Emphasizing the "cross-industry" mindset when building long-term KPIs
When consulting for a packaged food business, DPS.MEDIA applied a combination of “brand love” (emotional) and “conversion” (shopping behavior) metrics, instead of siloing each department. This allows the brand to đo lường hiệu quả quảng cáo TikTok không chỉ bằng leads hay orders, mà nhìn xa hơn tới việc duy trì & mở rộng cộng đồng khách hàng trung thành – a factor often overlooked in traditional measurement models (according to Harvard Business Review, 2022).
Note: KPIs must be reviewed and adjusted quarterly to optimize based on practical insights, not rigidly follow initial metrics.
Budget allocation strategy and continuous optimization of advertising performance
Budget allocation principles: Avoid "overlapping", prioritize experimental cycles
Effective budget allocation for TikTok Ads requires a combination of flexible thinking and quantitative statistics. DPS.MEDIA always prioritizes experimenting with various small ad groups in parallel, then maintains resources for the groups with optimal performance. According to a report by Harvard Business Review (2022), major brands increased ROI by 231% when rotating budgets based on actual weekly performance metrics, not fixed rigidly.
- Budget segmentation: At DPS.MEDIA, at least 15-20% of the budget is allocated for A/B Testing, 60-70% focuses on proven campaign groups, and the remainder is reserved for seasonal spikes.
- Flexible timing: It is recommended to prioritize testing by cycle (weekly or quarterly), instead of locking the budget for the whole year.
- Automation coordination: Apply AI automation and machine learning to shift budgets between ad groups based on CTR, CPA, and ROAS metrics at each point in time.
Case Study: Smart budget allocation helps increase performance for a cosmetics brand
| Time | Campaign group | Budget ratio (1%) | Performance metrics |
|---|---|---|---|
| January | Creative A/B Testing | 20 | CPA decreased by 15% |
| February | Optimize Lookalike audience | 60 | ROAS increased by 38% |
| March | Push Sale during holidays | 20 | Sales increased by 50% |
The key is continuously monitor, measure, and be ready to shift budgets theo biến động thị trường và hiệu suất thực tế – điều mà DPS.MEDIA đã áp dụng thành công cho các thương hiệu ngành F&B, mỹ phẩm và giáo dục tại Việt Nam.
Optimizing creative advertising content: Combining data and inspiration
How to let data lead effective content creativity?
Data and inspiration are no longer two separate extremes. According to a Harvard Business Review study (2023), major brands succeeding on TikTok all use user behavior data to determine suitable content types, then creatively transform the message by telling compelling stories that connect real emotions. DPS.MEDIA often finds that many campaigns achieve CPM performance beyond expectations when the content production process follows three factors:
- Real-time data analysis: Continuously track and A/B test ideas with insights from TikTok Analytics.
- Inspired by community feedback: Leverage topics, memetic trends, and create continuous interaction loops with users.
- Đánh giá & điều chỉnh: Based on ROAS and CPA metrics, reallocate budget to content with high viral potential.
The role of data analysis in advertising idea creation
At DPS.MEDIA, we realize that many marketers still struggle to balance trends and Brand DNA! Bài học thực tế từ dự án “Làm đẹp mỗi ngày cùng LANEIGE”: Dữ liệu chỉ ra rằng video ngắn hợp tác với KOC, sử dụng trend “Get ready with me”, tạo hiệu quả tương tác cao gấp 7 lần quảng cáo dạng review truyền thống.Sau khi thử thêm yếu tố local humor và nhấn mạnh vào key ingredient khoa học,lượt chia sẻ tăng 210% so với kỳ vọng.
| Exploited factor | Actual results | Suggestions for big brands |
|---|---|---|
| Use trends combined with scientific insights | Tăng share & lưu video +210% | Choose topics related to lifestyle, emotional impact, and lead with data |
| Collaborate with local KOCs and influencers | CPM is 57% lower | Create flexible formats for diverse KOC groups |
Summary: The boundary between data-driven creativity and emotional resources
A successful long-term TikTok Ads campaign needs to maximize the flexibility of dataDo not rigidly follow creative templates, but always expand with the ability to test new insights, while leveraging inspiration from the target community itself. DPS.MEDIA proposes the “data-inspire-Create” framework: Connect data – refine ideas – develop content – optimize daily, helping big brands keep creative fire alive and control media costs effectively on TikTok.
Monitoring, measuring, and updating campaigns: Proactively transforming changes
Innovating effectiveness measurement criteria on TikTok for large enterprises
When advertising on TikTok, many big brands still maintain traditional metrics such as reach and impressions. However, according to HubSpot research (2023), these metrics only reflect the surface.DPS.MEDIA recommends that businesses flexibly monitor deeper behavioral metrics such as: video retention rate, number of saves, or the completion rate of hashtag challenges initiated by the brand.
| Traditional metrics | Newly proposed metrics | Main benefits |
|---|---|---|
| Impressions | Video Retention Rate | Assess the true appeal of the content |
| CTR | Number of saves/shares | Measure the level of message virality |
| View | Challenge completion rate | Reflects the engagement of actions with the brand |
Proactive update mindset: Learning from practical case studies
DPS.MEDIA once ran a TikTok Ads campaign for a Vietnamese personal care brand. Initially focused on CPL (cost per lead), but after two weeks of monitoring, the team realized that night skincare content had an outstandingly high save and comment rate. By updating the KPI and shifting focus to content sharing minimalist tips, the campaign doubled conversions.
- regularly update measurement objectives to match audience insights, instead of fixing KPIs from the start of the campaign.
- Combine multi-source analysis (TikTok Analytics, Social Listening) to detect shifts in viewer behavior trends.
- Continuously test new metrics to help the brand promptly identify opportunities to adjust creative and media buying.
DPS.MEDIA's perspective: Flexible transformation in measurement is a vital factor when running long-term TikTok ads for large businesses – because the “success metrics” always change at the same speed as customer behavior on the platform.
Connecting TikTok Ads with the company's digital marketing ecosystem
Integrating TikTok Ads into a multi-channel Digital strategy
DPS.MEDIA recognizes that, when TikTok Ads are intelligently connected with the digital marketing ecosystem as a whole, businesses will optimize budget efficiency and build sustainable long-term branding. Instead of operating in isolation, TikTok needs to be closely linked with other channels such as Facebook, Google Display, email marketing, CRM… to create a seamless data flow and customer experience throughout the conversion funnel.
- Synchronize customer data between TikTok Pixel and the CRM system to personalize retargeting.
- Optimize creative by analyzing TikTok performance, then using those insights to develop other social campaigns.
- Coordinate remarketing: When users have interacted with TikTok, you can leverage the multi-platform information ecosystem to accelerate purchasing actions.
Bảng minh họa: Điểm kết nối giữa TikTok Ads & các nền tảng chính – Gợi ý bởi DPS.MEDIA
| Platform | Connection point with TikTok Ads |
|---|---|
| Coordinate remarketing, compare creatives, lookalike audiences | |
| Google Ads | Measure cross-channel conversions, leverage search intent |
| email/CRM | convert TikTok leads into email leads, personalize sent content |
Case study: FMCG "explosion" thanks to ecosystem integration
According to DPS.MEDIA, a recent FMCG campaign succeeded when integrating TikTok Ads with the entire digital environment.. The team used TikTok Ads to “activate” awareness, create hashtag challenge waves, then transferred this user group to remarketing audiences on Facebook as well as loyalty programs from the brand’s CRM. Thanks to seamless data and flexible creatives, the conversion rate increased 2.5 times compared to single-channel campaigns. A study by Harvard Business Review (2023) also emphasized: Multi-channel connection helps increase brand recall and drives near-commerce conversions 30% more effectively than businesses operating in isolation.
Sharing from personal experience
Building a long-term TikTok Ads plan for major brands is not just a matter of budget or technology, but a whole journey of shaping the brand in the minds of consumers, through sensitivity in content, distribution strategy, and continuous adaptability. when big brands understand and leverage the balance between content creativity and user behavior data, they will open the door to sustainability in brand recognition and engagement.
Tại DPS.MEDIA,chúng tôi tin rằng mỗi doanh nghiệp - dù quy mô thế nào – đều có thể gặt hái giá trị bền vững từ TikTok nếu xác định rõ mục tiêu,đặt yếu tố con người làm trung tâm và đồng hành lâu dài cùng nền tảng này. Chúng tôi đã và đang hợp tác chặt chẽ với nhiều doanh nghiệp SMEs để cá nhân hoá kế hoạch truyền thông, tận dụng thấu hiểu thị trường trong nước để tạo nên những chiến dịch hiệu quả và có chiều sâu.
Whether you are a brand builder, marketer, or just starting to explore TikTok Ads, we encourage you to step out of your comfort zone, experiment with new ideas, and always measure every action. Flexibility and perseverance are the two most crucial factors in this long journey.
Additionally, if you are interested in integrating TikTok with other digital channels such as Facebook Ads, Google Ads, or omnichannel strategies, stay tuned for upcoming articles from the DPS.MEDIA team. We always strive to share the most practical and applicable strategic perspectives for the Vietnamese market.
What do you think about the long-term potential of TikTok for major brands? Don’t hesitate to share your perspective in the comments below or join us for further discussions in upcoming events!
