TikTok for Business and Business Center: How to organize marketing in TikTok

TikTok for Business brings together the tools that TikTok makes available to advertisers, brands and agencies to organize its marketing activity. Within this ecosystem, TikTok Business Center functions as a central space from which to coordinate accounts, assets, equipment, partners, permissions and certain financial functions.

The difference is important. TikTok for Business is not a single tool and Business Center does not replace Ads Manager or the brand’s organic account. Each element has a different function and must be connected with a clear structure.

A good configuration helps to preserve the ownership of assets, work with suppliers without sharing passwords and know who can consult, edit, publish or manage investment.

The tool orders access and collaboration; the ability to connect with the audience remains dependent on the strategy and content.

What TikTok for Business is

TikTok for Business is the gateway to the professional environment of TikTok. It covers solutions for advertising, asset management, measurement, creativity, collaboration and, when available for the market and account, e-commerce.

For a company, this ecosystem can intervene at different times:

• Publication and management of the organic presence.
• Creation and optimization of advertising campaigns.
• Collaboration with agencies, teams and creators.
• Management of catalogues, audiences and data sources.
• Measurement of actions carried out on the web, application or ecommerce.
• TikTok Shop management in countries and compatible accounts.

The availability of each product may vary by country, type of business, verification and platform evolution. Therefore, it is appropriate to check the current conditions before designing an operation around a specific function.

What TikTok Business Center is

Business Center is the administrative space that allows to gather and govern the business resources used in TikTok. It is specially designed for organizations in which several people, brands, advertising accounts or suppliers participate.

The Business Center can be managed or shared, depending on the configuration and availability, such assets as:

• TikTok Ads Manager’s advertising accounts.
• TikTok’s accounts linked.
• Pixels and other data connections.
• Product catalogues.
• Hearings and selected resources for recruitment.
• Compatible shops and commercial assets.
• Billing and payment information for authorised users.

The objective is not to accumulate resources on a panel. It is to establish who is the owner, who can access and what level of action is for each person or partner.

Introduction to TikTok Business Center published by TikTok for Business.

TikTok for Business, Business Center and Ads Manager: Differences

TikTok for Business

It is the general ecosystem of business products and services. It also provides the access identity that serves as the basis for using tools such as Business Center and Ads Manager.

TikTok Business Center

It is the layer of organization and government. It centralizes accounts and assets, allows to incorporate members and partners and assigns permits according to their responsibilities.

TikTok Ads Manager

It is the tool in which advertising campaigns are created, managed and optimized for an advertiser account. Business Center can own or receive access to that account and distribute permissions to the team.

TikTok’s brand account

It is the identity visible to the audience and where the organic activity lives. It can be linked to Business Center for certain management, analytical and advertising uses, always with the authorization and the corresponding permissions.

Separating these concepts helps to avoid a usual problem: that a supplier creates essential assets in its own environment and the company loses control when changing the professional relationship.

What advantages Business Center provides

Collaboration between teams and partners

The company can invite internal and external professionals without delivering the credentials of a shared account. Each user enters with his or her own identity and receives access to the necessary assets.

This makes it easier to work with a media agency, a creative team, ecommerce leaders or analysts by preserving a common structure.

Role and Permission Control

TikTok distinguishes administrative and standard functions, in addition to specific financial permits. On each account or asset there may be additional levels to view, operate or manage.

The configuration should follow the principle of minimum privilege: each person has only the access he / she needs to do his / her job. Permits should be reviewed when someone changes his / her function or stops working with the organization.

Property and continuity of assets

Centralizing resources under the structure of the company reduces the dependence of individual users. The advertising account, pixel, catalogue and audiences should not be linked to only one person or agency.

Good governance facilitates the incorporation of new equipment, the change of suppliers and the maintenance of the historical without rebuilding the entire configuration.

Joint vision of accounts and campaigns

Business Center allows you to link different accounts and consult aggregated information within the access limits. This vision is useful for organizations with various brands, countries, business units or partners.

Business analysis may require combining these data with ecommerce, CRM, web analytics and sales. The platform panel explains the advertising performance, but does not always provide the full vision of profitability on its own.

How to configure a secure structure

1. Create the environment with company data

The organization should use a corporate mail, correctly introduce the social reason, country, time zone and currency, and complete the applicable verification processes.

TikTok warns that certain data may be difficult to modify later. They should be reviewed before the discharge is confirmed.

2. Define administrators and safety

It is recommended to have at least two authorized internal administrators, to activate the verification in two steps and to prevent management from being dependent on one person.

Financial roles should be assigned only to those who need to consult or manage payments, balances, invoices and methods of collection.

3. Incorporate accounts and assets

The company can create or link advertising accounts, request access to TikTok accounts and organize pixels, catalogues, audiences or other necessary assets.

Before adding them, it must be decided whether Business Center will own the resource or whether it will receive access from another owner.

4. Add to equipment and suppliers

Internal professionals are incorporated as members. Agencies or other organisations can be added as partners to share assets between business structures.

It should be documented what each party has received, what level and how long. To deliver total administrative access for comfort increases the operational risk.

5. Test and review

Once the environment is set, it is appropriate to verify that each user can do his or her work and that he or she does not access unnecessary information or functions. The review of permits should be repeated on a regular basis.

Content, advertising and creators

Business Center facilitates coordination, but does not create a content strategy in itself. The brand needs to define audiences, creative territories, formats, frequency, responsible and approval criteria.

Advertising can amplify organic parts, test messages or direct traffic to specific objectives. Collaboration with creators adds new voices and communities, but requires a selection process, rights of use, validation and measurement.

For both lines to work together it is useful to share an editorial and learning system: what messages are tested, what signals are observed and how the result becomes the next creative decision.

Measurement: from campaign performance to business

TikTok offers data connections to share web events, application and other compatible environments. On the web, the current documentation includes TikTok Pixel and Events API, by means of third-party integrations or own configuration.

The implementation must respond to a measurement plan and respect the consent, privacy and applicable regulations. Install an unvalidated code events, duplication and data quality produce unreliable reports.

In addition to visualizations, scope or interaction, it is appropriate to relate the activity to indicators such as qualified visits, opportunities, sales, cost of acquisition and customer value. The allocation of a platform is a perspective; it must be contrasted with analytics, CRM and commercial data.

Common errors

• Create accounts and pixels from personal profiles or supplier-owned environments.
• Share a password instead of using members, partners and permissions.
• To grant administrative access to all persons.
• Confusion Business Center with the campaign creation tool.
• Launch advertising without a verified data connection.
• To completely separate the organizational strategy and the payment strategy.
• Measuring platform metrics only without linking them to business results.
• Do not withdraw access when a collaboration ends.

How Sitelicon can help you

At Sitelicon we help companies to make TikTok an orderly part of their digital strategy. We can review the account structure, organize Business Center, define permissions, coordinate content and campaigns and prepare the measurement.

We also connect the data with ecommerce, CRM and command tables to analyze the channel within the whole business. The aim is for the company to maintain control of its assets and have a system capable of learning and evolving.