Solving Low Engagement Rates with TikTok Paid Media Campaigns

Running TikTok paid media campaigns can feel like shouting into the wind when your engagement numbers won’t budge. Your spend might be climbing, but the likes, shares, and comments aren't keeping up. This is a common issue for businesses trying to break through the noise. The platform moves fast, and if your content isn’t clicking with people right away, it likely won’t make an impact at all.

For businesses around Exeter looking to connect with younger audiences, TikTok is hard to ignore. Its short-form video style, built-in trends, and endless opportunities for creativity make it perfect for brands wanting to stand out without heavy polish. But to get real engagement rather than being skipped over, the work goes beyond simply hitting the Boost button. It starts with knowing exactly who you're talking to.

Understanding Your Audience Comes First

The most well-made TikTok ad won’t do much if it doesn’t speak to the right people. When engagement is low, it’s often linked to aiming too wide or missing the mark altogether. Before planning your next campaign, take time to figure out who your ideal viewer is. Don’t guess—get specific.

Start by asking questions like:

- What kind of content does your target audience already spend time watching?

- Are they drawn to humour, tutorials, challenges, or behind-the-scenes clips?

- When are they most active on the app?

- What makes them comment, share, or follow?

You can find some of this by checking the comments on your past content. Or spend half an hour scrolling through creators in your niche and see what’s getting attention. This isn’t about copying, but about understanding patterns that work.

Once you get a clear picture of who your viewers are, use that to shape everything from video style to music choice. Make it feel like something they would actually watch by choice, not something they’re being sold to. Keep it short, keep it relevant, and avoid trying to appeal to everyone at once. When your message hits the right people with the right tone, engagement starts to happen more naturally.

Crafting Content That Actually Works

Now that you’ve nailed down who you’re trying to reach, your content has to hold their interest. TikTok is a scroll-happy space. If your video doesn’t catch attention in the first few seconds, that viewer’s gone. The goal is simple: make them stop and watch.

Here are a few ways to turn a flat ad into content that feels fresh:

1. Use what’s trending

Jumping on trends can give your content a familiar feel that’s more likely to get noticed. Whether it’s a song, a dance, or a challenge, putting your own twist on what’s already popular grows your chances of landing on someone’s For You feed.

2. Keep it visually interesting

TikTok isn’t about slick, professional-looking videos. It’s more about pace, movement, and personality. Right lighting, fast editing, and a strong hook in the first few seconds help pull people in.

3. Tell a story

Give people a reason to keep watching. That could mean teasing a reveal, solving a problem, or walking them through a relatable moment. Story-driven videos tend to feel more natural and help people connect with your brand without it being pushy.

4. Make sound choices count

Music and sound is half the experience on TikTok. Choose songs that match the tone or help add energy to your message, especially if they’re already part of a trend.

One Exeter café ran a campaign where they let staff rate each other’s latte art with voiceovers and a truth-or-dare score at the end. It wasn’t super polished, but viewers loved the personality behind it. That’s the kind of tone TikTok content thrives on. Raw, honest, and a bit cheeky goes further than perfect and scripted.

The key is to aim for connection, not perfection. People return to content that makes them feel something—even if that something is as simple as a laugh, a nod, or a quick share with a mate.

Optimising Ad Spend

Once you've got engaging content, it's important to make sure your budget is being used wisely. Many campaigns stumble because the funds aren't allocated properly, leading to low returns. Being smart about how and where you spend can change the outcome of a campaign.

A good first move is A/B testing. By trying out different versions of your ad, you can see which one connects better with your audience. Maybe one version has a different call-to-action or shows off a different part of Exeter. These small tweaks can offer useful clues. When you see what works best, put more of your budget behind that version.

Another solid step is reviewing TikTok’s analytics tools. These break down what’s working and what’s falling short. They make it easier to fine-tune your campaign and help you see what parts your audience is actually paying attention to. Less guesswork, more impact.

Using Influencers Effectively

Team up with influencers, and you’ve got a built-in way to reach people who already trust the content creators they follow. For Exeter-based businesses, working with local influencers keeps your brand grounded and helps you stand out with a community-first approach.

To get the most out of your influencer partnerships:

1. Pick influencers whose voice fits with your brand.

2. Look for people who have good engagement, not just a big follower count.

3. Make sure their past partnerships match the kind of tone and audience you’re after.

Once someone’s on board, treat them like a creative partner. Let them guide how the message is shared. Their content should feel like something they would naturally post, not like a scripted ad. That’s what keeps it believable and helps followers see it as something worth watching.

Engaging Through Interactive Features

TikTok isn’t just for passive watching. It’s made for interaction. And if you’re not using those interactive tools, you’re leaving engagement on the table.

You’ve got options like live streams, polls, and challenges that invite people to join the fun. These aren’t just gimmicks—they give people a reason to connect with your content in a way that sticks.

Challenges are especially powerful. They give users something fun to do and a way to share their own spin. When done well, challenges increase reach fast. If you’re a local business, anchor them to something your Exeter audience relates to. A coffee shop challenge showing off latte art, or a hair salon asking followers to share their wildest cuts, both spark fun ways to get noticed.

These interactive tools take your ad from something people scroll past to something they want to join in on—because it feels like being part of something, instead of being sold something.

Moving Beyond the Scroll

Low engagement on TikTok doesn’t have to be your normal. When you know who your content is for, speak their language, and offer something real, people pay attention. Mix in visuals that spark interest, stories that feel honest, and trends that help your videos stay current.

Be smart about how you spend, lean on data to point your strategy in the right direction, and don’t underestimate the value of choosing the right influencer. Then bring it full circle with content that people can actually interact with. Engagement starts to rise when people see you as part of their feed, not just another ad.

Stay flexible as trends change, and keep testing new ideas. With consistent effort and a bit of creativity, your TikTok paid media strategy in Exeter can carve out the kind of attention that leads to real results. Keep things real, keep it interesting, and the scroll will slow down just when your content comes into view.

Ready to take your TikTok campaigns to the next level? At EvoMedia, we've got the expertise to help you maximise your advertising impact. To see how our work in TikTok paid media can boost engagement and visibility for your brand, get in touch and let’s create something that truly connects with your audience in Exeter and beyond.