How to use TikTok for advertising

Advertising on TikTok is growing at the same rate as the platform. More and more, advertisers are deciding to invest in the most popular social network and launch Paid Media campaigns. The numbers are very attractive: 800 million active users a month (DataReportal).  

What is TikTok?

If you’re older than 30, maybe you’re less familiar with the platform because its audience is mainly in the 16 to 24 age range. That’s why we’ll sum it up for you: TikTok is a social network that allows you to record, edit, and share short videos between 15 and 60 seconds. 

The topics of the videos are very diverse. The majority try to get a smile from the viewer, but we can also find content about sports, fashion, food, beauty, animals, etc.

However, the most interesting part of this network is its growth. IAB Spain’s 2020 Social Media Study declares it the channel that is gaining the most users; it’s grown from 3% to 16% of people that have ever used the platform.

TikTok for companies: is it worth it?

It’s clear that users like TikTok, but is there room for brands and advertisers? The answer is yes, as long as your product or service fits the users of the network.

If it does, then right now, TikTok is a great channel for advertising: it’s not very saturated and the prices are very competitive. 

But if you want more reasons before deciding if you should join this channel or not, these are the reasons the platform lists:

• Global reach: TikTok users stretch over 150 countries 

• High participation levels: the fun and imaginative formats create a good response and participation level with users

• Formats and tools for your ads: the platform offers a lot of resources for brands to bring out their most creative side

• Precise focusing: you can connect with your potential clients by focusing your ads by gender, location, age, interests, and other variables

• Transparent tracking: supervise the performance of your ads easily and with updated information 

How do users feel about TikTok ads? 

When it comes to advertising on a platform, it always helps to know how users feel about the ads that are published on it. A Kantar study published by TikTok, completed during September 2020 and January 2021 with more than 25,000 participants, gathered the following information: 

• 72% of those surveyed find TikTok ads inspiring

• 7 out of 10 people believe that the ads on the platform are trend-setting. 

• Users think that well-integrated ads are better

• 67% of users agree that TikTok ads capture their attention (10% more than on other platforms)

• Topview is the preferred format on TikTok for 72% of those surveyed because of its natural location within the platform

Is my target audience on TikTok? 

If you’re looking to connect with a younger audience, you should keep TikTok in mind when structuring your digital marketing plan. After all, 66% of users are under 30. 

However, it’s important to note that people of other ages are increasingly deciding to try their luck on the platform. It’s very frequent that young people are the first to land on a social network, opening the way for older users. Therefore, it’s important to not lose sight of how this social network changes over time. 

What are the ad formats on TikTok? 

The platform offers advertisers different types of formats to achieve diverse goals. Let’s take a look at each one of them: 

Brand Takeover

It’s a large ad (full screen) with an image or videos. It appears when users open the app and therefore has a large impact and allows the brand a lot of room to work. In addition, it’s clickable and both internal and external links can be added. In order to ensure that users aren’t bombarded with ads, only one advertiser a day is allowed.

Top View

In this case, it’s a video ad that is positioned in the best possible place on TikTok. The goal is to obtain visibility and attract the user’s attention and increase brand awareness. 

Hashtag Challenge

This format takes advantage of the natural trend of TikTok users to create and share challenges. Brands can create their own and therefore make sure the user creates their own content and promotes visibility. The interaction rate with users with this format is very high.

Brand Effect

Brand Effects provide users with creative tools to create their own videos. They are usually augmented reality filters or effects. In this case, for the development, it’s fundamental to work with TikTok’s support team.

In feed ads

Lastly, the most frequently used type of TikTok ad: the videos that appear between the organic content. Their maximum length is 60 seconds, although it’s advisable to make them shorter so that the user doesn’t lose interest. It’s possible to focus them on age, gender, and location criteria. 

How to advertise on TikTok 

It wasn’t until the beginning of 2019 that TikTok launched a beta version of its advertising options. Since then, big brands like Nike or Apple Music have used TikTok ads to advertise their products through unique and eye-catching campaigns .

Do you want to try too? Here are some steps to follow to get started: 

1. Create an account in Ads Manager 

The first step consists of creating an account in Ads Manager and entering all the company's information 

You’ll find more information about how to do it in this video:

2. Design a campaign and ad group 

On TikTok for Business, you’ll find a tab in which you can create ad campaigns. You will have to choose between five different goals: range, traffic, views, conversions, and app installations. 

Within your goal, you can create as many ad groups as you need. They can be intended for different audiences. 

3. Configure the location and segmentation: 

The next step is to choose the placement. In addition to TikTok, you can place your ads on other related apps like Vigo video, Helo, or Pangle. 

Next, detail the type of audience you’re looking for within the parameters of location, age, gender, language, etc. 

4. Decide the budget and length of the campaign

Decide the amount you want to spend on each ad group. You can assign a daily amount or simply establish the total of the campaign and let the tool spend it. 

Remember to also determine the period of the campaign. You can choose hours or specific days. 

5. Choose the type of bid 

Depending on your goal, you can establish the type of bid. In general, you can optimize it to obtain the highest number of clicks (CPC) but you can also bet on impressions (CPM).

Don’t forget to decide the value of the bid: the quantity you are willing to spend for the established goal. 

6. Design the ad 

This is the most creative step and the moment to let your imagination run loose. TikTok offers a lot of tools, like a Video Creation Kit that includes video templates and more than 300 options of free music. 

Remember that the user will be viewing the content from the screen of their smartphone and you must adapt the design to that format. This is one of the mistakes you can’t commit with your mobile ads. 

7. Optimize the campaigns 

As with almost any ad campaign, it’s very important to optimize it to ensure the results are as good as can be. Here are some tips from TikTok that can help you.

To sum it up:

Right now, it can be very beneficial to use ads on TikTok. However, you must keep in mind the kind of audience that uses the platform and, above all, the language and formats used. It’s important that the ads are integrated correctly to get good results. If you follow this advice, I’m sure you’ll be able to create a great ad campaign on TikTok.