TikTok is seemingly all the rage right now. This one app has content creators dancing, cracking jokes, telling heartwarming stories, and giving tips in short videos for others to like, comment on, and share. What started as an app for entertainment has quickly blossomed into an app filled with information, laughter, and a continuous flow of trends and challenges.
It certainly helps businesses, too. Brands can connect with their fans on TikTok in new ways. The app leaves room for plenty of personalities to show through, with ample opportunities for users to create meaningful connections. In 2019, it began offering ads, giving businesses even more space to let others know what they’re about.
In this ultimate guide to TikTok ads, we’ll talk about:
- Benefits of TikTok Advertising
- Types of TikTok Ads
- The Cost of TikTok Ads
- Getting to Know the TikTok Ads Manager
- TikTok Ads: Best Practices
- More Resources on TikTok Ads
Benefits of TikTok Advertising
TikTok has grown tremendously since its launch in 2017. In 2021, TikTok.com became the most popular web domain, beating out frontrunners like Google.com and Facebook.com. It’s also been the most popular app in the United States for a couple of years now, again surpassing other favorites like Instagram and Snapchat.
If those aren’t convincing enough reasons to start advertising on TikTok, consider the app’s additional benefits:
TikTok is a Widely Popular Platform
We mentioned TikTok’s popularity in the United States, but this app has also grabbed the attention of people all over the world. Globally, Hootsuite reports that TikTok is in the number six spot of the world’s most-used social platforms, with Facebook, YouTube, and WhatsApp in the top three spots. Additionally, TikTok ads reach close to 16% of the world’s population over 18 — more than 884 million people.
And that’s just the tip of the iceberg. Here’s more data that proves TikTok’s popularity and potential reach through marketing on its platform:
- As of September 2021, TikTok had over one billion monthly users on its platform.
- TikTok users spend over 24 hours watching content on the platform each month, more time than they spend watching YouTube.
- It’s the first non-Facebook app to reach three billion global downloads.
- TikTok was the #1 most downloaded free app on the App Store in 2021, beating YouTube, Instagram, Snapchat, and Facebook.
Users Don’t Mind Seeing Ads
Apparently, TikTok users are okay with seeing advertisements being included in their feeds, whether it’s a collaboration with a TikTok creator or a singled-out ad.
A few interesting stats that prove this:
- 61% of TikTok users have a better view of brands after they participate in or create new trends on TikTok.
- 66% of TikTok users approve brands connecting with TikTok creators to show off a new product or service.
- Close to 50% of TikTok users buy things they see advertised or showcased by brands on the social media platform.
It Reaches Younger Audiences
TikTok mostly appeals to younger audiences. If your brand is one that wants to attract more Gen Zers into your audience, then TikTok is the place to be. As of September 2021, Statista reports that 25% of the app’s users fall between 10-19, while 22.4% are 20-29. And, if you’re looking for a slightly older group, Millennials and Gen Xers make up a prominent portion of its demographics, too, with 42% falling into the 30-49 age range.
It’s Relatively Simple to Get the Hang Of
TikTok advertising doesn’t require a major learning curve or a complex marketing background. The app guides you through creating ads using the TikTok Ads Manager, so you won’t feel left in the dark when setting a budget or targeting an audience. Plus, creating video content on the platform is super simple, thanks to the many easy-to-use tools TikTok offers.
You Can Get Creative
TikTok is all about creativity, which is why it gives users lots of tools, music, and smart assets to use when creating content. There are also several types of ads to use on TikTok, allowing you to choose the perfect form of marketing for your business.
You Can Use Precision Targeting
Target your audience to get the best return on your investment. On TikTok, you can pinpoint people who have visited your website or downloaded your app, have specific interests that align with your business, or fall into the demographics of your ideal customer. Other targeting metrics include device targeting, behavior targeting, and targeting audiences based on other TikTok creators they’ve followed or interacted with.
Types of TikTok Ads
TikTok gives several options for ad types to marketers, including:
In-feed ads appear on a user’s For You page as they scroll through the feed. They act just like a regular TikTok video, so users can like, comment, and share the ad. This is TikTok’s primary ad type, making it one of the most used formats. Advertisers also like in-feed ads because they’re easy to create and have a natural feel to them, like they fit right into the platform. Use the same elements as you would a regular video, too, with the addition of a CTA button for people to click through to your offer.
Top View Ads
Top View ads appear at the top of a user’s For You page rather than in the feed. This way, when the user first clicks over to that page, they’ll see your ad first. Like in-feed ads, top view ads can appear just like a regular video but with an included CTA button for users to quickly find your offer. You can make up to a 60-second advertisement for top view ads.
Branded Hashtag Challenge Ads
A branded hashtag challenge features some type of brand-created TikTok challenge with an associated hashtag. When brands create a hashtag challenge, they encourage TikTok creators to post videos with the hashtag that relates to a prompt. The paid ad displays on TikTok and brings users to a challenge page when they click on it. The page includes other videos using the branded hashtag and instructions for creators to follow when they make their own videos.
Branded Effect Ads
Effects on TikTok are similar to filters, offering users fun ways to play around with their content via new elements, props, and interactive effects. Brands can create sponsored effects with their branding for creators to use to tell their stories and create new content.
A spark ad is TikTok’s newest form of advertising designed to blend in seamlessly with users’ TikTok feeds. These ads boost posts you’ve already created or posts from another creator. Say, for example, that you’ve partnered with another creator to post a review of your new product. You can use a spark ad to boost that post and give it more reach and visibility.
Brand Takeover Ads
Brand takeover ads are similar to top view ads in that they’ll display at the top of a user’s feed once they open the TikTok app. However, users won’t be able to engage with the ad like they would a top view ad. Instead, they display for a few seconds until the user is allowed to skip them. You’ll get a CTA button with these ads like you would an in-feed or top view ad.
The Cost of TikTok Ads
The cost of TikTok ads varies based on the type of ad you choose, your set budget, and how well you’ve targeted your audience. As you might guess, brand takeover ads tend to be the most expensive because they take up premium advertising space on a user’s feed. In-feed ads are usually among the cheapest, but your ad can easily get lost in a feed.
Furthermore, TikTok accepts bids for its advertising, and the best bidder gets the highest advertising spot. Increasing your budget and allowing TikTok to boost your bid according to your cap automatically can improve your ad’s visibility.
Something important to note is that TikTok requires advertisers to spend at least $20 per day for each ad group, but how you optimize your budget is up to you.
Getting to Know the TikTok Ads Manager
The TikTok Ads Manager is the tool you’ll use to create and track your ad campaigns on TikTok. Here’s how to get started.
Setting Up Your Account
First, visit the TikTok for Business page to set up your account. Fill out some details about yourself and your business, and you’ll be ready to start making ads. Be sure to verify your account via email.
Creating ads on TikTok requires just a few steps:
- Start a campaign: Open the Campaign tan and click Create to start a new ad campaign.
- Define your goal: Choose an objective (goal) for your ad: Awareness (for best reach), Consideration (to increase traffic, app installs, or video views), or Conversion (to increase website conversions).
- Target your audience: This is where you’ll define who you’d like to see your ads. It could be people who fall within a specific demographic or TikTok users with specific interests, like food recipes or pets.
- Set a budget: Let TikTok know what you’re okay spending on your ads. You can set a daily or lifetime budget.
- Create an ad: Now is the fun part — creating your ad. Start with a video and use Tiktok’s many tools to design your creative. If you’re already familiar with making TikTok videos, this process should be simple for you.
TikTok Ad Requirements
TikTok video ads require a ratio of 9:16, 16:9, or 1:1. Videos must be between 5-60 seconds long, but TikTok suggests between 9-15 seconds. Ad descriptions can be up to 100 characters long.
Your TikTok business account includes free analytics tools to help you analyze your ad campaigns. Before you start, set up the TikTok pixel to help you track interactions between your ad campaigns and your website.
Your dashboard gives you an overview of each campaign’s performance. Then, you can dig deeper by clicking a specific campaign to see its details, such as the total cost you’ve spent and the ad’s click-through rate. TikTok Ads Manager lets you customize your reports by creating custom columns or dragging and dropping information where you need it to personalize your analysis further.
TikTok Ads: Best Practices
We’ve talked about the different types of TikTok ads and setting up your campaigns. Now, here are a few tips to help you make the most of your TikTok ads.
Know Your Audience to a T
Your TikTok audience could be entirely different from another brand’s TiKTok audience, so it’s crucial to know your own. Learn what they like and dislike, what kind of content gets the most engagement from them, and when they typically visit TikTok.
These facts about your audience will tell you what you need to know when targeting an audience in TikTok Ads Manager. The right targeting techniques help you pinpoint the people who will be most interested in seeing your video. Narrowing your ad’s schedule to specific days and times can also lead to better engagement by getting your content in front of your audience when they’re most likely to visit TikTok.
Don’t Forget the Music
Music and sounds are central to TikTok. TikTok is a place for discovering new music and artists. According to TikTok research, 68% of users say they remember brands better when they use music in their videos. And, 58% of users admit that they’re more likely to talk about a brand or share its content if they use music.
TikTok includes a massive library of music and sounds to use in your ads. Still, if you feel stuck, you can rely on Smart Video Soundtrack, a useful built-in tool that lets TikTok use its algorithm to find music to add to your video.
Hop on the Trend Bandwagon
Don’t ignore trends on TikTok either, as following them could quickly make your content go viral. TikTok is the place for trends, with 71% of its users believing that the most viral trends get their start on TikTok. And if you do latch onto a trend, 61% of TikTok users will like your brand even better.
The reason trends pick up so quickly on the platform is because TikTok knows when trends exist and prioritizes trending content. Not only can your brand craft content that’s likelier to go viral by following a trend, but it also could expand its creativity by participating in something new.
Analyze — and Keep Analyzing
An ad that works right now might not be as successful a month from now. Trends are always changing on TikTok, so you’ll need to keep up with what’s hot right now when planning your ad campaigns.
Analyzing your current campaigns is a big part of that. Use TikTok’s analytics to determine what kind of ads get the most engagement to help you plan future campaigns. Consider using the social split-testing method to change variables and decide which combination of variables work best for your TikTok brand.
More Resources on TikTok Ads
For more information on creating TikTok ads and marketing tips, check out the following resources:
- How TikTok Ads Work (+ How to Create a Killer TikTok Ad) (Influencer Marketing Hub)
- Top 2022 TikTok Trends (ShareThis)
- 5 Simple Steps to Set Up Your TikTok Ads (Wordstream)
- How to Get More TikTok Views (ShareThis)
- 30 TikTok Stats Marketers Need to Know in 2022 (SproutSocial)
- How Much Do TikTok Ads Cost? (Consumer Acquisition)
- 3 Things to Consider When Designing an Ad for TikTok (Admiral Media)
While you experiment with TikTok advertising, don’t neglect the tried-and-true methods for growing your audience. Add the TikTok follow button to your website to attract more followers — it’s 100% free, easy to install, and quick to customize.