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Advertising on Tik Tok

Posted by Stuart Walters on August 06, 2020

TikTok enables users to post short-form music, talent, or comedy videos. Videos can incorporate filters and editing effects, or show the user lip-synching to a song; this really got the app moving back in its previous iteration Musical.ly which merged into Tik Tok in 2018. 

Unlike Facebook or Instagram, where you see content from accounts you follow, on Tik Tok you can swipe and swipe browsing millions of user-generated short videos. 

TikTok opened up the ads platform in 2019. Since then, big names like Nike, Universal Pictures, and Guess have used TikTok ads to create unique, eye-catching campaigns – and to drive huge numbers of impressions. Advertisers on TikTok also have access to its global family of apps, including Helo, TopBuzz, and BuzzVideo, which can help them find new users who may be interested in their offerings. However, TikTok is not automatically the right advertising vehicle for every brand. To check if it’s right for you, ask yourself these questions:

  • Who is your target audience? If your target audience mainly consists of young people, then TikTok could be a very good choice: after all, about 66% of TikTok users are under 30, with 41% in the 16 to 24 age bracket; and many of the trending videos on the platform relate to topics like school and homework.
  • Can you afford it? You need to decide if TikTok is an affordable choice. Advertising on the platform is still relatively new, so it can be expensive: about $10 per CPM, with large campaigns costing hundreds of thousands of dollars. In addition, you need to invest a minimum of $500 in a TikTok campaign. So if you have a small budget or are trying to keep costs down, TikTok may not be right for you. 
  • Will it even work? It's far too easy to ignore swipe away or click off ads, and there's been very little reporting that advertisers have found much success in sales on the app. I mean, how much spending power does a 13yr old have? If we're talking large-scale brand awareness for the like of Nike who have the budgets - well, it's a no brainer, small business? I wouldn't bother. 

Want to ignore me? Give it a go: Visit the TikTok Ads homepage: https://ads.tiktok.com/homepage/

If you do want to give it a go, use this helpful advice from the Digital Marketing Institute

How can I set up a TikTok Ads account?

If you decide to go ahead and advertise on TikTok, the first thing you need to do is create a TikTok Ads account. To do this:

  • Visit the TikTok Ads homepage: https://ads.tiktok.com/homepage/
  • Click the Create an Ad button
  • Fill in the form that appears with your details and click Submit
  • A representative from TikTok will contact you, and your account will be set up within 48 hours

When your account is set up, you will have access to the platform’s dashboard and can start creating ad campaigns.

 

How can I create a TikTok ad campaign?

It’s pretty easy to create a TikTok ad campaign. Just go to your account dashboard and follow these key steps:

  • Click the Campaign tab and then click Create
  • Choose a campaign objective
  • Set your daily or lifetime budget
  • Create an ad group for your campaign
  • Choose your ad placements and audience targeting
  • Configure the budget and schedule for your ad group
  • Set the pacing for your budget
  • Select an optimization goal

 

What kind of ads can I upload to TikTok?

Once you’ve created your campaign, you’re ready to upload ads to TikTok. You need to think creatively here, as it’s important to keep viewers engaged on the platform at all times. On TikTok Ads, you can choose from a variety of formats, including horizontal, vertical, orsquare videos and images.

It’s a good idea to make use of TikTok’s Video Creation Kit when designing your ads. This tool makes it easy for you to create video ads. It provides you with a variety of video and image templates, which you can customize using your existing assets, as well as free background music options.

On TikTok, you can experiment with a variety of different ad types, including:

  • Brand Takeovers: You can immediately hook user attention with brand takeovers, as they appear instantly when a user opens TikTok. This ad type can deliver a strong visual impact for your brand.
  • In-feed Ads: These native ads are integrated into users’ ‘For You’ feeds. Users can like, comment, share, and follow the videos.
  • Hashtag Challenges: These encourage users to share content on TikTok on your brand’s behalf for several days. They tap into TikTok users’ passion for creation and self-expression, and can create a high level of engagement for your brand.

 

How can I optimize my TikTok ads?

Use these tips to ensure your TikTok ads are as effective as possible:

  • Use high-resolution images: Your ad’s visuals will take over the user’s entire screen in brand takeovers and in-feed ads, so you want them to be sharp, clear, and of the highest quality.
  • Include a single call-to-action (CTA): You don’t want to confuse your viewers. Make it very clear what you want them to do next.
  • Write concise ad descriptions: With TikTok, you have very limited space for using words. In fact, you only have about 80 characters to play with when writing ad descriptions. So choose every word carefully.
  • Ensure key elements are prominently placed: Place your key creative elements in the middle of the screen, so that they don’t conflict with the ad description appearing at the bottom of the screen.
  • Experiment: Experiment with different creative elements and ad formats, until you find the one that works most successfully for you.

 

Data and material taken from DMI article on Tik Tok

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