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With nearly aÌýbillion monthly users, theÌýTikTok app has replaced Facebook asÌýtheÌýking ofÌýsocial growth. Since January 2019, TikTok has experienced anÌýenormous inÌýreported active users. AnÌýimpressive rise ofÌý37.5%. Because ofÌýits popularity, TikTok users ofÌýall ages andÌýbackgrounds are jumping onÌýthis app andÌýcreating engaging, career-propelling content.

ItÌýmakes sense that businesses are looking toÌýjump onÌýtheÌýtrend andÌýstart creating asÌýwell.

With millions ofÌýviewers andÌýaÌýdiverse audience, advertising onÌýTikTok isÌýaÌýgreat tactic forÌýbusinesses looking toÌýgrow their customer base andÌýincrease sales.

IfÌýyou believe TikTok adÌýcreation isÌýtheÌýright step forÌýyour business, you’ll need toÌýknow theÌýoptions andÌýguidelines forÌývideo ads.
Currently, there are five TikTok adÌýformats available:

Brand Takeover Ads Format

´¡Ìýfull-screen splash page toÌýamplify andÌýstrengthen your brand message orÌýtheme. This type ofÌýadÌýisÌýone ofÌýtheÌýmost effectiveÌý— grabbing theÌýuser’s attention with aÌýfull-screen display. When theÌýadÌýfirst appears, theÌýdashboard atÌýtheÌýbottom ofÌýtheÌýscreen used forÌýnavigation isÌýdisabled. This focuses theÌýattention ofÌýtheÌýviewer.

• Full-screen video forÌýpowerful adÌýdelivery.
• Customized ad: 3-second image orÌý3-5Ìýsecond video.
• The entire adÌýisÌýclickable andÌýusers can beÌýled directly back toÌýyour page.
• CTR averages 15%.

TopView Format

´¡Ìývideo format adÌýthat captures theÌýuser’s attention quickly with sight, sound, andÌýaÌýcompelling story. This adÌýpops upÌýandÌýbegins playing when aÌýuser first opens theÌýapp, before their general feed becomes visible.

• Premium placement.
• Auto-play feature.
• UpÌýtoÌý60Ìýseconds ofÌýplaytime forÌýlong-form advertising.
• CTR isÌý16-18%.

In-Feed Video Format

AnÌýadÌýthat isÌývisible inÌýaÌýuser’s personal feed. In-Feed videos are more engaging andÌýinteractive because they exist inÌýaÌýuser’s feedÌý— this leads toÌýaÌýmore personalized interaction.

• This adÌýfeatures upÌýtoÌý60Ìýseconds ofÌýauto-play.
• Can include multiple call-to-actions.
• Ideal adÌýplacements inÌýfeed.
• CTR averages 18%.
• Easy toÌýshare, comment, andÌýlike this type ofÌýadvertisement.

TikTok Hashtag Challenge Format

´¡Ìýcreative andÌýengaging way toÌýgenerate mass exposure andÌýinvite users toÌýadd toÌýyour brand’s message.

• Hashtags are placed throughout theÌýapp toÌýpromote engagement.
• Call toÌýAction button toÌýdrive meaningful traffic toÌýyour website.
• Audiences are targeted more effectively with this type ofÌýadÌýbecause they can interact with theÌýmessage/theme directly.
• CTR averages 7-10%

Branded Effect Format

Presenting users with anÌýinteractive filter isÌýaÌýfun andÌýcreative way toÌýencourage engagement.

• Effects can beÌýintegrated into Hashtag Challenge orÌýstandalone.
• Effects andÌývideo are clickable soÌýusers can beÌýdirected back toÌýyour business profile andÌýhome page.
• Effects are triggered byÌýgestures andÌýfacial expressions.
• Branded Effects are similar toÌýfilters onÌýSnapchat andÌýInstagram that can create aÌýunique orÌýwarped effect forÌýaÌýfun, interactive experience.
• CTR averages 10-12%

How toÌýRun TikTok ads

Once you determine which type ofÌývideo adÌýisÌýideal forÌýyour business you’ll want toÌýfocus onÌýtheÌýadÌýcreation process. InÌýorder toÌýbegin advertising onÌýTikTok, you must create aÌýTikTok Ads account.

Follow these steps:

1. Visit TikTok.com/business.
2. Select “Get Started” inÌýtheÌýtop right corner.
3. OnÌýtheÌýnext page, you will see aÌýdrop-down menu.
4. Select your country andÌýchoose whether your content will beÌýaÌýbusiness promoting goods andÌýservices orÌýanÌýindividual promoting aÌýpersonal website/page.
5. Provide aÌývalid email orÌýphone number.
6. Create aÌývalid password.
7. Agree toÌýtheÌýterms andÌýconditions.
8. Click “Register” toÌýfinish theÌýregistration!

Setting upÌýTikTok Ads

Once your TikTok Ads account isÌýset up, theÌýprocess ofÌýmanually setting upÌýyour ads onÌýTikTok isÌýfairly straightforward.

Before advertising, it’s beneficial toÌýunderstand how TikTok Ads Manager organizes your campaigns andÌýassets within theÌýplatform. With TikTok Ads Manager, you can target your ads toÌýachieve aÌýspecific goal orÌýoutcome, making your ads more effective.

• ToÌýGenerate Awareness: Reach
• ToÌýDirect Leads: Traffic
• ToÌýIncrease App Downloads: App installs
• ToÌýGenerate Longer View Time: Video views
• ToÌýDrive Sales: Conversions

Optimizing your campaign with these options will make forÌýmore effective ads, maximizing your overall investment. You will also want toÌýorganize theÌýcampaign spending andÌýdecide onÌýtheÌýcampaign’s name.

Keep your KPI’s andÌýcampaign objectives inÌýmind asÌýyou tailor your campaign. Try focusing onÌýaÌýsingle KPI andÌýremember your video ads are designed toÌýcorrelate directly with your campaign objective.

Measuring Performance ofÌýTikTok Ads

You’ll want toÌýdetermine whether orÌýnot your money isÌýbeing used wisely based onÌýyour adÌýperformance. Luckily, TikTok has made doing soÌýfairly straightforward. TikTok provides aÌýcomprehensive andÌýrobust dashboard that enables you toÌýmeasure andÌýtrack your adÌýperformance andÌýadÌýspend. AdÌýgroups share theÌýsame target andÌýobjective. This dashboard also allows you toÌýsee which adÌýgroup you are currently running andÌýtheÌýstatus ofÌýyour TikTok ads.

You can also view theÌýstatus ofÌýyour campaigns, adÌýgroups, andÌýads that can beÌýactive orÌýnot delivering. Make sure toÌýmonitor theÌýperformance metrics andÌýoverall CPM, CPC, CPA, CTR, andÌýother conversions.

Conclusion

The possibilities forÌýbrand success onÌýTikTok are endless.

Take, forÌýexample, E.L.F cosmetics, who inÌýOctober 2019, created aÌýsong andÌýdance challenge called “Eyes, Lips, Face” specifically forÌýTikTok. ItÌýfeatured creators wearing makeup andÌýhighlighting their eyes, lips, andÌýface makeup creations.

This song was theÌýbeginning ofÌýbrand-created music specifically forÌýTikTok. IfÌýcreating music isn’t aÌýpossibility, running aÌývideo adÌýisÌýanÌýeffective way toÌýget your foot inÌýtheÌýTikTok door.

TikTok isÌýaÌýfun, engaging app that has helped creators andÌýbrands grow their market exponentially. AsÌýevidenced byÌýtheÌýsuccess ofÌýother brands; TikTok ads work! Even major brands like Chipotle, Ocean Spray, Guess, andÌýAerie have gone viral andÌýseen success with TikTok advertising videos, hashtags, andÌýtrends.

TikTok isÌýanÌýinnovative advertising platform because users are from all walks ofÌýlife with varying ages, hobbies, andÌýbackgrounds. For some brands, there isÌýnoÌýbetter platform toÌýtruly showcase what you have toÌýoffer theÌýworld.

Ìý

• Advertising onÌýTikTok from ´¡ÌýtoÌýZ
• The Ultimate Guide toÌýTikTok Ads
• Trending Products toÌýSell onÌýTikTok
• How toÌýSell andÌýAdvertise onÌýTikTok