TikTok Watch Ad: A New Way to Promote Your Brand
TikTok is one of the most popular social media platforms in the world, with over 1 billion monthly active users. It is a video-sharing app that allows users to create and watch short videos on various topics, such as music, comedy, dance, beauty, fashion, education, and more. TikTok is also a powerful marketing tool for brands that want to reach a large and engaged audience, especially the younger generation.
One of the newest features that TikTok offers to advertisers is the TikTok watch ad. This is a type of video ad that appears when users open the app, before they see any other content. The TikTok watch ad is designed to capture the attention of users and encourage them to interact with the brand. In this article, we will explain what TikTok watch ads are, how they work, what are their benefits, and how to create them.
What are TikTok watch ads?
TikTok watch ads are full-screen video ads that play for up to 60 seconds when users launch the app. They are also known as splash ads or launch ads. The TikTok watch ad is the first thing that users see when they open TikTok, so it has a high chance of making an impression and driving action.
TikTok watch ads can be either vertical or horizontal, and they can have sound or not. They can also have a call-to-action button that directs users to a landing page, an app store, or another destination. Users can skip the TikTok watch ad after 5 seconds by tapping on the screen or swiping up.
How do TikTok watch ads work?
TikTok watch ads are part of the TikTok Ads Manager platform, which allows advertisers to create and manage campaigns on TikTok and other apps owned by ByteDance, such as Douyin, Helo, Vigo Video, and TopBuzz. To create a TikTok watch ad, advertisers need to follow these steps:
- Create an account on TikTok Ads Manager and verify their identity.
- Create a campaign and choose the objective, such as awareness, consideration, or conversion.
- Create an ad group and choose the placement, such as TikTok only or all apps.
- Set the budget, schedule, targeting, and optimization options.
- Create an ad creative and upload the video file.
- Add a call-to-action button and a landing page URL.
- Submit the ad for review and approval.
What are the benefits of TikTok watch ads?
TikTok watch ads have several advantages for advertisers who want to promote their brand on TikTok. Some of these benefits are:
- They have a high reach and visibility, as they are shown to all users who open the app.
- They have a high engagement rate, as they can generate likes, comments, shares, views, clicks, and conversions.
- They have a low cost per impression (CPM), as they are charged based on the number of times the ad is shown.
- They have a flexible format, as they can be either vertical or horizontal, with sound or not.
- They have a creative potential, as they can showcase the brand's personality and story in an immersive way.
A detailed table breakdown related to TikTok watch ads
| Item | Description |
|---|---|
| Video length | Up to 60 seconds |
| Video resolution | At least 720p |
| Video aspect ratio | 9:16 (vertical) or 16:9 (horizontal) |
| Video file size | Less than 500 MB |
| Video file format | MP4 or MOV |
| Video frame rate | At least 25 FPS |
| Video bitrate | At least 516 kbps |
| Sound | Optional |
| Skip option | Available after 5 seconds |
| Call-to-action button | Mandatory |
| Landing page URL | Mandatory |
| Bidding method | CPM |
| Minimum budget | $50 per day |
| Average CPM | $1 to $3 |
| Average CTR | 1% to 3% |
| Average CVR | 0.5% to 1.5% |
FAQ about TikTok watch ads
What are some best practices for creating TikTok watch ads?
Some tips for making effective TikTok watch ads are:
- Use high-quality video that is clear, bright, and attractive.
- Use catchy music or sound effects that match the mood and message of the ad.
- Use a hook or a teaser at the beginning of the ad to capture the attention of the users.
- Use a clear and compelling call-to-action that tells the users what to do next.
- Test different versions of the ad to see which one performs better.
What are some examples of successful TikTok watch ads?
Some brands that have used TikTok watch ads to promote their products or services are:
- Nike, which launched a TikTok watch ad campaign featuring basketball star LeBron James to celebrate his 17th season in the NBA.
- Samsung, which showcased its Galaxy S20 smartphone and its features in a TikTok watch ad campaign that invited users to join the #GalaxyS20Challenge.
- Spotify, which promoted its premium subscription service and its exclusive podcasts in a TikTok watch ad campaign that featured celebrities and influencers.
- Coca-Cola, which introduced its new flavor, Coca-Cola Energy, in a TikTok watch ad campaign that encouraged users to share their energy with the #CokeEnergy hashtag.
- L'Oréal, which highlighted its new hair color product, Colorista, in a TikTok watch ad campaign that featured models and influencers with different hair colors and styles.
How can I measure the performance of my TikTok watch ads?
TikTok Ads Manager provides various metrics and reports to help advertisers track and analyze the performance of their TikTok watch ads. Some of these metrics are:
- Impressions: The number of times the ad was shown.
- Reach: The number of unique users who saw the ad.
- Views: The number of times the ad was watched for at least 2 seconds.
- View rate: The percentage of impressions that resulted in views.
- Average view time: The average duration of the views.
- Likes: The number of times the ad was liked by users.
- Comments: The number of times the ad was commented on by users.
- Shares: The number of times the ad was shared by users.
- Clicks: The number of times the ad was clicked by users.
- Click-through rate (CTR): The percentage of impressions that resulted in clicks.
- Conversions: The number of times the ad led to a desired action by users, such as installing an app, visiting a website, or making a purchase.
- Conversion rate (CVR): The percentage of clicks that resulted in conversions.
- Cost per impression (CPM): The average amount spent for 1,000 impressions.
- Cost per click (CPC): The average amount spent for each click.
- Cost per conversion (CPA): The average amount spent for each conversion.
- Return on ad spend (ROAS): The ratio of revenue generated by the ad to the amount spent on the ad.
How can I optimize my TikTok watch ads?
TikTok Ads Manager also offers various tools and features to help advertisers optimize their TikTok watch ads and improve their performance. Some of these tools and features are:
- Audience Network: A network of third-party apps that display TikTok ads to extend the reach and scale of the campaigns.
- Pacing: A setting that controls how fast or slow the budget is spent over the duration of the campaign or ad group.
- Bid strategy: A setting that determines how much to bid for each impression based on the objective and optimization goal of the campaign or ad group.
- Creative optimization: A feature that automatically tests and delivers different combinations of video, text, and call-to-action to find thebest-performing creative for the target audience.
- Smart video sound: A feature that automatically adjusts the volume and quality of the sound in the video based on the device and environment of the user.
- Video template: A feature that provides ready-made templates and music tracks to help advertisers create professional-looking videos quickly and easily.
- Video editor: A feature that allows advertisers to edit and enhance their videos with filters, stickers, effects, and text.
What are the challenges and limitations of TikTok watch ads?
TikTok watch ads are not without challenges and limitations. Some of the issues that advertisers may face when using TikTok watch ads are:
- Competition: TikTok watch ads are highly competitive, as they are shown to all users who open the app. Therefore, advertisers need to create compelling and relevant ads that stand out from the crowd and resonate with the audience.
- Ad fatigue: TikTok watch ads may cause ad fatigue, as users may get bored or annoyed by seeing the same or similar ads repeatedly. Therefore, advertisers need to refresh and rotate their ads frequently and avoid overexposing their ads to the same users.
- Ad blocking: TikTok watch ads may be blocked by some users who use ad-blocking software or tools. Therefore, advertisers need to monitor their ad delivery and performance and adjust their strategy accordingly.
- Ad compliance: TikTok watch ads must comply with the TikTok advertising policies and guidelines, as well as the local laws and regulations of the markets where they operate. Therefore, advertisers need to review and follow the rules and standards set by TikTok and the authorities before launching their ads.
How can I get started with TikTok watch ads?
To get started with TikTok watch ads, advertisers need to have a TikTok Ads Manager account and a verified business identity. They can sign up for a TikTok Ads Manager account on the TikTok for Business website. They can also contact a TikTok sales representative or a TikTok marketing partner for assistance and support.
How much do TikTok watch ads cost?
TikTok watch ads are charged based on the cost per impression (CPM) model, which means that advertisers pay for the number of times their ad is shown to users. The CPM of TikTok watch ads varies depending on several factors, such as the market, the audience, the season, the time of day, and the competition. The average CPM of TikTok watch ads ranges from $1 to $3, but it can go higher or lower depending on the demand and supply of the ad inventory. The minimum budget for TikTok watch ads is $50 per day.
How long does it take to create and launch a TikTok watch ad?
The time it takes to create and launch a TikTok watch ad depends on several factors, such as the complexity of the video, the availability of the resources, and the approval process. Generally, it takes about 1 to 2 days to create a video for a TikTok watch ad, using either a video template or a video editor. It takes about 1 to 2 hours to set up a campaign and an ad group on TikTok Ads Manager. It takes about 24 hours for the ad to be reviewed and approved by TikTok. Therefore, it takes about 2 to 4 days in total to create and launch a TikTok watch ad.
Can I use my existing videos for TikTok watch ads?
Yes, advertisers can use their existing videos for TikTok watch ads, as long as they meet the technical specifications and content requirements of TikTok. However, it is recommended that advertisers optimize their videos for TikTok watch ads by following these tips:
- Crop or resize the video to fit the aspect ratio of 9:16 (vertical) or 16:9 (horizontal).
- Trim or edit the video to fit the length of up to 60 seconds.
- Add or adjust the sound to match the tone and message of the ad.
- Add or change the text and call-to-action to suit the objective and audience of the ad.
Can I target specific audiences with TikTok watch ads?
Yes, advertisers can target specific audiences with TikTok watch ads based on various criteria, such as:
- Demographics: Age, gender, location, language, device type, etc.
- Interests: Categories or topics that users are interested in or follow on TikTok.
- Behaviors: Actions or events that users perform or trigger on TikTok or other apps.
- Audience network: Users who use other apps that are part of the TikTok Audience Network.
- Custom audience: Users who have interacted with the advertiser's website, app, or TikTok account.
- Lookalike audience: Users who have similar characteristics or behaviors to the custom audience.
Conclusion
TikTok watch ads are a new and innovative way to promote your brand on TikTok. They are full-screen video ads that appear when users open the app, before they see any other content. They have a high reach, visibility, engagement, and conversion rate, as well as a low cost per impression. They also have a flexible and creative format, as they can be either vertical or horizontal, with sound or not. They are easy to create and manage using the TikTok Ads Manager platform, which also provides various metrics and tools to measure and optimize the performance of the ads.
If you want to learn more about TikTok watch ads and how to use them for your business, you can check out our other articles on this topic. We will show you how to create stunning videos, how to set up effective campaigns, how to optimize your ads for better results, and more. You can also contact us if you need any help or guidance with your TikTok watch ads.
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