Best Way to Advertise on TikTok
Hi Everyone, If you're looking for a new and exciting way to reach your target audience, you might want to consider advertising on TikTok. TikTok is one of the most popular social media platforms in the world, with over 1 billion monthly active users and 2.6 billion downloads as of 2021. TikTok is a video-sharing app that allows users to create and watch short, engaging videos on various topics, such as music, comedy, beauty, fashion, sports, education, and more. TikTok is also a great place for brands and businesses to showcase their products, services, and personality, and connect with potential customers.
But how do you advertise on TikTok effectively? What are the best practices and tips to make your ads stand out and drive results? In this article, we'll cover everything you need to know about the best way to advertise on TikTok, including:
- The benefits of advertising on TikTok
- The types of ads available on TikTok
- The steps to create and launch your ads on TikTok
- The best practices and examples of successful ads on TikTok
- The frequently asked questions about advertising on TikTok
By the end of this article, you'll have a clear understanding of how to advertise on TikTok and how to leverage this platform to grow your brand and business. Let's get started!
The Benefits of Advertising on TikTok
TikTok is not only a fun and entertaining app for users, but also a powerful and effective marketing tool for advertisers. Here are some of the benefits of advertising on TikTok:
Reach a massive and engaged audience
TikTok has a huge and diverse user base that spans across different countries, regions, languages, cultures, ages, genders, and interests. According to TikTok's official website, the app has over 100 million monthly active users in the US alone, and over 50% of them are between 18 and 34 years old. Moreover, TikTok users are highly engaged with the app, spending an average of 52 minutes per day on the platform. This means that by advertising on TikTok, you can reach a large and attentive audience that is interested in discovering new content and products.
Boost your brand awareness and recognition
TikTok is a platform that encourages creativity, authenticity, and originality. Users can express themselves through various video formats, filters, stickers, music, sounds, and hashtags. As an advertiser, you can use these features to create unique and memorable ads that showcase your brand's personality and value proposition. You can also leverage the viral potential of TikTok by joining or creating trending challenges, hashtags, or songs that relate to your brand or product. By doing so, you can increase your brand awareness and recognition among millions of users who are actively participating in or watching these trends.
Drive traffic and conversions
TikTok is not only a platform for brand awareness, but also for driving traffic and conversions. You can use various call-to-action buttons in your ads to direct users to your website, app, landing page, or product page. You can also use tracking pixels and analytics tools to measure the performance of your ads and optimize them accordingly. Additionally, you can partner with influencers or creators who have a large and loyal following on TikTok to promote your products or services through sponsored posts or videos. By doing so, you can leverage their credibility and influence to drive more clicks and sales.
The Types of Ads Available on TikTok
TikTok offers several types of ads for advertisers to choose from depending on their goals, budget, and preferences. Here are the main types of ads available on TikTok:
TopView Ads
TopView ads are full-screen video ads that appear when users open the app. They can last up to 60 seconds and have sound enabled. TopView ads are ideal for capturing users' attention and delivering a strong brand message.
In-Feed Ads
In-Feed ads are video ads that appear in between user-generated videos in the For You page or the Following page. They can last up to 60 seconds and have sound enabled. In-Feed ads are suitable for driving traffic or conversions as they have various call-to-action options.
Branded Hashtag Challenge Ads
Branded Hashtag Challenge ads are sponsored hashtags that appear on the Discover page or the For You page. They invite users to participate in a challenge related to the brand or product by creating and uploading their own videos using the hashtag. Branded Hashtag Challenge ads are effective for boosting user engagement and generating user-generated content.
Branded Effects Ads
Branded Effects ads are custom filters, stickers, or effects that users can apply to their videos. They can be related to the brand's logo, product, or theme. Branded Effects ads are useful for enhancing user interaction and creating brand awareness.
Spark Ads
Spark ads are video ads that allow advertisers to sponsor existing organic videos from influencers or creators that align with their brand or product. They can also add a call-to-action button to the sponsored video. Spark ads are beneficial for leveraging the trust and influence of the content creators and reaching their audience.
The Steps to Create and Launch Your Ads on TikTok
To create and launch your ads on TikTok, you need to follow these steps:
Create a TikTok Ads account
The first step is to create a TikTok Ads account by visiting https://ads.tiktok.com and clicking on "Create an Ad". You'll need to fill in some basic information about your business, such as your name, email, phone number, industry, and country. You'll also need to agree to the terms and conditions and verify your email address.
Set up your campaign
The next step is to set up your campaign by clicking on "Campaign" in the dashboard and then on "Create". You'll need to choose your campaign objective, which can be one of the following: reach, traffic, app install, video view, conversions, or catalog sales. You'll also need to set your campaign budget, which can be either a daily budget or a total budget.
Create your ad group
The third step is to create your ad group by clicking on "Ad Group" in the dashboard and then on "Create". You'll need to choose your ad placement, which can be either automatic or manual. Automatic placement means that TikTok will decide where to show your ads across its family of apps, such as TikTok, Vigo Video, Helo, etc. Manual placement means that you can select which apps you want your ads to appear on. You'll also need to set your ad group budget, which can be either a daily budget or a lifetime budget.
Additionally, you'll need to choose your targeting options, which include:
- Audience network: You can select an existing audience that you've created before or create a new one based on demographics, interests, behaviors, devices, etc.
- Ad details: You can select the ad format, duration, category, display name, profile image, etc.
- Optimization goal: You can select the metric that you want to optimize your ad delivery for, such as impressions, clicks, conversions, etc.
- Bid strategy: You can select how you want to bid for your ad impressions, such as cost per mille (CPM), cost per click (CPC), cost per action (CPA), etc.
- Delivery type: You can select how you want to pace your ad delivery, such as standard or accelerated.
Create your ad
The final step is to create your ad by clicking on "Ad" in the dashboard and then on "Create". You'll need to upload your ad creative, which can be either an image or a video. You'll also need to add a headline, a description, and a call-to-action button. You can preview your ad before submitting it for review. Once your ad is approved by TikTok, it will start running on the platform.
The Best Practices and Examples of Successful Ads on TikTok
To make your ads on TikTok more effective and appealing, you should follow these best practices:
Align your ads with the platform's tone and style
TikTok is a platform that celebrates creativity, authenticity, and fun. Users come to TikTok to watch and create entertaining and engaging videos that showcase their personality and talent. Therefore, you should align your ads with the platform's tone and style by making them original, humorous, catchy, and relevant. You should also use the features and tools that TikTok offers, such as music, sounds, filters, stickers, effects, hashtags, etc., to make your ads more interactive and immersive.
Focus on the first few seconds of your ads
TikTok users have a short attention span and are constantly scrolling through different videos. Therefore, you should focus on the first few seconds of your ads by making them eye-catching and intriguing. You should use a strong hookto capture the users' attention and curiosity. You should also use clear and compelling visuals, sounds, and text to convey your brand message and value proposition.
Include a clear and strong call-to-action
TikTok ads are not only for brand awareness, but also for driving traffic and conversions. Therefore, you should include a clear and strong call-to-action in your ads to encourage users to take the desired action, such as visiting your website, downloading your app, buying your product, etc. You should use a simple and direct language that tells users what to do and why they should do it. You should also use a contrasting color and a prominent position for your call-to-action button to make it more visible and clickable.
Test and optimize your ads
TikTok ads are not a one-size-fits-all solution. Different ads may perform differently depending on various factors, such as your audience, your objective, your creative, your budget, etc. Therefore, you should test and optimize your ads by using different variations of your ad elements, such as your headline, description, image, video, music, sound, filter, sticker, effect, hashtag, etc. You should also use the analytics tools that TikTok provides to measure the performance of your ads and identify the best practices and areas for improvement.
Here are some examples of successful ads on TikTok that follow these best practices:
Chipotle
Chipotle is a fast-food chain that specializes in Mexican cuisine. Chipotle used a TopView ad to promote its free delivery offer during the COVID-19 pandemic. The ad featured a catchy song that repeated the words "free delivery" and showed various scenes of people enjoying Chipotle's food at home. The ad also included a clear call-to-action button that directed users to Chipotle's website to order online. The ad was effective in capturing users' attention and driving traffic and sales.
Gymshark
Gymshark is a fitness apparel brand that targets young and active consumers. Gymshark used an In-Feed ad to showcase its products and inspire users to work out. The ad featured a video of a female influencer wearing Gymshark's clothing and performing various exercises. The ad also included a catchy slogan that said "Be a visionary" and a call-to-action button that directed users to Gymshark's website to shop online. The ad was effective in boosting brand awareness and recognition among TikTok's fitness community.
Guess
Guess is a fashion brand that offers clothing, accessories, and fragrances for men and women. Guess used a Branded Hashtag Challenge ad to launch its #InMyDenim campaign. The ad invited users to participate in the challenge by creating and uploading their own videos showing how they style their denim outfits. The ad also featured a video of a male influencer wearing Guess's denim jacket and jeans and dancing to a popular song. The ad was effective in generating user engagement and user-generated content.
A Detailed Table Breakdown Related to the Topic
| Type of Ad | Format | Duration | Placement | Objective |
|---|---|---|---|---|
| TopView | Video | Up to 60 seconds | App launch screen | Brand awareness |
| In-Feed | Video | Up to 60 seconds | For You page or Following page | Traffic or conversions |
| Branded Hashtag Challenge | Hashtag | N/A | Discover page or For You page | User engagement or user-generated content |
| Branded Effects | Filter, sticker, or effect | N/A | User video creation screen | User interaction or brand awareness |
| Spark | Video | N/A | Influencer or creator's profile or video page | Influencer marketing or traffic or conversions |
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