TikTok Branded Content Ads: A Guide for Marketers and Creators
TikTok is one of the most popular and engaging social media platforms in the world, with over 1 billion monthly active users. TikTok is also a great place for brands and creators to collaborate and create authentic and entertaining content that resonates with their target audience. In this article, we will explain what TikTok branded content ads are, how they work, and how you can use them to grow your business or personal brand.
What are TikTok branded content ads?
TikTok branded content ads are a type of advertising product that allows advertisers to crowdsource content from creators on TikTok and turn top-performing videos into ads. According to TikTok, branded content is defined as any videos creators make that promote brands, goods or services in exchange for something of value from a third party. This can include brand endorsements, partnerships, or special promotions for a product or service.
TikTok branded content ads can help advertisers achieve various marketing objectives, such as increasing brand awareness, driving traffic, generating leads, or boosting sales. They can also help creators earn funds or gifts from brands, showcase their creativity and talent, and reach new audiences.
How do TikTok branded content ads work?
TikTok branded content ads work in three steps:
- Advertisers create a branded mission on the TikTok Ads Manager platform. A branded mission is a brief that describes the brand's goals, target audience, budget, timeline, and creative guidelines for the campaign.
- Creators browse through the available branded missions on the TikTok app and apply to participate. They can also receive invitations from advertisers to join their missions. Creators then create and submit their videos according to the brief.
- Advertisers review the submitted videos and select the ones they want to turn into ads. They can also reward the creators with funds or gifts for their participation. The selected videos are then distributed as ads on TikTok and other platforms.
What are the benefits of TikTok branded content ads?
TikTok branded content ads offer several benefits for both advertisers and creators, such as:
- They leverage the power of user-generated content (UGC), which is more authentic, engaging, and trustworthy than traditional ads.
- They allow advertisers to access a large pool of talented and diverse creators who can produce high-quality and original content for their brands.
- They enable creators to showcase their skills and personality, connect with brands they love, and earn rewards for their work.
- They provide flexibility and control for both parties, as they can choose who to work with, how much to spend or earn, and how to measure the results.
- They foster a positive and collaborative community between brands and creators on TikTok.
How to create TikTok branded content ads?
If you are interested in creating TikTok branded content ads, here are some tips and best practices to follow:
For advertisers
- Define your campaign objectives and target audience clearly. This will help you craft a compelling and relevant brief for your branded mission.
- Be creative and flexible with your brief. Give creators enough room to express their own style and voice, while also providing some guidance and examples of what you expect.
- Choose the right creators for your brand. Look for creators who have a similar niche, tone, aesthetic, or audience as your brand. You can also use tools like TikTok Creator Marketplace or HypeAuditor to find and vet potential partners.
- Communicate and collaborate with your chosen creators. Provide feedback, support, and recognition throughout the process. You can also use tools like Asana or Slack to manage your communication and workflow.
- Track and optimize your campaign performance. Use metrics like impressions, views, clicks, conversions, engagement rate, cost per result, etc. to measure your campaign effectiveness. You can also use tools like Google Analytics or Facebook Pixel to track your cross-platform results.
For creators
- Find branded missions that match your interests and skills. Browse through the available missions on the TikTok app or check your inbox for invitations from advertisers. You can also use tools like FameBit or Grapevine to find more opportunities.
- Read the brief carefully and follow the instructions. Make sure you understand the brand's goals, guidelines, and expectations before you apply or create your video.
- Be original and authentic with your content. Show your personality and creativity, while also highlighting the brand's value proposition and call to action.
- Use the branded content toggle to disclose your partnership. This is a feature that helps you indicate when you create branded content on TikTok. It also helps you comply with the platform's policies and guidelines.
- Engage with your audience and the brand. Respond to comments, questions, and feedback from your viewers and the advertiser. You can also use tools like TikTok Analytics or Social Blade to monitor your engagement and growth.
TikTok branded content ads examples
To inspire you, here are some examples of successful TikTok branded content ads from different industries and niches:
| Brand | Creator | Video | Result |
|---|---|---|---|
| Chipotle | @daviddobrik | https://www.tiktok.com/@daviddobrik/video/6801895105885445381 | Over 200 million views and 4 million likes |
| Nike | @jalaiahharmon | https://www.tiktok.com/@jalaiahharmon/video/6810512680264420613 | Over 5 million views and 1 million likes |
| Walmart | @ourfire | https://www.tiktok.com/@ourfire/video/6842953888675904774 | Over 10 million views and 2 million likes |
| Gymshark | @whitneyysimmons | https://www.tiktok.com/@whitneyysimmons/video/6857227982267763973 | Over 4 million views and 800k likes |
| Calm | @harryjowsey | https://www.tiktok.com/@harryjowsey/video/6889007207994576134 | Over 2 million views and 300k likes |
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