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Amy Mullin

So we have all heard of TikTok by now and have maybe even taken part (perhaps unwillingly) in a video or dance trend!

TikTok soared in popularity in 2020 during the outbreak of COVID-19, where downloads reached a whopping 850 million. There are now 1.1 billion active users on TikTok which is only continuing to grow, with the latest data stating that TikTok is receiving 8 new users every second[1]!

TikTok users are super engaged, with the average time spent on TikTok per day being 52 minutes. This is time they could be interacting with ads.

So, what do those stats mean for advertising?

If you still believe that TikTok is only for kids, you’re missing out on a valuable social media advertising opportunity for your company. TikTok ads can now reach an estimated audience of 825 million adults (aged over 18) around the world.

Types of TikTok ads

The TikTok ads market is very competitive. With ads running on a bidding system, this can get quite expensive, but to help cap costs there is an option to implement a daily spend or lifetime budget.

As a brand you can create authentic connections through the various ad formats available in TikTok, these are the different ad formats that the platform offers:

In-feed ads

In-Feed Ads allow you to blend in with native content which is almost indistinguishable from organic content, meaning users will come across your ad as they scroll through their For You feeds.

The audience is already watching and engaging with the content here. So, if you create fun, engaging content for your ad, you could see the same amount of attention as successful organic content.

Topview ads

This is a premium placement for your ad as it is the first thing that appears when a user opens the app. There is an extremely high cost associated with this placement as big brands dominate this space.

Branded Hashtags

Branded Hashtags are probably the most popular ad types, designed to spark engagement by offering users a challenge centred around your brand hashtag. It is also a great opportunity to collaborate with TikTok creators and appear in the discovery tab.

Brand effect ads

Brand Effect ads can generate engagement, brand awareness and user-generated content by creating a branded AR effect such as 2D/3D lenses, stickers, and filters that users can apply like a filter to their videos.

Tips to consider before running ads on TikTok:

  • Check your audience is on the app – your product must be attractive to the TikTok user base.
  • There are regulations regarding how brands use music on their videos – there are audio options provided or brands can create their own.
  • Your product is reasonably priced – for best results the price point needs to be attractive to impulse buyers. Products seen as an investment may not do as well.
  • Eco-friendly products – sustainable products have received the most positive responses.
  • Work with popular creators on the platform – build brand trust by working with a diverse group of content creators and influencers.
  • Engage with your community – have an organic page, make it easy for your audience to collect more information on your brand or product. Check your comments and actually respond!
  • Make ad content that feels organic – this is the most important advice we can offer when it comes to advertising on TikTok. It needs to feel like a seamless part of the user experience to truly take off! It should not look like your marketing on other platforms. Instead, it should look like it belongs on TikTok.

The fundamental element of TikTok, whether organic or paid, is the content that is being shared. This can be time-consuming, but success on the platform takes campaign optimisation and the right creative touch.

The world of paid social media advertising can seem overwhelming or perhaps daunting. Get in touch with our team of experts to find out how we can help your business utilise the TikTok advertising platform.

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