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How do you Advertise on TikTok?

Last year, TikTok, the 15-second social video app, became the most downloaded non-gaming app in the world after WhatsApp and Facebook Messenger. 

The app saw 738 million downloads which were up by 13% as compared to 2018. Hence, it is no wonder that marketers are tempted to leverage TikTok to grow their fan base. 

While some have already jumped onto it, there are many who are still nurturing the idea of including TikTok ads in their marketing strategy. 


Is TikTok relevant for your business?

Before you start spending your marketing budget on TikTok ads, it’s important to figure out if TikTok as a medium is relevant for your business. 

One of the ways to find that out is by defining your target audience and their demographics. As Influencer Marketing Hub mentions, 66% of TikTok users are under 30 and are women. 

So, if your business is targeted towards the younger generation of women, you should certainly give this platform a thought. 


What are the different types of TikTok ads you can create?

  • Brand Takeover

As the name suggests, this type of ad takes over the entire screen. You can use this format if you want to direct your users to an external page. However, this is limited to one advertiser per day.

Here’s an example of Nike’s brand takeover TikTok ad.

Source: Contagious


  • Hashtag Challenge

While hashtags are common across social media platforms, the hashtag challenge has become immensely popular on TikTok.

It starts with one user sending out a challenge and encouraging others to participate using the coined hashtag. As a brand, you can sponsor a hashtag to promote a campaign and create buzz. Sponsored hashtags are promoted for a period of time and also let you, direct users, to a specific landing page. 

Take McDonald’s #BigMacTikTok challenge for instance. This was launched in Malaysia, wherein they asked people to share videos of them dancing to the Big Mac tunes. McDonald’s received close to 3,000 entries and generated over 9.6 million views



  • In-feed Native Video

Have a tight marketing budget? You can consider the In-feed Native Video format. 

Unlike Brand Takeover, In-feed Native Videos are placed in a queue with the TikTok videos or at the end of a video. Up to 15-seconds long, this ad lets you generate awareness and direct people to your website through a call-to-action button. 

Here’s an example of an In-feed Native Video ad by Brawl Stars. 

Source: Tamko


  • Branded Lenses

Branded Lenses is a powerful tool to promote brand messaging. It uses 2D, 3D and augmented reality to bring face filters to life while creating an immersive user experience. The lenses stay on the platform for up to 10 days and are generally featured under the ‘Trending’ or ‘Hot’ tab. 

Source: Social Media Today

How to Advertise on TikTok?

Here’s a step-by-step guide on advertising on TikTok – 


  • Create an ad account


Start by creating an ad account on TikTok’s homepage. You might need to wait up to 48 hours to get your account created. 


  1. Create an ad campaign

Once your account is ready, it is easy to set up your TikTok business ad. Go to your dashboard and click on the campaign button at the top, and then press create.  


  1. Choose your campaign objective

In the next step, you need to choose your campaign objective – App install, traffic or conversion.


  1. Select the ad placement

You can either select them manually or let TikTok decide which platform your ad will perform best and place it automatically.

This is also the section where you need to upload the image or video along with inserting the URL you plan to direct users to. 

Make sure you create visually appealing images and/or videos. Stick to one call to action and play smart with the ad copy because TikTok allows only 80 English characters for your ad description.  


  1. Set targeting details

Enter the targeting details in terms of audience demographics, gender, location, age, etc. If you have an existing audience database you want to target, you can also upload it as a TXT, ZIP or CSV file. 


  1. Allocate the budget

You need to now allocate your campaign budget. You can allocate a daily budget or a total budget. The minimum amount needs to be USD 500. 

You also need to measure the results from time to time to make tweaks to your TikTok ads. The budget and schedule options help you to control your daily spend on ads while the schedule options let you control when your ads will play depending upon the activity time of your target audience. 


  1. Optimize your ad group

Optimizing your ad group depends on what you want to achieve from this campaign (eg. clicks, conversions or impressions). 

For example, if you choose ‘click’ as your goal, then your ad will be displayed to all those people who are more likely to click on the ad and you will be billed on a cost-per-click model. 

TikTok advertising is rather new but with its growing popularity, it’s certainly worth a shot. So, go ahead, leverage TikTok to amplify your reach and engage with your audience authentically. 

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