TikTok is an app where users can edit and share a 15-second video with built-in filters, effects, and music.
TikTok's audience is more than 500 million active users worldwide, and the platform has surpassed Twitter and Snapchat in popularity. TikTok has a huge potential for advertisers, but it is not overloaded with ads.
To start with, you need to decide if TikTok is suitable for your particular business. 66% of TikTok's global audience is younger than 30, and 41% are users aged 16-24. TikTok is an excellent platform for promoting a brand aimed at young people, but it is unlikely to be suitable for businesses aimed at a more mature audience. But don’t stop reading this article right now! It can be assumed that in the future, older generations will also catch up. The audience of other social networks also developed along this path.
So even if your target audience doesn't match TikTok's audience right now, you should gradually look at this platform to get ahead of your competitors at the right time.
One of the main questions relates to your budget. Advertising in TikTok is rare and has appeared recently, so the prices correspond more to the premium segment — the average CPM is about $10, and the total budget of advertising campaigns can reach up to $300,000. Moreover, the minimum budget for launching a campaign is $500, so TikTok is not the best option for a business that needs affordable advertising with predictable results.
But if you are ready to advertise on TikTok, here is the guide for you.
It’s time to focus on Advertising itself! Today TikTok has three advertising formats: brand takers, ads in the feed, and hashtag challenges.
In this case, the ad appears immediately after opening the app. The link can be internal (lead to another TikTok video) or external (to another site or app). Currently, only one brand per day can place ads in this format.
These native promotional videos appear either under usual TikTok videos or directly in the feed, depending on the type of product. Links in this ad may also lead to the advertiser's website or app. The average cost is $10 per CPM, which makes the format more affordable than brand takers.
The launch of the hashtag challenge takes place in close collaboration with the TikTok marketing team. The challenge usually lasts for 6 days.
The challenge involves creating custom content with specified conditions, which must be placed with a specific hashtag. Hashtag challenges are promoted by the platform itself (the challenge banner is placed on the main page), as well as with the participation of popular TikTok bloggers.
Successful campaigns get tens of millions of views of videos created as part of the challenge.
There are also free ways to promote your ads. The first thing that comes to mind is activity. Likes, comments, and subscriptions — everything will do. TikTok does not prohibit the use of mass-liking and mass-following services: such applications parse users by hashtags or competitors and put likes themselves, thus automating routine and long work.
Several services are similar in functionality, where you can configure and launch automatic subscriptions to users based on competitors or hashtags, for example, TikTok Tool, Tokker, TikTokHelper.
Another way is trends. Even the youngest account can be promoted using trends. There were cases when it was possible to get into the top literally with 2-3 videos and get thousands of views. Follow music trends and new challenges.
Here are some examples of successful ads:
They created an official account, hired big-name celebrities, and posted their promotional marketing material directly through the official account.
Seems like the key to the audience in TikTok is to make TikTok campaign as authentic and relatable as possible.
Overall, due to the excellent tools for creating creatives and automation, it is quite easy to launch and manage ads in TikTok. The main thing to consider when creating an ad in TikTok is organic placement. After all, people come to TikTok for entertainment, so try to make your advertising videos in the spirit of those videos that are posted by ordinary users.