If you’re looking for ways to reach a younger audience, you should definitely be thinking about advertising on TikTok, especially if you are selling consumer products.
In early 2019, TikTok launched a beta version of its ad offering, and now its ad platform is already available in key regions in Southeast Asia including India, Vietnam, Thailand, Indonesia, and Singapore among others. If you are already familiar with the Facebook Business Manager, the TikTok ad platform is fairly similar with features like lookalike audiences, custom audiences, a tracking pixel, and a three-part ad structure:
Campaigns > Ad Groups > Ads
The key differences are the ad types available with TikTok.
Before we dive into ins and outs of running TikTok ad campaigns, let’s first get to know why you should run ads on TikTok in the first place.
- With 800 million monthly active users, TikTok beats LinkedIn (660+ million), Reddit (430+ million), Snapchat (218+ million), Twitter (340+ million), and Pinterest (322+ million).
- Apple and Google Play users have downloaded the TikTok app over 1.5 billion times.
- TikTok is the sixth most popular app globally based on the number of monthly active users.
- TikTok users span 150 countries worldwide.
Below are the TikTok ad types that work best for brands:
An in-feed ad appears as a full-screen native video and is embedded within the ‘For You’ feed. It has the sound automatically played and allows users to comment, share, like, etc., directly from the feed.
Using in-feed ads is a great way to drive traffic to internal pages (like hashtags or challenges) or external landing pages (like websites).
A brand takeover ad is a full-screen ad that pops up when a user first logs into TikTok. It lives on the first screen they see when opening TikTok. Simply tap the ad, and they’ll be directed to the brand’s website.
A brand takeover ad can be an image or a 3-5 second GIF/video.
A top view ad showcases your brand as soon as users open TikTok, which helps reach and engage audiences in a visually impactful way. It’s a version of the brand takeover ad unit that fades into an in-feed video ad, lasting 15 seconds in total.
Branded hashtag challenges
Branded hashtag challenges help you maximize engagement by tapping into user-generated content. You can choose a branded hashtag, create a challenge, and encourage users to join your challenge as well as include your branded hashtag into their post.
According to TikTok Ads, “the branded hashtag challenge is a new and unique way to engage users. It taps into users’ passion for creation and expression by inviting them to join in on a collective movement. Over 50% of creators have participated in a hashtag challenge with an average engagement rate of 8.5%, generating huge brand buzz and affinity.”