TikTok is a modern-day content consumer’s rabbit hole. From dance challenges to impressive lipsyncs to oddly satisfying videos, TikTok has everything to keep you scrolling. As such, it is no surprise that the platform enjoys approximately 1 billion monthly active users. With such promise and potential, marketers must consider advertising on TikTok. And how should they go about it? Here’s a quick guide.
Why Should Brands Care About Advertising on TikTok?
TikTok’s stellar success is nothing short of inspiring. Here’s a look at why you should piggyback on the platform’s success to achieve your business goals:
- TikTok was the most downloaded app of 2022 with 672 million downloads.
- About 29% of TikTok installs comprise “power users,” that is, users who engage with the app daily.
- TikTok users spend an average of 95 minutes per day on the app.
- 90% of TikTok users claim that the platform never gets boring and is their ultimate source of entertainment.
- With a total lifetime revenue of $5.5 billion, TikTok is the highest-grossing non-game app across the globe.
- TikTok reported a 14.6% year-on-year increase in ad reach between 2021 and 2022.
- 2 out of 3 consumers felt inspired to make a purchase, even when they weren’t actively shopping.
- The New York Times hailed TikTok as the “New Search Engine” for Gen Z seeing as how they use it for recommendations for travel, food, fashion, etc.
6 Types of TikTok Ads
TikTok offers a variety of ads. Here are six of them:
- Brand Takeover Ads: These fullscreen ads show up for 3-5 seconds immediately when a user opens the TikTok app. Such widespread reach means that these ads are costly and capped to a maximum of one per day.
- TopView Ads: Much like Brand Takeover ads, these full-screen ads top the user feed and welcome the user on app start-up. They can run for as long as 60 seconds, which means that they leave behind a deeper impact.
- In-Feed Ads: These ads display on the user’s “For You Page.” They carry a native look and feel, which makes them appear less intrusive and more organic. Plus, users can interact with them as they would with any other TikTok video.
- Spark Ads: Spark ads are essentially branded or user-generated content (UGC) transformed into in-feed ads. In a way, it allows you to repurpose existing content. And while they link out to an account, you can include a CTA that redirects to your business’s landing page.
- Branded Mission: TikTok’s branded hashtag challenge has been revamped to branded mission. It is a 3-in-1 ad solution that crowdsources content from creators, tests organic creative to turn into ads, and drives brand affinity with higher impressions.
- Branded Effects: Such ads contain shareable special effects, filters, lenses, or stickers that anybody can use. You can combine these with other TikTok ad types to encourage its uptake. The resulting UGC will propel your brand to new heights.
Additionally, TikTok has also recently forayed into Search Ads to allow advertisers to bid on keywords and phrases related to their brand – the way they do for search engines.
A Step-By-Step Guide For Advertising On TikTok
Now, let’s dive deeper into how to get started with advertising on TikTok:
#1 Set Up a TikTok Ad Account
Start by creating a TikTok Ads Manager account. These accounts are separate from a typical user account as you will have to submit details about your business. The TikTok Business Center works if you have a team for managing ads on TikTok.
#2 Configure Your First Campaign
Next, you can start setting up your first campaign. Advertising campaigns on TikTok come in three variants: Awareness, Consideration, and Conversion. Basically, the stages of a typical buyer’s funnel. In case you choose Conversion, you will have to install the TikTok pixel or ensure MMP tracking of your app to track events generated from your campaign.
#3 Create Ad Groups and Placements
In this stage, you get to choose the content distribution network. You can restrict the scope of your ad to TikTok or venture into properties like BuzzVideo or Pangle. Similarly, you get free reign to choose your ad placement. For the uninitiated, simply choose “auto-placement” and let TikTok select the right settings based on its iterative algorithmic engine.
Thereafter, you will have to enter Ad Details such as the promotion type, display name, profile image, category, ad tags, user comments, and video downloads.
#4 Define the Target Audience
You can now define your target audience along the parameters of demographics, geographic location, psychographic data such as interests, and behavioural details. Higher granularity will sharpen the campaign targeting, but can reduce the total audience size.
#5 Select a Budget and Schedule
When it comes to setting a budget, you have to set a minimum of $20 whether it is your Daily Budget or Lifetime Budget. Then, you can define the campaign schedule and even define specific time periods when you wish to display your ad.
#6 Submit Your Ad
Finally, now is when you upload your ads. Pair your creatives with interesting captions and set your destination page. Hit submit and TikTok will review your ads in about 24 hours.
Key Takeaways
- TikTok is a hub for young consumers who are willing to spend, be it time or money.
- It unlocks opportunities for brands to connect with new, existing, and cold sales opportunities.
- With six types of ads available, marketers can easily design campaigns for advertising on TikTok to match business objectives.
- A simple 6-step process of setting up ads on TikTok is also encouraging, even for newbies.
Working With M&C Saatchi Performance
Although the idea of advertising on TikTok may seem easy, it is anything but so. The true challenge crops up in the form of making a brand memorable and less annoying in an ocean of entertaining content.
Fortunately, at M&C Saatchi Performance, our team of experts is adept at delighting and engaging with viewers in more ways than one. Get in touch with us to plan your next viral campaign.
