In our first two parts of our TikTok series, we’ve established why brands should be joining TikTok from a content perspective. But what about advertising on the platform? With over 6 billion lifetime downloads globally, the advertising opportunity on TikTok is unmatched. And if you’re worried about not having the budget to compete in this platform, we’ve got great news for you. In June of 2020, TikTok introduced a self-service advertising platform, TikTok For Business, designed to offer brands and marketers the tools to be creative storytellers and meaningfully engage with the TikTok community.
Let’s take a deeper look into the various ways your brand can successfully advertise on TikTok.
Advertising on TikTok
TikTok offers brands and creators unique ways to promote their products and services. Currently, TikTok offers 5 different ad formats:
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In-feed ads: These are promoted videos that are surfaced within people’s ‘For You’ page feed. They can be run as CPC (cost per click), CPM (cost per impression) and CPV (cost per 6-second view).
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Branded hashtags: Appearing as a banner in a user’s discover page, this promotes a brand’s hashtag and encourages people to participate.
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Branded effects: This format lets marketers add 2D animated lenses to their views that can be triggered by face and hand movements. All effects are created by TikTok’s in-house creative team.
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Brand Takeover: Brand takeover ads display when a user opens the app. However, branded takeover ads are purchased for several brand categories (I.e. fitness, beauty, etc.) and TikTok only allows for one brand to takeover a category each day. These ads can either be a 3-second image or 5-second video.
- Top View Ads: Similar to branded takeover, these ads appear when a user opens the app but are videos that can last up to 60 seconds.
TikTok ads offer targeting options to help your brand reach the most relevant audiences. The targeting categories include:
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Interest Based Audiences: Marketers are able to select interests relevant to their target audience, and TikTok will surface the ad to people matching those interests.
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Behavior Based Audiences: Marketers are able to target people based on their behavior within the past seven to fifteen days.
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Custom Audiences: Marketers can target people who have already interacted with them.
- Lookalike Audiences: Marketers can target people similar to an existing audience.
TikTok also recently released their Creator Marketplace to allow brands and creators the opportunity to collaborate. It’s important for marketers to find creators that feel authentic and natural to their brand!
Explore Branded Ads on TikTok
Reaching diverse audiences. Easy to create campaigns. Increasing brand exposure.
There are so many reasons your brand should be tapping into the advertising possibilities offered by TikTok. Let us help you get there. Chat with us today about how we can take your brand to the next level via effective TikTok marketing strategies!