How to advertise on TikTok?


TikTok Ads, marketed through the TikTok For Business platform, is the advertising solution offered to advertisers to take advantage of the business opportunities offered by the social network. If the mobile video sharing application was created in 2016, it was not until the end of 2019 that the TikTok Ads advertising offer was launched in France.

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Since then, the enthusiasm of companies for this marketing campaign tool has grown, at the same time as the number of users of the mobile application has increased. Hashtag Challenge, TopView or Branded Effects: here’s how to advertise on TikTok.

How does TikTok Ads work?

The operation of TikTok Ads is similar to the operation of Meta for Business, a platform widely used by companies to create advertising campaigns on Facebook or Instagram. The advertiser proceeds online, in 7 steps.

  1. Creation of a TikTok Ads Manager account on TikTok For Business: the company enters its identity and contact details, then its billing data. Once the registration is finalized, the stages of creation, launch and follow-up of the advertising campaign are carried out via the platform, via a fast, fun and intuitive process.
  2. Determination of the objective of the TikTok Ads campaign: the advertiser specifies their commercial objective. Increase traffic on the website, encourage downloading of the application developed by the company or even optimize the conversion rate: the methods of advertising distribution vary according to the choice indicated. Example: the advertisement redirects to the URL of the store to install the application, or to the product page of the site to increase sales.
  3. Setting up the audience to engage the target audience: the advertiser establishes the typical profile of the audience to be reached. Age group, interests or geographical area: TikTok Ads allows the campaign to be specifically distributed to people whose company wants to increase engagement.
  4. Definition of the maximum budget: the advertiser sets the advertising budget not to be exceeded. TikTok Ads offers 2 methods to choose from: the total budget to devote to the campaign, or a daily budget. TikTok imposes a minimum of $50 total or daily budget per campaign. The platform offers different bidding methods to charge the business: cost per thousand impressions (CPM), cost per thousand views (CPV) and cost per click (CPC).
  5. Creation of advertising content: the advertiser imports or creates their content, image or video, using TikTok tools. It adds the call-to-action button relevant to the campaign objective.
  6. Preview of the ad and launch of the campaign: after verification, the advertiser validates and launches his campaign. TikTok Ads then broadcasts the advertisement to the target audience, for the fixed duration or within the limit of the maximum allocated budget.
  7. Real-time performance monitoring and optimization: the platform allows the advertiser to measure the results of their campaign on TikTok. Based on this, the company can adapt the parameters of the advertisement in such a way as to increase engagement.

Why use TikTok Ads?

The TikTok social network was created in 2016. Only 5 years after its launch, TikTok exceeded one billion active users worldwide. The growth is phenomenal, and the time spent on TikTok, nearly 20 hours per month, quickly equals the time spent on Facebook. Publishing on Tiktok is therefore a way to reach a considerable audience.

The initial reputation of the video-sharing application lives on: many companies continue to believe that TikTok is reserved for Gen Z users. It is for this reason that the use of TikTok Ads remains relatively moderate, especially when the he company targets a clientele over the age of 25. However, the figures prove that the success of the social network is attracting the growing support of an older public: 37% of users are over 30 years old, including 19% of users over 39 years old. Using TikTok Ads in this context is an opportunity: not only because the company’s target customers are undoubtedly using TikTok, but also because the company is getting a head start on competitors who remain skeptical about the marketing impact of TikTok Ads.

Another great reason to use TikTok Ads is that the business is leveraging the power of video marketing. Consumers are particularly fond of content in video format, and statistics illustrate its effectiveness in terms of digital marketing:

  • As the format of choice, video generates 2x more shares than other types of content.
  • Video reinforces engagement and motivates the purchase decision: 4 out of 5 users buy software or an application after watching a branded video.
  • Nearly 90% of digital marketers see excellent ROI.

TikTok is the video social network by definition. TikTok Ads, therefore, is an indispensable tool as part of a company’s marketing strategy.

What format to use on TikTok Ads?

TikTok Ads allows advertising content to be published in the form of images or videos broadcast in the user’s feed: this is the purpose of the In-Feed Ads and TopView formats. TikTok Ads also makes it possible to create content likely to engage the community, to promote the brand indirectly: the Hashtag Challenge and Branded Effects formats do not display advertising as such, but encourage the user to broadcast him -even content that promotes the brand. TikTok For Business specifies that only the In-Feed format is accessible in self-service on the TikTok Ads Manager platform. For TopView format, Branded Hashtag Challenge and Branded Effects, the advertiser should contact the TikTok For Business partnership team.

Hashtag Challenge

TikTok Ads’ Branded Hashtag Challenge ad format involves the company challenging the user to promote a hashtag. The company issues a challenge to the community, the user produces content and associates the brand’s hashtag with it. All the content thus created is grouped together on a page dedicated to the hashtag. The company reinforces its notoriety by promoting commitment and by adding brand ambassadors. Example: the fast food brand Chipotle is launching the #GuacDance in 2019 on the occasion of National Guacamole Day. Users film themselves dancing to The Guacamole Song.

tiktok ads - guacdance challenge

In-Feed Ads

In the In-Feed Ads format, advertising content is broadcast in the user’s TikTok feed like any other video: native advertising is displayed in full screen, with sound. TikTok Ads allows the advertiser to insert a redirect link to a landing page or app store. The user can also interact with the content, sharing it or commenting on it.

tiktok ads - in-feed ads

Top View

The TopView advertising format is similar to the In-Feed Ads format, except that the content appears when the application is opened: the impact is thus reinforced, because the ad is the first video viewed by the user at the time. to view their feed. TikTok Ads promotes this advertising format by putting forward the following arguments: the content attracts more attention, increases engagement even more and promotes sales.

tiktok ads - topview

Branded Effects

TikTok Ads gives advertisers the ability to create custom branded stickers, filters, and special effects. The user can then use these media elements when publishing their own video content. Like the Hashtag Challenge, Branded Effects allow you to interact with the audience in such a way as to generate engagement. Indirectly, the user becomes a brand ambassador and increases the notoriety of the company.

tiktok ads - branded effects

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To go further, download this report on social media trends and find out how to adapt your social media strategy to changing consumer expectations.

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