What You Need to Know About TikTok Advertising

Still wondering if TikTok is the right advertising platform for your business? Don’t miss out on engaging with more than a billion active users each month by leaving TikTok out of your marketing mix.

Ads You Can Run on TikTok

TikTok is a relatively new ad platform, evolving to meet the needs of advertisers and the behavior of its user base. Ad formats currently supported by TikTok include:

• In-feed Ads: Video and image ads are placed alongside organic content in a user’s “For You” page newsfeed.
• TopView: Make your business’s video ad the first video a user sets their eyes on when opening the app with a TopView ad on the opening screen.
• Spark Ads: Similar to boosting a post on Instagram, Spark Ads allow you to boost existing organic content from your channel as an In-feed or TopView ad.
• Branded Hashtag Challenge: Start a TikTok trend that puts your brand’s personality on display with a Branded Hashtag Challenge. Create the initial challenge video and then see how users interact with it and make their own versions as it spreads across the platform.
• Branded Effects: Create custom branded stickers and filters users can interact with and leverage in their own content.
• Carousel Ads: Share up to 10 unique images and captions in a single ad featured in TikTok’s news feed apps. 
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Spark ads a great way to start using TikTok  advertising while leveraging existing videos from your account while you create additional videos for future use.

Audience Targeting

Choose who you want to deliver your TikTok ad to by customizing the audience, demographics, interests and behavior, and device.

• Audience: Include or exclude lookalike and custom audiences
• Demographic: Target the genders, ages, locations and languages most likely to make a conversion with your business.
• Interests and Behaviors: Target users with high levels of interaction with TikTok’s defined interests or recent in-app behaviors.
• Device: TikTok advertising enables you to be highly specific about the devices you are advertising to. Ads can be targeted down to the internet connection type, operation system, operation system version, device model, how much the device costs, and the carrier.

How Adpearance Uses TikTok Advertising

Adpearance has been researching and testing the best ways to use this new ad platform to benefit our clients. It’s very much a higher-funnel strategy, and we see a lot of potential to boost awareness in your market with a more personal touch. We recommend establishing your business’ presence on TikTok prior to advertising by creating a profile, publishing videos, and gaining an initial followership.

Brand and event-specific campaigns are a great way to leverage TikTok advertising for your business as TikTok has a large reach, and high engagement. Our client’s brand and event-specific campaigns have been generating impression counts upwards of 500K a month with an average click rate of 4.3%.

Effective TikTok advertising requires more personalized and timely content than other social advertising platforms. Short, concise videos full of timely information will generate the best results for your business.

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Next Steps

Are you interested in advertising on TikTok but need help getting started? Do you still need to create a TikTok account for your business? Adpearance is here to help. Get the conversation started by contacting our expert team or request a free digital analysis to see how your current marketing efforts stack up against the competition.