How to Advertise on TikTok

Introduction to TikTok Advertising

TikTok is one of the fastest-growing social media platforms in the world, boasting millions of active users from various age groups and demographics. 

Businesses looking to tap into this user base are increasingly turning to TikTok advertising as a way to reach new customers and drive sales.

What Is TikTok Advertising?

TikTok advertising allows brands and businesses to promote their products, services, or messages on the TikTok platform. 

These promotions can be in the form of short videos, branded content, or even user-generated content that encourages engagement from the TikTok community.

Why Advertise on TikTok?

• Huge User Base: TikTok has millions of active users, making it a ripe platform for reaching a wide audience.
• Engaging Format: The platform’s short-form video content is known for its high engagement rates.
• Diverse Audience: TikTok’s user base spans multiple age groups and demographics, allowing brands to target a broad or niche audience.
• Viral Potential: TikTok’s algorithm promotes content that gains traction, potentially leading to viral success for advertisers.

Tools and Resources for Advertising on TikTok

While these tools encompass broader social media marketing strategies, their features and capabilities can be leveraged to elevate your advertising strategies on platforms like TikTok. 

Dive into our comprehensive reviews to discover how these resources can be integrated into your marketing mix.

• Best Social Media Management Tools: Streamline your content planning, scheduling, and monitoring across various platforms. A unified dashboard can simplify multi-platform campaigns, making TikTok integration smoother.
• Best Social Media Content Distribution Software: Efficiently disseminate content across channels and ensure your TikTok creatives get the right visibility alongside other platforms.
• Best AI Tools for Social Media Management: Embrace the power of artificial intelligence to predict trends, analyze data, and optimize your content strategy, potentially giving an edge to your TikTok campaigns.
• Arrow.AI Review: Get an in-depth look at Arrow.AI’s offerings. The platform’s advanced capabilities could be instrumental in refining your approach to platforms with dynamic audiences, much like TikTok.
• Best Social Media Analytics Tools Reviewed: Analytics form the backbone of any successful campaign. Dive into these tools to ensure you’re measuring and acting on the right metrics, making your TikTok insights even more valuable.

Tips:

• Interconnectivity Matters: Ensure that the tools you choose can integrate seamlessly with each other for a unified and efficient workflow.
• Stay Updated: The digital landscape is dynamic. Regularly review the capabilities and updates of your chosen tools to maximize their benefits for TikTok.
• Leverage Automation: Many of these tools offer automation features. Use them to save time and ensure consistent engagement on TikTok and other platforms.
• Customization Is Key: While these tools have broad functionalities, always customize their settings and features to align with your specific TikTok advertising goals.

The Different Types Of TikTok Ads

• In-Feed Ads: These are short video ads that appear in between user videos on the “For You” page.
• Brand Takeover: This is a full-screen ad that appears immediately when a user opens the app.
• TopView Ads: These are similar to brand takeovers but they start playing with sound after the app is opened.
• Branded Hashtag Challenges: Brands can sponsor hashtag challenges, encouraging users to create content around a specific theme or challenge.
• Branded Effects: Brands can create interactive filters or effects that users can incorporate into their videos.

Example:

Company XYZ’s Hashtag Challenge

Company XYZ, a fashion brand, decided to launch a branded hashtag challenge on TikTok. It created a challenge called #XYZSummerLook, which encouraged users to showcase their summer outfits using items from Company XYZ. 

To promote this, Company XYZ also created a catchy jingle and an original video to set the trend. 

Within a week, thousands of TikTok users participated in the challenge, creating their versions of the #XYZSummerLook. 

The brand not only gained immense exposure but also saw a significant uptick in sales for its summer collection.

Tips:

• Study Trends: Before launching an ad campaign on TikTok, study current trends on the platform to ensure your content resonates with the audience.
• Engage With Users: Make your ads interactive. Encourage comments, shares, and user participation.
• Optimize for Mobile: Since TikTok is primarily a mobile platform, ensure your ads are optimized for mobile viewing. This includes ensuring clear visuals and sound.
• Test Different Ad Formats: Diverse ad types can yield different results. Consider trying multiple formats to see which works best for your brand.

Creating a TikTok Ad Account and Setting Up a Campaign

TikTok advertising necessitates the creation of a dedicated ad account. Once this is established, you can seamlessly move on to crafting and launching effective ad campaigns. Here’s a step-by-step guide to help you navigate this process.

How to Create a TikTok Ad Account

1. Visit the Website: Navigate to TikTok’s official advertising portal: https://ads.tiktok.com
2. Click on “Get Started”: This button is prominent on the homepage.
3. Enter Your Business Information: Provide details like your business name, email address, and industry.
4. Verify Your Email: Check your email for a verification link from TikTok and click on it.
5. Complete the Profile: Fill in the remaining profile details such as contact number, business details, and payment information.
6. Agree to Terms: Read and agree to TikTok’s advertising terms and conditions to complete the registration.

How to Set Up a TikTok Ad Campaign

1. Log In: Once your ad account is active, log in to your TikTok ad dashboard.
2. Select “Create”: Look for the “Campaign” tab, then click on the “Create” button.
3. Choose a Campaign Objective: Depending on your goals (awareness, consideration, conversion), select the objective that aligns best.
4. Set Your Budget: Determine if you want a daily or total campaign budget, and specify the amount.
5. Define Your Audience: Utilize TikTok’s targeting options to reach your desired demographic. This includes age, gender, location, and interests.
6. Select Ad Placement: Decide if you want your ad to run only on TikTok or also on its partner apps.
7. Choose an Ad Format: Pick from in-feed ads, brand takeover, top-view ads, etc., based on your campaign needs.
8. Upload Your Content: Add your video or image assets, ensuring they meet TikTok’s specifications.
9. Set Bid Amount: Determine how much you’re willing to pay per impression or click.
10. Review and Launch: Double-check all your settings, and when ready, click “Launch” to start your campaign.

Example:

Local Cafe’s In-Feed Ad Campaign

A local cafe, Café Serene, wanted to promote its new line of summer drinks. It created a TikTok ad account and launched an in-feed ad campaign targeting users aged 18-35 within a 10-mile radius of its location. Café Serene utilized vibrant visuals of its refreshing beverages, paired with a catchy tune. After setting a modest daily budget, it chose to run the campaign for a week. The result was a noticeable increase in young customers visiting the cafe and ordering the summer specials.

Tips:

• Research Your Audience: Spend time understanding your target demographic on TikTok. This will help you to create tailored ads that resonate.
• Leverage TikTok Analytics: Utilize the platform’s analytics tools to gain insights on campaign performance and make necessary tweaks.
• Opt for A/B Testing: Create multiple ad variations to identify which visuals, copy, or call-to-actions (CTAs) perform best.
• Stay Updated: TikTok often introduces new ad features and best practices. Keep an eye on updates to maximize your ad’s potential.

TikTok Ad Pricing

Navigating the world of TikTok advertising also means understanding its pricing structure. Just like other digital advertising platforms, TikTok’s ad pricing isn’t fixed and varies based on several factors, including ad format, duration, audience targeting, and competition. 

Here’s an in-depth look at how TikTok ad pricing works and what to expect.

Factors Influencing TikTok Ad Costs

1. Ad Format: Different ad types, from In-Feed Ads to Branded Hashtag Challenges, have varying costs. For instance, more immersive ad experiences like TopView Ads or Brand Takeovers often come at a premium.
2. Bidding Strategy: TikTok offers different bidding options, including Cost per Click (CPC), Cost per Mille (CPM), and Cost per Action (CPA). Your choice will determine how you’re charged.
3. Target Audience: Highly competitive audience segments, such as certain age groups or interests, may have higher costs due to demand.
4. Campaign Duration: Longer campaigns can accumulate higher costs, but they can also provide more data to optimize for better return on investment (ROI).
5. Ad Quality & Relevance: High quality ads that resonate with the target audience and garner better engagement can lead to better placement and potentially lower costs in the long run.

Understanding TikTok’s Bidding System

TikTok operates on an auction-based system for its ads. Here’s a brief overview:

1. Choose Your Objective: Before bidding, decide on your campaign objective, be it brand awareness, traffic, conversions, or app installs.
2. Set a Budget: Define either a daily or total campaign budget to control how much you spend.
3. Select a Bidding Strategy: Decide whether you want to pay per impression (CPM), click (CPC), or action (CPA).
4. Compete in the Auction: When a user matches your targeting criteria, your ad enters an auction against other advertisers targeting the same user.
5. Optimization & Delivery: TikTok will deliver your ads to users likely to fulfill your chosen objective while ensuring you get the most value out of your budget.

General Pricing Estimates

These are current general estimates for 2025.

• In-Feed Ads: Typically start at around $10 CPM.
• Brand Takeovers: Can start from $50,000 per day, given their exclusivity.
• Branded Hashtag Challenges: Start at approximately $150,000 for a six-day campaign.
• TopView Ads: These are premium placements and can also be pricier, often starting from $60,000 per day.

Note: These are general estimates, and actual costs can vary based on the factors mentioned above and market dynamics.

Tips:

• Optimize for Engagement: Higher engagement rates can improve your ad’s relevance score, potentially reducing costs in the long run.
• Regularly Review & Adjust: Continuously monitor your ad’s performance and adjust your bidding strategy or creative as needed to maximize ROI.
• Consider Seasonality: Ad costs can fluctuate during peak times like holidays. Plan your budget accordingly.
• Start Small and Scale: If you’re new to TikTok advertising, start with a smaller budget to test and learn. Once you’ve gleaned insights and optimized, you can scale your spending.

Creating TikTok Ads

Crafting ads for TikTok requires a unique approach. The platform’s dynamic and youthful vibe demands creativity, authenticity, and a keen understanding of current trends. 

Below are best practices to ensure your TikTok ads are engaging, relevant, and effective.

Best Practices for Creating TikTok Video Ads

1. Keep It Short & Sweet: TikTok videos can be up to 60 seconds, but often the most engaging ads are between 9-15 seconds.
2. Use Vertical Format: Given that TikTok is primarily accessed on mobile, always use a vertical 9:16 video ratio.
3. Start Strong: Capture attention in the first few seconds to ensure viewers don’t scroll past.
4. Leverage Music & Sound: TikTok is known for its catchy tunes; integrate popular or relevant music to enhance your message.
5. Include a Clear Call-to-Action (CTA): Whether it’s visiting a website or participating in a challenge, make sure users know what to do next.
6. Stay Authentic: TikTok users appreciate genuine content. Opt for a more natural, less polished approach that resonates with the platform’s user base.

How to Use TikTok’s Creative Tools

1. Open the TikTok App: Ensure you’re logged into your ad account.
2. Tap on the “+” Icon: This is where you start creating a new video.
3. Use Video Templates: TikTok provides a range of templates that can help you kickstart your ad creation.
4. Apply Effects: Swipe on the left side to browse and apply various video effects that TikTok offers.
5. Incorporate Music: Click on the music note icon to choose from a vast library of trending and diverse tracks.
6. Add Text & Stickers: Use the text tool to insert messages and the sticker icon for additional visual elements.
7. Use Video Editing Tools: Trim, cut, and adjust the speed of your videos using the edit tools.
8. Preview & Save: Before posting, preview your video and save it to drafts or publish it as an ad.

How to Write Effective TikTok Ad Copy

1. Keep It Concise: TikTok is a platform of brevity. Ensure your message is short and to the point.
2. Speak the Language: Use terms, phrases, and styles popular among TikTok users to make your ad relatable.
3. Highlight Benefits: Clearly convey what’s in it for the viewer.
4. End with a Strong CTA: Guide users on what action you want them to take next.

How to Choose the Right TikTok Ad Format

1. Understand Your Objective: Your campaign goal (brand awareness, engagement, conversions) will often dictate the best ad format.
2. Budget Considerations: Some ad formats, like brand takeovers, might be more expensive than in-feed ads.
3. Target Audience: If aiming for younger users, engaging ad formats like Branded Hashtag Challenges might be more effective.
4. Duration of Content: If your content is brief and impactful, consider formats like Brand Takeover. For more detailed storytelling, In-feed Ads or TopView Ads might be better.

Example:

Cosmetics Brand’s Effective Use of Ad Tools

A popular cosmetics brand, GlamGlow, decided to launch a TikTok campaign for its new lip gloss range. The brand utilized TikTok’s creative tools, creating a video with sparkly effects and a trending song. The ad copy was playful, reading “Glow with GlamGlow! #ShineOn.” It chose an in-feed ad format for broad reach. The ad’s engaging visuals and catchy tune made it a hit, leading to a significant increase in online orders.

Tips:

• Engage With Trends: Stay updated with trending songs, challenges, and themes on TikTok. Incorporate them into your ads for higher relevance.
• Test & Iterate: Use TikTok’s analytics to monitor ad performance. Test different creatives and ad formats to find what works best.
• Collaborate With Influencers: Consider partnering with TikTok influencers to amplify your message and reach.
• Prioritize Mobile Optimization: Always preview ads on mobile to ensure visuals, text, and CTAs are clearly visible.

Targeting TikTok Ads

On TikTok, one size doesn’t fit all. With its diverse user base spanning across different demographics and interests, precise targeting is paramount for advertising success. 

The platform offers a myriad of features to hone in on your desired audience, ensuring that your content resonates with those most likely to engage.

How to Target TikTok Users by Demographics, Interests, and Behaviors

1. Access the Ad Dashboard: Log in to your TikTok Ads Manager and navigate to the campaign or ad set level.
2. Choose the “Audience” Option: Here, you’ll find multiple targeting parameters.
3. Select Demographics: Define your target audience by age, gender, language, and location. Remember to align this with your brand’s primary audience.
4. Filter by Interests: TikTok provides a list of interests like beauty, sports, travel, and more. Select the ones most relevant to your product or service.
5. Target by Behaviors: You can target users based on their behaviors on the platform, such as video interactions, past ad interactions, or the type of content they engage with.
6. Use Device & Operating System (OS) Targeting: If your product or service is device or OS-specific, you can also target users based on their device type or operating system.

How to Use TikTok’s Targeting Features to Reach Your Ideal Audience

1. Custom Audiences: Upload a list of existing customers or leads. TikTok will then target ads to these specific users or find similar users to target.
2. Lookalike Audiences: Allow TikTok to analyze your best-performing audience and find new users with similar characteristics and behaviors.
3. Retargeting: Show your ads to users who have already interacted with your content, be it viewing your previous ads, visiting your website, or any other specific action.
4. Exclusion: If there are specific groups you do not wish to target, you can exclude them. For instance, you can exclude current app users if the goal is to gain new users.
5. Combine Multiple Targeting Features: To refine your audience further, combine several targeting parameters. For instance, target by demographics, then narrow it down with interests or behaviors.

Example:

Fitness Brand’s Precision Targeting

FitFlex, a fitness apparel brand, wanted to promote its new range of yoga pants. Knowing that its primary audience is women aged 18-35 interested in yoga and wellness, FitFlex sets these as its demographic and interest targets. 

Furthermore, it used the retargeting feature to reach those who had previously visited the website or interacted with its past ads. The combination of precise targeting parameters led to higher engagement rates and an uptick in sales.

Tips:

• Start Broad, Then Refine: If you’re new to TikTok advertising, start with broader targeting parameters. As you gather data, refine your audience for better results.
• Monitor Performance Regularly: Regularly check how your ads are performing. If a certain demographic or interest group is showing higher engagement, consider reallocating more of your budget there.
• Avoid Over-Targeting: While precision is key, overly narrow targeting can limit your ad’s reach. Find a balance to ensure a sizable yet relevant audience.
• Utilize TikTok Insights: The platform offers detailed insights into audience behavior, interactions, and preferences. Leverage this data to fine-tune your targeting strategies.

Measuring the Success of TikTok Ads

To ensure that your advertising efforts on TikTok are yielding the desired results, it’s crucial to keep tabs on various metrics and performance indicators. 

A thorough analysis allows you to understand what’s working, what isn’t, and where there’s room for improvement. This will guide your optimization strategies for future campaigns.

TikTok Ad Metrics and How to Track Them

1. Access TikTok Ads Manager: This is your main dashboard where all campaign data is displayed.
2. Impressions: Track the total number of times your ad was displayed to users.
3. Clicks & Click-Through Rate (CTR): Monitor the total number of clicks and the percentage of viewers who clicked on your ad after seeing it.
4. Conversion Rate: Measure the percentage of users who took a desired action (like signing up or making a purchase) after clicking on your ad.
5. Cost per Action (CPA): Understand how much you’re paying for each desired action, be it a lead, sale, or app install.
6. Video Views & View Duration: Track how many users viewed your video ad and for how long.
7. Engagement Rate: Measure user interactions with your ad, such as likes, shares, and comments.
8. Ad Spend & Return on Ad Spend (ROAS): Monitor how much you’ve spent on the campaign and compare it to the revenue generated.

How to Analyze Your TikTok Ad Performance

1. Set Clear Objectives: Before diving into metrics, be clear about what you want to achieve with the ad — brand awareness, sales, sign-ups, etc.
2. Benchmark Metrics: Compare your ad’s performance to industry averages or past campaigns to understand where you stand.
3. Deep Dive Into Analytics: Beyond surface metrics like clicks and impressions, delve deeper into user behavior, time spent, user journey, etc.
4. Segment Analysis: Break down metrics by demographics, device, ad format, etc., to identify high-performing segments.
5. Track Conversions: Use TikTok’s Pixel to monitor actions taken on your website post ad-viewing.

How to Optimize Your TikTok Ad Campaigns

1. A/B Testing: Create multiple versions of your ad with different creatives, copies, or targeting to see which one performs best.
2. Adjust Budget Allocation: Based on performance, redirect more of your budget towards better-performing ads or audience segments.
3. Update Creative Elements: If an ad isn’t engaging enough, consider updating the visuals, music, or messaging.
4. Refine Targeting: If a particular demographic or interest group is not converting well, reconsider your targeting parameters.
5. Optimize Ad Schedule: Identify the times when your audience is most active and schedule your ads to run during those periods.
6. Gather Feedback: Look at user comments or collaborate with TikTok influencers for insights on ad performance and areas of improvement.

Example:

Tech Store’s Optimization Success

TechNest, a tech accessories store, ran an ad campaign on TikTok promoting its new range of smartwatches. Initial metrics showed a decent CTR but a lower-than-expected conversion rate. 

Upon deeper analysis, TechNest realized that while its visuals were engaging, the ad copy lacked a compelling CTA. 

The company decided to A/B test different CTAs and found that “Experience the Future — Shop Now!” outperformed others. 

By simply tweaking its copy and reallocating the budget, TechNest witnessed a 25% increase in conversion rate.

Tips:

• Stay Agile: The digital ad landscape is dynamic. Be ready to make quick adjustments based on performance data.
• Leverage TikTok’s Learning Phase: When you launch a new campaign, TikTok goes through a “learning phase” to understand the best way to deliver your ads. Avoid making major changes during this period.
• Focus on Quality Over Quantity: It’s better to have one well-optimized ad than multiple mediocre ones. Ensure every element of your ad, from visuals to copy, is of top quality.
• Stay Updated: TikTok frequently rolls out new ad features, tools, and best practices. Keep an eye out to stay ahead of the curve.