TikTok, the fastest-growing social media platform in 2021, is a video-sharing app that allows users to record and share 15-second videos on any topic. The platform is one of the biggest for generation Z and younger millennials, with the average age of the TikTok audience between 10 and 29 years. It’s starting to make its way to a slightly older demographic, however, and is becoming a popular app for 25 to 54-year old audiences.
Why TikTok Marketing Matters
The growing global reach of TikTok is currently estimated to be 1 billion people, with 700 million monthly users. While the app trails its more popular cousins, Facebook and Instagram, it’s definitely an advertising opportunity you don’t want to miss.
And with an estimated average income of $75k and over per user, TikTok is an advertising opportunity you can’t afford to miss.
How to Advertise on TikTok: Paid Advertising Options
TikTok features several advertising options, each designed to move your brand forward in a different way.
TikTok TopView Ads
TopView ads are displayed full screen. These ads can be up to 60 seconds long.
Branded Hashtag Challenges
Branded hashtag challenges ask platform users to perform something, like a dance, and post their video with the brand’s hashtag.
Branded Effects
Augmented reality (AR) filters, customized stickers, and lenses can be added to a user’s video. The concept is like Instagram’s AR Filters, with each new effect available for ten days.
Brand Takeovers
These advertisements are three to five second full-screen clips that appear when a user opens the app. The ads also show up in the “For You” suggested feeds of users, and can feature a website link or a clickable hashtag.
In-Feed Video
These are short videos that appear similar to other TikTok videos, and are displayed on a user’s news feed under “For You.”
Most of these advertising options must be set up with a TikTok ad manager, but In-Feed Videos can be set up via the self-service advertising portal.
TikTok Paid Advertising: Getting Started
Most of these advertising options must be set up with a TikTok ad manager, but In-Feed Videos can be set up via the self-service advertising portal.
The first step to creating an In-Feed Video is to visit the TikTok for Business page and set up your account.
Next, go to Ads Manager and select the Campaign tab, clicking on “create.”
Carefully consider what the objective is for your campaign. Is it conversion? Brand awareness? Consideration? Choose the most appropriate objective from the Advertising Objective page.
The advertising portal will walk you through the next steps, including the ad’s placement (hint: auto placement is generally best), and then choose:
- Your promotion type
- Your profile image
- Your URL
- User engagement options
- Display name
You can choose to use TikTok’s automated creative optimization feature, which will build your ad using your own copy, images, and video and then test the ads to find which are performing best for you.
Your demographic and target audience fields are highly customizable, and after choosing your audience, you will be prompted to enter your budget and schedule options.
Next are the bidding methods. TikTok offers:
- Cost per Click (CPC)
- Cost per Thousand Views (CPV)
- Cost per Mille/Thousand Impressions (CPM)
- Optimized Cost per Mille/Thousand Impressions (oCPM)
And Now…the Fun Part of TikTok Advertising
It’s time to create the advertising material. Have fun, but make sure to stay within the creative guidelines. The TikTok advertising platform can convert still images into a video format if you don’t have a video. Write your ad copy, include a solid call to action, and submit your completed ad campaign to TikTok for review.
Be a Part of A Growing Marketing Platform
TikTok is a relatively new app, but it’s continuing to grow. Similar to Instagram, Facebook, and Snapchat, it has influencers to help you advance your marketing efforts. You can find the most appropriate influencers by entering a topic in the search bar, clicking the Users tab, and browsing the users auto-generated by your search topic.
Confused? ArachnidWorks Can Help
ArachnidWorks specializes in strategic social media campaign management, covering every advertising concern from account set-up to planning your content. Want to see what a successful social media campaign can bring to your advertising efforts? Contact us now, and let’s talk about your next big steps.