TikTok Advertising

October 6, 2020

Have you been wondering if TikTok is the right advertising platform for your business? The video sharing app is now the sixth largest social network, surpassing LinkedIn, Pinterest and Twitter with 800M monthly active users globally. With 18-24 year olds accounting for almost half of these users, brands can now reach massive new audiences through paid and organic advertising, as well as influencer marketing. Whether you’re a small business or a major corporation, TikTok offers a variety of tools to help you get started.

Since launching the beta version of its advertising offerings in 2019, the app has established a unique, visual-based platform for users and advertisers to connect. This year, TikTok launched their Business website, providing marketers with a range of tools and resources to establish their digital presence through short-form videos. The dashboard features extensive case studies and digital insights, as well as tips for optimization. The app has also rolled out a self-serve advertising platform for businesses to create custom campaigns. Similar to Facebook’s Ads Manager, the platform offers campaign set-up tools, like custom targeting, budgeting and scheduling. There are several ad types available.

Brand Takeover - Full-screen ads that appear immediately upon opening the app. These ads appear for 3-5 seconds as a static image or a video with no audio.

In-Feed - Full-screen ads, lasting up to 60 seconds, embedded in the For You page.

Hashtag Challenge - Ads that appear on the Discovery page, encouraging users to participate in branded challenges.

Branded AR Content - Ads that appear as branded lenses, stickers and other 2D/3D/AR content for creators to use in their videos.

Businesses can also now find and collaborate with influencers through the Creator Marketplace. This platform allows brands to compare audience demographics, growth trends and best performing videos. Businesses can then partner with relevant users with substantial reach to create custom sponsored content.

Regardless of which ad type appeals most to your business, users are ultimately drawn to trend based content. Being able to react quickly to jump on popular hashtags, challenges and sounds is crucial for virality. Creativity is the foundation of TikTok, utilize this!

The digital marketing atmosphere is constantly evolving. For help adapting to the new normal, contact the SparkShoppe team today.

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