A Look Into TikTok Advertisement and Why It Works
We’ve covered almost everything you need to know about TikTok for business and the foundation knowledge of the app.
This time, we’ll dive into what it takes to excel in TikTok advertising!
Since TikTok became the most popular platform of the age, companies have jumped in on the trend.
Did you know, TikTok ads are estimated to reach about 825 million adults globally?
That’s a definite jackpot for brands to aim for a wider range of leads and reach.
But what does it take to run TikTok ads and how much does it cost, really?
Here’s a swift and detailed guide into TikTok advertising to get you out of the woods and into the goods 💁🏻♀️
🔎 TikTok Ads At A Glance 🔍
It’s no doubt TikTok and its algorithm are the peak of social media strategy in 2022.
With their infamous FYP (for you page), TikTok’s content is highly customised and specialised according to users.
This means that no two users will have the same content bank to scroll through.
It’s no surprise that the algorithm also includes TikTok ads!
🎶 Don’t make ads, Make Tiktok 🎶
Following this concept, TikTok advertisements are not the typical commercials we see between TV shows.
TikTok ads stay true to the overall concept of the social media which encourages businesses to to come up with ads that don’t look like ads.
Basically, TikTok ads are designed in such a way that users won’t even realise they’re watching an advertisement until the middle of the video!
The best part of TikTok ads is that as a business owner, YOU can choose which type of ads to run on the app!
Here are the 4 different types of TikTok ad formats and brands that have joined in!
Types of TikTok Ads 👀
1. TopView Ads
TopView ads are the first video TikTokers will see when they get on the app.
Limited to only one brand per ‘app-open’, TopView ads are considered ✨ premium ✨
This also means if you’re planning to use this specific TikTok ad format, you should be ready to pay for the cost 😮💨💸
Although the costing is a little higher than other types of TikTok ads, rest assured that it’ll be worth all the penny and even more 🤑
This ad by Balenciaga is a great example of a TopView ad that highlights the brand and what they provide for customers.
The ad takes up the whole screen, leaving no room for other disturbances or distraction and putting the focus solely on the brand itself.
2. In-Feed Ads
These are the TikTok ads that people won’t even notice they’re ads 👀
As in the name, in-feed ads can be found in every few swipes of users FYP.
Often this particular group of ads are made to be relatable.
Here’s an example of an in-feed TikTok ads by a skincare brand, lavojoy.
At first glance, you won’t notice it’s an ad. It just seems like any other TikToker sharing or reviewing a product.
But after a while, you’ll notice a specific CTA has popped up at the bottom, indicating an ad.
For in-feed TikTok ads, you can choose between a number of CTA buttons that will lead your audience to an external link in just one click!
3. Branded Hashtag Challenge
To fit TikTok’s user-generated-content aesthetic, Branded Hashtag Challenge is an engaging ads format.
In contrast to other social media platforms, this TikTok ads format gives brands exclusive access to the hashtag.
With every branded hashtag, you can set a brief description to your TikTok Challenge – the story behind it, the goal of the challenge etc.
This way, TikTokers will get to know your brand and the mission behind your TikTok Challenge.
They can also check out other videos using the same hashtag 🥰
Check out TikTok Malaysia’s cool hashtag #IniStyleKita during Merdeka 2022.
As of now, this particular challenge garnered up to 881.6 million views which goes to show the high engagement rate that TikTok takes much pride in
4. Branded Effects
Take a step further and use this TikTok ads format to increase your engagement rate even more!
Come up with cool and fun effects using 2D, 3D or AR and make it available for anyone on the platform to use 🤳🏼
Here’s how TikTok Malaysia incorporated a customised filter for their #IniStyleKita campaign during Malaysia’s Independence Day in 2022.
It’s not a wonder why their engagement rate skyrocketed. From this brand effect alone, there were 281.7 thousand videos made 😱👏🏼
We’ve been looking at the types of advertisements TikTok offers.
But to make the most of your TikTok ads, be sure to avoid the common mistakes and keep these tips in mind.
✨ Golden Tips To TikTok Advertising ✨
1. Keep your videos in these aspect ratios so it doesn’t go out of proportion.
The following aspect ratios are the most popular sizes used for TikTok ads as well as TikTok videos.
Image credit: Ecomdy Media
2. Stay in the golden area.
To avoid blocking words or cutting out important elements of your ads, stay within the red coloured areas as shown below.
This is especially vital when you’re editing in words or subtitles for your video.
3. Lead your TikTok ads with a hook.
Pro tip: Use conversational hooks to make your content more relatable.
For instance, here’s how this TikTok influencer hooked her audience using her ‘Before’ and ‘After’ shots to promote Garnier products.
4. Collaborate with content creators and TikTok influencers.
Just like the above example, many brands are reaching out to influencers to advertise their products.
With the right influencers, you’ll be able to reach your specific target audience in no time.
Key Takeaway 🔑
Digital marketing is an ever evolving industry. Take a minute to consider where your target audience spends their time when determining where and how to market your business.
In this era of TikTok and short videos, take the leap and try out TikTok ads to reach a wider audience.
With consistency and determination, your brand will increase visibility and engagement anytime soon 💪🏽