So, as an advertiser, how do you leverage this ever-growing social network by creating ads on TikTok for your brand?
Find out how to reach your customers and engage passionate communities in a low ad-clutter environment in this article.
According to the latest figures, TikTok represents:
These figures should motivate you to launch your advertising campaigns on this creative platform!
Despite what one might think, launching an advertising campaign on TikTok is not only about targeting young audiences - even if they still represent a large part of TikTokers. From now on, the app will host niches grouped by interests (#FoodTok, #CarTok, #BeautyTok...) that include users of all ages and types.
So what targeting options are available to advertisers via TikTok Ads?
Your TikTok advertising campaign allows you to choose your audiences...
For example, let's say you want to create a TikTok ad for your main persona: Tom, a future DJ. You can choose the following targeting criteria:
As you know, to run a successful social media ad campaign, you must first set advertising goals that align with your overall marketing goals.
Good news: the advertising formats offered by TikTok Ads can cover all your communication goals, from awareness to customer loyalty, through acquisition and conversion.
You can, for example, pursue branding goals to drive engagement with the most relevant and present audiences on the application. In this case, you will track KPIs such as Cost Per Click, Cost Per Completed View, and Click Through Rate for your ads.
Here’s another example: you set acquisition goals to acquire first-party qualitative data (email addresses, phone numbers). You will then set up automated forms integrated into the videos and track the Cost per Engagement of your campaign.
The last example of an interesting goal of TikTok Ads is to promote your products directly on the platform via TikTok Collection Ads. The idea is simple: you set up a showcase of your products, among which users can scroll without ever leaving the app.
The budget management of your TikTok ads works either with a daily budget or with a total budget for your campaign. The application suggests starting by defining a daily budget to control your expenses.
Note that the minimum budget to launch a TikTok Ads campaign is currently 50€ per day.
Afterward, you can select a cost cap and a bid cap.
Be careful not to make budget changes before the campaign is sufficiently advanced: the TikTok Ads algorithm goes through a learning phase before optimizing your advertising expenses.
“The winning combo when it comes to TikTok advertising? The combination of real expertise of the advertising platform, consistent test-and-learn, and the synergy between your different advertising levers. Arbitrate your overall advertising budget so you can spend exactly what you need to achieve your marketing goals.” Taulant Ramadani, Head of Ad operations at Gamned!
You must choose the right type of TikTok ads to achieve your goals.
The platform offers a variety of ad types.
This advertising format allows you to highlight your brand as soon as the user opens TikTok to engage your audience powerfully. The videos are 5 to 60 seconds long and start playing automatically with sound activated.
With this format, you can work on your branding as well as your conversions since you can redirect users to a dedicated Landing Page of your website, your application, or your TikTok profile. In addition, you are guaranteed a minimum of 2.9 million impressions with this format.
Like the Top View format, the Brand Takeover allows you to advertise with shorter videos (3 to 5 seconds) appearing when the application is opened.
When you choose this TikTok ad format, you're running a narrative video ad embedded in users' feeds, designed to get users to interact with your content. It’s ideal for a reach campaign or to boost your organic content!
Your videos must be in 9:16 format and can last up to 60 seconds. They play automatically, with sound, and in full screen.
You have over 26 call-to-action and targeting options and can redirect users to your website or mobile app.
This unique and attractive format allows you to boost your brand's visibility and engage users. It invites them to generate content around a custom brand challenge concept. It’s perfect for stimulating the creation of User Generated Content.
This format requires the creation of a challenge page, which is highlighted by the TikTok algorithm for two months.
Engage your target audience with the creation of a personalized branded effect powered by intelligent video recognition technology (2D, 3D, or augmented reality). More than 20 gestures and facial expressions are applicable to trigger or interact with the effect. It is about encouraging engagement and UGC.
This ad format allows you to boost organic posts occasionally. They will then appear on the For You page of the users.
Only launch your first TikTok ad with these five best advertising practices!
The last crucial element to ensure your TikTok ads' performance is measuring your campaigns' impact.
Make sure to track your campaign KPIs: impressions and clicks, app downloads, visibility, post-test studies... If you have a conversion goal, remember to install the TikTok pixel. This pixel allows you to track all actions on your site or app (visits, leads, app downloads, sales...).
Finally, remember to define precise attribution rules for your campaign. This way, you'll have a clear view of your ROI and the effectiveness of your ads.
Tell us who you are, we will tell you which digital activations to adopt!