The Ultimate Guide to TikTok Advertising

TikTok, the social platform that has swept across the world in a storm, has finally proved to be a must for marketers looking to reach out to the young and energetic. This social network has more than a billion active users around the world. It is not all about viral dances and appealing challenges; TikTok advertising is a powerhouse wherein businesses can amplify brand awareness and drive sales. Below, we’ll outline the benefits of running ads on TikTok, how to set up your ads, how much it costs to advertise on TikTok in the UK, some best practices to follow, and important ad specs that you should know.

Benefits of Advertising on TikTok

1. High Reach Among Gen Z and Millennials

It’s powered foremost by Gen Z and millennials, so if those are your target demographics, look no further than TikTok. The algorithm in place on the app allows brands to get their ads in front of users at the right place and time.

2. High Levels of Engagement

TikTok users are very active, and the average consumer spends nearly 90 minutes daily on it. High engagement rates raise the probability that users will take some form of action on your ad, whether that be through likes and shares, or website traffic.

3. Creative Flexibility

TikTok inspires creativity, and as such, the advertisers are able to try out various formats-from short video clips up to branded hashtag challenges. In such a way, brands are given the flexibility to create authentic and engaging content that sits well with users on the platform.

4. Advanced Targeting Options

TikTok comes with advanced targeting options: age, location, interests, and behaviour. This ensures that the right audience catches your ads to maximise your ROI.

5. Affordable Advertising

TikTok advertising can be more affordable compared to more established platforms such as Facebook and Instagram. This fact was considered in particular due to the possibility of virality and organic reach.

How to Advertise on TikTok

Thanks to its self-serve ad platform, advertising on TikTok is relatively easy. Here’s a step-by-step guide on how you can get started with it:

1. Sign Up for a TikTok Ads Account

Set up a TikTok Ads Manager account. After signing up and going through the registration process, you will have access to the dashboard, which will allow you to create, manage, and track your ads.

2. Set Your Campaign Objective

Choosing an appropriate campaign objective in line with your business goals is important. Basically, there are three major objectives which TikTok offers, including Awareness to increase visibility for your brand, Consideration to generate more traffic or installations, and Conversion for sales or leads.

3. Define Your Audience

Get in front of the ideal audience through precision targeting options on TikTok. You will be able to target users by age, gender, location, interests, and behaviours. TikTok also allows you to create custom audiences by uploading your own data.

4. Choose Your Ad Format

There are a few different ad formats to choose from within TikTok, including:

In-Feed Ads: Native video ads appearing in user feeds.

Brand Takeover: Full-screen ads that load when a user opens the app.

TopView: Like Brand Takeover, but now you are allowed to add videos of up to 60 seconds.

Branded Hashtag Challenge: Such an ad nudges users to create user-generated content with branded hashtags.

Branded Effects: The custom AR filters and effects that users can apply while using the app.

5. Set Your Budget and Schedule

You can set either a daily or total budget for your campaign. Besides, TikTok allows you to set the calendar of running your ad, which may enable the ads to reach the audience when most effective.

6. Ad Creation

Create your video ad using TikTok’s creation tools, or upload your own. Ensure your ad adheres to the platform’s creative best practices (more on that below).

7. Go Live & Monitor

Double-check your settings, then click “Submit” to go live. TikTok offers real-time analytics so that you can track your ad’s performance and change your approach as needed.