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What You Need to Know About Advertising on TikTok



Since its launch in 2017, TikTok has quickly become one of the hottest social media apps on the market. By now, TikTok has more than 1 billion users. It becomes a dream of marketers. But how exactly do TikTok ads work? And is it even possible to advertise on it as a small business?


If you’re curious about marketing on TikTok but don’t know where to start, we’ve got you covered. Before considering to start a TikTok ad campaign, please keep up with me to know everything about TikTok ads from A to Z.


What is TikTok?

TikTok is mostly a video-sharing app launched in early 2017 by Chinese developer ByteDance. The owner of TikTok, later decided that he wants to buy the better-known Musicall.ly app, which had been growing a lot in popularity at that time. ByteDance bought Musical.ly on November 9, 2017, and combined the two apps into a single app named TikTok on August 2, 2018.


This was how these two popular video sharing apps were converted into one, and the audiences somehow integrated as well.


Musical.ly was mostly used to lip-sync on different music and making videos, but now on TikTok, there are different kinds of videos being made by more talented users, and there are no longer just music lip sync videos.


There is no need to follow anybody on TikTok to be able to watch entertaining videos. All you have to do is to head to the discover page and start playing interesting videos one after another. You can also search for videos on your preferred topics by using relevant hashtags.


Who Uses TikTok?

TikTok, as well as its origin Musical.ly, is mostly used by teenagers and youngsters especially. Another interesting fact is that the users mostly women than men. There are lots of interesting statistics according to the accurate reports the “Marketing charts” website has provided in a wonderful chart, as well as their website. According to their website, the average age of Tiktok users is 18-24-year-olds (3.7 million), which accounts for just over one-quarter (25.8%) of the total US adult visitors.


Another one-quarter (24.5%) of the visitors’ ages 18 and older fell into the 25-34 age group. TikTok is used by 2 million more women (8.2 million) than men (6.1 million), and its reach is highest among females ages 18-24 (14.9% adoption).


So if you are considering to take advantage of Tik Tok ads, keep in mind that your audience is averagely between 18 to maximum 30 years old.


Can we advertise on TikTok?

In early 2019, the app launched a beta version of its ads offering. Since then, big names like Grubhub, Nike, Fenty Beauty, and Apple Music have used TikTok ads to promote products in unique, visually compelling campaigns. With advanced targeting and unique ad creation features, the TikTok Ads platform is unlike many of its predecessors. When used effectively, it can help you tap into one of the most lucrative pools of users.


Are Tik Tok ads good for your business? Should you advertise on TikTok?

Before investing your time and effort into TikTok advertising, here are three questions you need to ask yourself to determine if this ad platform is right for your business.


- The targeted audience

The result of Tik Tok ads highly depends on who are your audience. If you have adult audiences and offer services related to bank accounts or hosting platforms, then TikTok might not be a good place for you. But if you have a business for younger people, then be sure to give it a shot since 66% of TikTok’s users are younger than 30. So that would be a very wise investment.


- Quality visual marketing content and skills

Becoming successful in TikTok requires having a good amount of quality visual content to share. Your business needs to create quality videos that can represent your brand or product in a way TikTokers would accept. That’s because TikTok is mostly based on video sharing, and almost everybody shares content through TikTok videos on the platform.

So if you have the ability to create the right content for TikTok to stand out, then do not hesitate and get started.


- Tik Tok advertising budget

Tik Tok ads are new in the business, and they have been on beta for a while, and there are still very few and rare ads on the platform. Small businesses are yet hard to be found advertising on Tiktok, and larger businesses like Nike, Disney, and Grubhub are the ones who have made their way to the Tik Tok ads campaign.


It is less affordable for smaller businesses to run a Tik Tok ad because it is not very commonly-used until now. But that’s one of the reasons why it is effective because it’s still unique. If you can afford the cost of Tik Tok ads, then you are on your way.


How to advertise on TikTok?

If you decide TikTok ads are a worthy investment for your business, here’s how to get started:


- Create a TikTok Ads Account

The Tiktok advertising platform is separated from a Tiktok account and profile. So the first step in making a Tik Tok ad is to head to the Tik Tok ads page and sign in to be able to start your ad campaign. If you do not have an ad account yet, create one by tapping the “sign up” button.


- Create the ad campaign

After signing up for the ad account campaign, you’ll be given an ad dashboard in which you can draft new ads and keep track of the ad campaigns. To create your first Tik Tok ad follow the steps below:

1.Go to Tik Tok ad dashboard

2.Click the “campaign tab” at the top of the page

3.Click the Create button

4.Choose a campaign goal (Traffic, Conversions, and App Install)

5.Next, set a name for your campaign

6.Define the ad campaign budget (Daily Budget or Total Budget option)

Note: The minimum amount of the budget needs to be $500 for both the daily budget and the total budget.


- Define ad positions and targets

Positions: At this stage, set where you want the Tik Tok ads to show up. Do you want them to be placed between Tiktoker’s stories, or you want them to be on their TikTok videos feed?


Tik Tok ads offer a unique advertising experience to its users by letting them place their ads to the entire family of apps related to Tik Tok, such as BuzzVideo, News Republic, and others. Or just can leave the decision up to Tik Tok and let it decide where to place your ads.


Targets: The next step in making Tik Tok ads is to set exactly to whom you want the ads to be shown. You have so many filters to fill out in the targeting form, to be able to set your ads for the right audience. Set parameters for location, age, gender, languages, interests, devices, and more to get noticed from the exact people you desire.

l Choose the budget and schedule the ad


We have reached the section where you have to exactly define how much you are going to pay for the ad and the time and date you want the ad to be published.


So set if whether you want to pay daily or totally at the end of the campaign and also schedule your ads using the “Dayparting” section. Dayparting allows users to select specific times of the day or week on which to run your ad.


- Set the budget pacing

Pacing budget refers to the speed your budget is going to be spent throughout the Tik Tok ad. If you choose “The Standard delivery option,” the budget would be evenly divided across the duration of the campaign, while the Accelerate option spends the budget as fast as possible during the scheduled time.


- Set the ad campaign goal

As you can figure out from the title, the ad goal determines the purposes you want to achieve with the Tik Tok ads you run. The options to choose from as goals are: Conversion, Click, or Impression, and your bidding will be optimized based on the goal you select.


Another thing you can set on this page is to decide whether you want to set up conversion tracking for app installs or certain elements of your landing page via pixel.

l Design the Tik Tok ad


As we have reached almost to the end of creating an ad on TikTok, it’s time to customize your ad and design how you would like it to be arranged. TikTok ads can be horizontal, vertical, or square videos and images.


Another unique advertising option Tiktok offers to its users is an interesting creation tool called ”Video Creation Kit.”



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