January 5

TikTok Marketing: How to Win with TikTok Ads – Part 1


TikTok isn’t just a platform for viral dances and trends; it’s a goldmine for savvy marketers. Let’s explore how brands are making the most of TikTok marketing to boost brand promotion and connect with their target audiences.

tiktok video ads woman with pink hair playing techno song at professional turntables while filming music process with phone camera

Major Types of Marketing on TikTok

1. Influencer Collaborations

Influencer collaborations are all about authenticity and reach. Brands partner with TikTok influencers to tap into their follower base.

  • Example: A fashion brand might partner with a TikTok fashionista for a series of outfit-of-the-day (OOTD) posts featuring their clothing line. It’s relatable, genuine, and screams ‘trendy.’

2. Branded Hashtag Challenges

Hashtag challenges are the bread and butter of TikTok. They’re fun, engaging, and can go viral.

  • Example: A snack brand could start a #SnackAttack challenge, where users show off creative snacking ideas using their products. It’s interactive and spreads brand awareness like wildfire.

3. Paid Advertisements

From in-feed videos to brand takeovers, paid ads on TikTok offer a direct way to reach potential customers.

  • Example: A tech company could use in-feed ads to showcase their latest gadget with a catchy tune and cool graphics, grabbing the user’s attention as they scroll.

Key Benefits of TikTok Marketing

  • Wider Reach: With millions of active users, TikTok offers a vast audience pool.
  • High Engagement: TikTok’s format encourages active user participation, which can lead to higher engagement rates.
  • Target Audience Precision: With advanced targeting options, brands can zero in on their ideal demographic, ensuring their message reaches the right people.

In conclusion, TikTok is more than just a social platform; it’s a versatile tool for brand awareness and engagement. Whether through influencer collaborations, branded challenges, or paid ads, the opportunities for creative marketing on TikTok are endless.

How To Create A TikTok Business Account

Embarking on your TikTok marketing journey begins with setting up a TikTok business account. This account type unlocks a world of features tailored for brand promotion and audience engagement. Here’s a step-by-step guide to get you started.

Step 1: Download the TikTok App and Create a New Account

Before anything else, you need the TikTok app. Download it from your app store and sign up for a new account. You can use your email, phone number, or a third-party platform for registration.

Step 2: Switch to a Business Account

Once your account is up and running, it’s time to switch to a business account. Here’s how:

  1. Go to your profile and tap the three dots in the top-right corner to access settings.
  2. Select “Manage account” and then choose “Switch to Business Account.”
  3. Follow the prompts to complete the switch.

Step 3: Access Business Tools

After switching, you’ll gain access to valuable business tools. These include insights on audience demographics, post performance, and more. They are crucial for tailoring your content strategy to your audience’s preferences.

Step 4: Choose a Business Category

Select a category that best represents your brand. This step is vital as it helps TikTok suggest your account to relevant users.

  1. In your profile settings, find the option to edit your profile.
  2. Select “Category” and choose the one that fits your business.

Step 5: Optimize Your Account

The final step is to optimize your account for your target audience. This includes creating a catchy bio, uploading a brand-relevant profile picture, and starting to post content that resonates with your audience. Remember, consistency and authenticity are key!

By following these steps, you can successfully set up your TikTok business account and begin your journey into TikTok marketing. Remember, this platform is all about creativity and engagement, so don’t hesitate to experiment with different content styles to see what works best for your brand.

What is TikTok Advertising?

TikTok advertising offers a unique opportunity for brands to reach their audience in a creative and engaging way. Understanding the different types of ad formats and how to access them is crucial for a successful marketing strategy on TikTok.

tiktok influencers shocked woman and happy man point at camera, notice something incredible, drink coffee from disposable cups, wear stylish outfit

Basic Ad Formats on TikTok

In-Feed Ads

The most accessible format for those with a basic ad account is the In-feed ads. These ads appear in the user’s For You page, seamlessly integrating with organic content.

  • Accessibility: Available to all advertisers with a basic TikTok ad account.

Accessing All TikTok Ad Types

To tap into the full range of TikTok’s advertising capabilities, brands often need to go beyond the basic account.

  • Upgrading the Account: Contacting TikTok directly or through its partners is necessary to book or upgrade to more sophisticated ad formats.
  • Expanded Options: This includes branded effects, hashtag challenges, and more exclusive advertising options.

Success Stories of TikTok Advertising

Several brands have made a significant impact through TikTok advertising.

  • Aerie: Leveraged TikTok ads to promote body positivity, resulting in a massive increase in engagement and sales.
  • Little Caesars: Used catchy and humorous ads to drive brand awareness and foot traffic.
  • Maybelline: Achieved impressive reach and engagement by showcasing their products through creative TikTok campaigns.

Understanding the Cost of TikTok Ads

The cost of ads on TikTok operates on a bidding model. This means that the cost can vary based on several factors, including ad format, competition, and targeting specifics.

  • Bidding Model: Advertisers bid for ad space, with costs fluctuating based on demand and targeting criteria.

In summary, TikTok advertising presents a versatile and effective platform for brands to reach their audience. With a range of ad formats and success stories as a testament, TikTok stands as a valuable tool for modern digital marketing strategies.

Types of TikTok Ads

Exploring the diverse world of TikTok ads reveals a spectrum of creative opportunities for brands to engage with their audience.

From immersive in-feed videos to interactive hashtag challenges, TikTok offers a variety of ad formats designed to capture the attention of its dynamic user base.

Each ad type caters to different marketing objectives, whether it’s boosting brand awareness, driving sales, or engaging with the community.

Let’s check out the distinct types of TikTok ads and how they can be leveraged to maximize brand impact on this rapidly growing platform.

In-Feed Ads on TikTok

In-feed ads on TikTok are an incredibly effective tool for driving engagement and boosting brand awareness. These ads appear directly in the user’s “For You” feed, blending seamlessly with organic content, making them less intrusive and more engaging.

Key Features and Targeting Options

  • Ad Formats: In-feed ads can be videos up to 60 seconds long, offering brands a substantial duration to tell their story. They support multiple features like music, sound, and various video effects.
  • Targeting Options: TikTok provides robust targeting capabilities, including demographics, interests, and behaviors, ensuring your content reaches the most relevant audience.

Call-to-Action Button

  • Each in-feed ad can include a customizable call-to-action button, directing users to a website, app download, or other desired actions. This feature is pivotal in driving conversions and measuring ad performance.

Driving Downloads and Brand Awareness

  • In-feed ads are particularly effective for promoting app downloads or directing traffic to a website. Their native appearance in the feed makes them less disruptive, increasing the likelihood of user engagement.

Tips for Creating Engaging Ads

  1. Quality Content: High-quality visuals and clear audio are essential.
  2. Storytelling: Ads that tell a story or have a clear narrative tend to perform better.
  3. First Few Seconds: Capture attention in the first few seconds to prevent users from scrolling away.
  4. Brand Integration: Integrate your brand smoothly into the ad content without making it feel forced or overly promotional.
  5. CTA Utilization: Make sure your call-to-action is clear and compelling.

By leveraging these features and tips, brands can create effective in-feed ads on TikTok that not only engage the audience but also drive tangible business results.

TikTok Video Ads

titktok advertising and video marketing ads

In the realm of TikTok advertising, Video Ads stand out as a dynamic and engaging way for brands to promote their products or services. These ads come in various forms, each offering unique features to captivate TikTok’s vast audience. Let’s explore the key types of TikTok Video Ads: in-feed native ads, hashtag challenge ads, and brand takeover ads.

In-Feed Native Ads

  • How They Work: These ads appear directly in the user’s “For You” page, resembling regular TikTok videos. They can be up to 60 seconds long, with sound and full-screen mode.
  • Features: In-feed native ads offer a seamless viewing experience. They include a call-to-action button for directing traffic to websites or app pages.

Hashtag Challenge Ads

  • How They Work: Hashtag challenges are unique to TikTok, inviting users to create content around a branded hashtag. These ads appear on the discovery page, sparking user participation and virality.
  • Features: This ad format is ideal for boosting engagement and user-generated content. It often includes a custom banner that leads to a challenge page with the brand’s instructions and video examples.

Brand Takeover Ads

  • How They Work: Brand takeover ads are full-screen ads that appear instantly when a user opens the TikTok app, offering immediate and prominent visibility.
  • Features: These ads can be 3-5 seconds long and can be in the form of a video or image. They are exclusive to one brand per day, ensuring high visibility without competition.

Each of these Video Ads on TikTok provides distinct advantages for brands, from immersive storytelling with in-feed native ads, community engagement through hashtag challenge ads, to high-impact visibility with brand takeover ads.

By understanding and utilizing these formats, brands can effectively harness TikTok’s power to reach and engage with a diverse and active audience.

Spark Ads on TikTok

Spark Ads on TikTok are an innovative advertising format that allows brands to amplify existing organic posts or content created by other users. Differing from regular TikTok posts and in-feed ads, Spark Ads offer a unique way to engage with the audience.

Features and Benefits of Spark Ads

  • Authenticity: These ads leverage the genuine and organic feel of regular TikTok content, helping brands maintain authenticity while advertising.
  • Higher Engagement: Since they blend seamlessly with organic content, Spark Ads often see higher engagement rates compared to traditional ads.
  • User-Centric: They enable brands to promote user-generated content, which can resonate more with the audience.

Creating a Spark Ad

  1. Video Length: Like regular TikTok videos, Spark Ads can vary in length, though keeping them short and engaging is recommended.
  2. Accompanying Text: The ad should include text that aligns with the video content and brand message.
  3. Call-to-Action (CTA): A clear and compelling CTA is crucial for driving the desired user action, whether it’s visiting a website or making a purchase.
  4. Optional Website Link: Including a website link in the ad can direct traffic to the brand’s site, boosting potential conversions.

Why Spark Ads Are Valuable

  • Enhanced Engagement: The organic feel of Spark Ads can lead to higher engagement, as users are more likely to interact with content that doesn’t feel overtly promotional.
  • Amplifying Reach: By promoting user-generated content, brands can tap into the creator’s following, broadening their reach.
  • Versatility: Spark Ads can be used for various objectives, from increasing brand awareness to driving sales.

Spark Ads on TikTok represent a significant shift in how brands approach advertising, focusing on engagement and authenticity. Their ability to blend seamlessly with the platform’s native content makes them an invaluable tool for modern digital marketing strategies.

TikTok Image Ads

While TikTok is predominantly known for its dynamic video content, Image Ads offer a different approach for brands to engage with their audience.

These ads complement the array of ad formats available on TikTok, which includes in-feed native ads, hashtag challenge ads, brand takeover ads, spark ads, and playable ads.

Features and Characteristics of TikTok Image Ads

  • Static Nature: Unlike video ads, Image Ads are static, offering a clear and direct message to the viewer. This can be particularly effective for brands looking to convey a straightforward message.
  • Brand Logo and Image: Each Image Ad includes the brand’s logo and a high-quality image that captures the essence of the campaign or product.
  • Customizable Call-to-Action: Brands can include a customized call-to-action (CTA) with these ads, directing users to take specific actions such as visiting a website or making a purchase.
  • Simplicity and Focus: The static nature of Image Ads allows for a focused and uncluttered presentation, which can be beneficial for certain types of messaging.

TikTok Image Ads present a unique opportunity for brands to diversify their advertising approach on the platform. Their simplicity, combined with the power of a well-chosen image and a clear CTA, can make a significant impact in a space dominated by video content.

Playable Ads on TikTok

Playable ads on TikTok take user engagement to a new level by offering interactive mini-games within the platform. These ads are not just about viewing; they invite users to participate, creating a memorable and engaging experience.

How Playable Ads Function

  • Mini-Games Concept: Playable ads are essentially mini-games that users can interact with directly in their TikTok feed. This format transforms a standard ad into an interactive experience.
  • Interactive and Engaging: By engaging users in a playful activity, these ads keep the audience entertained while subtly introducing them to a brand or product.

User-Friendly and Effective

  • Ease of Use: The design of playable ads is user-friendly, ensuring that users of all ages and tech-savviness can interact with them.
  • Capturing Attention: The interactive nature of these ads makes them highly effective at capturing and maintaining user attention, which is vital in the fast-paced TikTok environment.

Benefits for Promoting Products

  • Showcasing Features: Playable ads are excellent for demonstrating product features in an interactive way. Users can ‘experience’ the product virtually.
  • Enhanced Engagement: The immersive experience leads to higher engagement rates, as users are more likely to remember and connect with the brand.
  • Fun Factor: Adding a fun element to the ad increases the likelihood of users sharing it with others, further extending its reach.

Incorporating playable ads into a TikTok marketing strategy can significantly amplify user interaction and enjoyment, making them a powerful tool for promoting products in a unique and memorable way.

Shopping Ads on TikTok

tiktok shopping ads

The landscape of advertising on TikTok has evolved, particularly in the realm of e-commerce. Previously known as Dynamic Showcase Ads and Collection Ads, these ad formats have been streamlined and rebranded as Shopping Ads.

This change reflects TikTok’s commitment to simplifying and enhancing its ad offerings, especially for brands aiming to tap into the platform’s massive e-commerce potential.

Evolution from Dynamic Showcase Ads and Collection Ads

  • Dynamic Showcase Ads: Originally designed to dynamically showcase products based on user behavior and preferences.
  • Collection Ads: These ads allowed brands to feature a collection of products, offering users a direct way to browse and shop.

Rebranding to Shopping Ads

  • TikTok’s move to rebrand these options into Shopping Ads signifies a strategic refinement, focusing on a more integrated and user-friendly shopping experience within the platform.
  • Shopping Ads are now the go-to format for brands looking to connect their products with TikTok’s engaged and diverse audience.

This transition to Shopping Ads on TikTok represents the platform’s adaptive approach to digital marketing, aligning its ad offerings with the evolving needs of brands and consumers in the digital marketplace.

Carousel Ads on TikTok

Carousel ads on TikTok are a visually engaging way for brands to showcase their products or content. This format offers the flexibility to include up to 10 images or videos, each with its own clear Call-to-Action (CTA), making it a versatile tool for storytelling and product promotion.

Format and Features

  • Multiple Images or Videos: Brands can use up to 10 pieces of content in a single carousel ad, providing ample space to feature different aspects of a product or various products.
  • Clear CTA: Each image or video in the carousel can have its own CTA, guiding users towards specific actions like ‘Shop Now’, ‘Learn More’, or ‘Sign Up’.

Versatility and Visibility

  • Showcasing Variety: Carousel ads are ideal for displaying a range of products, different features of a single product, or even a step-by-step guide.
  • Appearance in News Feed: These ads appear in the users’ news feed on TikTok, ensuring maximum visibility and engagement potential.
  • Engagement: The swipeable format of carousel ads not only captures the attention of users but also encourages interaction, making them more engaging than static ads.

Carousel ads on TikTok represent a creative and effective way to engage with the platform’s audience. Their ability to hold multiple pieces of content, combined with their strategic placement in the news feed, makes them an essential tool for brands looking to create a lasting impact.

Pangle Ads on TikTok

Pangle Ads present an effective way for advertisers to expand their reach beyond TikTok through its extensive audience network. By utilizing Pangle Ads, brands can choose the ad format that aligns best with their specific messaging and goals, targeting the TikTok audience across a broader network.

Utilizing Pangle Ads for Expanded Reach

  • Strategic Ad Placement: Pangle Ads allow for strategic placement across various apps within the TikTok audience network, ensuring broader visibility.
  • Selecting the Right Ad Format: Brands can select from a range of ad formats, such as in-feed ads, to match their campaign objectives and messaging style.

Advantages and Disadvantages of Each Ad Type

In-Feed Ads

  • Advantages:
  • High Engagement: These ads blend seamlessly with user content, driving higher engagement.
  • Targeted Reach: In-feed ads on the Pangle network can target specific audience interests and behaviors, increasing ad relevance.
  • Disadvantages:
  • Competition: Due to their popularity, there might be more competition, potentially increasing the cost.
  • Limited Space: The need to capture attention quickly in a limited space can be challenging.

Targeting Specific Audience Interests

  • Customization: Pangle Ads offer customization options to target audiences based on interests, behaviors, and demographics.
  • Data Insights: The platform provides valuable insights that help in refining ad targeting for better engagement and conversion rates.

Pangle Ads within the TikTok audience network represent a versatile and effective advertising tool, especially for brands looking to maximize their reach and engagement. The key is to carefully select and tailor the ad format to align with the brand’s goals and the interests of the target audience.

Top View Ads on TikTok

tiktok marketing Woman, phone and friends live recording of influencer

Top View ads on TikTok represent a prime advertising format, distinguished by their prominent placement and impactful presentation. These ads offer a unique way to capture user attention and are designed to make a significant impact in the first few seconds of user interaction.

Key Features of Top View Ads

  • Prime Placement: Top View ads appear at the top of the user’s feed, making them the first piece of content seen upon opening the app.
  • Extended Video Length: These ads offer a substantial video real estate of 5-60 seconds, providing ample time to convey a brand’s message.
  • Autoplay and Sound Enabled: Top View ads start playing automatically with sound, ensuring immediate engagement and a more immersive experience.
  • Landing Page Options: Advertisers have the option to direct users to either internal pages within TikTok or external landing pages, offering flexibility in driving desired actions.

Driving User Engagement and Awareness

  • High Visibility: The prominent placement and engaging format of Top View ads make them highly effective at capturing user attention.
  • Awareness Stage Targeting: These ads are particularly suited for prospects in the awareness stage of the marketing funnel, helping to introduce and establish brand presence.
  • Engagement Potential: With autoplay and sound, Top View ads create an engaging and memorable experience, encouraging users to interact with the brand.

Top View ads on TikTok offer an unparalleled opportunity to connect with users in a powerful and visually engaging way. Their extended duration, autoplay feature, and prime positioning make them an ideal choice for brands looking to boost visibility and engagement.

We’ll do Part 2 next week, where we will go over best practices for running your ads and understanding TikTok Ads Manager