How to advertise your brand on TikTok: A guide to using TikTok Ads

Emily Redman - 27 June 2022

For a social media platform that’s only been live since 2017, TikTok has been making quite a stir.  This year (2022), the platform has 1 billion monthly active users, with downloads hitting 2.6 billion.

Now you’ve seen these jaw-dropping stats, take a look at our TikTok advertising guide to find out how to get the most out of marketing on the platform. 

TikTok logo glowing

Where to begin advertising on TikTok

TikTok Ads Manager is a good place to start. Here, you can set your marketing objective, budget, targeting and bidding method. 

Once you’ve set up your ad account, let’s look at targeting…

When TikTok launched, the vast majority of users were in the Gen Z category. Now, data from Statista shows that 42% of users are aged 30-49. Even though the platform is still largely dominated by a younger audience, the landscape is shifting – and inevitably TikTok marketing has too.

Another key demographic to consider when beginning your TikTok marketing strategy is gender. In 2022, just over 60% of users identify as female. So, naturally, a female centric brand could be perfect for TikTok advertising.

Now you’ve selected your audience demographic, what ads are you able to run? 

6 different TikTok ads examples:

In-Feed Ads

These skippable ads appear on a user’s ‘For You Page’ – which shows people videos that the algorithms have predicted they’ll be interested in. They can be up to 60 seconds long, but the optimum time is around 9 to 15 seconds. 

In-feed ads can include a call-to-action button that links to a landing page, so it can be great for driving traffic to your website!

Spark Ads

Spark ads can link out to a TikTok account, versus just a landing page like an in-feed ad. Since these ads are attributed to an actual TikTok account, viewers can visit the original poster directly. 

Video views, comments, shares, follows and likes gained from these promotions are attributed to the organic post. They can also include a CTA button which will drive users to a landing page. 

people dancing on tiktok

TopView Ads

These 60-second ads appear when a user first opens the TikTok app. They fill the entire screen, which can often interrupt the user experience. However, they’re certainly ‘must-see’ as they appear as the first thing on the app. 

Brand Takeover Ads

Running an event or brand campaign? These full screen ads appear in the ‘For You Page’ and are created using 3-5 second videos. They direct users to a landing page or hashtag challenge, so are great for brand exposure. However, they’re shown only once a day to users so they can be one of the most expensive types of ads.

Branded Hashtag Challenge Ads

Sponsored hashtag challenges generally make for great engagement from potential customers. They appear at the top of TikTok’s Discover Page and they can encourage user-generated content. 

For these types of ads, brands can invite users to participate in a trend they create through a branded hashtag. TikTok offers 3-6 day packages that include both creative guidance and media placement. 

Branded Effect Ads

Just like Snapchat and Instagram, brands can create shareable stickers, special effects and filters to be used by TikTokers. Big brands such as Puma and Pringles have been utilising branded effects – accompanied by a branded hashtag – to maximise exposure. 

These are a great way to sharpen your brand’s identity and encourage users to engage.

for you page on tiktok

TikTok Influencer marketing 

Just like on other social media platforms such as Instagram, influencer marketing on Tiktok is another powerful tool to help market your brand on the platform. Predominantly B2C brands have been taking influencer marketing on TikTok by storm – with brands such as Chipotle, Hugo Boss, American Eagle and EOS teaming up with well-known TikTokers. 

What costs are involved?

If you’re looking to advertise your small business on social media, TikTok can be a cost effective place to start. TikTok advertising costs begin at just $0.50 per mille (1000 views) and just $0.02 cost per click. For a paid ads campaign however, there is a required minimum spend of $500 – but there are various different price points to start your TikTok marketing strategy. 

TikTok can be far more economical than other social media advertising platforms – such as Facebook. Although, it’s important to note that Facebook ads are backed up by a huge amount of historical data – and the FB Pixel is more robust than TikToks.

Nevertheless, even though the platform continues to grow at lightning speed, it’s still currently largely untapped by marketers. This is starting to change however, with 84% of marketing professionals – according to marketingcharts.com – looking to increase their investment in TikTok in 2022.

So, do TikTok ads work?

Are users just scrolling past ads? Do they actually work? Well, according to SproutSocial, 49% of users said TikTok helped them make purchase decisions. This suggests that TikTok as a social media platform can be hugely influential for potential customers.  

However, it’s important that brands don’t just push out ‘salesy’ messages that users will inevitably find annoying and ignore. Another stat from SproutSocial shows that 56% of users and 67% of creators on TikTok feel closer to brands that publish unfiltered, human content. So, remember to be just that – human and unfiltered! Be real and offer value in every aspect of your marketing plan.

So, if you’re asking if advertising on TikTok is really worth it – we’d say there’s a strong chance! Although, like all advertising on social media, it’s essential to ask why, what and how. Why do you think marketing on TikTok will help your brand? What do you want/expect your TikTok marketing outcomes to be? How will you best reach your audience and offer them a message that will resonate? 

If you need help with your social media marketing, our experts at Wagada can help. To discuss your strategy and how we can help you reach your marketing goals, please contact us