With 84 million US monthly active users, TikTok has engagement unlike any other social app with users spending an average of 81 minutes in the app per day.
Aside from implementing an organic presence, we’re often asked what advertising formats are currently available for brands. You came to the right place! Let us break it down for you.
TikTok is a fresh and unique opportunity for marketers. An immersive sound-on entertainment platform with untapped potential. – TikTok
TikTok Advertising Overview
One of the benefits of advertising on TikTok is the ability to reach a new audience of users who may not be on other platforms. For example, 40% of TikTok users are not on Instagram.
There are currently five advertising formats available: TopView, Brand Takeover, In-Feed Video, Hashtag Challenge and Branded Effect.
1) TopView
What: Upfront premium placement for sound-on storytelling reaching the entire audience.
- 100% SOV for the day
- 5-60 seconds video with auto-play, sound on (optimized for 15 seconds)
Bonus Tip: These ads average a 16-18% CTR.
Check out an example here.
2) Brand Takeover
What: A full-screen splash page to amplify your brand message.
- 100% SOV for the day
- 3-second image or 3-5 second video (sound off)
- Entire ad is clickable
Bonus Tip: These ads average a 7-10% CTR.
3) In-Feed Video
There are a couple different ways to tap into this ad placement–”Auction” and “Reservation.”
- What: In-Feed videos are the easiest way into the most engaging experience on mobile.
Auction: Self-service platform with full flexibility.
Tell me more:
- Hands-on – Gives you access to manage and control the campaign
- Cost efficient – bid on CPC, oCPC, CPM and CPV
- Trackable – 1st and 3rd party tracking capabilities
- Flexible – swap creatives, run testing scenarios and split test
- Robust targeting – Demo, devices, location, 1st-party interest based, custom audiences and retargeting
Reservation: Turnkey managed service with impressions guaranteed.
Tell me more:
- White glove service from dedicated TikTok team
- Impression delivery guaranteed with $10 CPM
- Supports internal and external landing pages
- Target by demo, geo, device and basic interest levels
- CTA button included with 26 different call-to-actions
Bonus Tip: It’s a creative-first algorithm. Plan to create multiple pieces of content for testing.
4) Hashtag Challenge
What: An engaging space to generate mass exposure.
- Multiple in-app placements to promote engagement
- CTA button to drive incremental traffic
- Retargeting capabilities to re-engage audience participants
Bonus Tip: This ad option is very custom to TikTok!
5) Branded Effect
What: Visual branding element to drive stronger recall and engagement.
- Ability to develop standalone campaign or integrate into Hashtag Challenge
- Clickable effect can drive to external landing page
- Powered by intelligent video recognition tech
- 20+ gesture and facial expressions applicable to trigger an effect
Bonus Tip: Branded Effects can be compared to Snapchat filters and lenses. They create an interactive, fun experience for the user.
Targeting
When starting a new campaign, it’s recommended to keep targeting broad and optimize after the campaign is live. Here are various targeting features:
- Demographic Targeting: TikTok provides age, gender and geographic targeting as granular as the state level.
- Language: Language is available to match your location targeting. It’s recommended to keep language broad.
- Device Targeting: Operation system, connection type and carriers are available.
- Interest Categories: TikTok provides 50 interest categories and sub categories, including, Education, Beauty, Apparel, News, Games and much more.
- Custom Audiences: TikTok provides the option to include or exclude custom audiences in your ad groups. Use an existing CRM list to reach specific customers.
Don’t make ads, make TikToks! TikTok is on a mission to inspire creativity and bring joy, and there are many opportunities to do that via advertising on the platform. We’re here to help create content, partner with influencers and facilitate paid promotions on TikTok. Contact [email protected] to get started!