The Complete Marketer's Guide to TikTok Advertising

When it comes to hot social media marketing trends, there’s nothing hotter than TikTok right now. With over 800 million monthly active users, businesses can’t ignore TikTok as an advertising platform. Especially if you want to reach users under 30. Here’s your complete guide to advertising on TikTok.

Who Should Advertise on TikTok

In our search for effective TikTok advertising, we found several examples from major brands and will share them below in the article.

Here are some key statistics to help you determine if your business should advertise on TikTok.

With 800 million monthly active users, TikTok surpasses LinkedIn (660+ million), Reddit (430 million), Snapchat (218 million), Twitter (340 million), and Pinterest (322 million).
Apple and Google Play users have downloaded the TikTok app more than 1.5 billion times.
TikTok is the sixth most popular app in the world by monthly active users.
TikTok is used by people from 150 countries around the world.
TikTok became one of the most popular apps in the US, Japan, India and Korea in 2018.
63.5% of TikTok users in the US are under 29 years old.
51.8% of TikTok users in the US earn more than $75,000 per year.

Does the statistic sound interesting? Read on to learn how to advertise on TikTok, how much it costs, and see examples of effective campaigns.

How to Advertise on TikTok

To start advertising on TikTok, you will need a TikTok advertising account or account manager. To find out if your business meets the platform's requirements, you can contact TikTok Ads directly .

In Fig. Create an account Payer's Country/Region This account is mainly used: - By a company, to advertise products or services. - By an individual, to promote personal websites or pages. Next

In Fig. Leave your contacts Full name, Company name, Email Phone number Select the location of your office Select the area of activity Company website URL Send

Once you submit your details, a TikTok representative will review the information. If your business meets the platform's requirements, you will be contacted to set up an advertiser account.

TikTok Advertising Options

TikTok offers advertisers several options to reach their target audience.

Videos in the News Feed : Ads appear in TikTok's familiar News Feed on the Recommended page.
Full-screen brand banner : When TikTok users open the app, a full-screen ad appears for a few seconds, then turns into a video ad in the news feed.
Hashtag Challenge : An ad appears on the Explore page. It encourages users to create a flash mob video and can include retail items.
Branded AR Content : Ads appear as branded lenses, stickers, and other 2D/3D/AR content that TikTok users can use in their videos.
Custom Influencer Package: Ads appear as sponsored content created by a TikTok user who influences your market.

For most of these options, you'll need to contact your TikTok ad account manager. The exception is the first option, video in the news feed. Advertisers with access to the self-service dashboard can create campaigns with videos that are embedded in the feed.

Setting up a TikTok account

Once you have access to the TikTok Ads platform, you will be able to log in and open the dashboard. From here, you may need to go through a few more steps to complete the ad account setup. In some cases, a manager can set up the account for you.

In Fig. Welcome to TikTok Ads Get started in three easy steps Set up an account Create an ad Top up your balance

Creating a new advertising campaign

To create your first ad campaign, fill out your account details and go to the Campaign tab. TikTok lets you organize your ads into three levels: campaigns, ad groups, and ads.

The top level is the campaign. You will run campaigns with one main goal and budget.
Within a campaign, you'll place one or more ad groups. You'll create ad groups and associate them with placements, target audiences, budgets, and schedules.
You will add one or more ads to an ad group. This is where you will create video ads for your target audience.

To start an in-feed video campaign, click the Create button.

Select the goal of your advertising campaign. Depending on your country, you may have more options.

In Fig. Advertising objective Select the correct advertising objective Attracting attention traffic installing the application Conversion

Give your campaign a name, set a duration, or a daily budget. Setting a lifetime budget will allow your ad campaign to reach as many people as possible as quickly as possible. A daily budget will allow your ad to continually penetrate your target market.

In Fig. Settings Campaign name Create a split test Test A/B strategy (only for targeted advertising) Budget Unlimited For the entire duration of the campaign, in dollars

Create a new ad group

Next, you'll create your first ad group. Start by choosing where to place your ad group.

For the best results, you can let TikTok choose placements automatically. In this case, your ad will appear on TikTok partner apps. These include BuzzVideo (Japan), TopBuzz (US and Brazil), Babe (Indonesia), and News Republic (worldwide).

In Fig. Placement Placement types Automatic: display ads automatically on all supported platforms. Selective: select platforms manually. Please note that ad display may differ on different platforms, depending on the supported formats.