The rise of TikTok over the past 18 months has been truly meteoric and it’s no surprise that TikTok is starting to become a popular platform for advertisers. So, how do you take advantage of TikTok advertising? We have some great tips to get you started.
Downloads of the TikTok app surpassed those of Instagram and Facebook during the past 18 months and with 817 million downloads in the last 12 months alone, it’s only going from strength to strength.
In this article, we will take you through the different formats of ads that are available on the platform along with some tips we think will add a lot of value to your TikTok campaigns.
In-Feed and TopView Explained
The main two ad formats available are In-Feed Videos Ads and TopView. Let’s take a close look at each of these.
In-Feed ads are videos that autoplay like a regular TikTok when a user is scrolling. These can be up to 60 seconds in length however we’ve found 15 seconds to be the sweet spot!
- These can have a call to action which allows users to go directly to your website to complete a purchase or sign up
- 83% of users say that ads on TikTok are enjoyable.
TopView ads are the first of their kind on social media. Giving the brand the power to appear at the top of an individual’s “for you page”, which is the equivalent of a user’s feed on Instagram. These ads can be quite expensive so they’re not for everyone but if you have the budget, they are certainly going to get you noticed!
- This unmissable placement is incredibly valuable for brands with no other competing content to distract the user
- 71% of users say TopView grabs their attention.
4 Tips To Help You Create Effective Advertising On TikTok:
Polished creative ads won’t work on this platform. If you want your audience to buy into what you are offering, your ad needs to appear just like any other organic video in the feed, so make it authentic and make it feel real.
Working with TikTok influencers is a great way to appeal to your audience. Commission an influencer who speaks to your target audience to film a video mentioning or using your product. You can then post this video as an ad, or make it part of the deal that the influencer will post it as an ad directly to their page. This latter strategy creates an added level of authenticity because the advert is coming directly from an influencer that the user trusts.
How you format your ads is very important - make sure that your video is in a vertical format. Use the full screen to create content that looks and feels like a normal TikTok and keep in mind that the optimum ratio for TikTok is 9:16.
If you want to do well on TikTok for longer than a hot minute you have to be reactive with your advertising. TikTok is built on trends that vary from week to week. For brands that have the capacity to create fresh ads within a short period of time, it can work very well to refresh and adapt creatives regularly with trending music, dances or popular challenges.
As we write, it has been announced that TikTok was the most popular website of 2021 and we think it’s a no-brainer to include TikTok in your paid social strategy. While it may take more time and effort to create the right content, we believe that the potential level of engagement and CTR can make it a really worthwhile investment overall.
If you’d like to learn more about how to make TikTok work for you or if you’re ready to start advertising on the platform, why not reach out to us here at adaptive. We can guide you through the platform and get you set up for success.
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