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TikTok advertising: How to reach your target audience with ads!

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How does successful TikTok advertising work and what opportunities does it present for companies?

In recent years, TikTok has become one of the most successful social media platforms. Forecasts predict that by 2025, more than 950 million users worldwide will be active on TikTok every month.

Thus, agencies and companies are increasingly seeing the potential for influencer marketing. But what are the possibilities for advertising on TikTok and what do you have to pay attention to when advertising on TikTok? In this article you will get the most important insights about the costs of TikTok ads and the most important settings in the TikTok Ads Manager!

How can a company advertise on TikTok?

As a company you have the opportunity to develop and implement a campaign with TikTok-Creatorn. The brand as well as the company will be optimally placed with the TikTok-Creator. It is important that the creators reflect the product or service and present the features in their own creative way.

You can also place your own ads on TikTok. How to do that and what you should keep in mind for TikTok advertising, you will learn in the next sections.

TikTok has different ad formats

Brand Takeover / Top View

In the brand takeover, the scheduled ad appears in full-screen mode right after the user opens the app. After a few seconds, the full-screen mode disappears and the ad returns to the usual TikTok view. The TopView format works similarly – but the video can be up to 60 seconds long here.

The advantage here is that users see this campaign directly as the first thing when they open the app. This way, you can take advantage of the user’s first attention and, at best, the ad will convince your potential prospects.

Branded Hashtag Challenge

You can tag TikToks with hashtags in the caption. Users can use them to find videos on a specific topic. With a branded hashtag challenge, you as a company create a challenge and provide it with suitable hashtags. Users can assign these directly – a recognition value is created. You can draw attention to the challenge via suitable creators with a wide reach and encourage people to take part. The clear advantage of this is that your company has a presence and you achieve maximum reach.

In-Feed-Video

The in-feed video has the same format as a normal TikTok video and is also displayed to users on the For-You page. This ad is only recognizable as an ad by the “sponsored” marker. Your advantage with the in-feed video is that users don’t consciously perceive the ad as an ad. So they engage with the content and the ad generates attention.

Branded Effect

When creating TikTok videos, you can try out effects and use them for your content. The Branded Effect gives companies the opportunity to create their own effects. This way, the target group gets to grips with the brand and the product in a playful way. Users perceive you as a brand even better.

Spark Ads

Spark Ads is not about creating your own ad. Instead, it’s about marking organic posts as ads after the fact. So you can extend the reach of your top posts – or influencers – as ads after the fact.

Step by Step: This is how you can advertise on TikTok!

The TikTok Ads Manager is constantly being expanded and new features are added all the time. If you want to stay up to date, you should take a look at the tool regularly – or sign up for our newsletter and receive all the important innovations around TikTok, Instagram and Co. every week.

Tip: Take your time when creating campaigns, especially if you have no experience with them. Once the campaign is up and running, you won’t be able to change certain settings.

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Advertising on TikTok – this is how tracking works

You should also track your ads on TikTok. This is the only way to see how well the ads are working and to find out what you need to improve. You can customize the usual tracking of your ads when you create them. But if you want to track events – e.g. app downloads or specific events on your website – you should do it by creating a TikTok Pixel.

To do this, click Element > Events in the Ad Manager. The created pixels are then inserted into the code of your website. If you are not a programmer, it is best to contact your IT department. For example, you can track whether users add something to the shopping cart or complete an order.

What are the benefits of TikTok ads for businesses?

Placing TikTok ads and influencer marketing can have many benefits for businesses. The platform is especially ideal for B2C brands:

How to properly mark advertising on TikTok?

The advertising label on TikTok basically works similarly to other social media platforms. It must be clear to any consumer that the content is advertising. Here, the terms “advertisement” or “ad” must be clearly seen and understood. For purchased ads, TikTok automatically marks the ads as advertisements. If you want to play it safe, you can still include the term in the caption. For an influencer campaign, it’s best to include the term in the caption. In addition, you can indicate the label clearly visible in the video and as a hashtag.

How much does an ad cost on TikTok?

At TikTok, you must provide a minimum budget if you want to place an ad. Daily budget and total budget for campaigns must be greater than 50 €. For ad groups, the budget is more than 20 € per day. The total budget is calculated by multiplying the number of days by 20, for example:

10 (days for which the ad group is planned) x 20 € (minimum daily budget) = 200 € (minimum total budget)

Of course, there is no upper limit to the prices for TikTok advertising – but you can also set a maximum budget. Larger companies in particular sometimes spend over €10,000 or even €100,000 on a campaign. For smaller companies, the investment in influencer campaigns can be more worthwhile.

What are the advantages of advertising on TikTok over Instagram?

A large proportion of TikTok users are between 13 and 24 years old. This allows companies to tap into a new, younger target group alongside Instagram and increase their reach among Gen Z as well. There are no limits to creativity on TikTok. For example, the TikTok creators are known for creating entertaining and very creative content in connection with effects and music and convincing their community with it. Companies can stand out from the competition with their own content or the creative content of the creators and present themselves and the brand uniquely.

In addition to advertising, TikTok offers companies enormous potential for successful influencer marketing. There are a large number of new creators who can implement successful campaigns together with companies. The biggest advantage of TikTok is probably that every video has the chance to go viral and can thus generate a very high reach. The content is not only shown to followers, but can be played out to every user on the For You page.

Conclusion: TikTok advertising as an opportunity for companies

TikTok offers various options for advertising. Every company has to find out for itself which variant is the most suitable. It’s important to keep your specific goals in mind and try out a few types of TikTok advertising to make the right decision. But one thing is certain: advertising on TikTok – especially in cooperation with the right influencers – holds great potential. In the future, TikTok will certainly find more exciting opportunities here to expand the Ads Manager and make it even more attractive for companies.

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