How does the right ad succeed on TikTok and what opportunities does it present for businesses?
TikTok has become one of the most successful social media platforms in the past year. Agencies and companies are increasingly seeing the potential for influencer marketing. But what are the options for advertising on TikTok and what do you have to watch out for when advertising?
How can a company advertise on TikTok?
Companies have the opportunity to develop and implement a campaign together with the TikTok Creatorn. The brand and the company are 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.
There are four different ad formats at TikTok:
Brand Takeover / Top View
In Brand Takeover, the scheduled ad appears in the users’ full-screen mode when they open the app directly. After a few seconds, the full screen mode disappears and the ad enters the usual TikTok view.
The advantage here is that users see this campaign directly as the first thing when the app is opened. So the attention is there from the beginning and at best convinces all interested parties.
TikToks can be provided with hashtags in the caption and users can find specific videos through them. With this option, challenges are created by companies and provided with suitable hashtags. Users can directly associate them and a recognition value is created. Appropriate creators with a wide reach draw attention to this challenge and encourage users to participate. The advantage of this is that the company is placed in a prominent position and maximum reach is achieved.
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 video is only recognizable as an ad by the “sponsored” marking. For companies, the advantage here is that users do not consciously perceive this as an ad, so they engage with the content and attention is generated.
When creating TikTok videos, there is the possibility to try out and use effects. In this way, companies can create their own effects and get the target group to playfully engage with the brand and the product. This generates a positive side effect for the company and the user perceives the company.
What are the benefits of advertising on TikTok for businesses?
A first advantage of advertising on TikTok is the achievement of branding goals. Companies present their own presence on TikTok. In the best case, they take part in challenges and encourage the TikTok community to follow suit and participate. The appearance entertains users and thus achieves a positive impression on the brand if the company is placed correctly.
TikTok can be used by companies as their own advertising. The TikTok appearance presents the company once again from a different side. For example, they can position themselves as an expert or as an attractive employer, offer inspiration and provide added value to users.
Another benefit of advertising on TikTok is the attention it brings to a product launch. Every TikTok from scratch has the chance to go viral and generate a high reach. When new products are creatively and uniquely displayed in the form of a TikTok, a high reach and attention to it is generated.
On TikTok, companies have the opportunity to tap into a new target group and address a younger audience in addition to the already established audience on other social media platforms.
TikTok has huge potential for influencer marketing and offers companies yet another new way to do influencer marketing as well as improve their own corporate presence.
How to properly mark advertising on TikTok?
The advertising label on TikTok is basically similar 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. The best place to use the term is in the caption. In addition, the label can be clearly visible in the video and as a hashtag. The campaign to advertise on TikTok can be done in the self-booking tool.
What is the opportunity of advertising on TikTok versus Instagram?
TikTok bietet Unternehmen neben Instagram riesiges Potenzial, Influencer Marketing zu betreiben. Es gives a large number of new, potential 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 thus generate a very high reach. The content is not only shown to the followers, but has the chance to be played to every user on the For You Page.
TikTok users are between 13 and 23 years old. This allows companies to tap into a new, younger target group alongside Instagram and increase their own reach.
There are no limits to creativity on TikTok and the TikTok Creators are known for creating entertaining and very creative content in connection with effects and music and convincing their community. Companies can stand out from the competition with the creative content of the creators and present themselves and the brand in an optimally unique way.
TikTok offers a lot of options for advertising and influencer marketing. Each company has to find out for itself which variant is the most suitable. It is important to keep your concrete goals in mind and to try out several types of TikTok advertising in order to make the right decision in the end. But one thing can be said: Influencer marketing on TikTok has great potential and it is worth considering advertising on TikTok.