TikTok 101
Let's rewind to 2018 when TikTok exploded onto the social media scene. It's short video reel format was an instant hit with younger audiences and it rapidly became a worldwide phenomenon. For many people however TikTok is a platfrom they associate with silly viral videos and teenagers and while this is largely true the demographics using TikTok are expanding rapidly. Whatever your interest there are videos on TikTok that are aimed at you, from gardening tips to cookery hacks, sports training plans and workout ideas. TikTok was the most-downloaded app of 2021, surpassing over one billion active users last year.
Most importantly TikTok users aren’t just on the app for memes and dance challenges—they’re also ready to shop. TikTok reported that one in four users globally have purchased or researched a product after seeing it advertised on TikTok. That means TikTok is a smart place to go if you want to place ads that reach a highly engaged and large audience, especially members of Gen Z.
How does TikTok Advertising work?
The bread and butter of TikTok ads are In-Feed ads—ads that appear as someone is swiping through the app to watch videos. These are the most affordable and accessible ads offered by TikTok. They make the most sense for small to medium-sized businesses and are a great starting point for a TikTok campaign.In-feed ads fit seamlessly into the experience of using TikTok. They look exactly like a user-generated TikTok, except for a small Sponsored tag under the video’s caption. After a few seconds, a call-to-action button appears, such as Shop Now or Learn More, that is determined by whoever places the ad. This can be used to link directly to your website.
Although a user can immediately swipe past an In-Feed ad, ones that are made well and fit into the culture and style of TikTok will be able to generate views, likes, shares, and comments, just like any other TikTok.
TikTok also offers more premium ad options to its managed accounts, including:
- TopView ads. These are video ads that appear exclusively at the very top of someone’s feed immediately when they open the app. These can be longer than a regular TikTok and can’t be quickly skipped, like an In-Feed ad.
- Branded Hashtag Challenge. Challenges are a popular part of TikTok’s culture, and this campaign has brands create their own with a hashtag that is then promoted, giving this option built-in viral potential.
- Branded Effects. TikTok’s huge library of fun video effects can be added to with a branded effect created in partnership with an advertiser. Like a hashtag challenge, a branded effect encourages users to interact directly with your branding.
While all three of these options can result in high engagement, they’re also out of reach for most brands. They’re typically used by major companies, like Apple or McDonald’s, or to promote a new movie. As you can probably guess, that means a high price tag, more technical expertise required, and the need to work directly with TikTok.
How much do TikTok ads cost?
TikTok’s self-serve In-Feed ads allow you to set your own daily budget, starting at $5 per day when using TikTok’s simplified ad placement options. Obviously, the more you spend, the more potential you have to reach new customers. There are also more customizable options that include bids, but you don’t need to worry about that if you’re new to advertising on TikTok.
Overall, your budget will be determined by many factors, such as how much your business has allocated to marketing and which platforms you’re targeting.
How SPF can help you
SPF can help you get up and running with TikTok, from helping you to create a business account to integrating TikTok with your Shopify store. Whatever your goal, we can help you to achieve it.