When it comes to new social marketing platforms, it can be hard to understand what is worth investing time and money in and what is just a fleeting trend. Recently, TikTok has been catching the eye of many advertisers especially since it managed to outstrip many famous players such as LinkedIn, Reddit, Snapchat, Twitter, and Pinterest.
Whilst writing this article, TikTok Ads are available in more than 50 countries and new markets are being launched every quarter.
With more than 850 million monthly active users which are spread in 150 countries, TikTok seems to be the new social app everyone is talking about. Altogether, it is a great platform to start advertising on.
“Same same but different. But still the same”
For those who work with Facebook Ads Manager, you won’t feel in unknown water when launching your first campaigns as the platform looks quite similar to its competitor.
Having said that, with its unique ad creation features, the TikTok Ads platform is somehow different from its predecessors. Advertisers will need to rethink their advertising way in creating content that talks personally to their users, content that challenges them, content that they can and want to reproduce!
Creating content that works on TikTok requires a change in perception and probably is the most important key to success. Don’t miss the 10 tips to create TikToks that work which we will cover further on.
But first, as an advertiser, you probably know how important it is to be familiar with the platform’s algorithm. If you consider stepping into this world, you need to understand how TikTok Ads work, what’s new, what they offer, and what will be the best solution for your business.
Source: TikTok Ads Manager
Auction and Reservation Accounts
Just like working with other platforms, you will need to start by creating an ad manager account and implementing a tracking pixel. Take into account that, unlike other advertising platforms, TikTok doesn’t yet offer the possibility to dynamically track value.
When creating your account, you will need to decide whether you want an auction account or a reservation account. This will be a permanent setting which means you won’t be able to change it in the future.
What is a reservation account?
A reservation account will guarantee you the volume that you have paid for. This is great, however, you must know that if this type of account comes at a higher cost as you will have to commit to flat-rate pricing which will give you less flexibility. On the plus side, this type of account will let you advertise with unique campaign types:
1. In-feed Ads
In-Feed Ads are the video ads that appear in between videos as a user scrolls through the For You page. These types of ads will cost you between $20K and $800K depending on the targeted country.
Check out this In-feed ad for Nike, featuring the Belgian soccer player Kevin DeBruyne.
Source: TikTok For Business
2. Brand Takeover
Have you ever opened up TikTok and received an ad right away? If so, you’ve seen a Brand Takeover Ad. These ads appear when a user opens the app and TikTok completely takes over the screen for a few seconds. For these types of ads, you’ll need to invest between $2K and $350K depending on where you advertise.
Source: TikTok For Business
TopView Ads were built on Brand Takeovers. What makes them different is that instead of the user being bombarded with an ad as soon as he opens the app — TopView Ads are the first in-feed post after 5 seconds. In order to advertise with these types of ads, you’ll need to invest between $3K and $425K according to where you want to advertise.
Source: TikTok For Business
4. Branded Hashtag challenge
Hashtag Challenges ads are TikTok’s special signature. The ads appear on the Discovery page and encourage users to participate in a challenge. For a Hashtag challenge, you will need to invest between $10K and $340K depending on the country that you’d like to target.
The British brand Tangle Teezer found a great way to talk to its audience with the #powersintheteeth hashtag challenge
Source: TikTok For Business
5. Branded Effect
Similar to Snapchat’s branded lenses, this type of campaign allows advertisers to design their own custom filters, stickers, and other 2D/3D/AR content for TikTok users to use in their videos. To advertise your branded effect, be ready to invest between $13K and $195K depending on where you advertise.
What is an auction account?
Auction accounts are more flexible and unlike Reservation Accounts, there aren’t any flat rates to be paid. Just like on Facebook or Google Ads, the pricing on TikTok will be based on a mix of bids and competition. With this type of account, you will only be able to have In-Feed ads and you’ll need to choose between one of the 4 bidding models:
As for other advertising platforms, with this bidding model, you will pay per click.
With oCPC your bid is the cost you are willing to pay per result. The system will deliver your ads to users who are more likely to take the action you want at a cost that is as close to your bid as possible. This bidding strategy is similar to targeting CPA on other platforms.
Note: You will set your bid for the amount you are willing to spend per result (conversion), but your actual billing is based on clicks, not results.
With this bidding, you set the price you are willing to pay for 1000 impressions. The system will deliver the ads to get the most exposure and reach as many customers as possible within your budget set.
This bidding method is the price you will pay to create 1000 impressions, targeting users that are likely to complete a conversion or app install event. This bidding method is a default bidding method for Conversion and App Install Advertising Objectives.
With CPV, you set the price that you are willing to pay for one thousand 6-second or 2-second video views.
10 tips to create TikToks that work
As I mentioned already, on TikTok there is no secret, the key to success will be your creatives (creativity?)!
This doesn’t mean that you’ll have to invest all you have to make a great video. On the contrary, a successful video will need to look organic. What you will need to invest in is C-R-E-A-T-I-V-I-T-Y. Think of something that users will want to watch and reproduce. So forget about the studio, just pick up your phone and start filming with these tips in mind:
1. Keep it short: TikTok users are used to 15 sec videos. Don’t make it longer since you might lose your audience’s attention.
2. Bring the beat: according to one of our TikTok sources, ads that have a faster beat work better!
3. Plain is lame: bring your colors and play with contrasts!
4. People: TikTok says it best: “Showcase your product with video of people using your product. Since the people viewing your ads as well… People, it makes sense to include them into your media. It makes us humans feel like you’re human (we hope you are).”
5. Keep it simple: the best ads are the ones that look genuine and organic. So forget about the ads that were created for other platforms or for TV, just use what anyone would have under their hand.
6. Go with the trend: use trends that already exist and adapt it… or you can go crazy and try to launch a trend with a hashtag challenge!
7. Stay in the safe zone: this safe zone will ensure your ad’s key message is clearly visible. All text and graphics should stay in that green zone.
8. Keep the frame in mind when you create your ads make sure your key elements are in the green area.
9. Be compliant with TikTok ads policy. We mean it! TikTok’s creative review team is really strict with the policy. No exceptions are made. The list is long so we recommend you read their policy page as it is the best place to learn about it. We can already tell you that TikTok doesn’t like it when you show too much (or just a little) skin!
10. Look at what worked for others and add your twist: if our previous tips are not enough, TikTok offers a large range of case studies on its inspiration page.
While TikTok has still a long way to go, its debut in the PPC world is quite remarkable. We recommend you to go have a look at the platform to familiarize yourself with it and start having fun filming your creatives by applying our 10 tips!
As TikTok advertising partners, we can lead you to get great results on TikTok Ads. Whether you are looking for new ways to increase revenue and traffic or generate brand awareness in scale, we have the tools and knowledge to guide you through from strategy to action.
Contact us today for free consultation!