From Supermedia Studio, marketing agency Marbella, we explain in detail what is Tiktok, how advertising advertising on Tiktok ads work and the types of ads that can be made on this platform. Keep reading!
What is TikTok Ads
TikTok Ads is a platform belonging to the social network TikTok, which allows you to create ads for brands or users. Today, TikTok is one of the most popular social networks among the young public, whose notoriety has been positioned at 53% during 2020, according to the IAB Spain Social Network Study 2021 report.
Given this data, it is not surprising that companies are very interested in having a presence on this platform to publicise their brand through advertisements on TikTok.
Types of ads on Tik Tok
First of all, we must know what type of ad can be created on TikTok Ads.
Brand Takeover. A 3-5 second video or GIF that appears on the user’s screen when they open the application. This type of ad can have a link to an external page or to a challenge in the application itself. By using the full screen format, maximum exposure is achieved. This type of TikTok ad usually aims to increase brand exposure.
In-feed ads. This is the default format. As on other platforms, the user can browse TikTok and see what other people are posting. It is a 15-second video, usually with background music, accompanied by a CTA and a link pointing to an external page.
Hashtag challenge. This type of ad is based on creating a challenge for users to share with a specific hashtag, making it viral. The application offers brands the possibility of sponsoring their challenges. In this way, the brand’s challenge is placed on the discovery page for six days, offering the opportunity for maximum reach and engagement.
Brand Effect. The options on TikTok are extensive, ranging from facial filters to animated objects with which the user can radically change their environment. In this way, with Branded Lenses, users interact with the brand by using their filters. By integrating Branded Lenses with a Hashtag Challenge, the link between the brand and the user is promoted.
Topview: This is a new advertising format based on videos that appear on the user’s screen when opening the application. The difference between Top View and Brand Takeover is that in this new model it is possible to use videos.
As you can see, the ads are aimed to generate maximum interaction with the brand. It is advisable to test beforehand if you are wanting to gain conversions. In addition, TikTok has the advantage that you don’t need a business account like on Facebook to advertise.
Advertising on tiktok ads
Creating ads on TikTok, says our Sem experts in Marbella, is very easy and intuitive if you are familiar with other forms of advertising.
First, you need to define the objective of the campaign. Then it’s time to segment the target audience, set a budget, design and publish the ad and finally track it.
Campaign objective
It is very important to consider what the commercial objectives of the campaign are: attracting traffic to your website, gaining visibility, generating sales, etc.
We can classify 3 types of objectives in TikTok advertising campaigns:
Awareness
It is related to awareness-raising, to gain notoriety for your brand by showing it to as many people as possible in order to differentiate it from the competition. This objective is the most suitable if your brand is new and you want to make it known so that it can have a higher reach and build trust within potential customers.
Consideration
This objective is more recommended if your brand is already known. You sure want the customers to keep your brand in mind and search for information about it. In this case, you can bring traffic to your website, increase video views or generate visits to the app shop.
Conversions
If conversions are your goal, TikTok ads will encourage users to take specific actions on your website such as registering for a form, subscribing to your newsletter or making a purchase.
As time goes on and your business grows, your goals will change as well. We recommend that you choose the one that best suits your business and your goals.
How to select the target audience for TikTok ads
TikTok gives you the option to target by gender, age, location, interests, behaviour or device from where users connect. In other words, it allows you to create a customized audience based on your business objectives.
Budget
It is important that you set a budget beforehand depending on the type of ad you are going to use. The account will ask you to set a budget that can be daily, monthly or total for the campaign. It is still possible to adjust or pause your ad spend at any time.
Design and publish your ad
Once all the above points have been defined, it is time to create the ad itself.
To do this, you can use TikTok’s own video creation tool or use your own videos and images. Once you’re ready to publish, TikToK Ads Manager’s intelligent auction system will make sure your ad reaches the right audience at the right time.
Measure and manage
Use the application’s own tools to track the performance of your ads, and to correct possible errors and optimise your campaigns.
In SuperMedia Studio we hope that the tips of our social media experts in Marbella will be useful to give a new focus to boost your brand and open the doors to new markets.
Contact the social media professionals of our marketing agency in Marbella so that we can give you more tips!
