Tiktok has been one of the big surprises of recent years. The social network is increasingly important, since September 2018, being the most downloaded app every month, surpassing Facebook and Instagram, and brands begin to pay for promotional content. Likewise, they also invest in their newly created self-paid advertising platform.
TikTok advertising offers great opportunities to companies and brands that want to reach young audiences
TikTok is a social network that allows you to share short videos between 15 seconds and one minute. Most of them are lip syncs, humorous videos and challenges that users create through hashtags. TikTok is also one of the social networks with a more defined user profile. 66% of users are young people under 30, which is ideal for creating ads and directing them to the right audience.
Tik Tok is a young platform that offers many opportunities to users and companies. Since 2018, TikTok has its advertising platform, which provides ads starting at $ 10 CPM (cost per thousand impressions).
Brands can use TikTok in their marketing strategy, creating valuable content on their profile, working with influencers or using the platform’s advertising platform. The platform offers the following ad formats:
Natural advertising: These are the platform’s advertisements. They appear in the users feed and must be configured for dynamic bids. They can be segmented by geographical location, age and gender and, in the future, also by interests and behaviour. This type of ad is the most affordable and has no minimum investment.
Brand Takeover: These ads appear instantly on the screen when the user opens the application in full screen. There can only be one brand per day, and per country and prices could be between 50,000 and 100,000 dollars.
Hashtag Challenge: This type of advertising aimed at user-generated content. Brands encourage users to participate in a challenge through a hashtag. In this way, it is the users who create and share quality content, viralizing the brand. By promoting the challenge, you get a unique banner within the “Trends” tab for six days.
Branded Lenses: these are augmented reality filters created by brands. Users can use them in their stories and videos, and thus viral the brand and give more visibility.
How to create an ad in TikTok
In addition to all these options, creating an advertisement on TikTok is very simple. To do this, follow a few steps:
1. Create an account on TikTok: The first step is to create an account on TikTok Ads, the advertising manager of the platform. Enter through this link and select “Create an Ad”. In doing so, a pop up will appear with a form to fill in the data, once completed, a TikTok representative will contact the user to complete the account.
2. Create a campaign: Once in the TikTok Ads panel, click on the “Campaign” menu and then on “Create”. At this point, you should choose the objective of the campaign, select the daily or total budget (with a minimum budget of $ 500).
3. Configure details: Once the ads are set up, you must create an ad group for the campaign and choose placements and audience. You can also choose whether to publish the advertisement in the TikTok feed or in the stories. You can also post the advertisement on other platforms that belong to TikTok like Vigo Video, BuzzVideo or News Republic. TikTok may determine where to place the ads automatically.
Once configured, the last details must be added: URL, name, images and categories. You can also add up to 20 keywords so that TikTok better profile the audience. In the Targeting section, you can define the audience to show the ad and segment by location, year, gender, language, interests and device.
4. Configure spending: The last step is to select the budget, schedule and choose the objective. At this point, you must choose between the daily budget or the total budget. There is currently a minimum of $ 20 of everyday spending.
In this section, you can configure the duration of the campaign, and the days the ad will be active. Also, the speed at which the budget will be spent and determining a key metric for the campaign.
Finally, TikTok also has a pixel, such as Facebook, which allows you to manage and measure the ads effectively.