TikTok advertising is one of the hottest digital marketing trends. Boasting more than 2.6 billion downloads and 1 billion active monthly users, TikTok has surpassed the popularity of Facebook, Instagram, Twitter, and other social media platforms.
The video social app allows users to create, edit, and share 15 to 60-second videos. Its primary user base is teens and young adults between the ages of 16 and 24, which has made TikTok advertising a particularly effective strategy for certain brands. Learn more about TikTok For Business to determine if it’s the right move for your company.
What is TikTok For Business?
TikTok For Business is a one-stop marketing platform that allows you to seamlessly create advertising campaigns. Unlike other social networks, the TikTok Ads Manager guides you through the entire campaign process by helping you choose a goal, select an audience, set your budget, and design the video ad.
Types of TikTok Ads
TikTok Ads Manager offers user-friendly tools to create and manage your TikTok ads. The platform only allows video ads, but there are six different formats businesses can choose from:
In-Feed Ads
TikTok’s standard ad format is In-Feed ads. The video ad auto-plays within a user’s For You feed, and can be up to 60 seconds long and play with sound on. Since it has the same user interface as organic posts, it’s able to blend with native content.
Spark Ads
You don’t need to create a video ad from scratch. With Spark ads, brands can create ads from their organic TikToks while maintaining the look and feel of organic posts. This new format is perfect for boosting your own existing TikTok content or other users’ videos.
TopView Ads
Get prime real estate with TopView ads! When the user launches the app, the TopView ad appears, you guessed it, at the top of the For You feed and can be up to 60 seconds long. This ad format doesn’t compete with other content for attention and offers an immersive viewing experience.
Branded Hashtag Challenge
Encourage conversations around your business with Branded Hashtag Challenges. You create a unique hashtag and invite users to create videos showing themselves performing a specific action and using the hashtag. It’s a great way to boost user-generated content while increasing brand awareness, driving engagement, and growing your fan base.
Brand Takeovers
Right after opening the app, Brand Takeover Ads present a 3-5-second full-screen video to your target audience. It’s ideal for delivering mass awareness and filling your sales pipeline by directing users to a Branded Hashtag Challenge or landing page.
Branded Effects
Create custom 2D, 3D, or AR effects to get your audience to express their creativity while expanding brand awareness. Brand Effects are often combined with other TikTok ads to make videos more attention-grabbing and generate engagement.
TikTok Advertising Minimum Budgets
Businesses have the option to select a daily or lifetime budget, which can be changed at any point during the campaign. At the campaign level, a minimum daily and total budget of $50 is required. At the ad group level, the minimum daily budget is $20.
In comparison, Facebook’s minimum budgets allow brands to advertise for as little as $1 per day. How much your TikTok ad campaign will cost depends on a variety of factors, but in general, TikTok advertising is more expensive than other social platforms.
The Big Question…Should You Do It?
Like any new hot marketing trend, it’s important to carefully weigh the benefits and drawbacks before investing time and money. Let’s take a closer look at some of the biggest pros and cons so it’s easier to decide whether your business should add TikTok to your marketing strategy.
Pros of TikTok Advertising
- Large audience reach
- Creative content
- Potential to go viral
- Partnership opportunities
- Diverse ad options
Cons of TikTok Advertising
- Primarily young demographic
- Time-consuming to plan and create content
- Higher minimum budget requirements
- Stiff competition for attention
If your target audience is on TikTok and you have the resources, then TikTok advertising is a viable option to consider for your business. However, if your customers are over the age of 30 or you have a limited budget, then you should pass on it and focus on platforms that are more effective for your brand.
Innovate Your Marketing Strategy
TikTok advertising is a fun, interactive way to promote your brand, build an audience, and create meaningful connections. While it offers many benefits, such as lots of active users and creative ad options, that doesn’t mean you should jump on the bandwagon. It’s vital to consider the pros and cons to ensure you’re making the right decision. Regardless of your choice, TikTok’s disruption of social media marketing proves that innovation is key to success.
Book a consultation with Mavericks Marketing today to explore future-forward strategies, from holistic UX to brand storytelling, that will take your business to new heights!
