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The Ultimate Guide to TikTok Advertising
TikTok, the social platform that has swept across the world in a storm, has finally proved to be a must for marketers looking to reach out to the young and energetic. This social network has more than a billion active users around the world. It is not all about viral dances and appealing challenges; TikTok advertising is a powerhouse wherein businesses can amplify brand awareness and drive sales. Below, we’ll outline the benefits of running ads on TikTok, how to set up your ads, how much it costs to advertise on TikTok in the UK, some best practices to follow, and important ad specs that you should know.
Benefits of Advertising on TikTok
1. High Reach Among Gen Z and Millennials
It’s powered foremost by Gen Z and millennials, so if those are your target demographics, look no further than TikTok. The algorithm in place on the app allows brands to get their ads in front of users at the right place and time.
2. High Levels of Engagement
TikTok users are very active, and the average consumer spends nearly 90 minutes daily on it. High engagement rates raise the probability that users will take some form of action on your ad, whether that be through likes and shares, or website traffic.
3. Creative Flexibility
TikTok inspires creativity, and as such, the advertisers are able to try out various formats-from short video clips up to branded hashtag challenges. In such a way, brands are given the flexibility to create authentic and engaging content that sits well with users on the platform.
4. Advanced Targeting Options
TikTok comes with advanced targeting options: age, location, interests, and behaviour. This ensures that the right audience catches your ads to maximise your ROI.
5. Affordable Advertising
TikTok advertising can be more affordable compared to more established platforms such as Facebook and Instagram. This fact was considered in particular due to the possibility of virality and organic reach.
How to Advertise on TikTok
Thanks to its self-serve ad platform, advertising on TikTok is relatively easy. Here’s a step-by-step guide on how you can get started with it:
1. Sign Up for a TikTok Ads Account
Set up a TikTok Ads Manager account. After signing up and going through the registration process, you will have access to the dashboard, which will allow you to create, manage, and track your ads.
2. Set Your Campaign Objective
Choosing an appropriate campaign objective in line with your business goals is important. Basically, there are three major objectives which TikTok offers, including Awareness to increase visibility for your brand, Consideration to generate more traffic or installations, and Conversion for sales or leads.
3. Define Your Audience
Get in front of the ideal audience through precision targeting options on TikTok. You will be able to target users by age, gender, location, interests, and behaviours. TikTok also allows you to create custom audiences by uploading your own data.
4. Choose Your Ad Format
There are a few different ad formats to choose from within TikTok, including:
- In-Feed Ads: Native video ads appearing in user feeds.
- Brand Takeover: Full-screen ads that load when a user opens the app.
- TopView: Like Brand Takeover, but now you are allowed to add videos of up to 60 seconds.
- Branded Hashtag Challenge: Such an ad nudges users to create user-generated content with branded hashtags.
- Branded Effects: The custom AR filters and effects that users can apply while using the app.
5. Set Your Budget and Schedule
You can set either a daily or total budget for your campaign. Besides, TikTok allows you to set the calendar of running your ad, which may enable the ads to reach the audience when most effective.
6. Ad Creation
Create your video ad using TikTok’s creation tools, or upload your own. Ensure your ad adheres to the platform’s creative best practices (more on that below).
7. Go Live & Monitor
Double-check your settings, then click “Submit” to go live. TikTok offers real-time analytics so that you can track your ad’s performance and change your approach as needed.
How Much Does Advertising Cost on TikTok?
The cost of TikTok ads greatly varies in relation to the objective, ad format, and targeting options of your campaign. Here is what one can roughly estimate in the UK market:
1. Cost Per Mille (CPM):
1,000 views or impressions on TikTok cost about £5-£10, but this number might be higher for more competitive demographics.
2. Cost Per Click (CPC):
The average CPC on TikTok falls between £0.10 and £0.30; however, this may be different depending on targeting and competition.
3. Minimum Campaign Budget:
On TikTok, the minimum budget for running campaigns hovers between £500 to £1,000, depending on the ad format.
4. Costs Based on Ad Format:
- In-Feed Ads: Generally the cheapest, with CPMs starting off at around £5.
- Brand Takeover and TopView: The price of these formats starts from around £40,000 per day.
- Branded Hashtag Challenge: The cost for these types of campaigns usually starts from £100,000 or so.
5. Bidding:
TikTok offers bidding in which you can set your maximum bid for desired outcomes you want to achieve, whether impressions, clicks, or conversions. That gives you far more control over the cost.
TikTok Ads Best Practices
Set your TikTok ads up for success by adhering to the following best practices:
1. Keep It Short and Sweet
TikTok is all about quick, engaging content. Ads that are 9 to 15 seconds long perform best because they align with what users expect from short-form videos.
2. Embrace Authenticity
TikTok users crave authenticity. Ads that appear organic and less like a super-processed, traditional ad tend to work better on this platform. Real people, real stories, and real moments all contribute to building a connection with your audience.
3. Leverage the Power of Trending Topics
Keep your fingers on the pulse of trending topics, sounds, and challenges across TikTok. This can easily be captured in your advertisements, allowing them to become more relatable and likely to go viral.
4. Add Captions and Text Overlays
Since most viewers watch TikTok on mute, make sure to add either captioning or text overlays to ensure your message is conveyed.
5. A/B Testing and Optimisation
Conduct A/B testing among various ad creatives, targeting options, and bidding strategies to determine what works best. You will be able to track performance and make data-driven adjustments with TikTok’s analytics tools.
TikTok Ad Specs
It is crucial to understand the ad specifications of TikTok in order to properly display content in a professional manner. Following are the key specifications for some of the most common ad formats:
1. In-Feed Ads:
Video Length: 5-60 seconds (9-15 seconds recommended)
Resolution: 720×1280, 640×640, or 1280×720
Aspect Ratio: 9:16, 1:1, or 16:9
File Format: .mp4, .mov, .mpeg, .avi, .gif
File Size: up to 500 MB
2. Brand Takeover:
Duration: 3-5 sec.(image); 3-60 sec. (video)
Resolution: 1080×1920
Aspect Ratio: 9:16
File Format: .jpg, .png for image and .mp4 for video
File Size: up to 50 MB
3. TopView:
Video Length: up to 60 seconds
Resolution: 1080×1920
Aspect Ratio: 9:16
File Format: .mp4
File Size: Up to 500 MB
4. Branded Hashtag Challenge:
Image Resolution: 1080×1920
Aspect Ratio: 9:16
Video Length: Same as In-Feed Ads
File Format: .jpg, .png (image), .mp4 (video)
File Size: Up to 500 MB
5. Branded Effects:
File Size: Up to 2MB
File Format: .png, .jpg
Ready to Take Your TikTok Advertising to the Next Level?
TikTok is opening up new avenues for advertisement, wherein brands can reach creative and young audiences with authentic content. Equipped with information about the benefits of advertising on TikTok, ad formats, cost, and the best ways to do so, you will create campaigns that work for users and drive effective results. Be it a small or big enterprise, TikTok’s advertising tools will make your marketing objectives entertaining and innovative.
Navigating the world of TikTok advertising can be super overwhelming, especially if you are new to the platform or looking to maximise return on investment. If you need professional guidance or support with the creation and management of your TikTok campaigns, look no further. Having created extensive social media marketing programs and an intrinsic understanding of the unique landscape that TikTok maintains, we construct tailored strategies that drive success. Don’t hold back from reaching out and finding out how we can help you amaze your customers and nail your advertising goals on TikTok.