TikTok offers ads to help you to extend your reach and brand exposure. Back in January 2019, TikTok started experimenting with ads on its platform. This led to the launch of their managed service platform in April 2019. Currently, TikTok ads are not available in all countries.
As with other social media platforms, there is a bidding-ad environment on the app. You cannot self-serve TikTok ads, meaning everything has to go through a company representative. This will most likely change in the future.
All available TikTok ads are short-form video formats. Since TikTok is a platform full of short-form videos, ads will be seamless to users. There are three different models you can follow:
- CPC (Cost Per Click)
- CPM (Cost Per Thousand Impressions)
- CPV (Cost Per View where a view is a minimum of 6 seconds)
The targeting features are a little basic right now. You can choose your audience on the basis of age, gender, and location. The geo-targeting feature also allows you to target on the state level in the United States. In the future, you can expect to see more targeting options, like interest and behavior.
Here are the four types of TikTok ads currently available:
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Native Ads (In Feed)
Have you ever experienced the story advertisements on Instagram? These are full-screen mode and usually pretty effective. If this appeals to you then you will like the native ads on TikTok. You can even add an external link to your website with these ads.
With this type of ad, you need to decide on the length of your video, ranging from 5 to 15 seconds. You have to create a vertical format video since it will display on the “For You” page of your target audience. You can also add a call to action, such as downloading an app or visiting your website.
Hashtag Challenge Ads
Hashtag challenges are very popular on TikTok, so try to create them in this format. Encourage users in your target audience to participate in a challenge centered around your brand or one of your products.
TikTok users love to participate instead of taking a passive stance. If you come up with the right hashtag challenge ad, you can expect great engagement levels. These ads run for 6 days, with a TikTok representative supporting you the entire time.
The Brand Takeover Ad
The Brand Takeover ad appears when a user first opens the TikTok app. It is literally front and center on the screen. You can use this kind of ad to send a user to an internal piece of content or drive them to your website.
Brand Takeovers are permitted on a category basis. Only one advertiser can use this kind of ad for a category per day. These are probably going to become the most expensive in the future due to the limited availability.
The Branded Lens Ad
If you go for a branded lens ad, you will be able to use face filters, 3D objects, and more. The right branded lens ad can provide engagement on the platform and is definitely worth considering.