April 27, 2022

TikTok is a short-form mobile video platform that allows content creators to reach a large audience. Since its start in 2016, the audience has grown to more than 800 million active users worldwide. And it shows no signs of slowing down. Its growing popularity has piqued the interest of major brands, and marketers are now considering the entertaining app as a business opportunity.

Today’s article will walk you through the process of using the platform in your marketing campaigns and creating a TikTok ad step by step.

1. Who should advertise on TikTok?

1.1 Brands looking for a large number of engaging target groups

1.2 Trademarks sold to Post-90s and Post-00s with sufficient funds

1.3 Brands aimed at a multinational market

2. TikTok advertising types

2.1 TikTok official advertising

2.1.1 Inflow ads

2.1.2 Tagged Hashtag Ads

2.1.3 Trademark acquisition advertisements

2.1.4 Top View Ads

2.1.5 Ads with brand effects

2.2 Creative advertising

2.2.1 Co-production of video

2.2.2 Create or reuse sound

2.2.3 Dance challenge

2.2.4 Collaborate with Internet celebrities

3. Basic process for creating TikTok ads

3.1 Create your advertising account

3.2 Create a campaign

3.3 Create an ad group

3.4 Create an ad

Who should advertise on TikTok?

1.1 Brands seeking large and committed target audiences

TikTok is available in over 150 countries and 70 languages around the world. However, this alone does not distinguish it from other applications.

According to an App Annie report, “TikTok’s average monthly time per user grew faster than almost all other apps analyzed.” This includes 70% in the United States and 80% in the United Kingdom, which exceeds Facebook’s 2020 target. TikTok’s young adults now spend 80 minutes per day on the platform, compared to Facebook’s 58.5 minutes per day. This demonstrates that TikTok users are devoted followers. And the more engaged an audience is, the better it is for brands. This means you will most likely get more attention and commitment to your business by marketing your brand on TikTok.

TikTok Global Downloads

1.2 Brands sold with sufficient funds to Post-90s and Post-00s

The majority of TikTok users are under the age of 25: Sixty-three percent of TikTok users in the United States are between the ages of 10 and 29. However, the number of TikTokers aged 25 to 54 is growing, while the number of young adults on the platform is decreasing.

As a result, brands targeting the 1990s and young people after the 2000s will have the greatest potential customer base.

Composition of Unique Visitors on TikTok

Source: Adweek

1.3 Brands aiming at a global market

Unlike many other social networking companies that began operations in the United States, TikTok first became popular in India and is now popular in countries such as Russia, Mexico, and Pakistan.

TikTok is now available in over 140 countries and 70 languages worldwide and has become one of the best platforms for marketing. Brands that want to expand into new international markets can take full advantage of this platform.

Types of TikTok advertising

TikTok ads are classified into two types which you need to know before starting marketing your business on the platform. The first is TikTok Official Advertising, and the second is creative advertising.

2.1 TikTok official ads

TikTok’s official advertising consists of five different types of ads. They are as follows: in-feed advertisements, branded hashtag advertisements, brand acquisition advertisements, top view advertisements, and brand effects advertisements.

2.1.1 Inflow ads

TikTok In-feed ads are videos that appear between other users’ videos as you scroll through the For You page, similar to the ads you see when scrolling through Instagram stories.

Advertising features:

Length: up to 60s, recommended 9-15s

Location: For You page

Display: upright, fullscreen

Support various prompt actions (for example, download the app, enter an official website, etc.)

Performance measurements:



Video views

Video playback length (closed in 3 seconds, closed after 10 seconds)

Average video time

Video interaction (likes, shares)

Case study:

Maybelline TikTok created an in-feed commercial with eye-catching music to increase its market share and brand awareness among the younger generation in Japan.

Maybelline In-feed ad on TikTok

In-feed ads allow its users to place a call to action button at the bottom of the video. For example, you can encourage users to place an order directly, download your app or go directly to your website from TikTok.


These ads mix well with the TikTok feed, making it easy to quickly be swept by users. So for influx ads, it is important to attract the audience during the first 2-3 seconds of the video and thus allow the people to actually see it.

2.1.2 Tagged Hashtag Ads

Another popular TikTok ad is the branded hashtag. A tagged hashtag challenge is one in which a brand asks TikTok users to film themselves performing something, such as a specific dance, and then post it with a specific hashtag.

These advertisements appear at the top of the Discovery page, and clicking on the hashtag takes visitors to a collection of TikToks from the same type of challenge.

Advertising features:

Duration: 6 days

Location: At or near the top of the Discovery Page

Include: A separate brand challenge page that includes the introduction of the brand, brand links, activity rules, and current popular videos participating in the challenge

Method: The user clicks on the hashtag to participate in the challenge

Case study:

e.l.f. Cosmetics’ Eyeslipsface challenge is just one example. e.l.f. Cosmetics used hashtag ads to ask users to upload videos of their natural beauty with the music “Eyes.Lips.Face” as the background. Participants could win $ 250 in alpha cosmetics and skincare products.

This challenge eventually became the most popular challenge on TikTok. The event drew nearly 5 million users and received up to 7.7 billion page views.


TikTok hashtag challenges promote brand awareness and engagement. However, it has the disadvantage of being prohibitively expensive. If you want your banner to appear on TikTok’s Discovery page, you can pay up to $150,000 for it. Of course, there is another way to cut costs: collaborate with internet celebrities and leverage their influence to market your products/activities.

2.1.3 Trademark acquisition advertisements

The brand acquisition consists of full-screen, three to five-second video ads that appear as soon as the app is opened. On the For You page, the ads can also be seen as static images, GIFs, or videos. A clickable hashtag or website link can also be included in the brand.

Advertising features:

Length: 3-4s

Location: appears immediately when the app is opened; For You page

Display: upright, fullscreen

Include: static images, GIFs, videos, clickable hashtags, or branded website link

Users can only see one brand takeover ad per day, which means there is relatively little competition

Case study:

Guess Jeans promoted the #InMyDenim Challenge on TikTok.

Six days after the campaign, 5,500 users used the hashtag #InMyDenim to create videos. The total number of video views surpassed 14.3 million, the participation rate was 12,000 percent, and over 10.5 million users followed the Guess TikTok account.


Brand Takeover is a one-of-a-kind advertising model. Because users only see one trademark acquisition ad per day, the cost is also high. Suitable for big brands with plenty of cash. According to Voluum.com statistics, it costs $5 per day if there are 50,000 million views per day.

2.1.4 Top View Ads

Top-view ads on TikTok are similar to brand acquisition. The difference is that when users log in, display ads do not cover the entire screen. After 3 seconds, they take over the first In-feed post. It can play full-screen video for up to 60 seconds with auto-play and audio. This contributes to increased brand exposure.


Length: up to 60s

Location: the first post after the user opens the app

Display: upright, fullscreen video with auto-play and audio

The call to action can be added below the video as well as links to internal or external pages

Case study:

Here’s an example of how Balenciaga used top-view ads to drive traffic to their store pages.

Exquisite full-screen video, clear and concise brand logo, and prompt button successfully received over 23 million views with a click-through rate of approximately 18%.

Balenciaga top-view ad on TikTok


It suffers from the same flaws as in-feed ads and is thus easily overlooked by TikTok users. As a result, commercials must contain enough highlights to entice viewers.

2.1.5 Ads with brand effects

Branded ads are similar to Instagram’s AR filters, and users can add these special effects to their videos.

Advertising features:

Duration: 10 days

Method: The user uses custom effects, expressions, and filters to create videos

It encourages users to interact directly with your brand.

It can be combined with Hashtag to challenge advertising.

Case study:

The following is an example of a typical brand effect ad that incorporates the hashtag challenge. PUMA promoted its Future Flash series during #FlashOfFuture, which received 587.5 million views.

PUMA #FlashOfFuture Marketing campaign on TikTok

2.2 Creative advertising

The official advertisements of TikTok are currently expensive and may not be suitable for everyone and every marketing campaign. As a result, you can use TikTok’s video features to combine your product features and generate public responses through user posts and comments, while also avoiding the advertising effect.

Unlike traditional social media platforms, TikTok’s popular trending content is constantly getting updated. Some topics may be popular this week but not the following week. Keeping up with trends and making videos about current hot topics can help you generate a flood of free traffic.

2.2.1 Co-production of video

TikTok also has a plethora of filters and special effects that users can apply to their videos. One of the most popular special effects is co-production, which allows users to record an interactive video with their favorite video.

Here are some examples:

The examples above have received over 100 million views. There are also co-production methods such as acting and story development. To attract users’ attention and increase fans, you must understand how to use and record creative co-production videos.

2.2.2 Create or reuse sound

TikTok has a large audio library that includes song clips, speeches, TV or movie dialogue, and random user comments. When a user creates a new sound in the video, it is saved in the audio library and can be reused by other users.

This method also assists some well-known musicians, such as Lil Nax X, in becoming popular on TikTok. Before going viral online, Lil’s song “Old Town Road” received a lot of attention on TikTok. The video with the hashtag #oldtownroad received 100 million views.

Lil first charted on the Billboard Hot 100 after remixing for 19 weeks, the longest streak in his music career.

2.2.3 Dance challenge

Challenges are one of the most popular TikTok trends, and forward-thinking brands are already utilizing them in their marketing strategy to quickly track their growth and reach millions of users in the app. Among these challenges, the dance challenge is unquestionably the most eye-catching in terms of garnering a large number of views and interactions.

In The Git Up Challenge, for example, participants danced to music chosen from Blanco Brown’s song of the same name, some arranged the song themselves, and some mimicked the choreography of Harvey Bass, who first issued the challenge.

Despite the fact that Brown and his team did not initiate this challenge, videos tagged with #thegitup received over 157 million views. Blanco Brown has also received over 127 million views on Spotify.

2.2.4 Collaborate with Internet celebrities

Influencers are creators who will work with you to spread your message to their followers. Working with the right influencer to share your brand with their audience can result in significant returns on your advertising investment. According to a Tomoson study, brands can expect a $6.50 return on every dollar spent on celebrity marketing online.

When looking for a suitable internet celebrity, keep the following points in mind:

Relevance: Finding a makeup influencer is not a good idea if you are a brand that sells energy drinks.

Impact: The number of fans and the frequency with which they interact, as well as the number of likes, shares, and comments, can be used as screening indicators.

Location: Whether your brand is a small local brand or a large international brand, you want to be in the right place so your core audience of influencers has access to your products.

You will find influencers on the Users tab on the discovery page. Enter only one topic in the search field.

TikTok now also offers a single tool, Creator Marketplace, for easy collaboration between brands and influencers. In it, you can search for the perfect influencer using examples and data.

3. Basic Process of TikTok Ads

Depending on the type of ads you want to run, you need to talk to a TikTok advertiser or use their self-service platform. Here’s the basic process of creating TikTok ads.

3.1 Create your advertising account

Before you start your first ad, you need an account.

(1) Click Get Started from the TikTok for Business landing page, then enter your Region> Business Type> click Next.

Create TikTok business account

(2) Fill in the information wanted> click Sign Up

Creating TikTok Ads Manager account

After registration, you can start marketing on TikTok.

3.2 Create a campaign

Like FB and Google ads, TikTok also has a hierarchical structure: the Campaign> Ad Group> Ad.

(1) Go to the Campaign tab at the top of Ads Manager and click Create.

Create TikTok ad campaign


Although TikTok advertising and marketing can be a quick way to build user impressions, never forget that it is the content itself that is most important. Good content entices users to follow the ads, whereas bad content simply bores them or even leaves a negative impression on the audience.

Marketing on TikTok can be difficult. However, with this guide I wrote today, you should be able to create content that will help your brand stand out. Don’t be afraid to try new things. TikTok is a new app, and most marketers make decisions as they go. Please do not hesitate to contact me if you require additional assistance with how to market your brand on TikTok, what type of content to focus on, or how to create a success story for your brand.

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