, the Most „Controversial” Social Media Channel, was Launched in 2016 in China. The app, which focuses on short video clips resembling music videos, quickly gained popularity and by 2020 became the most downloaded app, surpassing Facebook and WhatsApp (source).
Although TikTok is commonly thought of as a platform for children and teenagers (for example, 32% of users in the US are under 19 years old), the situation has been changing dynamically, particularly due to the pandemic. With more free time available, many older users have also turned to the app and have become a stable part of the platform. It’s also clear that an increasing number of brands are deciding to take „their piece of the pie” by actively engaging on the platform.
A prime global example of leveraging this channel is the Chinese fashion brand SHEIN, which has made TikTok one of its primary sales channels. By utilizing ads and collaborating with influencers, TikTokers showcase shopping hauls on their channels. The numbers speak for themselves: in 2020, the SHEIN app was the most downloaded app in its sector, far outpacing giants like Zara and H&M (source). The hashtag #shein has 5 billion views on TikTok!
TikTok offers a variety of advertising formats, ranging from the simplest to more complex options that are not available on other Social Media platforms. All of the formats discussed below rely on video content. Importantly, you don’t need to have a TikTok profile to start advertising, and you can direct all traffic to your website or mobile app. However, having your own profile is highly recommended since you can immediately increase engagement and keep newly acquired users on the platform for longer.
This is the simplest format and the most similar to what we see on other social media channels. In-Feed Ads are vertical, full-screen video ads with sound, lasting from 5 to 60 seconds, appearing in TikTok’s For You feed. These ads can be precisely targeted based on interests, demographics, and the creation of lookalike and custom audiences. This format works in an auction system—optimized for website traffic or conversion goals—and can be billed through CPM, CPC, CPV, and oCPC models. Just like on Facebook, you can install a pixel on your website to gather remarketing audiences. This format is managed independently through the TikTok Ads Manager platform.
Examples:
A 24-hour premium format, which is a full-screen, clickable video ad with sound, lasting from 5 to 60 seconds. It launches as soon as users open the app. This format encourages likes, comments, shares, and follows. Important! *TopView* guarantees 100% visibility within 24 hours, as only one brand can use this format at a time. It’s an excellent way to boost brand visibility and engagement.
Example:
This format is the first full-screen content (either a static image or a video lasting 3 to 5 seconds) that users see when they open TikTok. Similar to TopView, it guarantees 100% visibility within 24 hours, and only one brand can use this format at a time. There is an option to add external or internal landing pages.
Example:
This format appears in the For You section and lasts from 5 to 60 seconds. It includes sound, auto-play, and offers targeting options as well as the ability to add both internal and external landing pages. The format features a clear CTA, encouraging users to take action.
A unique format available exclusively on TikTok. This 6-day campaign involves the brand creating a „challenge” (viral content) that TikTok users can join, tagged with a dedicated hashtag. The campaign is supported by other ad formats like In-Feed and TopView Lite. A well-executed campaign of this type can generate tens of millions of hashtag views. Branded Hashtag Challenge is undoubtedly the most creative and spectacular campaign format available on TikTok.
The first full-screen sponsored video that appears in the feed after 5-7 organic videos. It includes sound and auto-play features. This format guarantees 100% visibility within 24 hours, as only one brand can use it at a time. The video length can range from 5 to 60 seconds.
This format leverages interactive effects and 2D, 3D, and AR overlays, with the option to include a CTA and a QR code. Branded Effects utilize the user’s movements and facial expressions, focusing primarily on increasing engagement and activity among users while showcasing the brand in a more creative way.
Example:
First and foremost, TikTok is not yet as widely chosen by advertisers as platforms like Facebook or Instagram. This results in less competition and provides brands with a greater opportunity to stand out. Another major advantage is the ability to reach a younger target audience that is not as present on other social media platforms, as well as the chance to showcase the brand in a more creative and dynamic way.
However, the aspect that seems to deter many advertisers is the creation and communication. On TikTok, traditional static banners promoting a sale simply won’t cut it. Advertisements need to be in video format, which must be creative, engaging, and tailored to the channel’s unique style. Creating this type of content is undoubtedly more time-consuming and costly. It also requires more creativity and a fresh perspective on the brand.
TikTok is still a relatively new Social Media platform that hasn’t yet been oversaturated with sponsored content like Facebook, and especially Instagram. This means that the sooner brands start engaging with this platform, the better — there’s still a chance to „break through” and gain exposure at relatively low costs, incomparable to platforms like Instagram. Another benefit is the opportunity to present the brand’s image to younger generations from a completely different angle.
Launching an advertising campaign on TikTok in Poland isn’t as straightforward as it is on platforms like Facebook or Google Ads, where you can independently set up an ad account and launch campaigns. Currently, the only way to begin advertising on TikTok is by signing a contract with TikTok. Another difference is the payment method — instead of linking a credit card to the ad account, a budget for the campaign is set in advance, and TikTok issues an invoice for payment. Reservation-based formats have fixed prices, and you cannot set them up independently.
Important! Before starting a campaign, it’s worth preparing for some delays or planning your activities well in advance. If you don’t have a signed contract, the formalities alone will take at least a few days. The same goes for payments or preparing materials for reservation-based formats, which are typically created in collaboration with TikTok.
© 2024 YETIZ INTERACTIVE Created with ♡ by Yetiz
PRIVACY BELEID
