Want to Run TikTok Ads? Here’s What You Need to Know.

TikTok has been dominating the short-form video space since its inception. Content creators, brands, influencers with or without an influencer marketing agency, and consultants are all riding the wave. 

With over 1.2 billion monthly active users in the last quarter of 2021, the dynamic juggernaut is expected to reach 1.5 billion by the end of 2022.[1] It’s time you got your slice of the pie!

Running Paid TikTok Ads

Ads are always a guaranteed way to get eyeballs on your content or products. You pay the platform to manipulate the algorithm in your favor and feed your ad to a targeted audience. 

TikTok offers a number of ways to accomplish this, a few are simple and DIY, while others require the expertise of an internal TikTok brand manager.

In-Feed ads

In-feed ads appear to the user in much the same way as native content, it’s fed directly to them as they scroll. These are full-screen ads complete with sound and other features that you can create yourself. 

You can choose from image ads or video ads that follow the same TikTok content rules for five to sixty seconds of footage. In-feed ads perform best when they’re created to match the energy of native content. Join the movement and keep it engaging.

Spark ads

Spark Ads are a type of in-feed ad that allows you to leverage your original content. Similar to Meta’s “boost” feature, this is how you would amplify the reach of the content you’ve already posted to get it in front of more eyeballs. 

These perform best when a particular video is already gaining organic traction, or if any user-generated content (UGC) has been created around your brand, consider sparking that into an ad too!

Managed Brand Ads

These ad formats are available to brands that are managed by a TikTok representative and are different than the DIY in-feed ads. An influencer marketing agency may use these with an influencer marketing campaign to get better results for their customers. You must contact TikTok directly to implement these strategies on the platform.

TopView Ads 

TopView ads take over the viewer’s screen for five to sixty seconds immediately after opening the app. You become the first thing they see, a pretty powerful offer.

Branded Hashtag Challenge Ads

Branded hashtags are a multi-day campaign designed to boost engagement by creating a challenge around your brand. This enhances brand recognition and promotes user-generated content featuring your branded hashtag. 

Branded Effects

Branded Effects include features such as filters, stickers, and other special effects. The intent is to encourage users to interact with your brand by creating user-generated content with your effects. 

Similar to the hashtag challenge, this type of advertising is another way to boost engagement and enhance brand awareness as opposed to directly making sales. 

Running A TikTok Ad Campaign

Unless you plan to just run Spark Ads or only use TikTok Promote, you’ll need an Ads Manager account where you will start a new campaign.

What’s Your Goal?

What are you trying to accomplish with your campaign? TikTok designates three categories: Awareness, Consideration, and Conversion. Common objectives are to grow your reach, get more leads, and make more sales. 

Budget, Ad Group and Placement

Unless you have limitless funds, you’ll set a daily budget for how much your campaign can spend each day. 

TikTok is still beta testing their CPC or cost per click advertising for conversion oriented campaigns but it’s currently available in all regions. This CPC method is based on a suggested dollar amount bid per conversion.

To choose your ad placement, you can set it to “Automatic” or “Select.” New advertisers will want to start with the automatic option and let TikTok choose where to feed your ad. The “select” option opens up other arena like BuzzVideo and Pangle. 

Select Your Audience

You should already know who your target audience is. You can target users based on location, demographics, device, interests, and platform specific behavior. 

Create Your Ad!

This should be the fun part! You can upload content from your device or library and your caption and the ever important call to action. 

TikTok Influencers With An Influencer Marketing Agency: The Shortcut To Campaign Success

Influencers are already familiar with how to get on the top trends, hashtags, filters, and tools to get the best results. When they come with an influencer marketing agency, you get the full stack of marketing campaign strategy to back their content creation. 

There are several ways to run an ad campaign on TikTok, they key for you is to take action. Pick one strategy and run with it!