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TikTok Advertising:

How To Advertise On TikTok

49% of users said TikTok helped them make purchase decisions.

There are now so many social media platforms out there it’s hard to keep up. But, the explosive growth of TikTok is undeniably seen by social media users.

In July 2021, the app became the first non-Meta app to reach 3 billion downloads and had 49 million daily active users in the U.S.

The platform has proven it’s not just for the younger generation with its system for recommending video content based on your interests, as well as adjusting content you’re not interested in. And that’s how companies can use TikTok to gain more traction for their businesses, by building their TikTok advertising strategies to target these audiences.

So, if you’re looking to use this platform to target your audience, then you have come to the right place. Let’s take a look at how you can advertise on TikTok.

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What is TikTok?

TikTok is an app that lets you create and share short videos over social networks. With its recent release, the app has now expanded its video shareable content from seconds to a larger duration of 10 minutes.

You can watch different types of short-form user videos, such as pranks, jokes, dance, music and other forms of entertainment, created by people of all different backgrounds, from normal day-to-day users, businesses, video creators, social influencers, and celebrities!

Fun fact: TikTok maintains a separate app for the Chinese market called Duyin, which is used by over 300 million users every month.

Why is it important to advertise on TikTok?

The TikTok app appeals to marketers because it demonstrates a key social trend for creative skills and collaboration among audiences.

The fast-paced nature of the app keeps users engaged for a long period of time; on average, the app is used for 52 minutes per day. Hence, if your business advertises on TikTok, you will be able to reach new demographics that could be interested in the content.

If you think TikTok is for kids (generation z), then you’re missing out on one of the most exciting social media advertising opportunities. It has been very popular with other generations, including millennials and generation X. As a result, TikTok is gaining more and more traction among advertisers who are building their TikTok advertising strategies to target these audiences.

TikTok itself as well as various TikTok news apps feature video ads that you are able to utilise. The videos appear in a user’s For You feed as full-screen videos lasting 5-60 seconds. The ads feature a video, an ad display image, a brand or app name, and ad text that draws viewers in.

Key points to remember:

TikTok's audience is massive, and it continues to grow.
It is easy to drive consumer advocacy with the app due to its high level of engagement.
Viral video is a real possibility-reach can jump from zero to a million in an instant.
You have the opportunity to be funny, authentic, and even off-brand.
Social media is about discovery, which keeps you visible.

What kind of ads can you create on TikTok?

Here is a list of all the kinds of ads you can run on TikTok’s ad platform. Some ads are not available in all areas, check out your area here.

In-feed ads: You can create these ads yourself through the TikTok Ad Manager.
Image ads: They appear only in TikTok's News Feed apps (BuzzVideo, TopBuzz, Babe), and include a picture, a brand or app name, and a text description.
Video ads: These run as 5-60 second videos in the user's For You feed. Each ad contains a video, ad image, app name, and ad text.
Spark ads: Brands can boost organic content from their own accounts or those of other users using Spark ads. Spark Ads have a 24% higher completion rate and 142% higher engagement rate than standard In-Feed ads, according to TikTok research.
Pangle ads: TikTok ads placed on the TikTok audience network.
Carousel ads: These run only in TikTok's News Feed apps and include up to 10 images with unique captions.
Creating content

How much do TikTok ads cost?

Minimum budgets

Campaign level

Daily budget: £50
Lifetime budget: £50

Ad group level

Daily budget: £20
Lifetime budget: The daily budget is multiplied by the number of days scheduled.

How to set up a TikTok ad campaign

In order to get started, create an account on TikTok Ads Manager if you haven’t already. Once you’ve done this, you’ll be able to set up a TikTok ad campaign in the TikTok Ads Manager.

If you’re just looking to boost existing content, you don’t need an Ads Manager account. Simply use TikTok Promote Read more about boosting a post at the end of this section.

1. Choose your objective

Once you have logged into your TikTok Ads Manager account click Campaign. This is where you can choose your objective. TikTok has seven ad objectives categorised into three categories:


Reach: Display your advertisement as widely as possible.


Traffic: Direct the audience to a given URL.
App downloads: Audience to download your app.
Video views: More views on your videos.
Lead generation: Generate leads from pre-filled forms.


Conversions: Get specific actions on your site, like purchases or subscriptions.
Catalogue sales: Dynamic ads generated from your product catalogue (in beta, and limited regions).

2. Choose a campaign name and budget

Choose a name for your campaign that is easily recognisable to your team.

Your campaign budget can be set to No Limit if you have unlimited funds or prefer to set a budget limit for certain ad groups rather than the whole campaign. Alternatively, you may choose to set either a Daily or a Lifetime budget for your campaign.

With the Lowest Cost bidding strategy, budget optimisation is also possible for the App Install and Conversion objectives.

Specifically for Cost Per Click purposes, TikTok is beta testing a feature that suggests a bid.

3. Choose your ad group and placement

Every ad group can have different placements. However, not every placement is available in your location:

TikTok placement are in-feed ads in the For You section.
Advertising on TikTok's other apps such as BuzzVideo or TopBuzz.
Pangle placement is TikTok's audience network.
With automatic placement, the app automatically optimises ads

4. Be sure to target your audience

TikTok allows you to target your ads based on your target market, similar to most social advertising sites. A lookalike audience or custom audience can be used, or you can target your ads based on:

Device details

5. Establish a budget and schedule for your ad groups

Your campaign budget has already been set. Let’s set the budget for the ad group and the schedule on which it will run.
Then select the start and end times for your ad group. Depending on your account time zone, you can also choose to run your ads at specific times throughout the day using Dayparting.

6. Optimise your bidding strategy

First, decide which optimization goal you want to achieve: conversions, clicks, or reach. This may be determined by the campaign objective.

The next step is to choose your bidding strategy.

Bid Cap: Maximum amount per click (CPC), view (CPV), or impression (CPM).
Cost Cap: Average cost per result when maximising CPM. While the cost fluctuates above and below the bid amount, it should average out to the set bid amount.
Lowest Cost: The ad system takes into account the budget of the ad group to generate the most results at the lowest cost.

Lastly, choose your delivery type: standard or accelerated. During a standard campaign, your budget is spread evenly over its scheduled dates, but during an accelerated campaign, your budget is spent as quickly as possible.

7. Now create your ads

The maximum number of ads per ad group is 20. Each ad name can have up to 512 characters and is for internal use only (it does not appear on the ad itself).

Firstly, you need to choose an ad format such as an image, video, or Spark ad. If you’re using TikTok itself (rather than any app in the TikTok family), you can only run Spark ads or video ads.

Upload your photos or videos, or create a video using Ads Manager’s video templates and tools. Fun fact: According to TikTok research, the use of the TikTok video editor can reduce costs per action by up to 46 per cent.

You can use one of the default thumbnails or upload your own. Next, enter your text and link. See the preview of your ad on the right, add any tracking links, and click Submit.

The review process will be carried out before your ad goes live.

Please note that Spark Ads requires access codes that are provided by content creators. To use this feature, you must contact the content creator.

TikTok feed ads

Alternatively, you can boost existing TikTok content with Promote

You can promote existing content with TikTok Promote if you are 18 or older. It’s similar to Facebook Boost on TikTok.

Boost your TikTok by:

1. On your TikTok profile, tap the three-line icon for settings, then tap Creator tools.
3. Tap Promote.
3. Select the video you want to promote.
4. Choose your advertising goal.
5. Pick your audience, budget, and duration, and tap Next.
6. Enter your payment information and tap Start Promotion!
tiktok logo

The best way to advertise on TikTok

Blend your creative styles

Switch up your style instead of using the same type of creative or very similar creatives. According to TikTok, you should update your creative every seven days to avoid audience fatigue.

Likewise, switch it up within each video. TikTok recommends transitional or B-roll footage for varied scenes.

Get straight to the point

TikTok recommends keeping video ads between 21 and 34 seconds long, but they can be up to 60 seconds long.

To avoid losing viewers, make the first 3 to 10 seconds especially eye-catching and engaging. The best TikTok ads highlight the product or key message within the first 3 seconds.

Use sound and captions

More than 93% of TikTok’s top video performers use audio, and 73% of TikTok users say they would stop and watch ads with audio. Typically, the fastest tracks with more than 120 beats per minute have the highest view-through rate.

However, captions and text are equally important. Specifically, you should use text to draw attention to your CTA. TikTok found that 40% of auction ads with the highest view-through rate include text overlays.

Be positive and authentic

TikTok recommends remaining “positive, authentic, and inspiring.” This is not the place for dark, moody content or heavy-handed pitching sales. Don’t make your video look too “produced.”

Keep your ads authentic by using user-generated content. In the top three auction ads, people look directly at the camera and address the audience.

Using this strategy, Royal Essence was able to get 2.2 million impressions and 50,000 clicks.

Hopefully, this guide is helpful as you dive into the world of TikTok advertising! Since this is a new format, we can expect trends, processes, and best practices to evolve over time. Happy advertising!

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