Since the Musical.ly microvideo app changed its name to in 2018, it has not stopped growing, currently having more than . This great social network focused on young audiences continues to evolve, especially in the advertising field where it has gained a lot of ground.
Douyin, the Chinese version of this app, is positioned as the leader in social commerce in the Asian market thanks to its dynamic and attractive format. And, although it does not have a market as solid as its Chinese counterpart, it is setting a trend in digital advertising in the West.
The beginning of advertising on TikTok
The history of advertising in this famous application began shortly after it entered the global market in 2018. And it began with an advertisement that promoted the installation of an app from the GrubHub food delivery service.
This ad appeared shortly after users launched the TikTok app. Its duration was 5 seconds, but users they could skip it instantly through a button in the upper right part of the screen, which you can see in the screenshot that the user of the microvideo app shared on Twitter:
Think this is the first real ad campaign I’ve seen on .
— Chris Harihar (@ChrisHarihar)
What types of ads can we find on TikTok
From this first ad that we commented on, the short video social network has dedicated a continuous effort to improve its advertising platform. As a result, it now offers a variety of ads to work with, according to the impact you want to cause and, of course, the budget that the brand has.
For the most part, these types of ads involve a large investment and are carried out in conjunction with an app partner. All these formats are available on the platform. , Let’s see what each one is about.
TopView
This type of ad appears instantly when a user opens the app, displaying your message front and center. You can then direct users to an internal or external destination, however the use of this format is limited to one advertiser per day.
This type of advertising is certainly a bit invasive, but it manages to offer a great first impact when entering the application. This format requires a video of between 5 to 60 seconds, with the possibility of presenting sound within it.
An example of this type of advertising format is that of the Grubhub food delivery service.
In addition, this format has a second version called Top View Lite, which offers the advertiser features similar to Top View. However, the video format for this ad is shorter, between 3-5 seconds, and does not allow videos with sounds.
Hashtag Challenge
This advertising campaign encourage user-generated content by asking them to take part in a challenge, something that is immensely popular on TikTok. This takes advantage of the natural tendency of users to create and share content on the platform, and has a high potential for virality. A TikTok representative is associated with the brand during the six days of this campaign.
As with Top View ads, this format has a secondary version called Hashtag Challenge Plus. This offers all the same services as its namesake, but incorporates a purchase option integrated into the ad. Which offers the opportunity to further boost the flow of sales from within the app.
Branded Effects
Similar to the AR filters you can find on e , TikTok Branded Effects ads offer this feature to brands, providing a high level of user engagement, which could end up being a very popular option for boosting brand messaging. With these, advertisers will not only be able to create particular filters or effects for their followers to use, but also exclusive gestures and QRs.
In-Fedd Ads
This type of ads is the most common within the ads, and the one that advertisers might be more used to. In addition, it is also the most scalable ad format that TikTok offers, adapting to any type of company or brand. This consists of set up dynamic bids for ad slotsusually through a self-service platform.
Thus, there is currently only one ad unit available on TikTok: video ads shown in the main feed of the platform. Within this advertising format, there are three action models:
- CPC (cost per click)
- CPM (cost per thousand impressions)
- CPV (cost per view)
This type of ad is the most promising, for a greater number of advertisers, due to its easy management and handling. We can even create them and track their development from the platform. TikTok Ad Manager, which we talk about in more depth in this video.
As we can see in the video, creating an In-Feed ad for TikTok is not particularly complicated, and its management platform offers a wide range by age, geographical location, interests, etc. Likewise, they also make available to advertisers a wide variety of templates on which to generate the content of the ads. Coupled with a creative freedom tool that allows the application to automatically manage campaigns.
For this type of campaign, the Ads Manager platform asks for a minimum daily budget of 50 euros, although later on it allows a minimum of 20 euros per day.
Spark Ads
Spark Ads are advertisements made from own publications of the brand profile or from organic content of other users, with your proper authorization. In other words, this new ad format is, in principle, a conversion of the usual content of the page to advertising content. In this way, the videos could be integrated as featured ads or In-feed in the discovery section of TikTok, called For you.
TikTok seeks to promote the development of SMEs on its platform
Following its continuous commitment to the advertising format, TikTok recently launched a for your platform. In this, the work team of the social network has compiled a series of tools, tips and success stories related to advertising within the social network. This with the intention of offering consumers and advertisers a base to follow to develop their own campaigns and achieve the goal of promoting their brands.
Likewise, the guide seeks to highlight the benefits that the short video platform can offer SMEs, as we see in the previous image. Functioning as a means for brand discovery, and a source of inspiration and connection for both customers and users.
TikTok will (finally) bring advertising to Generation Z
It is not surprising that the social network is looking for ways to monetize itself.
Not in vain, Instagram launched worldwide, a function within the social network very similar to TikTok in which they can record and share short format videos and with which hopes to recapture the attention of younger usersone of his constant worries.
Advertising on TikTok has great potential, since it is a social network that does not have the problem of capturing the elusive, and in addition to the fact that brands can reach these users in a fun and interactive wayin addition to being able to take advantage of the platform to reach the huge and expand your business to each corner of the planet
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