Guide to TikTok Ads in 2024

When TikTok first came out, everyone went crazy for it. The app quickly became super popular, grabbing people’s attention all over the world. It became a favorite for fun and creative stuff. 

At first, TikTok was mostly for younger target audiences.  But soon enough, it got popular among the older generation as well.

Throughout this Guide to TikTok Ads, we will explain why TikTok is a powerful platform to reach a younger audience. We’ll explore TikTok as a platform & potential of TikTok ads to reach today’s youth. By the end of this blog, you’ll have a clear picture of Advertising on TikTok in 2024.

Introduction to TikTok Platform

What is TikTok?

Did you know?

According to Statista, TikTok was the most downloaded app globally in 2022!

TikTok is a social media app where people share short videos, typically lasting 15 to 60 seconds. It stands out for its focus on creativity, music, and trending content. Users can include music, apply various effects and filters, and use interactive features to make fun and interesting videos.

A brief history of TikTok

TikTok came to life in 2018 when the Chinese app Douyin merged with the international app TikTok. ByteDance, a Chinese company, owns the app, and it quickly grew its presence worldwide.

With billions of downloads across the globe, TikTok is now in over 150 countries. Its popularity soared after it acquired Musical.ly, allowing it to reach a broader audience, especially younger, creative TikTok users.

Key demographics: Who uses TikTok?

TikTok’s user base primarily consists of young people. It’s a hub for Gen Z and Millennials, with a significant portion aged between 16 to 24 years old.

Source:DataPortal

According to Dataportal’s study, the majority of TikTok’s audience is between 18-24 years old in 2023. 

However, its appeal has extended beyond this age group, with older generations also jumping on board, recognizing the platform’s entertainment and creative potential. Understanding the demographics of TikTok is crucial for businesses looking to target their advertising efforts effectively.

Guide to TikTok Ads |What are TikTok Ads?

What are TikTok ads?

TikTok ads refer to paid promotional content on the TikTok platform. These ads are strategically placed within the user’s content feed as short videos or images. TikTok offers various ad formats, each with unique features, allowing businesses to reach their target audience with engaging content. 

When dealing with TikTok ads, there are three organizational levels:

• TikTok Ad: An individual advertisement (typically a video that promotes a product, service, or a specific TikTok offer.)
• TikTok Ad Group: A group of TikTok ads.

TikTok Campaign: A collection of TikTok ad groups.

TikTok ad specs

Maximize your social media impact by ensuring your TikTok ad meets the ideal size, shape, and format specifications. Here are the recommended specifications for a TikTok video ad:

Aspect ratio: 9:16, 1:1, or 16:9 (Optimal choice: 9:16)

Minimum resolution: 540x960px, 640x640px, or 960x540px.

Video file type: .mp4, .mov, .mpeg, .3gp, or .avi

Video length: 5 to 60 seconds (TikTok recommends 9 to 15 seconds for optimal performance)

Video file size: Maximum 500MB

How TikTok Ads Fit into Your Marketing Strategy?

TikTok ads can be a vital component of your marketing strategy, especially to connect with a younger, more socially engaged audience. They offer a unique way to catch user attention through short, creative videos that align with TikTok’s fun and entertaining environment. By incorporating TikTok ads, you can reach a broader audience, boost brand awareness, and drive valuable engagement.

Why Advertise on TikTok? 

TikTok advertising presents several advantages. It provides access to a huge and diverse user base, including a younger demographic that can be challenging to reach through traditional marketing channels. 

The following statistics from DataPortal prove how huge are the potential of TikTok ads,

• The total potential ad reach on TikTok is 1.22 billion
• TikTok Ads reach 23% of total internet users.
• TikTok ads reach 15.1% of the total population.

Additionally, TikTok’s engaging ad formats and creative tools allow for innovative storytelling, enhancing brand recognition and affinity.

TikTok is versatile, making it suitable for various business types. Whether you’re an e-commerce store, a fashion brand, a tech startup, or a local business, TikTok offers the opportunity to connect with potential customers. 

Understanding TikTok’s Ad Formats 

Businesses can explore five primary TikTok ad formats: 

• TikTok TopView
• Full Page Brand Takeover Ads
• TikTok In-Feed Ads
• Branded Hashtag Challenge
• Branded Effect

Each format provides distinct chances for businesses to display their creativity and connect with their audiences. Knowing the diverse options empowers you to make informed choices on leveraging TikTok’s ad formats for your benefit.

Top view ads

TopView ads are a video-centric format that captures attention with visuals, audio, and storytelling. They appear at the top of the For You Page when users open the app, making them ideal for boosting brand awareness. The key to a successful TopView ad is crafting an engaging video that leaves a lasting impact, and you can include a call-to-action (CTA) to attract new users.

TikTok ad specs for Top View ads:

Infeed ads

TikTok’s In-Feed ads are a native format that auto-plays your video ads on the For You Page. Users can engage by liking, commenting, sharing, following, and creating videos with the same sound. You can purchase these ads through TikTok’s Ad Manager, and they offer flexibility for various campaign objectives with clickable CTA buttons, directing users to external pages, encouraging app downloads, or leading to your TikTok Business Account.

TikTok ad specs for Infeed ads:

Branded Hashtag ads

The Branded Hashtag Challenge on TikTok leverages the platform’s user-generated content (UGC) style, harnessing users’ creative enthusiasm to enhance brand awareness through engaging interactions. It includes standard video ads in the In-Feed placement to prompt user participation and a prominent banner on the Discover page guiding users to the central Hashtag Challenge hub where videos from around the world are gathered.

TikTok ad specs for branded hashtag ads:

Branded Effects

Branded Effects in TikTok are a type of advertising where businesses create custom filters, stickers, and augmented reality effects for users’ videos. These effects enhance brand visibility and user engagement, especially with younger audiences, offering a unique brand experience. When users use these effects, they effectively promote the brand to their followers, potentially reaching a broader audience if their video becomes popular.

TikTok ad specs for branded effects:

Brand Takeover Ads

TikTok’s Brand Takeover ads are impactful, full-screen ads appearing first when users open the app, aiming for extensive brand awareness and top performance. With a clickable entire screen, they provide a seamless user experience. 

These 3-5-second ads drive traffic to internal or external pages, enhancing engagement. Enjoying 100% Share of Voice for the day, they’re exclusive and more expensive, best suited for large brands seeking maximum exposure.

TikTok ad specs for Brand Takeover Ads:

How to set up a TikTok ad campaign

To launch your initial TikTok ad campaign and set up your first advertisement, navigate to the TikTok Ads Manager. Ensure you’re utilizing a TikTok for Business account. If you’re not already using one, switching is simple and free.

Step 1: Create your TikTok Ad account

The first step is to create an account on the TikTok Ads Manager.

Select your billing country or region, and then select whether you’re using the account for business or personal use. Then click on Next.

Provide essential details like your email address and password. Next, enter the verification code sent to your email. If you opt for sign-up through your phone number, enter the verification code sent to your phone.

Then, confirm your agreement to the terms and conditions and click “Sign Up.”

After your brand gets approval, log in to your dashboard and complete the initial account setup following the instructions. Then, you can start to create your ads.

Step 02- Create and install the TikTok Pixel.

The second step is to create the TikTok Pixel. In one of our previous blogs, we explain the importance of Facebook pixel (Meta Pixel). If you like to read about that, click this link here.

TikTok pixel is a snippet of code on your website that collects information about events such as how people visit your website, the devices they use, and their location.)

After choosing “Standard Mode” or “Developer Mode,” create your Pixel by setting up a “Web Event” in TikTok Ads Manager. Check your cookie consent settings before deploying the Pixel. Finally, download or copy the Pixel code and paste it into your website header.

Step 3: Create a new campaign

Go to TikTok Ads Manager, click the “Campaign” button in the top menu, and select “Create” from the Campaign page.

Now you can select your campaign objective among three options: Traffic, Conversion, or App install.

Next, give your campaign a name and establish a minimum budget at the campaign level. Set a lifetime budget to reach as many people as possible quickly. Or, set a daily budget for a gradual and steady outreach to your target audience.

Step 04: Create an Ad group.

The next step is to create an ad group to define audiences, ad placements, and campaign budgets for your ads.

Select App Install or Website as the promotion type.

Select the ad placement:

The selection of ad placement dictates where your ads will be featured on TikTok and its partner platforms. For beginners in TikTok ads, selecting  “Automatic placement” allows TikTok to position your ads for optimal reach and value. Alternatively, you can manually place ads across TikTok and its news feed apps.

Select your ad creative type:

Activate the “Automated Creative Optimization” feature, and TikTok will generate different versions of your content to test their engagement. You have the flexibility to turn off this feature at any time.

Define your target audience:

Choose your audience by selecting location, gender, and age group. Additionally, you can specify user languages, target users with specific interests, and include individuals who have previously engaged with your content.

Select a delivery type:

Choose standard delivery to display your ad during high-traffic times throughout the ad delivery period, evenly spreading your ad budget across that timeframe. Alternatively, with accelerated delivery, dedicate your ad budget to quickly maximize visibility.

Step 05: Create a new ad

After completing the setup of your ad group, you can initiate the creation of new ads. TikTok allows you to upload either a video or an image file as your ad creative. For optimal outcomes, adhere to the recommended ad specifications to ensure your ad looks impressive on TikTok and across all partner platforms.

Customize your ad by giving it a distinct name for easier identification among different ads in the same ad group. Then, add your ad text within 12-100 characters to convey your message effectively; this text will appear above your ad.

Following that, select a call to action from options like “Sign Up,” “Download Now,” “Contact Us,” “Book Now,” “Shop Now,” “Apply Now,” or “Learn More,” depending on your audience’s desired action. Finally, click “Submit” to complete the ad creation process.

Step 6: Measure your ad performance

Process of creating & Launching your ad is just the beginning; it’s essential to measure its performance to assess the campaign’s effectiveness. TikTok offers native analytics, providing insights into impressions, clicks, conversions, and more. You can also conduct tests to compare the performance of various ad creatives and placements, helping you identify what works best for your campaign.

Best Practices for Advertising on TikTok

Creating effective TikTok ads involves following some best practices. When you follow these best practices, it encourages users to watch your ads more.

Know your audience: Understand your target demographic on TikTok. Tailor your content to resonate with the interests and preferences of the users you want to reach. According to Dataportal’s study, the majority of TikTok’s audience is between 18-24 years old in 2023. You can refer to the DataPortal website for more TikTok analytics.

Authenticity is key: TikTok users value authenticity. Your ads should feel natural and not overly polished. Embrace the platform’s creative and informal vibe.

Leverage trends: Keep an eye on trending challenges and hashtags, and consider how your brand can participate. This can boost your ad’s visibility and engagement.

Here are two ways you can spot the latest TikTok trends,

1. Browsing the “Explore” page on TikTok.
2. Trend discovery from TikTok Creative Center

Short and snappy: TikTok is all about short-form content. Keep your ads concise, typically between 15 to 60 seconds, to maintain user engagement.

High-quality visuals: Invest in high-quality visuals and ensure your ad looks appealing on mobile devices. Clear and eye-catching visuals are essential.

Music matters: Music is a significant part of TikTok. Consider using popular or trending tracks to make your ad more relatable and enjoyable.

Use TikTok influencers: Collaborate with TikTok influencers to promote your products or services. They can help you reach a broader audience authentically.

Engage with comments: Be responsive to comments and engagement on your ads. Interacting with users can boost your brand’s image.

Refer to our blog article on Tips to go Viral on TikTok: Click

Ad optimization strategies

Optimizing your TikTok ads is crucial for success:

Test and learn: Experiment with different ad formats, creative approaches, and targeting options. Analyze the performance data to determine what works best for your brand.

Strong CTA: Use clear and compelling call-to-action (CTA) buttons to guide users on the desired action, such as visiting your website, downloading an app, or making a purchase.

A/B Testing: Continuously A/B tests different elements of your ads, such as headlines, visuals, and CTA buttons, to refine your strategy and improve ad performance.

Mobile optimization: Ensure your ad content is mobile-friendly. Most TikTok users access the platform on mobile devices, so your ads should be tailored for this format.

Budget wisely: Set a reasonable ad budget and allocate it effectively to achieve your campaign objectives without overspending.

Schedule strategically: Post your ads at times when your target audience is most active on TikTok to maximize visibility and engagement. TikTok analytics shows the average times your followers are active. You can view these times by hours and days.

Track and analyze: Regularly monitor ad performance metrics, such as click-through rates, engagement, and conversion rates. Adjust your strategy based on the data to optimize your campaigns.

By adhering to these best practices and optimization strategies, you can create engaging TikTok ads that resonate with users and drive the desired outcomes for your brand.

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