What is TikTok
TikTok is a social media platform that allows users to create, share, and discover short videos (15 seconds, 60 seconds, and 3 minutes) on any topic they desire. It is an app that users download on their mobile devices (there’s also a website, but it’s primarily known for the app) and is predominantly used by young users (Generation Millennials and Generation Z) as an outlet for self-expression through singing, dancing, comedy, personal expression, and lip-syncing. It allows users to create videos and share them. With its short video format and user-friendly interface, it serves as the ideal platform for reaching potential customers.
In what way does the TikTok algorithm operate?
The TikTok algorithm has been designed to help users discover content that interests them. It achieves this by analyzing user behavior, including likes, comments, and followers, as well as the type of content they interact with. The algorithm also examines engagement rates of specific videos and accounts, along with the number of views, comments, shares, and likes a video receives. Additionally, the algorithm takes into account the type of device being used, the time of day, and other factors such as location, language, etc.
The TikTok algorithm operates by collecting data from user activities and then using that data to create a personalized feed for each user. For example, if a user frequently watches videos related to fashion, the algorithm will prioritize showing fashion-related videos when creating the user’s personalized feed. Similarly, if a user follows many accounts that post funny videos, the algorithm will also prioritize funny videos in the personalized feed.
Overall, the TikTok algorithm is designed to create a personalized experience for each user by analyzing user behavior and considering various factors such as engagement rates, device type, and more. This helps ensure that users see content that is most likely to interest them, including advertisements that they are more likely to interact with.
Advantages of advertising on TikTok
- Reaching a dedicated and interested audience: TikTok is a social platform that allows users to follow and like the content of other users. This can help you reach a dedicated audience that is interested in your product or service.
- Enhancing brand recognition: Many users follow brands on TikTok without even realizing it. This can help a business reach potential customers and enhance brand recognition.
- Generating More Sales: There’s a great potential for users to respond to TikTok advertisements if they are cleverly crafted to appear natural.
- Increasing Engagement with a Brand: A brand that creates and shares appealing content on TikTok, aligned with the interests of its target audience, can build a stronger relationship with customers and foster their loyalty.
- Creating a Sense of Community: For a brand, creating content that resonates with both customers and potential clients not only engages them but also nurtures a sense of community.
What you should look out for in TIKTOK ads
Is there always a challenge; The biggest challenge is to differentiate a business on a competitive platform like TikTok and ensure that the right audience sees its ads at the right time. To get the most out of a business’s advertising budget on TikTok, effective strategies must be implemented.
Which businesses will benefit from advertising their products on TIKTOK
In theory all businesses can benefit. However, those who will benefit the most are businesses that target a young demographic (users aged 18-34 at the time of this writing, 2022).
According to surveys that have been done, almost 44% of users belong to the age group of 18-24 years and 32% from 25-34 years. And only 11% of users are over 45 years old and the best advertising platform for them according to their buying habits is not Tiktok.
Based on the views of the videos within TIKTOK there are some categories of businesses that may benefit the most. For example, videos about fitness and sports in general are highly preferred on TIKTOK, followed closely by videos about cosmetics and facials.
Advertising on TIKTOK assumes the use of video in vertical format. It can’t just be an image or text. Video ads can be up to 60 seconds long, although Tik Tok recommends no longer than 15.
Types of Tiktok ads
- In-Feed Ads
- Spark Ads
- TopView Ads
- Brand Takeover Ads
- Branded Hashtag Challenge Ads
- Branded Effect Ads
A few words about each type of advertisement
1. In-Feed Ads
This type of ad is shown to Tiktok users when they scroll to ‘For you Page (fyp)’.
The ad is in the form of a video and can be up to 60 seconds long, but Tiktok recommends it be between 9-15 seconds. Users can like, comment (sometimes) and share (repost) the ad. In addition, advertisers can add a link on top of the ad that takes the user to a page on the company’s website.
2. Spark Ads
These ads allow brands to showcase something they’ve already created and other users’ videos, rather than creating creative from scratch. These ads give the user the feeling that it is an organic content. This is because they appear inside his screen without interrupting his browsing. However, unlike In-feed ads, their links can lead users to other pages within TIKTOK and not necessarily to a website.
All video views, comments, shares, likes and followers earned during a Spark promotion are attributed to the original, organic post. This is the case whether it is the content of the brand or the creator.
3. TopView Ads
These ads are unique because they take up the entire screen and start automatically without sound. Advertisers can put a link. Users cannot avoid these ads because they take up the entire screen and interrupt the user from their navigation. We would say it’s a type of traditional advertising because they look like TV commercials.
4. Brand Takeover Ads
These ads also take up the entire screen size and appear on FYP immediately after someone opens TikTok. They are created using 3- to 5-second videos (or 3-second images), directing viewers to a Hashtag challenge or landing page.
The TikToker user sees only one such ad per day. This means less competition for advertising space, but at the same time it makes this type of advertising more expensive than others.
5. Branded Hashtag Challenge Ads
These ads appear at the top of TikTok’s Discover page. It results in higher user engagement/engagement with the ad (8.5% on average) and also encourages user-generated content.
A user clicks on the branded hashtag challenge at the top of the Discover page.
They are then taken to a brand challenge page that contains a description of the challenge, rules, the sponsoring brand’s logo and a link to their website.
TikTokers then create their own content based on the challenge, using the brand’s hashtag to promote their post.
6. Branded Effect Ads
This ad format allows brands to create shareable stickers, filters and special effects on TikTok for self-promotion. Brands often combine this format with other TikTok ads. The reason it is used is to catch the attention of Tiktok users because they create an impressive creative.
The usual content type of ads on Tiktok
Ads on TIKTOK are usually characterized by a particular style. They are usually not very official and often their content is created by ordinary users in normal circumstances. Their main characteristics are:
- Content that inspires users to try a company’s product or products
- Humor based content