TikTok For Business: An Overview
It’s no secret that TikTok is currently the ‘in’ platform for creators, influencers, and brands alike. It’s been described as a mashup of Vine, Twitter and Instagram, allowing its 1 billion active monthly users to create short videos up to 3 minutes long.
With the ever-growing popularity of engagement marketing and the rise of content creators, not forgetting its hugely aggressive growth in users in comparison to other large platforms like Instagram, LinkedIn and Facebook; TikTok is becoming a fantastic opportunity for brands to be able to connect with their audience in a way that drives engagement like no other. It’s quickly becoming one of the best ways for B2C brands to advertise to their audience in a non-intrusive way that doesn’t look ingenuine, which is becoming hugely advantageous as users become more sensitive to ads.
Different Types of TikTok Ads
TikTok has developed a few different ad formats: TopView Ads, In-Feed Ads, Brand Takeover Ads and Branded Effects. Each one contributes to a different purpose and will have a different outcome based on the type of campaign you’re running.
TopView Ads
TopView Ads are placed at the top of a user’s TikTok feed when they open the app and can be anywhere up to 60 seconds long. Because this is the largest type of ad format on TikTok currently, it’s a great tool for brands to start on if first attempting TikTok advertising.
In-Feed Ads
These are really similar types of ads to Snapchat ads or Instagram story ads. They play on full screen on your mobile or device, are skippable and must be at 60 seconds or less. You can manage and measure a campaign’s success through tracking clicks, impressions, click-through rate (CTR), video views and engagements in order to assess the return on ad spend (ROAS) of your campaign.
Brand Takeover Ads
Brand takeovers allow one brand to take over the app for a day. You can normally see this through small elements and features where the brand is subtly placed. You can create images or video ads that appear right at the top of the app like TopView Ads; although, they aren’t skippable. You can embed links to things like landing pages to your site to help with conversion also. To measure the success of a brand takeover, you need to be looking at impressions and the CTR of the campaign.
Branded Effects
You can create branded effects (e.g., special effects, games, stickers etc) that creators can use in their video content. This is a super easy way to promote your brand with minimal effort, and if you get it right, there is a lot of potential for them to become viral trends.
With companies such as Innocent Smoothies, Gymshark and Duolingo becoming some of the most recognised brands on TikTok with millions of views, likes and followers, is your brand ready to explore the world of TikTok?