7 Steps to Get Began (and 6 Methods to Promote)

Whereas most enterprise run Fb Advertisements, have you ever thought of operating TikTok Advertisements?

TikTok is a advertising and marketing channel that too many enterprise are overlooking. It’s confirmed phenomenally widespread as a supply of leisure for a world viewers. But it surely’s additionally a worthwhile advertising and marketing platform—if you know the way to make use of it.

Our TikTok Advertisements Information will allow you to perceive the platform’s consumer base, the app’s advantages, and the nuts and bolts of promoting right here. 

Is TikTok proper for my enterprise?

what is a _____?

TikTok has developed from a dance meme viral platform that it was initially often called, and your mindset in regards to the platform ought to evolve as nicely.

Since its broad launch in 2018, TikTok has attracted a large, widely-distributed viewers. The app has been downloaded greater than three billion instances, and is amongst the most-used social platforms on the earth—surpassing Fb Messenger in 2021. 

It’s also the one with the longest common consumer session. As soon as folks go onto TikTok, they have a tendency to stay round on it for about eleven minutes at a time.

TikTok itself says that the app is accessible in over 150 markets in 75 languages. Check out the chart beneath, customers of the app are usually on the younger facet, with a number of members of Era Z (i.e. folks born between 1997 and 2012) making up a good portion of the consumer base. 

This might imply that for those who’re trying to encourage buyer referrals (by refer a good friend software program, for instance) TikTok’s viewers might show a poor match for you. Companies want to make sure their advertising and marketing efforts are seen by (and resonate with) their audience.

tiktok users by gender and age

Nonetheless, the variety of older TikTok customers is growing. Even when TikTok isn’t one thing you’ve thought of, its growing reputation suggests you must no less than bear it in thoughts going ahead.

Additional Studying: Is TikTok the Subsequent Massive Factor in Social Media Advertising?

How a lot does TikTok price to make use of?

Advert prices on TikTok are formed by the app’s bidding mannequin. Nonetheless, there’s a minimal spend you need to take note of. At a marketing campaign stage you need to have a each day funds of $50, and at an advert group stage you need to have a each day funds of $20.

Like all promoting campaigns, TikTok has vital advert prices to contemplate. Whether or not these are too excessive is dependent upon your corporation targets and audience. In case your viewers skews older, you could discover TikTok a poor match in the interim. 

In fact, the platform’s use of video might allow you to offset that drawback. Affiliate marketing online, for instance, steadily makes use of video content material to work extra successfully. It will increase conversions by increasing a model’s viewers, bettering credibility, and providing content material folks need to see. 

How do I get began?

For those who suppose TikTok is the correct promoting platform for you, that’s nice! This TikTok adverts information is right here to assist. After trying into methods to create content material and issues like video modifying, right here’s the way you arrange an account and begin promoting right here.

1. Create an account

create a TikTok ads account in TikTok business center

Step one is to, clearly, create an account with the TikTok service. Nonetheless, you may’t use a typical consumer account. For those who’re a enterprise, much like the Fb Enterprise Supervisor, you must rise up on the TikTok Enterprise Supervisor the place you may simply create and add an adverts account, so you must go to the TikTok Enterprise Supervisor web page and create an account there. 

Fill within the data requested, and usually instantaneously you’re going to get the next electronic mail telling you that your account has been accredited:

TikTok for Business ads account approval email

In case your account doesn’t get speedy approval, you’ll have to watch for a TikTok consultant to contact you. This particular person will inform you if your corporation qualifies for the service. 

Both means, this can be a good alternative to consider what, precisely, you need to obtain together with your advert marketing campaign. That’s as a result of TikTok might ask you about your targets for the marketing campaign at this level. This units a transparent goal for the marketing campaign and retains you on observe. 

Present choices they might ask you to select from embrace:

  • Present your advert to the most individuals
  • Ship folks to a specific URL
  • Encourage folks to obtain an app
  • Maximize performs of a video commercial
  • Accumulate leads with a pre-populated kind
  • Get folks to purchase or subscribe to one thing
  • Immediate a purchase order from a product catalog, utilizing a dynamic commercial

When you’re good to go, creating an advert account contained in the enterprise supervisor is extraordinarily simple to do.

2. Create & set up a pixel

create a TikTok pixel

This refers to a bit of code that’s added to your web site. When the code is added there, it offers you vital details about your web site’s guests. This consists of how they arrived on the location, the machine they’re at the moment utilizing, and the place they’re on the earth. Simply as digital advertising and marketing efficiency requires that you simply observe sure metrics, TikTok advertising and marketing is dependent upon you monitoring the result of your advertising and marketing efforts.

You may purchase this code by establishing a Internet Occasion within the TikTok Advertisements Supervisor interface. Paste the ensuing code into your web site header to get it working correctly. Earlier than you achieve this, although, overview the pixel’s cookie settings to be sure to’re gathering the info you need to gather. 

As soon as a pixel is in place, you must guarantee it was put in appropriately. The TikTok Pixel Helper plugin could make this process simpler. 

A TikTok pixel isn’t required for set up by Tiktok. Nonetheless, if you wish to see how profitable your advertising and marketing efforts are, it’s strongly advisable.

3. Create a marketing campaign

tiktok ads campaign advertising objectives

With the pixel in place in your web site, it’s time to place the marketing campaign itself collectively. Go to the Marketing campaign tab on the TikTok Advertisements dashboard and click on the Create button. 

At this level, whether or not your intention is to drive site visitors, improve conversions or increase app installs, you must give your marketing campaign a reputation that is smart to each you and your colleagues. 

One other factor you would possibly need to take into consideration at this stage is methods to get associates or recruit influencers as a part of for a further marketing campaign. TikTok is appropriate to be used in affiliate or influencer advertising and marketing, as its video format makes selling merchandise simple. Whereas this isn’t one thing the TikTok dashboard instantly facilitates, it’s nonetheless value contemplating.

Additional Studying: TikTok Influencer Advertising: The Full Information to Get You Began

4. Set a funds

Subsequent, select the funds you need to set for the marketing campaign as an entire. You may set a funds for your complete price of the advert marketing campaign, or set it each day as a substitute. Relying in your broader marketing campaign goal, you may obtain a prompt bid for an advert marketing campaign.

If cash isn’t any object, you may even select the No Restrict possibility on your marketing campaign funds. In fact, for a lot of companies that is inadvisable.

5. Create an advert group

Inside TikTok promoting there are three ranges of exercise to consider. A marketing campaign refers to your general exercise, whereas advert teams and adverts are capabilities inside this marketing campaign. Totally different advert teams can have totally different goal audiences, permitting you to refine your advert technique.

To create an advert group, you must set up the next options:

  • Objective (e.g. encouraging folks to put in an app)
  • Selection of advert placement (i.e. the place the adverts will really seem). May be automated.
  • Artistic sort (which creates content material variations and assessments their engagement)
  • Audience (outlined through issues resembling location, gender, age group, and different standards)
  • Supply sort (i.e. commonplace or accelerated supply). Customary means your advert is proven at high-traffic instances, with a constant funds unfold. Accelerated means your funds is used to maximise the variety of eyes in your advert as a substitute.

For companies skilled in promoting on Fb, you’ll a discover a related plethora of concentrating on choices right here:

tiktok ads targeting options

6. Create your advert

Finally, you may get right down to creating the advert itself. As you could anticipate, there are a number of totally different approaches you may take right here.

The questions you must ask right here concern your required promoting format. Many adverts on TikTok are public sale adverts; to indicate them to your viewers, you must manually bid on an advert slot inside the TikTok community. 

These in flip include totally different pricing fashions. You may pay on a cost-per-click, price per mille or price per view foundation. It’s also possible to (as beforehand established) goal adverts primarily based on an viewers’s age, gender, location, or one thing extra personalized.

The particular sort of those adverts may range. A few of these different codecs want each a bigger funds and a partnership with a TikTok account supervisor. Nonetheless, they’re a fantastic alternative to spice up your model on the platform.

We’ll take a extra detailed take a look at the sorts of adverts you may create later.

7. Brush up on greatest practices

Whatever the advert you’re making, there are some surefire methods for advertising and marketing success. For a begin, it’s greatest to maintain your advert brief. 21-34 seconds is an effective goal right here. You also needs to use each sound and captions in all of your movies, and add related hashtags usually.

One other good transfer is to combine up your artistic fashion frequently. Keep away from making movies that really feel too overproduced, and take into account working with influencers for added authenticity. 

Nonetheless, don’t overlook to comply with any related influencer tips. Particularly when the burden of compliance falls on you, moderately than the influencer.

Lastly, be sure to have a look at your analytics to see what’s working. Views, interactions and click-through charges are particularly helpful metrics, and may present perception on whether or not you must attempt one thing totally different. Even when they’re a barely totally different department of selling, content material hubs will help you faucet into what persons are speaking about for a data-driven advertising and marketing strategy. 

TikTok promoting alternatives

There are a number of totally different approaches you may take to promoting on TikTok, a lot of which have totally different benefits. Proceed studying our TikTok adverts information to find out about among the extra widespread choices, and when to make use of each in your advertising and marketing. 

Widespread choices out there to you for the time being embrace:

1. In-feed video 

These adverts seem alongside the app’s native information feed. They are often discovered on the ‘For You’ web page. As the usual advert format on the app, they provide many factors of interactivity; customers can like, touch upon and share them, or work together with a clickable CTA (name to motion) button. As such, they’re a fantastic alternative for quite a lot of enterprise targets. 

2. Spark adverts

These adverts can help you use natural TikTok posts for promoting functions. You need to use both your individual content material or anyone else’s—so long as you get permission to take action. This might be a part of a broader companion advertising and marketing technique.


Spark adverts lend your advertising and marketing a higher sense of authenticity, and assist widespread TikTok options like Duet, Sew and Sticker. Additionally they steadily result in a rise in advert efficiency, in addition to long-lasting market influence and improved return on funding.

3. Picture adverts

These visual-led commercials may be positioned in TikTok’s information feed apps: particularly, BuzzVideo, TopBuzz and Babe. They embrace some form of picture, a model/app title, an outline and a CTA button. There are some limitations close to textual content and picture decision.

4. Model takeover

This refers to a large-format advert that pops up when somebody first opens TikTok. It seems throughout your complete display for a second earlier than transitioning into an in-feed video advert. Whereas impactful, just one advertiser can use them every day.


5. Hashtag problem

This advert sort encourages customers to create extra content material utilizing a shared hashtag that you simply create. The hashtag accompanies a video of one thing that’s simple and interesting to breed, resembling a dance transfer. 

Hashtag problem adverts provide you with quite a lot of leeway on each the content material and tone of your commercial. They’re additionally appropriate for encouraging advert engagement amongst your customers, and spreading a advertising and marketing message with out your direct involvement.

Here’s a temporary introduction to them straight from TikTok!

This advert sort means that you can share a sequence of no less than two (and as much as 10) photos, every with distinctive captions. This lets you embrace a number of URLs inside a single advert. Sq. and horizontal photos are each supported. 


Carousel adverts supply clear storytelling alternatives. They’re additionally superb if you wish to run TikTok adverts for ecommerce functions, because the carousel permits you to present a number of totally different merchandise (and CTAs) inside a single advert. 

For those who’re struggling for content material concepts (moderately than mere promoting codecs) you could need to take into account this text on discovering recent content material concepts. It’ll provide you with a jumping-off level for re-using content material and exploring new approaches to your advertising and marketing. 

That’s a wrap!

TikTok is a advertising and marketing channel all companies ought to keep watch over. A quickly diversifying viewers and a versatile content material platform every supply a number of alternatives. 

To make use of TikTok successfully, you must have a transparent sense of your sources and enterprise targets. You additionally want to grasp the options that TikTok has to supply, and which of them are greatest suited on your advertising and marketing marketing campaign. Take the steps on this TikTok adverts information to greatest capitalize on an thrilling social media platform.

Additional Studying: TikTok Advertising: 5 Causes Why, 5 Technique Suggestions How, and 5 Examples to Assist You Grasp the Channel

Creator Bio

Sam O’Brien is the Chief Advertising Officer for Affise—a International SaaS Companion Advertising Resolution. He’s a development advertising and marketing knowledgeable with a product administration and design background. Sam has a ardour for innovation, development, and advertising and marketing expertise. Sam has additionally written for different domains resembling Brightpearl and Advertising AI Institute. Right here is his LinkedIn.

Hero photograph by Jonathan Kemper on Unsplash