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A Quick Guide to Advertising on TikTok

A Quick Guide to Advertising on TikTok




TikTok has quickly become one of the world's most popular social media platforms, and its influence as a social network is unprecedented. Currently, there are 4.8 billion internet users, and 20.83% of them use TikTok, not bad for an app that made its fame through viral dances. 

With an estimated 1 billion monthly active users, it’s considered the fourth most popular social app, slowly catching up with Instagram, which currently has 1.4 billion users (Facebook, however, still firmly holds the top spot with 2.9 billion!).

TikTok has become a global powerhouse, and with no signs of slowing down any time soon, there are endless opportunities for brands to utilise the app to their advantage. On average, users spent $3.8 billion in the app throughout 2023 (up 15% year-on-year), so if you’re not already advertising on there, you really should be!

We’ve put together a quick guide for advertising on TikTok and some top recommendations for advertising in 2024.

Why Use TikTok Advertising?

Although TikTok is largely favoured by Gen Z, all age groups have begun making the leap over to the app. With such a huge demographic, it’s highly likely that the target audience you’re trying to reach is on there! 

TikTok’s audience spans over 150 countries, and similarly to Meta, it has transparent measurement tools to track any ad performance, making it an absolute must for your marketing. It’s an effective way to target customers precisely and increase your overall brand awareness. 

As we all know, video is king in the marketing sphere and optimising for mobile video will get you far! For example, across Facebook, video formats drive 67.65% more ad clicks than images. Therefore, taking advantage of TikTok advertising and incorporating video into your strategy will massively increase your views. 

Who Are the Top Advertisers on TikTok?

Advertisers on TikTok have grown rapidly over the past few years, and ad spend on the app is set to have an even bigger increase within the next year. It’s estimated that the increases are set to be as much as 25% more, and last year, advertising was projected to hit a staggering $12 billion globally! 

The top advertisers on TikTok are made up of companies from every industry, from gaming to beauty and retail. Every big company you can think of is probably on there.

Currently, the top spot is held by none other than eCommerce giant Amazon. In 2022 alone, the retailer invested $22.5 million in the TikTok app, making it relatively inescapable when scrolling. And in second place, spending just shy of $19 million, was HBO Max. Among the other top ten advertisers were huge names such as McDonald’s, HelloFresh and Samsung!

Tips for Advertising on TikTok 

Collaborate with Creators! 

One of the advantages of TikTok is that it’s filled with creators! One of the most effective ways of getting eyes on your brand or content is to work alongside these creators, and make ads that reinforce brand recognition and boost your view rate for in-feed ads.

A recent study found that 27% of people had a higher ad recall for TikTok-specific branded content in collaboration with creators, so it’s an avenue worth exploring. Additionally, 45% of advertisers use TikTok for their influencer marketing campaigns, and view rates have shown an increase of 193% when creators are featured. If you’re not working with creators for UGC (user-generated content) or influencer marketing, you definitely should be!  

Make Your Ads Stand Out

It seems like a given, but when advertising on TikTok it’s important to make sure your ads stand out. TikTok users are faced with a constant influx of content. It’s estimated that the average number of videos uploaded daily is around 10 million, so if you don’t set yourself apart from competitors or other creators, your videos won’t gain attention, and they’ll quickly be forgotten about. 

When planning TikTok ads, take into consideration what your audience or customers would want to engage with. Even though you’re creating ads, make sure they’re just as engaging as your regular posts. Consider including techniques such as interactivity, humour and strong branding to enhance your advertising!

Use the Entertainment Factor 

A common misconception of advertising is that it needs to be informative, straight to the point and more on the ‘serious’ side. But, especially when advertising on social platforms, it’s been uncovered that the more entertaining your ads are, the more memorable they’ll be to your audience.

More than 52% of people across all generations prefer creative and entertaining advertisements as opposed to informative content. To gain more attention, consider trialling light-hearted and more informal content for easy viewing within your organic content or ads within the app. 

Establish Your Brand Presence 

Establishing a brand presence is a great way to connect with your audience. Over 70% of consumers feel closer to a brand because of their content marketing, and 60% of people will seek out a brand after reading about it. In order to promote your brand across TikTok and create a strong presence, it’s important to make sure your brand is recognisable and create a community amongst your followers and customers.

With the landscape of TikTok changing daily, make sure to stay ahead of the curve! If you’re not already advertising on TikTok, there’s no better time than now to give it a go!

Need a hand taking your TikTok advertising to the next level? Luckily for you, our paid social team have perfected an approach to paid advertising! Why not get in touch or fill out our FREE audit to see what we can do for your business?