TikTok was relatively slow off the block in implementing a formal advertising program. For this reason, brands had to find alternative ways to advertise on TikTok. This is one of the reasons that influencer marketing has thrived on the platform.
TikTok started experimenting with advertising in late 2018, although it didn’t take off until well into the following year. There was much discussion in the early days about the high cost of TikTok ads. It can cost brands $50,000 to $100,000 to take over a popular TikTok channel, for instance, and the cost of a hashtag challenge has a flat fee of $150,000 for six days, with firms spending additional dollars on promoting the challenge.
However, now that TikTok has introduced short native video ads, things are now much more affordable for brands wishing to advertise on TikTok.
TikTok Now has a Formal Ads Program? Will it Cost You a Fortune?
It has taken a while for TikTok to enter the ads market, but they have now set up their formal ads program. It has been slow, gradual progress, however. At least this has meant that you don’t have intense competition to gain the coveted spots on TikTok – unlike on Facebook and Instagram, where winning the best advertising positioning can get ruthless and cutthroat.
Is TikTok Advertising Suitable for Your Business?
TikTok is rapidly growing in popularity as a short-video sharing app. In fact, there have been months when TikTok was the most downloaded non-gaming app in both the Apple and Android (Google Play) app stores. It shouldn’t be a surprise that many brands want to be part of the action. They already have active accounts on Instagram, Facebook, Twitter, and LinkedIn as well as a YouTube channel.
However, any TikTok advertising (or even running a company TikTok account) will depend very much on the demographics of your intended customer base.
The developers of TikTok (and its forerunner, Musical.ly) chose to create an app targeting Under 18s. Alright, many TikTok fans have stayed with the app as they have aged, but it is clear that the bulk of users are young. Even now, 41% of TikTok’s users are aged between 16 and 24. Indeed, 66% of TikTok’s users are under 30.
TikTok also has a strong female skew. This probably doesn’t surprise many, as it tends to reflect the typical difference between the genders when it comes to content types. TikTok made its name as a form of virtual karaoke, a pastime that more females enjoy than males.
So, if your business targets young women, then you should seriously consider advertising on TikTok, as well as setting up your own TikTok presence. If you sell products more suited to Baby Boomers or Generation X, then you will probably perform better on the platforms where they spend their time.
TikTok Advertising Can be Expensive Compared to Facebook and Instagram
Obviously, some of TikTok’s best-known advertisers, such as Nike and Disney, have deep pockets when it comes to advertising. They are highly unlikely to quibble about cost unless there is a vast difference. It can seem more expensive than the more familiar Facebook / Instagram advertising, however.
Ads on TikTok are still new. This means that TikTok can afford to charge a premium rate for them, knowing that advertisers aren’t going to abandon TikTok to compete with their competitors for prime Facebook/Instagram advertising space.
TikTok ads start at $10 per CPM (cost per 1000 views). Also, they require you to spend a minimum of $500 on a campaign. So you aren’t going to use formal TikTok ads for a cheap and cheerful viral marketing campaign.
Types of TikTok Advertising and Marketing
Working with Influencers
Until relatively recently, if you were a firm wanting to market on TikTok, you only really had one viable option – to partner with a TikTok influencer and work with them to promote your brand. And in many ways, this hasn’t changed. If you can build up harmonious relationships with well-performed and popular TikTok users, whose follower demographics match your target audience, then this is still probably the most cost-efficient way to spread your message.
If you can collaborate with an influencer to promote your products to a massive network of interested followers, you have the chance to gain a good return on your investment. This does, of course, assume that you sell a product that makes for interesting, enticing videos, that will spark an influencer’s followers to take notice of your brand.
Promoting Your Own TikTok Channel
If you have a young social media marketing team, and your brand targets the correct demographics for TikTok, you could consider setting up a TikTok channel for your company. This is no different from a firm that sets up Instagram, Facebook, or Twitter accounts or shares videos on a company YouTube channel.
But remember that people don’t come to TikTok to learn about your brand and its products. They generally go there for entertainment or to share their creative endeavors. The last thing they want to watch is the ads for your products.
So if you are going to set up a TikTok channel, you have to give value to your followers. You want to share videos that interest them, perhaps make them sufficiently curious to take a closer look at what your brand offers.
Of course, some products and services have a much easier time than others gaining traction on TikTok. Fim studios can easily set up and share sort video clips of the latest blockbusters. Likewise, it is a natural fit for music companies to share music clips.
Sharing TikTok Content on Other Social Platforms
Just because something originated on TikTok doesn’t mean that it has to stay there. You will find numerous channels on YouTube where people share TikTok highlights videos, for example.
You could even promote relevant TikTok content (either your own or those created by influencers with whom you have made arrangements) via your Instagram Stories and Snapchat Snaps. Just avoid spending too much time sharing TikTok promotions on social sites with markedly different demographics to TikTok.
TikTok’s name has become synonymous with challenges. Probably the best-known one was Jimmy Fallon’s #Tumbleweed Challenge. He challenged people to make a video and share it on TikTok, of somebody rolling around on the ground like a tumbleweed, with Western-style music playing in the
background. The challenge was a tremendous success, with Tikok fans uploading 8,000 videos, and resulting in over 9 million views in seven days.
While a successful brand-focused challenge would bring maximum publicity, it would also be harder to get cynical TikTok followers to follow the lead.
TikTok’s Paid Advertising Program
TikTok has finally followed Facebook, Instagram, Twitter, YouTube, and LinkedIn, and set up its official paid advertising program.
While the other forms of TikTok marketing are relatively unofficial, you might prefer the structure of TikTok’s official paid advertising program. It is relatively early days for this, so the platform lacks some of the finesse of the Facebook and YouTube versions in particular. But you may be able to make up for this because it is less likely that your competition will be flooding TikTok with higher ad bids than yours.
TikTok offers three main types of ad:
- In-feed native ads
- Brand takeover ads
- Hashtag challenges
As you would expect, TikTok in-feed native ads are generally short videos, although you can opt for static images if you prefer. You can even use custom filters to enhance the look of your work.
Experienced marketers who have used native TikTok ads suggest on Quora that you should budget at least $1,000 for even a simple campaign. One marketer goes as far as to suggest that you should be prepared to pay $50,000 to $100,000 to run ads on the platform.
TikTok Native Ads
The in-feed native ads operate in a similar way to those on Facebook and Google. This means that you have to bid for spots for your ads to serve them to targeted YouTube users. We referred to CPM (technically cost per mille, meaning the cost per 1000 views) above. Some people choose the related metric, CPV (cost per view). However, in some cases, you may prefer to bid CPC (cost per click).
Brand Takeover Ads
With a brand takeover ad, your ad will play as soon as a targeted TikTok user opens their app. Interested users will click on the ad, and you will redirect them to a page on your website. As TikTo ensures that no users see more than one brand takeover ad per day, there are only limited opportunities for these, and the amount you pay will reflect this scarcity. If you do manage to use a brand takeover ad, make sure that the landing page is of high enough quality to warrant the cost. There is little point redirecting people to your webpage if they are going to move away instantly.
I’ve talked about the popularity of informal challenges above. You can go one step further and formalize this into an official hashtag challenge.
As with all challenges, the significant benefit of this is the amount of user-generated content you can generate. All this engagement can only be positive for a company. And while you have to pay for the hashtag challenge ads that begin this process, the hashtag challenge posts made by participants are effectively free publicity.
However, the overall cost of a hashtag challenge is still too high for small businesses or those that prefer a more viral approach to their marketing. There is a $150,000 flat fee for the first six days of a challenge, with a likely additional cost of $100,000 to $200,000 to promote the challenge.