TikTok Advertisements have the potential to achieve 884.9 million people over the age of 18—that’s 18% of adult internet users. And worldwide, the typical TikTok consumer spends nearly 20 hours per 30 days on the app.

The takeaway? TikTok promoting could be an extremely profitable pursuit (particularly for those who’re advertising to the gals: the viewers for TikTok Advertisements is 57% female). Right here’s how to ensure your adverts are reaching their most potential.

What are TikTok ads?

TikTok ads are promoted content material (normally full-screen movies) {that a} model or creator pays to point out to a specified target market. Advertisements on TikTok are a type of social media advertising, and so they normally purpose to unfold consciousness in regards to the advertiser or promote a specific services or products.

In the case of TikTok adverts, there are three ranges of group:

  • TikTok Advert: A single commercial (normally within the type of a video that promotes a services or products, or a particular TikTok provide).
  • TikTok Advert Group: A group of TikTok adverts.
  • TikTok Marketing campaign: A group of TikTok advert teams.

For instance, a clothes firm may make a TikTok video advert for a pair of sneakers, which is one in all many various sneaker advertising movies in an advert group, which could then fall beneath a marketing campaign a few summer time footwear sale.

Forms of TikTok adverts

Ah, the age-old query: What’s your kind? Learn on for a listing of the completely different sorts of promoting obtainable on TikTok (not each kind of Tiktok advert is accessible in each nation, so be certain that to verify your native availability).

In-feed adverts

In-feed adverts on TikTok are adverts you could create your self utilizing the TikTok Ads Manager interface.

TikTok Video Advertisements

This is among the most typical types of TikTok promoting. Video adverts are made by manufacturers or creators and posted by way of a TikTok Advertisements Supervisor account.

Video adverts appear to be common TikToks, however any interplay with a video advert results in a touchdown web page or an app set up—in different phrases, TikTok video adverts hyperlink on to no matter is being marketed.

super mario bros movie sponsored TikTok ad

super mario bros movie vancouver showtimes
Supply: TikTok

For instance, this video advert for the Tremendous Mario Bros. Film seems similar to your common TikTok. However whenever you faucet the account title (or the customized name to motion button), you’re taken to a touchdown web page for the film showtimes.

Video adverts will seem routinely in a consumer’s feed for so long as the advertiser has paid for them. They don’t seem to be everlasting posts, and can’t be duetted or stitched.

Spark Advertisements

Spark Advertisements are completely different from common video adverts in that they increase natural content material from any consumer’s TikTok account. They seem in your profile similar to your different TikToks, and received’t disappear when you cease paying to advertise them.

non-spark ads vs spark ads diagram
Supply: TikTok Business Help Centre

Spark adverts could be duetted or stitched, which permits your viewers to extra meaningfully work together with them (for higher or for worse).

And since they received’t disappear after you’ve stopped paying for them, Spark adverts can contribute positively to your model’s total metrics. Based on TikTok, Spark adverts have a 142% higher engagement rate than normal in-feed adverts.

Spark adverts can use content material from your individual enterprise profile or from different content material creators’ profiles (with permission—here’s how to get it).

TikTok Picture Advertisements

Image ads are nonetheless pictures that embrace a model or app title and advert textual content. They’re solely obtainable by way of the Global App Bundle and Pangle Placements (which aren’t obtainable worldwide—this chart exhibits a country-by-country breakdown).

Playable Advertisements

Playable ads on TikTok act as easy, mini-games, and are nice for engagement — who can resist a sport? The characteristic is barely obtainable in select countries.

Procuring Advertisements

As of spring 2023, TikTok is phasing out each “Dynamic Showcase Advertisements” and “Assortment Advertisements” and incorporating the principle capabilities of those options into Video Shopping Ads, that are at the moment within the testing section and solely obtainable to pick advertisers.

Supply: TikTok

There are three kinds of shopping ads:

  • Video Procuring Advertisements are shoppable movies that seem in a selected viewers’s For You web page.
  • Catalog Itemizing Advertisements promote catalogs of shoppable merchandise.
  • Stay Procuring Advertisements present customers who’re watching your TikTok Stay the place they will get a particular product.

Carousel Advertisements

Carousel Ads can be found solely in TikTok’s information feed app collection, BuzzVideo. Advertisers can submit as much as 10 pictures (every with its personal caption) in a single advert.

Pangle adverts

These are adverts placed through the TikTok Audience Network.

TikTok adverts codecs obtainable to managed manufacturers

Managed manufacturers are those who work with a TikTok gross sales consultant. (Want a TikTok gross sales rep? Contact them to see if what you are promoting is a match.) They’ve entry to extra advert codecs, together with:

TopView adverts

Video adverts that seem as a full-screen takeover for five to 60 seconds when customers open the TikTok app.

Branded Hashtag Problem

A 3- to six-day advert marketing campaign format to encourage engagement, wherein user-generated content material seems on the hashtag challenge web page.

Supply: TikTok for Business

Branded Results

Branded stickers, filters, and particular results to get TikTokers interacting together with your model.


Supply: TikTok for Business

TikTok advert specs

Set your self up for social media success by guaranteeing that your TikTok advert is the suitable dimension, form and format. Listed here are the optimal specs for a TikTok video advert:

  • Side ratio: 9:16, 1:1, or 16:9 (9:16 seems to be the perfect!)
  • Minimal decision: 540x960px, 640x640px, or 960x540px.
  • Video file kind: .mp4, .mov, .mpeg, .3gp, or .avi
  • Video size: 5 to 60 seconds (TikTok recommends 9 to fifteen seconds for greatest outcomes)
  • Video file dimension: 500MB most

How a lot do TikTok adverts value?

The brief reply? As a lot as you need them to. TikTok makes use of an auction and bidding model relating to adverts. Which means you resolve how a lot you pay per video view, click on, or impression.

Remember that, when you can spend as a lot as you need per optimization objective, there’s a minimal spend on each campaigns and advert teams.

The minimal campaign-level funds is $50 USD per day, that means that for every single day that your marketing campaign is working, you’ll spend a minimum of $50.

The minimal advert group-level funds is $20 USD per day, that means that for every single day that your advert group is working, you’ll spend a minimum of $20.

TikTok says “Your bid, amongst different components, represents how aggressive you need to be within the public sale to get your required final result.”

bidding and optimization with optimization goal and bid control
Supply: TikTok Ads Manager

TikTok Bidding Strategies

TikTok has 4 bidding methods obtainable:


CPV is value per thousand views. A view counts when a consumer watches your video for greater than 6 seconds or when a consumer interacts together with your video within the first six seconds (whichever occurs first). CPM is an efficient bidding technique in case your objective is to get extra views—the picture above exhibits an instance of CPM bidding.


CPM is value per thousand impressions. Selecting this technique implies that the platform will push your advert to get as many impressions as potential, so it’s greatest if attain is your advertising objective.


oCPM is optimized value per thousand impressions. Your adverts shall be proven to people who find themselves extra more likely to full a conversion occasion, turn out to be a lead or set up an app. It’s greatest in case your objective is to realize followers, get app installs, or make gross sales.


CPC is value per click on. It’s greatest for promoting merchandise, app installs, conversion and profile visits.

Should you’re new to TikTok adverts, there’s a suggested bid feature that helps you establish which worth it is best to set.

The upper your bid per motion, the extra doubtless you can be to beat out your opponents, and the sooner you’ll hit each the advert group and campaign-level day by day budgets.

TikTok Bidding Methods

There are two major bidding strategies on TikTok:

Lowest Price

If you use the bottom value bidding technique, you don’t set a particular bid per motion: you solely set a complete marketing campaign funds. TikTok will routinely maximize the variety of conversions you get in your advert.

Price Cap or Bid Cap

This technique includes setting a particular bid worth in your optimization objective. That is what TikTok has to say about this technique of bidding:

“That is nice for controlling the fee per acquisition (CPA), however there’s a caveat. Your CPA could fluctuate on a day-to-day foundation, because it’s additionally depending on the efficiency of your opponents. As well as, your funds might not be used up by the top of your marketing campaign as opponents may very well be bidding at a better worth and outbidding you, thereby limiting the obtainable stock you may be eligible to win.”

Find out how to arrange a TikTok advert marketing campaign

To create a TikTok advert marketing campaign and arrange your first advert, go to the TikTok Ads Manager. Ensure you’re utilizing a TikTok for Enterprise account (for those who’re not, it’s free and easy to switch).

1. Create a brand new Marketing campaign

First, go to the TikTok Ads Manager and hit the Marketing campaign button within the high menu. From the Marketing campaign web page, click on Create.

TikTok Ads Manager create campaign
Supply: TikTok Ads Manager

Observe: If you first create a marketing campaign, the Advertisements Supervisor provides you with the choice to enter Simplified Mode or Customized Mode. Simplified Mode is a extra fundamental program (in accordance with the Advertisements Supervisor, you can also make an advert in lower than 5 minutes) and Customized means that you can set extra complicated configurations.

For this instance, we’re utilizing Customized, however the directions are related for each choices.

Choose a marketing campaign goal

To make it simpler so that you can attain your advertising objectives, TikTok has you select an goal on the very starting of your ad-making course of (so ensure you know what your goal is earlier than you begin).

There are three sorts of targets on TikTok’s Advert Supervisor: Consciousness (ensuring folks learn about your model or product), Consideration (when a possible purchaser meaningfully engages together with your model or product) and Conversion (really shopping for the product).

advertising objective awareness consideration and conversion
Supply: TikTok Ads Manager

Right here’s a more in-depth have a look at every goal.


  • Attain: Present your advert to the utmost variety of folks.


  • Visitors: Drive visitors to a particular URL or touchdown web page (this may also be an app set up web page).
  • Video Views: Maximize the variety of views and engagement you get on movies.
  • Lead Technology: Get leads for what you are promoting.
  • Group Interplay: Maximize the variety of followers and profile visits you get.


  • App Promotion: Get extra folks to purchase and set up your app.
  • Web site Conversions: Improve worthwhile actions (like gross sales) in your web site.

Select whichever one most accurately fits your marketing campaign objectives.

Title your marketing campaign

Subsequent, title your marketing campaign and declare if it would match into any particular advert classes (housing, employment or credit score—this declaration is supposed to prevent discriminatory targeting).

settings campaign name and special ad categories
Supply: TikTok Ads Manager

You can too select whether or not you need TikTok to optimize your campaign budget (this is applicable one set of funds optimizations to all of the advert teams on this marketing campaign as an alternative of setting them up individually).

Final on this web page is the marketing campaign funds: this lets you set a set funds for the whole marketing campaign—so, all the advert teams, and all the adverts that match into these advert teams. You can too set budgets for advert teams and adverts individually.

2. Create an Advert Group

Okay, the marketing campaign—the best degree of group for TikTok Advertisements—is completed. Now, on to the Advert Group settings.

Title your Advert Group and edit interplay settings

First, title your advert group. Should you click on Superior settings beneath Placement, you can even select whether or not customers will be capable to touch upon, obtain and share your video adverts (Psst: for those who need assistance managing feedback, Hootsuite’s got you).

ad group name and placements
Supply: TikTok Ads Manager

Decide concentrating on for the Advert Group

Subsequent, choose your target market for this advert. You possibly can select demographics like location, gender, age group and language, in addition to most superior targets like viewers, pursuits and behaviours and gadget used.

targeting with demographics audience interests and device
Supply: TikTok Ads Manager

Resolve on Content material Exclusions

Subsequent is Content material Exclusions. Your exclusions will routinely be set to Customary, however you’ll be able to click on edit to study extra in regards to the several types of content material exclusions.

Typically, this selection determines whether or not TikTok will present your content material alongside content material containing mature themes—although not so mature that it violates the Community Guidelines, in fact.

edit inventory tier full standard and limited inventory
Supply: TikTok Ads Manager

Set your Advert Group funds and schedule

The subsequent parameters to set are funds and schedule. Your day by day funds is the utmost sum of money you could spend in a day on this explicit advert group. The minimal day by day funds is $20 USD (or $30 for those who’re in Canada like me, eh).

budget & schedule information
Supply: TikTok Ads Manager

Set how lengthy you need your advert to run for, and whether or not you need the advert to run always of the day or at set occasions of the day (for instance, you’ll be able to select to run your adverts on weekends solely).

Set your Bidding and Optimization

The final step within the course of of making a brand new Advert Group on TikTok is bidding and optimization, which lets you resolve how a lot you’ll pay per metric.

bidding and optimization with optimization goal and bid control
Supply: TikTok Ads Manager

On this case, as a result of we selected video views as an goal, the metric is CPV: value per targeted view. “Focused View” implies that the consumer both watches the video for six seconds or engages with the video within the first six seconds.

To make use of the bottom value bidding technique, go away the bid management part clean.

You can too edit the superior settings to change whether or not your advert shall be delivered in a regular or accelerated vogue. “Accelerated” implies that the platform will try to obtain your targets as rapidly as potential.

3. Submit your Advert

Lastly, it’s time to add your creatives!

Add your content material

That is the place you add your content material, write a caption, and select your id (both a show title or your individual model’s TikTok account, making the advert a Spark Advert).

ad name identity and ad details
Supply: TikTok Ads Manager

Set your vacation spot web page

Set your vacation spot web page to your model’s web site (or a touchdown web page for no matter services or products you’re selling) or use Instant pages to hyperlink to an in-app web page. You can too add a authorized disclaimer, if acceptable.

destination page URL and call to action
Supply: TikTok Ads Manager

Decide your monitoring

This step is elective: in order for you, you’ll be able to monitor occasions in your web site, app or third-party websites.

TikTok events tracking and third party tracking settings

Submit your Advert

All accomplished! Hit Submit to ship your advert to TikTok for evaluate. Based on the platform, most submitted adverts are reviewed in about 24 hours.

5 TikTok adverts examples

StarStable Leisure’s in-feed adverts

This on-line horse journey sport used TikTok to increase in-app registrations in Germany and the U.S. They used attention-grabbing strains within the first few seconds of their in-feed adverts so viewers didn’t get bored and scroll away, and in addition made positive to localize the language of their adverts (adverts positioned in Germany have been, you guessed it, in German).

SEEQ’s spark adverts

Protein powder startup model SEEQ used Spark ads to spice up their natural content material. They made behind-the-scenes movies and product-focused content material—the identical sort of content material that they already made for his or her 30k followers—and paid to have these movies proven to extra individuals who have been extra doubtless to purchase their product.

NEST New York’s Black Friday adverts

Fragrance firm NEST New York used TikTok’s catalogue ad feature to advertise their merchandise, and make it simpler and faster for customers to purchase their merchandise. Based on Google Analytics, 94% of oldsters who visited their web site from TikTok have been new (that means they have been reaching a recent viewers of customers).

L’Oréal’s influencer advertising

L’Oréal used influencer marketing and the #TikTokMadeMeBuyIt hashtag to promote their merchandise. They despatched 200 influencers a field of their merch and used the movies that the influencers made of their marketing campaign. Based on TikTok, this resulted in “the best sell-out for L’Oréal”

SweeTARTS’s branded movie pageant

The branded film festival held by SweeTARTS resulted in 2,000 brief movie entries; every entry was labeled with #SweeTARTSFilmEntry and tagged @SweeTARTSCandy in an effort to be thought-about. This was an excellent artistic technique to unfold model recognition and encourage customers to generate their very own content material whereas additionally serving the model.

TikTok promoting greatest practices

Advertisements on TikTok are similar to common TikToks (aside from the lovable little element that you need to pay for them, in fact). Which means alternatives for creativity are limitless. Listed here are some tips for greatest practices to maintain you on monitor.

Seize consideration within the first 3 seconds

Since TikTok customers have the eye span of goldfish (not confirmed by scientists, however doubtless true) you’ll need to seize your viewers’s curiosity, and quick: TikTok suggests within the first 3 seconds. Minimize to the chase or danger being scrolled into oblivion.

Abide by TikTok’s picture and video specs

Content material that’s blurry or doesn’t fairly match the display screen seems to be unprofessional, and customers may dismiss your advert if it doesn’t appear to be it belongs on TikTok. Observe picture and video specs to set your self up for fulfillment (precise specs are above, beneath “TikTok advert specs”).

Replace your adverts usually

TikTok suggests testing a lot of completely different sorts of adverts whenever you first begin promoting on the platform, and switching up your adverts every 7 days to “keep away from advert fatigue.”

Use TikTok’s Advert Library

The TikTok Artistic Centre (the house of the TikTok Ad Library) is a wonderful useful resource for inspiration, discovering traits and geting insights on key phrases, high hashtags and different worthwhile info. Right here’s 9 ways you can use the Ad Library to make higher ads on TikTok.

Put necessary information in the midst of the display screen

There’s heaps occurring on each the Following and For You Web page on TikTok: the account title, video caption, sound, in addition to the like, observe, share and save buttons are all on show. That implies that some components of your video (particularly across the perimeter of the display screen) may get lower off or hidden. To ensure that key information in your advert is communicated to your viewers, hold necessary artistic components within the middle of the screen.

Localize your advert’s language

Irrespective of how kickass your advert is, it’s not going to be very efficient if the folks watching it don’t perceive it. Ensure you goal areas with individuals who converse the language that your advert artistic is in (or, translate your advert to be used in different components of the world).

TikTok adverts FAQs

How do TikTok adverts work?

Manufacturers or creators pay for TikTok video adverts to look in consumer’s feeds together with common content material. Advertisers pay utilizing a bidding/public sale mannequin, that means that the advertiser determines what they’re keen to pay per optimization objective (likes, impressions or views).

How a lot are adverts on TikTok?

Campaigns on TikTok have a minimal funds of $50 USD per day, so that’s the lowest quantity {that a} enterprise can spend per day on a TikTok advert. How that funds is used is decided by the bidding technique and optimization objective: for instance, a model might resolve they’re keen to pay $0.10 per view of a sure advert.

Are TikTok adverts value it?

Based on the TikTok Marketing Science Global Retail Path To Purchase Study, TikTokkers are 1.5x extra more likely to instantly purchase one thing they found on the platform when in comparison with customers of different platforms. When you have the correct advertising technique and aggressive bids, TikTok adverts can completely be well worth the funding.

Develop your TikTok presence alongside your different social channels utilizing Hootsuite. From a single dashboard, you’ll be able to schedule and publish posts for the perfect occasions, have interaction your viewers, and measure efficiency. Attempt it free at the moment.

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