TikTok is the short-video app that's hugely popular among younger audiences. In 2020, the app had around 689 million active users worldwide, with more than 30% of users in the 16-24 age group.
For advertisers, TikTok is the social network to invest in if you want to reach a younger audience. The platform offers a variety of ad formats to match different objectives and accommodate different types of brand content.
The different ad formats on TikTok:
- TopView
With this format, your ad appears as soon as a user opens the app and can last up to 60 seconds. You can then redirect users to an internal link, such as another TikTok video, or to an external link, such as a website.
- Brand Takeover
Like the previous format, Brand Takeover appears as soon as the app is opened, ensuring maximum visibility. The difference here is that the ad can last between 3 and 5 seconds. So if you have short content and a key message to deliver, this format may be the right fit.
It's worth noting that both formats above are limited to one advertiser per day and require a fairly substantial budget.
- In-Feed Native Video
With this format, your ad appears in users' feeds as they swipe down to watch a new video. The ad can redirect to either an external or internal link. CPMs (cost per thousand impressions) for this format are lower than for the formats mentioned above, making it better suited for advertisers working with a limited budget.
- Hashtag Challenge
With this format, you can partner with the TikTok marketing team and launch a Hashtag Challenge. How? By encouraging users to share content on behalf of your brand through a dedicated hashtag. Why? To refresh and modernize your image, coming across as fun and relatable.
- Branded Lenses
Create your own filter! Branded Lenses allow businesses to design their own lens and add custom effects. TikTok users can then apply the filter to their videos.
NEW: Spark Ads
TikTok has just launched a new advertising offering: Spark Ads. Advertisers can now sponsor a TikTok creator's video. If you come across a video that aligns with your brand, you can reach out to the creator to arrange an affiliation. The video will then switch to "Sponsored" mode and can be distributed In-Feed or as a TopView.
Want support with your digital marketing strategy? Feel free to reach out!
By Clara Magnin
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