Not just an entertainment platform, TikTok is also being leveraged by businesses as a sales channel, a medium to promote products and services, and to build brand awareness. Among these, TikTok Ads is the optimal solution favored by companies across various industries to reach potential customers. The advertising formats provided by TikTok help businesses connect and interact with customers in unique ways. Let’s explore the most popular forms of advertising on TikTok today with Optimal Agency in the following article!
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Is TikTok Advertising Effective?
TikTok Ads is a form of advertising on the TikTok social platform, where users can create and share short videos promoting products and services with unique effects and trending music. Through advertising videos that are 15 to 60 seconds long, businesses can reach and connect with millions of potential customers, while also increasing brand recognition and driving the purchasing process, thereby boosting conversion rates.
When running ads on TikTok, you can set up target audiences, customize your budget, and schedule your ads, while choosing one of the suitable TikTok advertising formats. Moreover, you can track the effectiveness of your ads through metrics such as views, interactions, conversion rates, sales, etc. TikTok advertising is an effective and cost-efficient method for businesses to reach customers, enhance interaction, build brand awareness, and boost sales.
With the increasing number of TikTok downloads and users globally, this platform provides an opportunity for businesses to expand their reach to a wider target audience. Unlike other platforms, TikTok advertising focuses on creating short, creative, and engaging videos. This not only saves time in content creation but also attracts the attention of your target customers, guiding them to your sales page quickly and easily.
Although TikTok has become popular, TikTok advertising is still relatively new, so competition is not yet high. Your business can launch product and brand promotion campaigns on this platform to achieve the best results. The platform continuously updates trends, so if your video is truly engaging, it can spread widely, attracting more views, interactions, and followers.
Advertising on TikTok not only helps businesses reach more potential customers, increase brand awareness, and enhance interaction and conversions, but TikTok Ads are also considered by experts to be an effective advertising channel with the most optimal cost. However, to effectively implement a TikTok advertising campaign, you need to have a strategy and choose the appropriate advertising format that suits your target customers, products, and services.
Popular forms of advertising on TikTok you should know
In-Feed Ads
These ads are 5-60 seconds long, displayed in full-screen mode with image or video formats, and can be skipped by the viewer. They appear naturally among other videos in the “For You” section when users swipe through videos. At the end of each In-Feed Ad, a button directing users to a landing page or app download page is displayed.
Setting up and managing this type of ad is very simple with TikTok Ads Manager. It is implemented with goals such as increasing landing page visits, app downloads, interactions, and brand awareness. The ad appears naturally without interrupting the user experience. Moreover, In-Feed Ads are low-cost, and viewers can easily interact with the ad. This advertising format is suitable for small businesses with limited budgets.
Top View Ads
This ad format automatically appears for about 60 seconds as soon as the user opens the TikTok app. After 3 seconds, a call-to-action button is displayed, directing users to the landing page. If users do not wish to watch the ad, they can click the Skip button in the corner of the screen. The ad video is displayed for one day, attracting a large amount of interaction. Each Top View video does not appear multiple times a day for the same user. Similar to In-Feed Ads, users can interact with the ad. This format is suitable for large businesses with abundant budgets and extensive advertising experience.
Branded Hashtag Challenge
In this ad format, a challenge is introduced with a brand-specific hashtag, encouraging users to participate in the challenge and include the hashtag in their video. This helps advertisers convey their product image and brand message to a broader audience. This type of ad appears at the top of TikTok’s discovery page.
The Branded Hashtag Challenge enhances brand awareness, increases interaction, and boosts the number of followers for the business. It also encourages users to create content in their own way. This ad format uses user-generated content to advertise products, which feels more authentic and relatable. When users click on the hashtag, they are directed to the business’s landing page with instructions on how to make a video and view other videos using the hashtag. This is an ideal choice for businesses with large budgets and well-known hashtags.
Spark Ads
Among TikTok advertising formats, Spark Ads do not feel like traditional ads to viewers. Businesses can use existing videos related to their brand and trending on TikTok or by influencers to advertise. At the end of the ad video, a button directing users to the business’s landing page is included. The cost of executing this ad is relatively low, making it suitable for small businesses with limited budgets and products or services with a specific user base.
The ad appears naturally on the “For You” page with high effectiveness due to interaction and virality. Users can freely interact by liking, sharing, and commenting on the video. Spark Ads support features like Duet, Stitch, and Sticker, and allow viewers to use the sounds used in the ad video. This ad format provides a wealth of data, allowing users to track and measure the effectiveness of the campaign.
Branded Effect
This is a unique advertising format that uses stickers, filters, and motion effects to enhance the prominence of the product and brand. This type of ad promotes two-way interaction between the business and users through creative videos created by the users themselves.
If a business chooses this ad format, the effects or filters created by the brand will appear in the “hot” and “trending” lists for the first 5 days and last up to 10 days. Branded Effect encourages users to explore new filters and is used to increase brand awareness and interaction with customers. This ad format is suitable for businesses with large budgets operating in the cosmetics, fashion, and gaming industries.
Collection Ads
Also known as product collection ads of a brand, these are set in the In-Feed position. The ad appears naturally and blends in with other videos in the “For You” section of the viewer. The ad is integrated with a product tag as a customizable call-to-action button. When users click on the product tag, they are directed to the Store page. Here, the product list is selected from the product catalog. The outstanding advantage of this ad format is that it optimizes the user’s product discovery experience, personalizes the ad, and enhances the seamless shopping experience.
Deeplink Ads
This ad format allows users to directly access product listings on e-commerce platforms, shortening the customer’s shopping journey and providing a seamless shopping experience, increasing customer satisfaction. This ad format is used to improve interaction rates and retain customers while enhancing marketing effectiveness by accurately targeting customers for upselling and increasing ROI.
TikTok Shopping Ads
Known as shopping ads on TikTok, this format allows sellers on TikTok Shop to advertise their products through various display methods. The most popular shopping ad solutions in TikTok Shopping Ads include:
Video Shopping ads
Allows users to purchase directly from TikTok videos through the product display capability of Collection ads. With intelligent distribution algorithms, this ad format helps businesses reach customers at the end of their purchasing journey, increasing the conversion rate to orders and boosting sales.
Live Shopping ads
In this format, the ad content is live streaming sessions on TikTok. In these special live sessions, viewers can interact directly with sellers and purchase items from the shopping cart or product tag pinned on the interface.
Catalog listing ads
This format displays one or more products within the same category in a list format, a feature of the ad. To ensure the product can reach customers, the seller must purchase display positions.
The above are all potential TikTok advertising formats for brands on e-commerce platforms that we have shared with you. Hopefully, this will help you choose the right advertising format to achieve your goals, increasing sales and profits for your business.
Please see more:
- How to use TikTok hashtags effectively you may want to know
- How to read TikTok ad metrics most accurately
- How to do Dropshipping on TikTok for beginners
FAQ
Depending on your goals, target audience, industry, and budget, you will find the right advertising format among the available options to implement. Specifically, if your goal is direct conversion through ads, such as sales or app downloads, you should use TikTok In-Feed Ads. If you want to increase brand awareness, you can choose the Brand Takeover or Hashtag Challenge format.
Choosing the right TikTok advertising format will increase the ability to reach your target customers, enhance brand awareness, and boost interaction. Implementing ads with a format that suits your target audience, budget, and goals will drive sales and optimize costs effectively. Moreover, you will know how to easily measure the effectiveness of TikTok Ads campaigns and make adjustments accordingly.
