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Luke McCarthy
November 21, 2024
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Finding TikTok advertising a little confusing? Not sure where to start or how to get where you want to go? Don’t fret. We’re here to cut through the jargon and make your journey as easy as possible.
TikTok has more than one billion active global users and is the leading short-form video platform. It’s all about realness, relevance, and creativity. It’s also a space where brands of all sizes can make a big impact with some smart tools, clever tricks, and, of course, creative smarts.
Of course you can! In fact, TikTok claims that 92% of users globally take action after watching a TikTok video and that advertisers on its platform can tune into trends using an easy video creation tool that could reach millions.
TikTok ads have an impressive track record. Around 74% of users say ads inspired them to find out more about a product or brand online, and 66% said they helped them decide what to buy.
TikTok advertising is a powerful tool that has a proven track record. According to TikTok, brands get impressive returns on their investments if they use smart targeting and clever advertising. If you’re a small business, TikTok could help you to engage with your target audience with cost-effective ads and connect with influencers.
Check out this article about how brands can collaborate with creators on TikTok and build their TikTok advertising strategy.
TikTok ads are promoted pieces of content played to specific audiences based on your brand demographic. You create the videos and TikTok delivers them to your relevant audience.
You can use TikTok advertising in three ways. The first is a single TikTok ad designed to promote a part of your business or a specific service or special offer. The second is a TikTok Ad Group comprised of a collection of TikTok ads. The third is a TikTok Campaign made up of a collection of TikTok Ad Groups.
You need to sign in and register with TikTok, and then head to TikTok Ads Manager to access your ads, prepare your campaigns, set your budget, expand your ad reach, improve your performance, and tweak your approaches to achieve your campaign objectives. If you’re struggling with deciding where to start or how to plan out your TikTok strategy, read our in-depth guide to everything you need to know about TikTok for marketers.
Yes, they do. And you can experiment with different types of ads and approaches without spending a lot of money. TikTok has a flexible budget option to help you plan your spend on TikTok advertising, and Vamp has a tool to help you create amazing campaigns within your set spend.
TikTok ads also come in several different flavours:
TikTok offers specialised add-ons for deeper engagement:
The TikTok Ads Manager is an immensely useful resource as it helps you to optimise your TikTok advertising settings and explains how you can tweak your campaigns to suit your objectives.
Your first step is to create a Campaign, set your objectives and then start creating an Ad Group. The objectives you can choose from include:
Each campaign is made up of several Ad Groups. By grouping your ads together, you can accurately measure your performance.
Once you’ve selected your Campaign settings and mapped out your budget, you can then determine the following core features of your Ad Group:
It’s really important to select the right information here as this will make all the difference to the success of your campaign. TikTok advertising has a complete walkthrough right here to help you.
If you want to grow your TikTok audience, then you can use the Promote tool from TikTok. It helps you to track information in your videos across views, likes, comments, shares, people who clicked on your links, and the age and gender of the people interacting with your video.
If you want your TikTok ad to hit the right notes and make the right moves, then you’ll need to make sure that it’s aligned with the platform’s very clear specifications:
TikTok Video Ads | Global App Bundle | Pangle Video Ads | |
Placement | TikTok In-Feed Ads | Resso: Take over | Interstitial Ads: – Normal Interstitial – Rewarded Video Ads Banner Ads: – Normal Banner – Small Video Banner – Icon-only Banner Native Ads: – Normal Native App Open Ads: – Normal App Open |
Ad Composition | Video creative + ad display image + brand or app name (logo) + ad description + CTA button | Video creative,brand or app name(logo), skip ad button and [Landing page URL] +CTA button(if [half-screen]) | Video creative (or thumbnail image) + brand or app name (logo) + ad description + CTA button |
Aspect Ratio | 9:16, 1:1, or 16:9 | 9:16 | 9:16, 1:1, or 16:9 |
Video Resolution | Resolution must be a minimum of 540*960px, 640*640px, or 960*540px. | 720*1280 | No restrictions. We suggest a minimum resolution of 720*1280px, 640*640px, or 1280*720px. |
File Type | .mp4, .mov, .mpeg, .3gp, or .avi | .mp4, .mov, .mpeg, .avi | .mp4, .mov, .mpeg, or .avi |
Video Duration | Videos can be between 5-60s. We suggest short videos of 9-15s. | 30 seconds. | Videos can be between 5-60s. |
Bitrate | ≥516 kbps | ≥516 kbps | ≥516 kbps |
File Size | within 500MB | within 500MB | within 500MB |
Profile Image | Aspect Ratio: 1:1 File Type: .jpg, .jpeg, .png File size: <50 KB | Aspect Ratio: 1:1 File Type: .jpg, .jpeg, .png File size: <50 KB | Aspect Ratio: 1:1 File Type: .jpg, .jpeg, .png File size: <50 KB |
App or Brand Name | For app names, we support 4-40 Latin alphabet letters and 2-20 Asian characters.For brand names, we support 2-20 Latin alphabet letters and 1-10 Asian characters. Note: – We do not support Emojis in the app name or brand name. – Punctuation marks and spaces count as characters. – Depending on the mobile phone model and operating system, longer text may be at risk of being cut off from the display area on the screen. | For app names, we support 4-40 Latin alphabet letters and 2-20 Asian characters.For brand names, we support 2-20 Latin alphabet letters and 1-10 Asian characters. Note: – We do not support Emojis in the app name or brand name. – Punctuation marks and spaces count as characters. – Depending on the mobile phone model and operating system, longer text may be at risk of being cut off from the display area on the screen. | For app names, we support 4-40 Latin alphabet letters and 2-20 Asian characters.For brand names, we support 2-20 Latin alphabet letters and 1-10 Asian characters. Note: – We do not support Emojis in the app name or brand name. – Punctuation marks and spaces count as characters. – Depending on the mobile phone model and operating system, longer text may be at risk of being cut off from the display area on the screen. |
Ad Description | For descriptions, we support 1-100 Latin alphabet letters and 1-50 Asian characters. Note: – We do not support Emojis or these special characters: “{ }” or “#” in the description. – Punctuation marks and spaces count as characters. – Depending on the mobile phone model and operating system, longer text may be at risk of being cut off from the display area on the screen. | For descriptions, we support 1-100 Latin alphabet letters and 1-50 Asian characters. Note: – We do not support Emojis or these special characters: “{ }” or “#” in the description. – Punctuation marks and spaces count as characters. – Depending on the mobile phone model and operating system, longer text may be at risk of being cut off from the display area on the screen. | For descriptions, we support 1-100 Latin alphabet letters and 1-50 Asian characters. Note: – We do not support Emojis or these special characters: “{ }” or “#” in the description. – Punctuation marks and spaces count as characters. – Depending on the mobile phone model and operating system, longer text may be at risk of being cut off from the display area on the screen. |
Want an effective TikTok ad? In most cases, you’ll want to aim for a video that’s nine to 15 seconds long.
Your best bet is to use all of the TikTok tools to enhance, refine, and promote your TikTok ads, but if you want even more tips and tricks, then here are some best practice ideas:
Ensuring high-quality content that resonates with TikTok’s spontaneous, authentic culture is essential. Use vertical video, integrate trending music and sound effects, and keep your ads concise yet engaging. Captions and clear CTAs also help drive results.
Start by setting realistic, scalable budgets and leveraging TikTok Ads Manager for detailed targeting. Test different ad formats and monitor performance metrics to reallocate budget towards top-performing campaigns. Consider using TikTok’s Automated Creative Optimisation tool for enhanced ad testing.
TikTok provides comprehensive insights through its Ads Manager, including impressions, reach, engagement rates, CTR, and conversion metrics. For more nuanced performance tracking, brands can utilise the TikTok Pixel or third-party tracking tools to gather deeper insights.
Connect with Vamp to consolidate all your creator interactions on a single console and create incredible TikTok advertising campaigns that sing (and stay in budget).
