How They Work + Price and Assessment Course of [+ Examples]


In 2018,, music sharing app, was bought by Chinese language tech agency Bytedance and merged with the agency’s new app, TikTok.

It began out as a video-sharing social community the place customers shared quick clips of themselves lip-synching and dancing to trending music. It has since expanded to deal with extra various movies and change into a artistic outlet for manufacturers.

After the merger, TikTok’s lively person base grew by almost 800%. Right this moment, the platform has over 1 billion monthly users and types use TikTok ads to succeed in them.

On this article, we’ll cowl the whole lot that you must learn about TikTok’s promoting platform and focus on if it is price leveraging.

The platform’s e-learning service helps companies unleash their artistic aspect and learn to make ads on the Ads Manager platform. 

The only real advertising format for companies to make use of on TikTok is video ads. The TikTok For Enterprise Adverts Supervisor platform helps entrepreneurs create these ads, and you may select from 5 completely different codecs.

TopView Adverts

TopView adverts seem as soon as a day instantly after a person opens their app for the primary time. Right here’s an instance of a TopView advert by M&M that advertises a digital Halloween expertise.

types of tiktok ads: topview

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TopView adverts might be as much as 60 seconds lengthy, making it good for companies trying to promote services or products that require longer intervals of consideration, like TV or film trailers. The longer run-time works, as 71% of customers say TopView adverts seize their consideration.

In-Feed Adverts

In-Feed adverts seem because the fourth video customers see as they scroll by their “For You” feed, which is the place they land after they open the app. A For You feed options movies that the algorithm believes are of curiosity to the person primarily based on their app exercise. A research by Neuro-Perception discovered that TikTok In-Feed adverts obtain 23% higher detail memory than TV adverts. 

This is an instance of an In-Feed advert created by meals supply service GrubHub.types of tiktok ads: in-feed

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In-Feed adverts can characteristic a CTA, making them particularly helpful for entrepreneurs trying to make use of the platform to drive gross sales and conversions. Acorns, a finance enterprise, has used the In-Feed CTA characteristic to immediate viewers to obtain their app.

types of tiktok ads: in-feed

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Some manufacturers create their very own model of In-Feed adverts by partnering instantly with influencers. For instance, Raising Cane’s Restaurant partnered with well-known TikTok influencer Chase Hudson to advertise their enterprise.


this my manner consuming @elevating.canes what’s yours #CaniacAmbassador #raisingcanes

♬ Stuntin’ On You – Tyla Yaweh

Customers who comply with Hudson would see this video of their For You feed.

Branded Hashtags

Branded Hashtags are ads that companies use to encourage TikTokers to create content material round a brand-related hashtag of their selection. Manufacturers utilizing this advert format have unique entry to the hashtag, which isn’t the case on different social media websites. Its exclusivity, nevertheless, comes with the next price ticket and reported common prices are round $150,000 USD for six days. 

The funding might be worthwhile, although, because the advert kind has a median engagement rate of 17.5%. As well as, 77% of TikTok customers prefer it when manufacturers provide you with new challenges, traits, or memes for them to affix in with, so utilizing this format speaks on to viewers need. 

The hashtag problem #WorldSeries, sponsored by Major League Baseball, is featured on TikTok’s Uncover feed, and the hashtag encourages customers to submit movies displaying how they’ve celebrated baseball video games. Clicking on the hashtag brings customers to an inside touchdown web page that options the sponsors’ emblem, problem description, and different movies utilizing the hashtag.
types of tiktok ads: brand takeovers

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Model Takeovers

Model Takeovers are an advert format that may embody TopView, In-Feed, and Branded Hashtags , and the takeover side of this sort is that the platform solely options one enterprise per day. The beginning price is reported to be round $50,000 USD per day. 

Guess, a vogue firm, ran a Model Takeover on TikTok to promote their denim denims. Over six days, its TikTok account gained over 12 thousand new followers and generated a 14.3% complete engagement charge. Its Model Takeover included High View, Branded Hashtag, and In-Feed adverts.

types of tiktok ads example jpg

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Branded Results

Branded Results adverts use 2D, 3D, or AR so as to add pictures of your merchandise into TikTok movies. Manufacturers sometimes create stickers of their merchandise or filters that TikTokers can use when creating their movies. These filters and stickers enhance engagement and model consciousness, as utilizing them sometimes entails taking part in brand-specific video games.

Not Okay Film used the Branded Results characteristic to create a recreation the place customers can use the impact to seek out out which character from the film they’re. The impact has generated over 2,000 movies of UGC of individuals taking part in the sport. 

tiktok ads example: branded effect from not okay movie

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How do TikTok adverts work?

Establishing a TikTok advert is comparatively straightforward.

First, it’s important to create a enterprise account from which you’ll construct, handle, and observe your adverts. The following step is describing your online business and organising your cost kind.

Now, this is the place the enjoyable begins. You’ll be able to select between two advert supervisor modes: simplified and customized.

In each choices, you construct your advert in ranges. You first define your marketing campaign, then outline your advert group, and at last create your particular person adverts.

This is the distinction between these two modes:

  • Simplified mode takes a easy and easy strategy to advert creation, letting Tiktok’s algorithm do the heavy lifting.
  • Customized mode provides advertisers full management over their adverts with superior customization choices, akin to A/B testing, viewers concentrating on primarily based on video and creator interactions, and advert mixtures.

Selecting a mode is not everlasting, you’ll be able to all the time swap to a different mode.

Now that you understand how TikTok adverts work, this is how one can arrange your account and construct your advert.

  1. Create a enterprise to set up your tiktok ad account step 1

  2. Describe your online to set up your tiktok ad account step 2

  3. Enter your billing info.TikTok Ads Guide How They Work, Cost + The Review Process [+ Examples]

  4. Arrange your cost kind.tiktok-ad-account-set-up-step-4

  5. Choose your adverts supervisor mode.


  6. Construct your to set up your tiktok ad account step 6


    Professional-tip: When constructing your advert, contemplate Promo, the video advertising instrument that lets you discover video templates and create high-quality promotional movies.

  7. Assessment and submit.

how to set up your tiktok ad account step 7

TikTok Advert Assessment Course of

Once you submit an advert for overview, it normally takes 24 hours to overview. To keep away from any delays, you wish to be certain that your advert meets the platform’s advert necessities and follows its insurance policies.

This is a guidelines to make use of when reviewing your advert earlier than submission:

  • The touchdown web page:
    • Is practical and mobile-friendly.
    • Delivers on what it outlines within the advert.
    • Matches the product title within the advert.
    • Is within the language of the area it is concentrating on.
    • Does not robotically obtain recordsdata to a person’s machine.
  • The advert:
    • Is freed from spelling and grammatical errors.
    • Accommodates audio.
    • Is between 5 to 60 seconds.
    • Does not embody extreme use of symbols, spacing, numbers, or capitalization.
    • Matches the caption.
    • Is within the language of the area it is concentrating on (or consists of subtitles.)
    • Does not embody any prohibited services or products. Discover a full listing here.
    • Just isn’t blurry or pixelized.
    • Follows commonplace video sizes: 9:16, 1:1, 16:9.

TikTok Advert Examples

1. Fly By Jing

tiktok ad example by fly by jing

On this TikTok advert, meals model Fly By Jing partnered with meals influencer TiffyCooks to display how straightforward (and attractive) it’s to make use of the model’s product.

Leveraging a recognized influencer is all the time a good way to lift consciousness in your model and construct belief along with your viewers. One other beauty of this advert is that the supply is obvious: Customers can get 10% off by clicking on the CTA and utilizing the code.

2. Tiffany & Co.

tiktok ad example by tiffany & co

To advertise its newest partnership with Beyoncé and Jay-Z, the model has launched a collection of adverts together with the artists. The advert is straightforward, however efficient, and leads customers to a touchdown web page the place they will be taught extra in regards to the marketing campaign.

3. Omsom

tiktok ad example by omsom

In 20 seconds, this meals model accomplishes quite a bit.

The video successfully showcases how its product is used. The caption additionally provides customers some background on the model and tells a narrative in just some phrases. As well as, the CTA leads customers proper to a product web page (as a substitute of the homepage) the place they convert.

Lastly, too usually, adverts appear jarring as a result of they do not match the texture of the platform. That is not the case right here. The advert feels so pure within the feed that you just would not comprehend it was an advert for those who eliminated the #sponsored tag and CTA.

TikTok Promoting Price

With regards to budgeting for Tiktok promoting, this is the breakdown. You’ll be able to choose a day by day or lifetime price range, which might be modified at any level throughout your marketing campaign.

On the marketing campaign stage, it’s essential to have a minimal day by day and complete price range of $50 USD. For an advert group stage, your price range should exceed $20 USD day by day.

As for the promoting price, TikTok hasn’t launched its pricing coverage. Nonetheless, there’s some info on the market.

In 2020, Digiday reported that TikTok had a cost-per-mille as little as $1. After operating their very own experiment, JungleTopp reported that the cost-per-click was $0.19 – a lot decrease than Fb and Instagram.

With this platform, you’ll be able to select between a number of bidding methods, every optimized for particular objectives.

Must you leverage TikTok in your advertising technique?

Since peaking in 2020, TikTok has change into a go-to promoting platform for a lot of manufacturers. Because the variety of customers elevated, the variety of adverts they noticed additionally adopted from 19% in 2020 to 37% in 2021.

A 2021 Kantar report ranked the short-form video platform within the primary spot for advert fairness, surpassing Amazon, Instagram, Google, and Twitter. This is not the primary time both – in addition they held that spot the 12 months prior.

Regardless of this spectacular rating, the info suggests entrepreneurs are nonetheless not sure in regards to the platform. Based on the report, many entrepreneurs view TikTok as extremely modern however not fairly reliable.

From a client perspective, shoppers go to TikTok for authenticity and group.

Based on a 2020 Nielsen study surveying world TikTok customers, 59% of respondents mentioned they really feel a way of group after they hop on the app. It is also a significant supply of discovery for shoppers, with 55% of users saying that TikTok helps them uncover new issues. 

So, the viewers is there and able to interact. Nonetheless, the choice to make use of TikTok For Enterprise in your advertising technique finally comes all the way down to your online business objectives and desired marketing campaign outcomes.

To make the choice simpler, we have compiled a listing of execs and cons for entrepreneurs to make use of when making this resolution.

TikTok For Enterprise Professionals and Cons



TikTok Adverts Supervisor will assist you to expose your content material to new audiences.

TikTok has 1 billion global active users, is offered in 155 international locations, and has an advert attain of roughly 885 million individuals. Primarily based on this alone, your TikTok movies have important attain and potential. 

TikTok Adverts’ Supervisor ‘related audiences’ characteristic helps you choose lookalike audiences which might be just like your goal ones for publicity and constructing model consciousness in new teams. 

78% of TikTokers also agree that you just don’t have to have 1000’s of followers to go viral on the app, so there’s potential for all companies to generate model consciousness and engagement on the app. 

TikTok’s largest person base is just not consultant of all demographic teams.

Customers aged 18 to 24 make up nearly 43% of the app’s total audience, which means that the person base you market to the viewers could also be youthful than your meant target market. 

Consequently, promoting on the app could require you to faucet right into a person base that won’t perceive the necessity in your services or products.

TikTok thrives off of casual, ‘behind-the-scenes’ content material.

65% of customers agree that professional-looking movies from manufacturers really feel misplaced or odd on TikTok. 75% of customers additionally say that manufacturers movies on TikTok ought to really feel like a view into their and their workers, actual on a regular basis lives. 

Which means the manufacturing price for the movies you make and share on TikTok will likely be considerably decrease than the budgets you’ve for different platforms, serving to you get monetary savings, and your viewers will really take pleasure in it extra. 

TikTok requires area of interest content material.

The kind of content material that TikTok requires is probably not in step with your model mission.

In case you’re a extra severe, sales-focused enterprise, studying to adapt to the enjoyable and thrilling content material required for TikTok versus simply driving gross sales conversions could also be a tough talent to be taught.

TikTok has increased engagement charges than different platforms, and customers usually tend to make purchases.

TikTok customers extra frequently and consistently engage with content on TikTok than customers on different platforms, which means that you just’re nearly assured to have an engagement. 

2 out of 3 users are additionally possible to purchase one thing whereas on the platform, and customers are twice as likely as customers of different social platforms to suggest a services or products they’ve found on TikTok. Which means, mixed with excessive engagement, your customers are additionally extra prone to really take motion on the engagement they’ve along with your content material, which means that the potential to drive gross sales is excessive.

TikTok For Enterprise has restricted integrations.

All entrepreneurs know that information is essential to understanding the success of promoting campaigns. In the mean time, the platform has limited integrations with other insight tools

The identical goes for TikTok Ecommerce accomplice platforms, but it surely does embody a few of the hottest instruments like Shopify and WooCommerce.

Must you select to include TikTok into your promoting technique, it may be a precious instrument for progress. Whereas the app does name for area of interest varieties of content material, manufacturers and companies can diversify their technique and promote to a brand new viewers.

No matter your last resolution is, TikTok For Enterprise is offered to those that wish to harness the app’s promoting potential.

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