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Getting Started with TikTok Advertising

Friday, August 28th, 2020
Written by Content Team

TikTok appeared to be an overnight success as a very successful video sharing app. The app’s quick succession up the play store charts was down to Douyin buying out the better-known app, effectivity combining two large audiences. Due to the app having over 800 million active users worldwide, it is no surprise that advertises are beginning to see the true potential of this brand-new ads’ platform. Some big brands have chosen to advertise on, the platform such as KFC, Too Faced and Tangle Teezer. Buy advertising on Tiktok, you have a large audience, with 66% of its users under 30 with bias towards a female audience.  

How brands Are Using TikTok

  1. Brands using the platform to create their own branded channel and upload related content to generate traffic and engagement.
  2. Brands also have the option of working with popular creators on the platform, which allows them to reach a larger audience.
  3. Lastly, brands can pay to advertise on the platform where they have multiple options over the format and style of ad they want to create.

Types of Paid Advertising

Brand Takeover

Brand Takeover ads appear as soon as a user opens TikTok, bringing your brand message uninterrupted to your audience before they delve into user generated content. Using this format is limited to one advertise a day but it does give you the option to present a full-screen video to your audience and less competition.

Using the Brand Takeover is the best advertising tool to deliver brand awareness and achieve sales. Your ads will also appear on the For You Page, the landing page when users open TikTok, as images, GIFs and videos, which also includes links to drive your audience to your chosen landing page.


As a platform, TikTok thrives on trends, making this type of ad extremely popular. These types of ads allow you to reach a large audience and have them actively engage in your brand, allowing them to use their own creativity to create and promote content. These Ads work by allowing you to create your own unique banner that will be displayed on the discover page and will drive users to your challenge.

Native Video Ads:

Ads are formatted as 9-15 seconds video that are skippable and appear within the feed alongside user generated content. These ads support your chosen call to action, whether it is a purchase, a sign up or an app download.

Branded Lenses: When users generate content, they have the option to select a filter. Branded lenses allow advertises to design a filter to promote a brand. These can go live for up to 10 days at a time and encourage users to create content.

Audience Targeting:

You have the option to target users using several targeting options. You can use TikTok predetermined interest targeting, which groups users based on the videos they interact with most. You also have the option upload your current customer lists, like Google or Facebook. There are also retargeting options on the app, you can retarget all website users and you can also retarget users who have previously interacted with your ad on TikTok.

You can also target people using lookalike audiences where algorithms study the attributes of your current converters based on demographic, locations, operating systems, and interests. The app then uses these attributes to target users with similar attributes using further targeting such as “specific”, “Balanced” or “Broad”. Using lookalike audiences within your ads can reduce exploration time and help the algorithms on the platform learn more quickly whose interested in your brand, which ultimately gives you more conversions.