How to Advertise on TikTok in 2022: An 8-Step Guide to Using TikTok Ads

TikTok advertising helps brands reach younger, content-hungry demographics. Follow these crucial tips and start creating your own gain TikTok ads. If you placid think TikTok is fair for kids, you ’ re missing out on an authoritative social media ad choice for your brand .
TikTok surpassed 1 billion users in September, and TikTok ads can now reach an estimated adult ( 18+ ) audience of 825 million people worldwide .
Download the full Social Trends report to get an in-depth analysis of the datum you need to prioritize and plan your social strategy in 2022.

2021 TikTok advertise stats

If you ’ rhenium marketing to younger adults, particularly women, advertising on TikTok is a natural fit. Almost half ( 43 % ) of TikTok users are aged 18 to 24. Women in that age class make up closely a quarter ( 24.7 % ) of TikTok ’ s advertising hearing .
profile of TikTok's advertising audience
source : Hootsuite
TikTok ’ second largest hearing is in the United States at 120,768,500 people. But what ’ s more interesting is the share of the adult population TikTok ads can reach in countries outside of North America, particularly the Middle East and Asia .
TikTok audience reach ranking by country
beginning : Hootsuite
If you ’ rhenium marketing to an external hearing, ads on TikTok offer excellent compass .
so, who should invest in ad on TikTok ? While brands with a wide range of audiences may find it worthwhile to test a little TikTok campaign, TikTok ads will likely have the best results for :

  • Brands marketing to customers 35 and under
  • Brands targeting women, especially those aged 18 to 25
  • Brands with (or hoping to build) a strong presence in Asia or the Middle East

Types of TikTok ads

here are all the kinds of ads you can run on TikTok ’ randomness ad platform and its family of apps. not all ad types are available in all areas. Check out the TikTok ad spectacles for all formats further on in this position .

In-feed ads

These are self-service ads you can create yourself through the TikTok Ad Manager interface .

Image ads

Running lone in TikTok ’ s News Feed apps ( BuzzVideo, TopBuzz, and Babe ), these include an persona, brand or app name, and ad textbook .

Video ads

Video ads are available for TikTok itself or for the TikTok kin of newsworthiness apps. They run as 5-60 moment full-screen videos in the drug user ’ sulfur For You feed. Each ad includes a television, an ad display image, brand or app list, and ad text .
video ad in TikTok For You feed
generator : TikTok

Spark ads

Spark ads allow your stigmatize to boost constituent capacity from your own history or from other users. TikTok research shows Spark Ads have a 24 % higher completion pace and 142 % higher engagement rate than standard In-Feed ads .

Pangle ads

ad placed through the TikTok Audience Network .

Carousel ads

Running only in TikTok ’ s News Feed apps, these include up to 10 images with unique captains per ad .
FaceU Carousel ads with unique captions
source : TikTok

TikTok ads formats available to managed brands

Managed brands are those that function with a TikTok sales congressman. ( Need a TikTok sales rep ? Contact them to see if your business is a fit. ) They have access to extra ad formats, including :

TopView ads

Video ads that appear as a full-screen coup d’etat for 5 to 60 seconds when users open the TikTok app .
TopView video ads
source : TikTok

Branded Hashtag Challenge

A three- to six-day ad political campaign format to encourage engagement, in which user-generated contentedness appears on the hashtag challenge page .

Try out these 5 tips to make your future Branded Hashtag Challenge go viral. Learn more at our connect in bio ! # learnontiktok # businesscheck
♬ Summer day – TimTaj

Branded Effects

Branded stickers, filters, and special effects to get TikTokers interacting with your brand .
TikTok ad with branded stickers
source : TikTok

How to set up a TikTok ad campaign

To set up a TikTok ad campaign, just drumhead over to TikTok Ads Manager. If you haven ’ deoxythymidine monophosphate created a TikTok Ads Manager report, you ’ ll need to do that first base .
Note: If you ’ re just looking to boost existent content, you don ’ t need an Ads Manager explanation. alternatively, you can use TikTok Promote. Skip to the end of this section for more details .

1. Choose your objective

To get started, log into TikTok Ads Manager and click the Campaign button. TikTok has seven ad objectives broken down into three categories :


  • Reach: Show your ad to the maximum number of people (in beta).


  • Traffic: Drive traffic to a specific URL.
  • App Installs: Drive traffic to download your app.
  • Video Views: Maximize video ad plays (in beta).
  • Lead Generation: Use a pre-populated Instant Form to collect leads.


  • Conversions: Drive specific actions on your site, like a purchase or subscription.
  • Catalog Sales: Dynamic ads based on your product catalog (in beta, and only available to those with a managed ad account in supported regions).

TikTok Ads Manager Campaign button
source : TikTok

2. Name your campaign and set a budget

Give your campaign a name that is well recognizable to your team. It can be up to 512 characters .
If you have bottomless pockets or prefer to set the budget limits for specific ad groups quite than the unharmed political campaign, you can choose to set No Limit on your campaign budget. otherwise, choose whether you want to set a Daily or Lifetime budget for your campaign ( more on that under ) .
choose Campaign name and budget optimization
source : TikTok
Campaign budget optimization is besides available for the App Installs and Conversions objectives using the Lowest cost invite scheme .
For optimized Cost Per Click objectives, TikTok is beta testing a feature to provide a suggest wish .

3. Name your ad group and select placements

Each campaign includes from one to 999 ad groups. Each ad group name can be up to 512 characters .
You can choose different placements for each ad group. not all placements are available in all locations :

  • TikTok placement: In-feed ads in the For You feed.
  • News Feed App placement: Ads within TikTok’s other apps—BuzzVideo, TopBuzz, NewsRepublic, and Babe.
  • Pangle placement: The TikTok audience network.
  • Automatic placement allows TikTok to automatically optimize ad delivery.

select targeting placement based on ad type
source : TikTok

4. Choose whether to use Automated Creative Optimization

You won ’ thyroxine upload your creative until you get to the phase of creating individual ads. But for now, you can decide whether to let TikTok automatically generate combinations of your images, videos, and ad text. The ad system will then lone show the best-performing ones .
TikTok recommends that raw advertisers turn this fix on .

5. Target your audience

Like most social ads, TikTok allows you to show your ads specifically to your target market. You can use a lookalike or customs audience, or target your ads based on :

  • Gender
  • Age
  • Location
  • Language
  • Interests
  • Behaviors
  • Device details

target users based on interests and behaviour
reference : TikTok

6. Set your ad group budget and schedule

You ’ ve already set a budget for your overall campaign. now it ’ sulfur fourth dimension to set the budget for the ad group, and to set the schedule on which it will run .
Choose a casual or life budget for your ad group, then choose the start and end times. Under Dayparting, you can besides choose to run your ad at particular times throughout the day ( based on your report prison term zone ) .

7. Set your bidding strategy and optimization

first, choose your optimization goal : conversion, clicks, or reach. Your campaign objective may mechanically determine this goal .
following, choose your offer strategy .

  • Bid Cap: Maximum amount per click (CPC), per view (CPV), or per 1,000 impressions (CPM).
  • Cost Cap: An average cost per result for optimized CPM. The cost will fluctuate above and below the bid amount but should average out to the set bid.
  • Lowest Cost: The ad system uses the ad group budget to generate the maximum number of results possible at the lowest cost per result.

bidding and optimization
source : TikTok
finally, choose your delivery type : standard or accelerated. Standard divides your budget evenly over the schedule dates of the campaign, whereas accelerated pitch spends your budget arsenic fast as possible .
graph of standard vs accelerated delivery

source : Standard five. accelerated Delivery budget allotment on TikTok

8. Create your ad(s)

Each ad group can have up to 20 ads. Each ad name can be up to 512 characters, and is for inner use only ( it does not appear on the ad itself ) .
foremost, choose your ad format : image, video, or Spark ad. If you ’ rhenium sticking to TikTok itself ( rather than the family of TikTok apps ), you can only use video recording or Spark ads .
Add your photos or television, or create a television within Ads Manager using the video template or television universe tools. note that TikTok inquiry shows using the TikTok video editor can decrease monetary value per action by up to 46 % .
Choose one of the nonpayment thumbnails, or upload your own. then, enter your text and connection. Check out the preview of your ad on the right of the screen, add any relevant track links, and chatter Submit .
create ad by choosing format
reservoir : TikTok
Your ad will go through a review process before going populate .
Note: To use Spark Ads, you ’ ll need to contact the creators of the content you want to use so they can provide an access code. Get the full Spark Ad instructions from TikTok .
If you ’ five hundred prefer to work with a TikTok godhead on a custom political campaign, check out the TikTok Creator Marketplace .

Or, boost existing content with TikTok Promote

TikTok Promote allows anyone aged 18 or over to promote existing content. It ’ s the TikTok equivalent of Facebook Boost .
here ’ s how to boost a TikTok :

  1. From your TikTok profile, tap the three line icon for settings, then tap Creator tools.
  2. Tap Promote.
  3. Tap the video you want to promote.
  4. Choose your advertising goal: More video views, more website visits, or more followers.
  5. Choose your audience, budget, and duration, and tap Next.
  6. Enter your payment info and tap Start Promotion.

TikTok ad spectacles

In this section, we ’ ll focus on ads that run on TikTok itself, preferably than the family of TikTok news apps .

TikTok video ad specs

  • Aspect ratio: 9:16, 1:1, or 16:9. Vertical videos with a 9:16 ratio perform best.
  • Minimum resolution: 540 x 960 px or 640 x 640 px. Videos with a resolution of 720 px perform best.
  • File types: mp4, .mov, .mpeg, .3gp, or .avi
  • Duration: 5-60 seconds. TikTok recommends 21-34 seconds for top performance.
  • Max file size: 500 MB
  • Profile image: square image less than 50 KB
  • App name or brand name: 4-40 characters (app) or 2-20 characters (brand)
  • Ad description: 1-100 characters, no emojis

Spark ad specs

  • Aspect ratio: Any
  • Minimum resolution: Any
  • Duration: Any
  • Max file size: Any
  • Account mentions and emojis allowed
  • Display name and text come from the original organic post

Note : character counts are based on Latin characters. For asian characters, generally the allow character count is half .

How much do TikTok ads cost ?

Minimum budgets

TikTok ads are based on a invite exemplary. You can control costs through daily and life budgets for campaigns and ad groups. The minimum budgets are :

Campaign level

  • Daily budget: $50USD
  • Lifetime budget: $50USD

Ad group level

  • Daily budget: $20USD
  • Lifetime budget: Calculated as daily budget multiplied by the number of days scheduled

TikTok is tight-lipped about specific ad costs, but they do reveal the following tips and insights :

  • If using a Bid Cap or Cost Cap bidding strategy, set your initial campaign level budget at No Limit and the daily ad group budget to at least 20x your target cost per action (CPA).
  • For App Event Optimization, set an initial budget of at least $100 or 20x your target (CPA), whichever is higher.
  • For Conversions campaigns using the Lowest Cost bid strategy, set an initial budget of at least $100 or 20x your target (CPA), whichever is higher.

TikTok ads cost examples

TikTok besides reveals the costs for some specific campaigns, which may help you benchmark your own spend :
Skincare stigmatize Synth Labs Intl. ran a Spark Ads crusade to drive 300,000 impressions at $ 0.32 CPC .
Synth Labs Intl. Spark ads campaign
source : TikTok
on-line jewelry store Lion Wild used video ads to drive a 19.35 % conversion rate at $ 0.13 CPC and $ 0.17 CPM .
Lion Wild video ads
source : TikTok
Online gaming marketplace G2A used video ads to achieve 12 million impressions at $ 0.16 CPM and $ 0.06 CPC .
G2A online gaming Marketplace video ads
reservoir : TikTok
mobile games publisher Playa Games used video ads to achieve a 130 % return on ad spend with a €0.06 CPC .
Playa Games TikTok video ad
source : TikTok
BVOD streaming service TVNZ OnDemand had an 0.5 % click-through rate at NZ $ 0.42 CPC .
TVNZ OnDemand
source : TikTok
Beauty brand Mallows Beauty saw a 2.86 % click-through rate at £0.04 CPC .
Mallows Beauty
generator : TikTok
Maker marketplace Strike Gently Co. used TikTok Promote to drive a 1.9 % click-through rate at $ 0.27 CPC .
Strike Gently Co. TikTok Promote
source : TikTok
Hyundai Australia used video ads to drive an 0.88 % click-through rate at less than $ 0.30 CPC .
Hyundai Australia video ad
informant : TikTok
TikTok ad costs are subjugate to sales tax if applicable in your region. In the U.S., only advertisers based in Hawaii pay sales tax ( 4.71 % ). united kingdom advertisers pay VAT of 20 %. This measure is applied to your sum ad spend, so be prepared for your bill to include tax .

TikTok advertise best practices

Mix and match your creative styles

preferably than using one type of creative, or identical exchangeable creatives, switch up your vogue. TikTok suggests updating your creative every seven days to avoid audience fatigue .
Switch it up within each video recording, besides. TikTok recommends vary scenes with B-roll or transition footage .

Get to the point

Video ads can be astir to 60 seconds long, but TikTok recommends keeping them to 21-34 seconds .
Make the first base 3 to 10 seconds specially attention-getting and engaging to avoid losing viewers. The best-performing TikTok ads highlight the identify message or product within the first gear 3 seconds .

Use sound plus captions

93 % of top-performing TikTok video recording consumption sound recording, and 73 % of TikTok users said they would stop and look at ads with audio. In particular, fast tracks above 120 beats per minute normally have the highest view-through rate .
But captions and text are authoritative excessively. In particular, use text to highlight your call option to action. TikTok found 40 % of auction ads with the highest view-through rate include text overlays .

Stay positive and authentic

TikTok recommends that videos stay “ incontrovertible, authentic and inspiring. ” This is not the place to test out your dark and moody content or use a heavy-handed sales flip. You besides don ’ triiodothyronine want a video that looks excessively “ produced. ”
Try using user-generated content in your ads to keep them in truth authentic. For exemplar, one in three of the top auction ads involves person looking directly at the camera and talk to the audience .
The australian trade name Royal Essence used this scheme to get 2.2 million impressions and 50,000 clicks .

3 TikTok ads examples

1. Penningtons

canadian clothing band Penningtons partnered with the godhead Alicia Mccarvell to create in-feed television ads that saw 53 % more comments, 18 % more likes and 55 % more views than the company ’ second content on other platforms .
The key to success : Partnering with an established creator ( a.k.a. influencer ) who understood how to produce authentic TikTok content that showed off the trade name without feeling besides salesy .

2. Little Caesars

small Caesars used Spark Ads to amplify subject from 13 creators they partnered with for their # GoCrazy campaign .
The key to success : They gave the creators complete creative control, and learned a few things in the process. They found TikToks featuring families produced the highest click-through rates for their campaign .

3. wet n wild

Wet n wild used a stigmatize hashtag challenge to help launch their new Big Poppa mascara. Their # BiggerIsBetter challenge saw 1.5 million user videos made and 2.6 billion total views .
The identify to achiever : wet n wild used a jazz band scheme of a post hashtag challenge + a custom sound + creator partnerships + top View ads. Each component magnified the others, resulting in massive reach .

source :
Category : News


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