TikTok introduced its ads in 2019. This is convenient for both large and small brands, as TikTok is growing at an incredible rate, with 1 billion monthly active users on the platform. This means there’s a vast audience you’re missing out on if you haven’t started advertising on TikTok yet.
What are TikTok ads?
TikTok offers a variety of ads on their platform. You can define your target audience by selecting options such as location, gender, age group, user language, specific interests, and you can include people who have previously interacted with your content. The different types of TikTok ads include:
- In-feed ads: Appear in the TikTok users’ news feed on the ‘For You’ page.
- Video ads: Full-screen videos ranging from 5 to 60 seconds that appear in a user’s ‘For You’ feed.
- Brand takeover: Takes over the entire screen for a few seconds before transitioning into an in-feed video ad.
- Image ads: Videos that appear via TikTok’s news feed apps.
- Carousel ads: Contain up to 10 images and appear in TikTok’s news feed apps.
- Spark ads: Allow brands to sponsor popular organic content related to their products.
- Pandle ads: The Pandle video platform can be integrated with TikTok to offer video, native, and banner ads, but this feature is only available in specific countries.
Pros and Cons of Advertising on TikTok
Before choosing TikTok as your advertising platform, it’s crucial to understand the pros and cons of advertising on TikTok so you can decide if it fits into your marketing strategy.
The advantages are as follows:
- Brand exposure to millions of users: TikTok claims that 35% of users buy something on the app, 52% research brands/products, and 61% discover new brands and products.
- A reason to get creative: With the many different trends on TikTok, you can get very creative with your content for ads. 28% of TikTok shoppers cite ‘entertainment’ as their main reason for being open to purchases through direct social commerce.
- You can expand and broaden your audience: The app has a massive user diversity, available in over 150 countries and in 75 languages. The app is particularly popular among Gen Z and younger millennials.
- Ads play automatically and feel natural: Instead of interrupting users, most TikTok ads appear alongside posts on the ‘Following’ or ‘For You’ pages. Users spend an average of up to 89 minutes per day on TikTok, making it a perfect opportunity for your business to place some of your ads in the daily content they view.
The disadvantages are as follows:
- TikTok ads are more expensive than Facebook and Instagram ads.
- Limitation of content format: TikTok users prefer video content. As a business, you’re at an advantage if you meet those expectations.
- With the many different trends on TikTok, it can be challenging to keep up and create engaging, high-quality videos that are worth watching and re-watching.
After reading the pros and cons of TikTok ads and deciding to advertise on the app, it can be helpful to know what is expected of you. According to TikTok, users expect the following from ads on the platform:
- 60% of users find it important that a platform contains ads in a way that does not disrupt their user experience.
- 44% of users find it important that ads are entertaining.
- 61% of users find TikTok ads unique or different from competitors.
Conclusion
TikTok can be very useful for your business. However, I recommend reviewing the aforementioned pros and cons of the platform. It is especially important to determine whether you can meet user expectations as a business and whether you can create ads that satisfy these expectations without losing your brand identity.
Do you need help? Or do you have other questions regarding the article? You can reach us at info@digital-increase.com, and we will answer all inquiries.ntact op via ons contactformulier