Advertising on TikTok from A to Z: Drive Up Your Engagement Using TikTok

Posted 4 months ago by Max Komonov

Why should your brand be on TikTok?

Simple: it’s where your audience is! TikTok’s explosive growth and global reach make it a prime platform for increasing brand visibility. Imagine tapping into a community where your content can go viral overnight, unlocking limitless potential for brand storytelling.

Is TikTok Good for Advertising?

The primary advantage of advertising on TikTok is its ability to reach and engage a highly active and youthful audience. TikTok’s platform is designed for creativity and viral content, which allows brands to create memorable and impactful campaigns that can quickly gain traction.

This potential for virality, combined with TikTok’s diverse ad formats and robust targeting options, enables brands to effectively increase visibility, drive engagement, and connect with the next generation of consumers in a dynamic and entertaining way.

Know TikTok Audience

Here are some key statistics about the TikTok audience:

User demographics

TikTok has over 1.5 billion users globally, with a significant portion being Gen Z. Approximately 55% of TikTok users are under 30 years old.
The largest age group in the U.S. is 25-34 years, making up 32% of users. Source

Gender distribution

As of 2024, 54.8% of TikTok users are female, while 45.2% are male. Source

Source: Ecwid Insights

Regional usage

The U.S. accounts for 16.75% of all TikTok visits, followed by Brazil and Indonesia. Indonesia has the highest average monthly usage time at 41 hours and 35 minutes. Source

Engagement and usage

TikTok users spend an average of 95 minutes per day on the app, opening it about 8 times daily. Source

Content and trends

Entertainment is the most popular content category on TikTok, with the hashtag garnering 535 billion views. Source

These statistics highlight TikTok’s strong appeal among younger audiences and its potential as a powerful platform for brands to engage with a diverse and active user base.

Find more data on TikTok in our Insights section.

How to Find Your Target Audience on TikTok

Finding your target audience on TikTok involves a combination of understanding the platform’s demographics, utilizing TikTok’s targeting tools, and engaging with the community. Here’s how you can do it:

Understand TikTok’s demographics: Start by researching the general demographics of TikTok users. We already did that!

Define your audience: Clearly define who your target audience is. Consider factors like age, gender, location, interests, and behaviors. This will guide your content creation and ad targeting.

Use TikTok targeting tools: When setting up ads, TikTok offers various targeting options. You can target users based on demographics, interests, and even specific behaviors. Use these tools to narrow down your audience to those most likely to engage with your brand.

Analyze competitors and trends: Look at what similar brands are doing on TikTok. Analyze their followers and engagement to gain insights into potential audience segments you might not have considered.

Engage with the community: Actively participate in TikTok trends and challenges that align with your brand. This not only increases visibility but also helps you connect with users who share similar interests.

Leverage analytics: Use TikTok’s analytics to track who is engaging with your content. This data can provide valuable insights into your audience’s preferences and behaviors, allowing you to refine your targeting strategy.

Different Types of TikTok Ads

In-feed ads: These are seamless ads that appear in users’ feeds. They’re perfect for grabbing attention without disrupting the user experience.
TopView ads: These ads take center stage by appearing when users open the app. Ideal for maximum impact and visibility.
Branded hashtag challenges: Engage users by creating challenges that encourage participation, driving interaction and brand awareness.
Branded effects: Custom effects and filters that users can incorporate into their videos, boosting engagement and brand recall.
Spark ads: Amplify your organic content by turning it into ads, leveraging already popular videos to reach even more viewers.

Read more about TikTok ads in our Ultimate Guide to TikTok Ads.

How to Start Advertising on TikTok: 10 Steps

Starting advertising on TikTok involves a few key steps to set up and launch your campaign effectively. Here’s a step-by-step guide:

Step 1. Create a TikTok Ads account

Visit the TikTok Ads website and sign up for an account. You’ll need to provide some basic information about your business and agree to the terms and conditions.

Step 2. Set up your ad campaign

Once your account is set up, log in to the TikTok Ads Manager. Click on the Campaign tab and then Create to start a new campaign.
Choose your campaign objective, such as traffic, conversions, or app installs, depending on your marketing goals.

Step 3. Define your budget and schedule

Set a budget for your campaign. You can choose between a daily budget or a total budget for the campaign duration.
Decide on the campaign schedule, specifying start and end dates.

Step 4. Select your ad placement

TikTok allows you to choose where your ads will appear. You can select automatic placements for broader reach or manual placements to target specific platforms within the TikTok ecosystem.

Step 5. Target your audience

Define your target audience based on demographics, interests, and behaviors. TikTok offers detailed targeting options to help you reach the most relevant users.

Step 6. Choose your ad format

TikTok offers various ad formats, including In-Feed Ads, TopView Ads, Branded Hashtag Challenges, and more. Select the format that best suits your campaign objectives.

Step 7. Create your ad content

Use TikTok’s creative tools to design engaging ad content. Incorporate music, effects, and other elements to make your ad stand out.

Step 8. Set up tracking and analytics

Implement TikTok’s tracking tools to monitor the performance of your ads. This will help you gather data on impressions, clicks, and conversions.

Step 9. Launch your campaign

Review all the details of your campaign and click Submit to launch it. TikTok will review your ads to ensure they meet their guidelines before they go live.

Step 10. Monitor and optimize

Once your campaign is live, regularly check its performance using TikTok’s analytics. Make adjustments as needed to optimize for better results.

By following these steps, you can effectively start advertising on TikTok and tap into its vast and engaged audience.

How Much Does it Cost to Advertise on TikTok?

The cost of advertising on TikTok can vary widely depending on several factors, including the type of ad format, targeting options, and the overall budget you set for your campaign.

Here are some general guidelines.

Minimum Budget Requirements

TikTok typically requires a minimum daily budget of $50 for campaigns and $20 for ad groups. This ensures that your ads have enough budget to reach a significant audience.

Ad Format Costs

In-Feed ads: These are similar to Instagram Stories ads and can cost anywhere from $10 per CPM (cost per thousand impressions).
TopView ads: These are premium ads that appear when users open the app and can be more expensive, often starting at $50,000 per day.
Branded hashtag challenges: These can cost around $150,000 for a six-day campaign, as they involve significant user engagement and participation.
Branded effects: These can range from $80,000 to $120,000, depending on the complexity and duration of the campaign.

Bidding Options

TikTok offers various bidding strategies, such as cost-per-click (CPC), cost-per-view (CPV), and cost-per-acquisition (CPA), allowing you to control how you pay for your ads based on your campaign goals.

Influencer Collaborations

Partnering with TikTok influencers can also be part of your advertising strategy. Costs for influencer collaborations can vary greatly based on the influencer’s reach and engagement rates.

Are TikTok Ads Effective?

Here’s a quick rundown of TikTok ad performance metrics:

Conversion rate: Average is around 3.4%, with some formats like TopView ads reaching up to 16%.
Cost Per Link Click (CPLC): Approximately $0.60.
Link Click-Through Rate (LCTR): About 0.95%.
Cost Per Mille (CPM): Ranges from $3.73 to $5.70, depending on the time of year and ad type.

These metrics indicate TikTok’s strong engagement potential, especially for reaching younger audiences with creative and interactive content.

What are the Advertising Restrictions on TikTok?

Advertising on TikTok comes with a set of guidelines.

Here are some key restrictions to be aware of.

Prohibited content

Ads must not contain misleading, false, or deceptive content.
Content promoting illegal activities, violence, discrimination, or hate speech is strictly prohibited.
TikTok does not allow ads that promote tobacco, drugs, weapons, or adult content.

Restricted products and services

Certain products and services, such as alcohol, gambling, and financial services, may have specific restrictions or require additional approval.
Ads for pharmaceuticals and health-related products must comply with local regulations and may require certification.

Age-restricted content

Ads targeting minors must comply with age-appropriate guidelines and cannot promote products or services unsuitable for younger audiences.
Advertisers must ensure that their targeting settings align with the age restrictions of their content.

Intellectual property

Advertisers must have the necessary rights and permissions for any copyrighted material, including music, images, and trademarks used in their ads.

Community standards

Ads should respect TikTok’s community guidelines, promoting a positive and safe environment for users.
Content should not exploit sensitive events or issues for commercial gain.

Technical requirements

Ads must meet TikTok’s technical specifications, including video quality, format, and length requirements.

Local laws and regulations

Advertisers must comply with all applicable local laws and regulations in the regions where their ads are displayed.

It’s important for advertisers to review TikTok’s advertising policies thoroughly and ensure their campaigns adhere to these guidelines to avoid disapproval or removal of their ads.

11 Pro Tips to Advertising on TikTok

Embrace creativity: TikTok is all about creative and engaging content. Use eye-catching visuals, trending music, and unique effects to make your ads stand out and resonate with the audience.
Leverage trends and challenges: Participate in popular TikTok trends and challenges to increase visibility and engagement. This can help your brand appear more relatable and in tune with the platform’s culture.
Keep it short: TikTok users have short attention spans, so make sure your message is clear and concise. Capture attention within the first few seconds to keep viewers engaged.
Use authentic storytelling: Authenticity is key on TikTok. Share genuine stories or behind-the-scenes content that aligns with your brand values and connects with your audience on a personal level.
Target the right audience: Utilize TikTok’s robust targeting options to reach the most relevant audience. Consider demographics, interests, and behaviors to ensure your ads are seen by those most likely to engage.
Test different ad formats: Experiment with various ad formats like In-Feed Ads, Branded Hashtag Challenges, and TopView Ads to see which works best for your brand and objectives.
Optimize for mobile: Since TikTok is a mobile-first platform, ensure your ads are optimized for mobile viewing. Use vertical video formats and high-quality visuals for the best user experience.
Center the key info on the screen for better visibility: On TikTok’s Following and For You Pages, important elements like account name and video captions are visible, which may obscure parts of your video. To ensure your ad’s key information is seen, keep essential content centered on the screen.
Engage with user-generated content (UGC): Encourage users to create content related to your brand or campaign. This not only boosts engagement but also builds a community around your brand.
Monitor and adjust: Regularly track the performance of your ads using TikTok’s analytics tools. Be prepared to make adjustments to your strategy based on what the data reveals.
Collaborate with influencers: Partner with TikTok influencers who align with your brand to reach a wider audience. Influencers can help amplify your message and add credibility to your campaign.

Conclusion

In conclusion, using these strategies can significantly boost your sales and optimize your TikTok advertising efforts. By implementing content creation hacks and strategically setting up your campaigns, you’ll reach your target audience and improve your chances of getting clicks, conversions, and engagement for success. Embrace TikTok’s dynamic nature and let your creativity shine to make a lasting impact in the digital marketplace.

At Ecwid, we can lead you through all the steps and the process of getting your TikTok ads. All you need to do is get registered, and then you are one step closer to reaching your advertising goals.

About The Author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.