Chapter 8:
Advertising on TikTok

Beginner’s Guide to Social Media Marketing

Getting Started with TikTok Advertising

TikTok is a video sharing platform that allows users to create 15-second videos such as lip syncs, dances, comedy skits, and how-to videos. The platform is all about having fun! It gives users the chance to create, share, delight, and entertain.

TikTok launched internationally in September 2017. There are currently 100 million monthly TikTok users in the US, 62% of which are under the age of 29. As of April 2020, TikTok has been downloaded more than 2 billion times worldwide. (

TikTok creators recognized the potential for advertising early on and created a new platform called TikTok for Business. TikTok for Business is an all-in-one tool to help guide marketers through their entire TikTok strategy from developing creative to budgeting to targeting to analyzing.

Not surprisingly, the only format to market within TikTok is through video. However, there are 5 different formats from which to choose.

Top View Ads ​

Top View ads appear once per day when a user first opens the app. These ads can be up to 60 seconds long.

Branded Effects ​

Branded Effects take 2D, 3D, and AR images, graphics, stickers, and filters representing your brand and incorporates them into TikTok videos. ​

​In-Feed Ads ​

In-Feed ads appear on the user’s discovery, or For You, page. This is similar to the user’s feed on other platforms. It is where the user lands when they access the app and it includes content specifically curated by the TikTok algorithm for that user.   ​

Branded Hashtags ​

Branded Hashtags can be used to encourage TikTokers to create content around a specific brand – using or featuring the brand’s products. Businesses have exclusive rights to the hashtag but this exclusivity comes at a price – upwards of $150,000 for 6 days.

​Brand Takeovers ​

Brand Takeovers incorporate Top View, In-Feed, and Branded Hashtags at the same time creating a ‘takeover’ effect within the platform. TikTok only features one business per day and the cost starts around $50,000 for one day.

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