Complete Guide to TikTok Advertising in 2022

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Advertising on TikTok

Research shows TikTok advertisements might reach 50.3% of grown-ups in the United States, which equals 130,962,500 individuals. 

Now, that’s the scope of Tiktok advertising. 

It all started with – a well-known short-form (15 seconds) video streaming and sharing application, which had more than 100 million clients up until August 2018. The application permitted clients plenty of music and dialogue choices, with which they might lip-sync and make interesting or engaging recordings.

Nonetheless, in August 2018, the application was taken over by a Chinese organization ByteDance and its clients were moved to Tik Tok. The content and videos on were naturally moved to the new Tik Tok application.

Now, let’s deep dive and understand more about Tiktok – the why’s, when’s, how’s, and many more!

What is TikTok?

TikTok is a short-form, video-sharing app that lets users create and communicate 15-second videos on any subject.

TikTok retains a different app for the Chinese market, Duyin, with over 300 million active monthly users. The new app’s logo combines the and Duyin logos.

Since its launch, the TikTok app’s rage has been rising tremendously. In October 2018, it was the most-downloaded application in the Apple store globally. The app reportedly accumulated over 500 million monthly engaging users, the US being the most famous country, where it has been downloaded over 80 million times.

What Is TikTok Advertising?

On TikTok, users upload comic and entertaining 15-60 second videos. The platform enables in-app editing and many filters, fun effects, and music overlays and integrates with other social media platforms.

This platform is exclusively meant for clients to communicate their creativity to a marketing haven. A percentage of the content formats of TikTok incorporate comedy skits, tutorials, lip-synching videos, and dance videos, and that’s just the beginning. You can streamline your videos on TikTok utilizing the hashtags to make them discoverable. This application’s scope is superior to most other platforms, which builds the possibility of videos turning into a web sensation.

Since TikTok’s fame is expanding daily, an ever-increasing number of brands consider this application a fundamental instrument for advertisement.

Why Should You Advertise On TikTok?

It’s not hidden that the organizations not on TikTok are passing up a great deal. Here are the eight main reasons why it’s an unquestionable requirement for advertisers to be on TikTok.

  • TikTok for business makes marketing effortless
  • A broad expanse of Ad categories
  • Higher engagement than other platforms
  • Reach the audience that makes a difference
  • Your creativity gets proper recognition
  • Translate the analytics to assess the performance of your marketing actions
  • Get trends ahead and define them

Different Types of TikTok Ads

There are a few distinct sorts of TikTok Ad types that sponsors can utilize. 

Let’s analyze each one of them –

Top View Ads

This ad will appear at the top of a user’s feed. It’s the first video they see when they open the application, and it’s perfect for eye-catching brand awareness campaigns. As per TikTok, this advertising type positions first in commitment and has a 67% higher sales effectiveness than other advertisement types.

In-Feed Ads

These advertisements play as clients look at their ‘For You’ feeds. They’re full-screen, sound-on advertisements that mix in with local content. Your crowd is drawn towards it and watching these ads, so if you make your advertisement fun and engaging, you can stand out as effective organic content.

Branded Hashtag Ads

These are favorite ads planned to spur on-platform attention, giving a “TikTok challenge” centered around your branded hashtag. These ads can be great for provoking brand name mention and user-generated content on-platform. 

Branded Effect Ads

This Ad works a little like filter ads on other platforms. Brands build a branded AR “effect” that users can connect to their videos. These ads are usually used for awareness rather than traffic or leads. 

Spark Ads

These ads allow advertisers to influence organic content and UGC in their advertisements. They operate like boosted posts on other platforms and direct users to your account page and an off-platform landing page.

How to Communicate on TikTok? 

While brands with an extensive spectrum of audiences may realize it is valuable to advertise on TikTok, here are a few tips that they can utilize to create a successful campaign –

Mix and March Your Creative Style 

Rather than utilizing one sort of creativity, it’s suggested to change your style. TikTok recommends reviving your creation at regular intervals to keep away from crowd weariness. 

Get To The Point

Video ads can be as long as 60 seconds, yet TikTok prescribed holding them to 21-34 seconds. Make the initial 3 to 10 seconds eye-catching and draw in to avoid losing viewers. The best-performing TikTok advertisements feature the vital message or product inside the initial 3 seconds.

Use Sound Plus Captions 

93% of top-performing TikTok recordings use sound, and 73% of TikTok clients said they would pause and check out advertisements with sound. 

Specifically, fast tracks over 120 beats each moment, for the most part, have the most special view-through rate.

In any case, subtitles and messages are fundamental as well. Specifically, use text to feature your CTA’s. TikTok saw 40% of sale advertisements with the most elevated view-through rate incorporating text overlays.

Stay Positive and Authentic

TikTok suggests that recordings stay “positive, genuine and motivating.” This isn’t the platform to try out your dim and irritable content or utilize a heavy-handed sales pitch. You also don’t enjoy a video that looks too “constructed.”

Try utilizing user-created content in your ads to keep them genuine. For instance, one of every three top auction videos includes someone looking directly at the camera and speaking to the audience. Royal Essence’s – an Australian brand, utilized this system to get 2.2 million impressions and 50,000 clicks.

TikTok Ad Examples 

With the commitment and ROI from the different campaigns in different enterprises, we’ve seen probably the best brands convey their message in a manner that can inspire all of us. Let’s see three such examples –

Sports Direct X Puma 

To commend the arrival of new football boots and move to buy on, PUMA made a hashtag challenge called #FlashofFuture. Users were coordinated to film a skill move of their choice with their football celebration. Their motivating force was an opportunity to meet a real-life PUMA footballer.

Hashtag challenges are an excellent method for uniting collaborators and generating collective awareness.


To stay on the top of the car business, KIA targeted millennials scouring the market for new cars, posing themselves with a refined and sporty impression.

KIA used a brand takeover period of two days to boost exposure with the mode of in-feed Ads. Top influencers were likewise welcome to participate in a test that would bring awareness and excitement to the new car launch.

Clean & Clear

This skincare brand needed to drive awareness among the Gen Z people, the group with new limited-edition bottles in India.

Clean and Clear made a #UnbottleApnaSwag challenge, where women were welcome to make a video on the platform to recognize a picture and personality featured on the bottles. Each bottle had a melody that matched the character, and viewers could search out a bottle for themselves.


This blog has explored how TikTok as a marketing channel can help brands create awareness. 

TikTok can help you reach many people at a reasonably low expenditure. This could enable you to outperform your competition, particularly if they haven’t accepted TikTok marketing.

    Stanford LEAD & Symbiosis Alumni, 13+ years experience in Programmatic Advertising, Dynamic Creative Optimization (DCO), Search Marketing, User Behaviour & Web Analytics. Founder - R Interactives & R Academy. R Academy is part of Stanford LISA portfolio of emerging startups Ex. Visiting Faculty - Symbiosis Institute of Business Management (SIBM - MBA) & Symbiosis Institute of Media & Communication (SIMC - MBA)

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