TikTok has quickly become one of the most popular social media platforms and has become a tool to break into advertising. If you're a creator or influencer looking to expand your reach, TikTok is a platform you definitely don't want to overlook. Whether you are advertising your brand as a creator, creating videos for a company you’re partnering with, or looking to increase merch sales - advertising on TikTok is a great choice. 

But how do you effectively advertise on TikTok? This comprehensive guide will walk you through the process of creating and optimizing ads, as well as provide an explanation of the different types of TikTok ads and their specs. 

What Are TikTok Ads?

TikTok Ads are a type of paid advertising feature that allows businesses, creators, and influencers to promote their content to a wider audience on the TikTok platform. These ads can take many forms, including in-feed videos, branded lenses, sponsored hashtag challenges, and more. With TikTok Ads, you will be able to reach your target demographic, ensuring your content gets seen by the right people at the right time.

TikTok Ad Specs

All videos promoted as ads on TikTok are subject to specific guidelines that must be met regardless of the ad type chosen. This is important to ensure that all ads are high-quality and visually appealing to the TikTok audience. Here are some of the key TikTok Ad Specs that you’ll need to know before getting started:

• Aspect Ratio: TikTok ads must be vertical and have a 9:16 aspect ratio. This means that the video should be filmed vertically on your phone.
  
  
• File Format: Videos promoted as TikTok Ads must be in either .mp4 or .mov format, with a maximum file size of 500 MB. This ensures that the ads are optimized for playback on the TikTok platform.
  
  
• Video Length: Though TikTok allows videos anywhere between 5 and 60 seconds, the platform recommends restricting ads to 9-15 seconds for the best results. You’ll need to be very intentional in what you film to engage your audience in a short amount of time before they scroll past your content.
  
  
• Resolution: Videos should be high-resolution, with a minimum resolution of 720 x 1280 pixels, and a minimum frame rate of 30 frames per second. Though you can film higher resolution content with your DSLR, the beauty of TikTok is that the platform favors organically made content, so you’ll see the best results filming on your own phone.
  

Types of TikTok Ads

TikTok offers a range of ad formats to choose from, each designed to help creators achieve their desired marketing objective. Here are some of the main types of TikTok Ads you can choose from:

1. In-Feed Ads: These are full-screen video ads that appear in the "For You" page of the TikTok app. In-feed video ads can be 5 to 60 seconds long and include a clickable call-to-action button leading to an external landing page

2. Spark Ads: This is the simplest way to run an ad; you can take any of your own content or other influencers content of your product (with their permission) and turn it on as an ad in TikTok Ad Manager. This ad will run as another in-feed ad, just with the organic content that has already been posted to yours or someone else's page.‍

3. Brand Takeover Ads: These are full-screen ads that appear right when a user opens the TikTok app. Brands can use images, GIFs or videos that link to an internal or external landing page. When the user opens the app, the ad will automatically play the first 5 seconds

4. Top View Ads: These ads are similar to Brand Takeover Ads but use a 60-second video instead. Top View Ads allow for high visibility since they’re the first thing users see.

5. Hashtag Challenge Ads: This format allows a brand to create a unique and challenge oriented hashtag for users to collaborate with. This is a great way to encourage UGC and promote your brand. This is best used in combination with another ad style like a Top View Ad to increase exposure and awareness of the challenge.

6. Branded Effects: These are 2D or 3D AR lenses that users can interact with on TikTok. Brands and businesses can create their own unique AR lenses and offer them to users to build brand awareness. This is great for brands or creators who want to encourage users to create user generated content (UGC) with their branding. It’s best to use this style of ad in combination with another ad style like a Top View Ad.

In addition to the various types of TikTok Ads, there is also the option to promote your TikTok videos, which can be a simpler and more accessible way to reach a wider audience. Unlike creating a TikTok Ad with detailed specifications and targeting options, promoting a video can be set up quickly and with only a few clicks. 

Promoting a video is an ideal option for those who want to test the waters or don't have the budget for a full-fledged ad campaign. However, it's important to note that while promoting a video is a less complicated process, creating a TikTok Ad can provide more detailed analytics and targeting options. 

How to Set Up a TikTok Ad in 8 Steps

Setting up a TikTok Ad may seem daunting at first, but it's actually a straightforward process. Here are the essential steps you need to follow to get started:

1. Create a TikTok Ad Account

To get started with TikTok Ads, you'll need to create an account. This involves providing basic information such as your business name, payment method, and ad account name. You likely already have a TikTok account, you will be able to link these accounts together to seamlessly view your analytics. 

2. Install the TikTok Pixel

The TikTok Pixel is a tracking and retargeting tool that allows advertisers to optimize their campaigns and measure performance. By installing the Pixel on your website, you can track success through conversion rates and optimize your ads for better results.

3. Create a New Campaign

Once you have your account set up, you can create a new campaign. This involves choosing an objective for your ad, such as increasing brand awareness, driving traffic, or boosting sales.

4. Choose Your Target Audience

You'll then need to select your target audience based on options like demographics, interests, location, and more. TikTok also offers lookalike targeting, which allows you to reach new audiences based on the characteristics of your existing customers or followers.

5. Determine Your Ad Format 

You'll need to choose your ad format as listed earlier. Consider your advertising objectives and which format would best help you achieve them.

6. Set Your Budget 

You can choose from daily or lifetime budgets, depending on your campaign objectives. You can also set bid prices for your ads which determines how competitive you want your bidding to be.

7. Create Your Ad

With all the previous steps in place, you’re ready to create the ad. Keep in mind the ad specs outlined by TikTok and produce a high-quality, visually appealing ad that will resonate with your audience.

8. Launch Your Ad

Once you've set a budget and created your ad, you can launch it. TikTok will prompt you to review your order and confirm that everything looks good before launching it to the public.

9. Monitor Your Ad

You’ll need to keep an eye on the status of your public ads to ensure they are working to the best of their abilities. Don’t be afraid to launch more than one ad at a time to A/B test different strategies and find what engages your target audience the most effectively. 

How Much Do TikTok Ads Cost?

TikTok Ads operate on an auction and bidding model, meaning that you can spend as much or as little as you wish to. However, the platform has set a minimum campaign-level budget of $50 per day. The final cost of running a TikTok Ad depends on several factors, including your bidding strategy, the chosen audience, ad format, and more as these variables will impact your cost per click (CPC) and cost per impression (CPI).

While TikTok Ads can be more expensive than other platforms like Instagram or Facebook, the benefits of utilizing this platform are worth the cost if used correctly. The key is to choose your objectives carefully, target your audience effectively, and create high-quality content that resonates with your audience. By following these best practices, you'll get the best bang for your buck.

TikTok Ads Best Practices

Here are some best practices for creating successful TikTok Ads as a creator:

1. Grab Your Audience's Attention: Grab your audience's attention during the first few seconds of the ad. Use vibrant colors, bold text, and eye-catching imagery to draw the viewer in.
2. Keep it Short and Sweet: TikTok videos are short by nature, so keep your ad concise and to-the-point. Your audience will appreciate a quick and easy-to-understand message. Remember that 9 to 15 seconds is your sweet spot.
3. Speak Their Language: Use the language and tone that your target audience speaks in. 
4. Collaborate with Creators: TikTok is a place where creators thrive, and their influence can often help brands get their message across in a fun and authentic way. Consider partnering with other influencers or creators who appeal to your target audience.
5. Include a Call-to-Action: Include a call-to-action at the end of the ad, giving the viewer a clear next step. This could be signing up for a service, clicking a link, or following your page.

Build Your Own Brand

Advertising on TikTok is a highly effective way to tap into your target audience outside of your existing followers. It’s also a great way to make money by taking paid partnership deals with brands, promoting your own brand and content, or advertising your custom merchandise site.

Whether you want to launch your own brand with custom apparel or any other type of products, one of the best platforms to use is Fourthwall. We’ll not only power your website and custom merch and apparel, but you can also create a memberships program to reward your most loyal followers. Get started today!