TikTok Ads: How and Why

It’s safe to say everyone knows what TikTok is. If you’re not on it, you’re hearing about it, or maybe even recording for the platform alongside your kids. Whatever your relationship is with the quickly prevailing social platform, one thing’s for sure: if you are a business, then you definitely need to be on it. As one of the most downloaded apps of 2020 with over 800 million monthly users, it’s time to add to your media plan. 

Why TikTok

How quickly tikTok has infiltrated the social media realm is astounding. The interactivity the platform allows users has made it one of the most widely used social platforms in the world. Before we get into why your business should be on TikTok, especially advertising on it, let’s look at some statistics. 

These statistics show how effective TikTok can be for your business. Big names like Grubhub, Nike, Fenty Beauty, and Apple Music can be found on TikTok promoting products in unique, visually compelling campaigns. With advanced targeting and a variety of ad creation features, the TikTok Ads platform is unlike many of its predecessors. When used effectively, it can help you tap into the platform’s lucrative pool of users.

How To Advertise 

In order to advertise on TikTok you will need an advertising account, or account manager.  Contact TikTok Ads to see if your account qualifies. Once you have been approved you can choose from five different ad types: 

  1. In-Feed Video: Ads appear in the native news feed of TikTok on the For You page.
  2. Brand Takeover: Ad appears when TikTok users open the app and completely take over the screen for a few seconds before turning into an In-Feed Video ad.
  3. Hashtag Challenge: Ad appears on the Discovery page. It encourages users to participate in user content creation challenges. These can include a shoppable component for retailers.
  4. Branded AR Content: Ad appears as branded lenses, stickers, and other 2D/3D/AR content for TikTok users to use in their videos.
  5. Custom Influencer Package: Ad appears as part of sponsored content created by a TikTok user with influence in your market.

Choosing the right ad type depends on your business. Figure out what kind of ads you want to put out and how each option would help you succeed. The best way to advertise on TikTok is by using the apps features and current trends. The dance and hashtag challenges blew up on TikTok, and have allowed many brands to find success incorporating them into their ads. TikTok allows for so much creativity that whatever ad type you choose, if done correctly, businesses can find success. 

Creating A Campaign 

After creating an ad account, you’ll need to create a campaign. When creating a campaign, you can {currently} choose from three goals: awareness, consideration, and conversion. You’ll follow through with the campaign setup by choosing a budget, ad placement and targeting preferences. TikTok lets you use custom audiences in your ad group targeting. You can create custom audiences in a few ways. You can use your customer’s contact data, website traffic, app activity, or ad engagement. 

Depending on the goal of your campaign, you’ll choose how you want to optimize it. You can choose to optimize your ad group for Conversion, Click, or Impression and your bidding will be optimized based on the goal you select. Conversion goals are priced using the oCPC (optimization cost per click) bidding method, which ensures your ads will be displayed to the users who are most likely to perform your expected actions. 

Design Your Ad

The best thing about the ads platform is a tool called the Video Creation Kit, which provides video and image templates you customize using your existing images. It also comes with 300+ options for free background music. Whatever type of ad you choose to run, have fun with it. Dive in and be creative; that’s what the platform is for. Take a look below at some examples of brands that used TikTok ads effectively. 

Clean & Clear 

Too Faced



If your business is in the market for new creative, contact TriSpark Media today. Our team of dedicated marketers will help you establish advertising goals and create content that helps achieve them. Contact us today!