Best Practices for Advertising on TikTok

Scarlet Sieiro

TikTok is quickly becoming one of the most popular social media platforms, and it’s no surprise why.


With its short-form video format that allows anyone to easily create content, TikTok has become a great platform for businesses to reach out to their target audience in an engaging way.


In this article, we will discuss best practices for advertising on TikTok. We'll also cover topics such as understanding your TikTok audience, creating engaging content, utilizing different ad formats available on the platform, and measuring and optimizing performance.


Let’s get started.

Understanding Your TikTok Audience

Before launching an advertising campaign it is important to take the time to understand your target audience and their interests on TikTok.


This includes analyzing what type of content they watch, who they are following, and even which types of videos they enjoy creating themselves.Knowing this information will help you create content that resonates with your potential customers and make sure that it’s being seen by the right people.


Let's take a look at how you can create engaging content on TikTok.

Creating Engaging Content

Once you have a good idea of who your target audience is, it’s time to start creating engaging content for them. One way to do this is by using popular trends and hashtags. More on this below.


This will help ensure that your content stands out from other posts in the feed while also staying relevant to current events and topics trending on the platform.


Videos should be creative yet concise since most users don’t spend more than 15 seconds watching a video before moving on to something else. Short-form videos are great for capturing attention quickly but still providing enough information about your product or service without overwhelming or boring viewers.

Tips For Creating Engaging Content

When creating content on TikTok, it is important to ensure that the visuals are appealing and engaging. Using bright colors, creative animations and intriguing visual effects can help draw viewers in quickly and keep them engaged for longer periods of time.


Here are a few TikTok advertising tips to consider.

Music And Sound Effects

Incorporating trending music or sound effects into videos can make them stand out from other posts in the feed while still resonating with users – just be sure not to use any copyrighted material when doing so.


As we mentioned above, hashtags are also a great way to reach potential customers as they allow users to easily find content related to their interests. Creating hashtags specific to your brand or product allows users who follow those tags access to all of your content at once. This makes it easy for viewers who have already expressed interest in your product or service to discover new content from you without having to search manually through the app.

Captions And Descriptions

Captions and descriptions should provide enough information about your product or service without being overwhelming. Focus on highlighting key points rather than providing too much detail which could potentially bore viewers away from watching further.


These tips will help you get started with TikTok advertising.

Ad Formats - The Pros And Cons

When running ads on TikTok, there are several ad formats available depending on what goal you want to accomplish with each campaign.


TopView ads offer premium placement at the top of feeds where users can either skip after 5 seconds or keep watching up until 60 seconds. This means more visibility for brands, but it could also result in higher costs because of the prime real estate being occupied.


In-feed ads on the other hand appear mid-feed alongside organic videos from creators. These ads are usually cheaper since they blend in with organic content from creators and can be seen mid-feed when scrolling past. However, this also means that these ads might not get as much exposure as TopView ads.


Then, brand takeover ads allow brands full control over how their message appears upon opening the app. Brand takeovers do however require larger budgets.


Lastly, Branded lenses offer the potential for high levels of user engagement as viewers can interact with AR effects in real time. However, this option tends to be more expensive and requires more creative resources to create and implement.


When deciding which ad format would best suit your campaign’s objectives, it’s important to take into account factors such as budget constraints and target demographic since each option comes with its own set of pros and cons.

Measuring And Optimizing Performance

It is important to set clear goals and metrics when running a TikTok advertising campaign in order to measure performance accurately. This will enable you to identify which campaigns or ad formats are performing well, as well as which ones need improvement.


To do this effectively, it’s best to define success criteria ahead of time by focusing on key performance indicators such as cost per click (CPC),return on investment (ROI), impressions and reach, views per post, etc.


Once you have established your goals and KPIs for each campaign, there are various tools available that can help with measuring the performance of your ads more precisely. These tools include TikTok insights and third-party platforms such as App Annie.


Advertising on TikTok can be a great way for businesses to reach potential customers and increase their overall sales.


By carefully crafting creative visuals and captions that resonate with users while utilizing trending hashtags, brands can ensure they are reaching the right audience while also making sure their content stands out from other posts in the feed.


Ultimately it is important to keep experimenting with different strategies in order to find what works best for your brand.