TikTok Marketing

TikTok is now one of the most downloaded apps in the world. It had over 1.5 billion downloads by March 2020. Started by a Chinese company called ByteDance, the video platform has videos that are 15 to 60 seconds long. It can also be easily integrated into your other social media platforms (especially Instagram).

How much does a TikTok Ad cost?

With the exception of their pay-per-click (PPC) in-feed ads, a TikTok does not officially publish their advertising pricing. However, Ad Age wrote about a leaked pitch deck in 2019. Prices ranged from $50k to $150k for things like branded hashtag challenges and brand takeovers.

In-feed ads are more accessible. They are biddable with a minimum spend of $50 per campaign and $20 per ad group.

Paid TikTok Advertising

1. In-feed native video ads: in-feed video ads are the cheapest and the only self-service option. Like Google and Facebook, you can set your daily budget and your bid amount. In-feed ads are pay per impressions or pay per click.

2. Brand takeovers: when you open TikTok, the ad appears before you can go to your regular page. It is usually a 3-5 second image or video. Brand takeovers are full-screen, three to five second video ads that show up as soon as someone opens the app. They are visible to every TikTok user. The ad will also show up in the For You page. You can include a clickable hashtag or website link.

3. Branded hashtag challenge: in a branded hashtag challenge, a brand asks TikTok users to videotape themselves performing something like a choreographed dance, and then post it with a specific hashtag. These ads are placed at or near the top of the Discovery page, and a click on the hashtag leads visitors to a collection of TikTok's from the same challenge.

4. TopView Ads: like brand takeovers, TopView ads display on the full screen. The difference is that these ads can be 60 seconds long, and they are on a delayed play, so they don't start with the app startup. They appear while you are in the middle of browsing your TikTok's.

Some Non-Paid Organic Marketing Ideas

Use Native Marketing (Ads): use videos and other trends that will make your ad look like a regular post

• Introduce yourself and your business

• Show your evolution

• Create fun videos like dance videos. Use trending songs and dances

• You do not really need expensive polished videos

• Your videos should be very short

• TikTok users appreciate authenticity so make your videos as authentic as possible

• Videos with animals, babies, videos of bloopers, etc seem to be very attractive

• Ask them to duet your video

• Have them follow your profile

• Use hashtags and create hashtag challenges (both branded and non-branded)

• Encourage users to participate in the challenges and post videos using your hashtag. Provide winners of challenges and competitions with prizes and rewards.

• Jump on trending hashtags

• Create dance challenges

• TikTok analytics

• Work with TikTok influencers