Should TikTok be part of your digital marketing strategy?

1. A variety of ad types that you won’t find anywhere else!

First of all, it’s worth knowing about the different types of TikTok Ads, each of which offers unique advantages for businesses. Here are the most common ad types:

Branded ads:

Brand ads are videos sponsored by a celebrity or influencer on TikTok. These videos are usually between 15 and 60 seconds long and are often used to promote a specific product or service.

These ads are designed to help brands connect with TikTok users using branded hashtags, augmented reality effects and other features. Brand ads can be used to promote brand challenges, events, product launches and more.

In-feed ads:

Les annonces in-feed sont des vidéos publicitaires courtes qui apparaissent directement dans le flux de TikTok. Ces annonces ont une durée maximale de 15 secondes et peuvent être ciblées en fonction de différents critères :

1. Age: you can target users based on their age. TikTok offers a range of ages from 13 to 65+.
2. Gender: you can target users based on their gender, i.e. male, female or other.
3. Location: you can target users based on their geographical location. You can target a country, a region, a city or even a postcode.
4. Interests: you can target users based on their interests. TikTok has a list of interests and categories, such as music, sports, games, beauty, fashion, etc.
5. Behaviours: you can target users based on their behaviours, such as online shopping, frequency of travel, outdoor activities, etc.
6. Device: you can target users based on the type of device they use to access TikTok, such as iOS or Android devices.
7. Language: you can target users based on their preferred language.

Importantly, TikTok Ads also has advanced targeting options, such as personalised targeting and like targeting, which use user data to find similar audiences or target specific audiences based on first-party data.

TopView Ads:

TopView ads are high-quality video ads that appear full-screen when the user opens the TikTok application. These ads last up to 60 seconds and are often used to launch a new campaign or promote a flagship product.

Branded Takeover ads:

Branded Takeover ads are five-second video ads that appear when the user opens the TikTok app. These ads can be accompanied by a sponsored hashtag or a static banner. Branded Takeover ads offer maximum visibility and instant impact for businesses.

Hashtag Challenge ads:

Hashtag Challenge Ads are a type of advertising unique to TikTok. They encourage users to create and publish their own videos using a specific hashtag. Businesses can create hashtag challenges to promote their brand or product, while encouraging user engagement and increasing the visibility of their content.

Although TikTok Ads has a number of advantages, as with any platform, there are some drawbacks. First of all, TikTok is often associated with a younger audience, particularly generation Z and Y. If your business targets an older audience, TikTok may not be the best advertising option for you. It all depends on your target audience!

What’s more, TikTok Ads is a relatively new advertising platform, which means that the advertising tools may not be as advanced as those offered by other advertising platforms such as Facebook or Google Ads. Businesses may therefore find it difficult to optimise their advertising campaigns on TikTok.

Be careful with your media buy 💰

In addition, advertising costs on TikTok can be higher than on other advertising platforms due to the less fierce competition than other online advertising giants such as Facebook and Google. Due to this limited competition, advertising bids can be higher, which can make advertising on TikTok Ads more expensive. Businesses should therefore be prepared to invest more in their advertising campaigns on TikTok to reach their target audience.

Achieving significant results with advertising on TikTok also requires constant creativity. TikTok users are often looking for new, original and creative content. Ads that don’t meet this standard risk not being well received by the TikTok audience. As a result, businesses need to be prepared to invest time and resources in creating impactful and innovative ads that are able to capture the attention of users.

Finally, as with any advertising platform, it is important that businesses evaluate the effectiveness of their advertising campaigns on TikTok to determine their return on investment. Companies must be prepared to carry out tests and make adjustments to optimise their advertising campaigns and achieve satisfactory results. However, if you’re good at reporting, this step won’t scare you off!

Although TikTok Ads has a number of advantages, as with any platform, there are some drawbacks. First of all, TikTok is often associated with a younger audience, particularly generation Z and Y. If your business targets an older audience, TikTok may not be the best advertising option for you. It all depends on your target audience!

What’s more, TikTok Ads is a relatively new advertising platform, which means that the advertising tools may not be as advanced as those offered by other advertising platforms such as Facebook or Google Ads. Businesses may therefore find it difficult to optimise their advertising campaigns on TikTok.

TikTok Ads offre aux entreprises une opportunité unique de toucher leur public d’une manière créative et innovante. Avec une variété d’options publicitaires et des fonctionnalités de ciblage puissantes, TikTok Ads peut aider les entreprises à atteindre leur public cible et à augmenter leur visibilité en ligne.

Bien que la plateforme soit souvent associée à un public plus jeune, TikTok est une plateforme de plus en plus populaire auprès d’un large éventail de consommateurs, ce qui en fait une option intéressante pour les entreprises de toutes tailles. Si vous cherchez à diversifier votre stratégie marketing et à atteindre un public plus jeune, TikTok Ads est une option à considérer !