What are TikTok ads, and how it works?

Juliet D'cruz

What are TikTok ads, and how it works?

TikTok has an algorithm that determines which ad is shown to which user and when. This is how all platforms do it, except there is a difference.

TikTok doesn’t just set up advertisements for the highest bidder.  The quality of the ad and the potential that TikTok users would engage with it are both factors considered by TikTok’s algorithm. Although how these algorithms work is a mystery, we can observe advertisements which say a lot about how the algorithms of most social networking sites work.

Are you considering leveraging TikTok Ads for your company or brand?

Now is the opportunity, as TikTok is one of the most downloaded apps with over 800 million monthly users.  A creative and well-targeted TikTok campaign may provide terrific and significant results, regardless of whether your goal is to increase sales, increase website traffic, or promote a new product.

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TikTok Ads

With tools for targeting, ad creation, insight analytics, and ad management, TikTok Ads provides a robust yet user-friendly platform to support brands and businesses in engaging millions of people worldwide. TikTok Ads are a fantastic option for companies trying to increase their reach, even if they aren’t as well-known (yet!) as Facebook or Instagram ads. And given that so few organisations and brands have realised the potential of TikTok advertisements, this is the ideal time to start using them. TikTok Ads provides a variety of unique features to assist brands and enterprises flourish, whether you’re a tiny business with a tight budget or planning a 10-day campaign.

The tools on TikTok’s ad platform automate your ads’ creation, delivery, and optimisation, like Instagram Ad Manager. There are presently two pricing options for TikTok Ads: daily and lifetime. You may change your budget at any point throughout your campaign if you choose either of these options, so it’s not fixed. You may also segregate your audience based on gender, geography, age, interests, and other particulars. You may also establish “Custom Audiences” and “Lookalike Audiences” to advertise to audiences comparable to your current ones, just like you can on Facebook and Instagram’s Ad Manager.

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The types of TikTok ads include:

  • In-Feed Ads
  • Brand Takeover
  • TopView
  • Branded Hashtag Challenge
  • Branded Effects

In-Feed Ads

The advertisements known as “In-Feed Ads” are those that play in-between videos while you navigate through your For You page. In-Feed Ads resemble the ads you might see while tapping Instagram Stories.  With In-Feed Ads, you can be pretty innovative. Your video can be between 9 and 15 seconds long and contain various calls to action. A considerable benefit has the option to insert a call-to-action. You might, for instance, encourage visitors to visit your website, download your app, or start shopping directly from TikTok. In-feed ads are popular on Fyptok.

full-screen video

Brand Takeover

You have probably opened TikTok only to see an ad straight away. If so, the ads suggest a brand takeover. When the app is opened, Brand Takeover Ads appear and show your target audience a full size video. Since you can get your message in front of your target audience, they’re one of TikTok Ad’s ideal tools for spreading awareness and promoting direct sales. These ads can display on the For You page as still pictures, GIFs, or videos in addition to displaying as soon as users open TikTok. They may also contain a clickable link that directs visitors to a landing page or a Hashtag Challenge on TikTok. 


TopView Ads are a unique advertising technique that improves upon Brand Takeovers.  TopView Ads are distinctive because, unlike Branded Takeover Ads, they appear as the first in-feed post three seconds after a user opens the app, not instantly after they are bombarded with advertisements. With up to 60 seconds of full-screen video with auto-play and music, it appears at the For You section. This ad option is TikTok’s most expensive.

Branded Hashtag Challenge

Exclusive to TikTok, Branded Hashtag Challenges are a unique advertising opportunity. Branded hashtag challenges have undoubtedly been seen on TikTok’s Discovery page. Branded Hashtags Challenges provide marketers with organic and sponsored prospects, similar to ordinary hashtag trends and challenges on TikTok. They’re an excellent approach to promoting user-generated content and increasing brand recognition. What makes Branded Hashtag Challenges so great? They are a tonne of fun to use! They are a fantastic method for brands to work together and smoothly ingratiate themselves into the TikTok community.

Branded Effects

TikTok now provides branded shareable stickers, AR filters, and lenses as part of its marketing strategy. With TikTok’s branded effects, organisations can create their unique filter on the app, much like Snapchat does with its branded lenses. Branded Effects are an excellent method to get users to connect with your brand directly because they may be active for up to 10 days at a time.

Steps to creating an ad

Creating a campaign

It would be best if you first created a Campaign for your TikTok ad. This involves establishing a campaign strategy or what you want your commercials to achieve for your brand. You may select from various goals on TikTok, including App Install (getting more users to download your app) and Visitors (generating more traffic to your website). Before building your ad group for your TikTok ad campaign, decide on your goals and determine the campaign’s budget (daily, lifetime, or infinite). Each campaign may have several ad groups—this aids in performance evaluation and ad optimisation.

Select your Ad group and placements

You can select specific ad placements, define campaign budgets, target particular audiences, set optimisation targets, and submit bids for individual ad groups on TikTok.

One to 999 ad groups are included in each campaign, and up to 512 characters may be used in each ad group name. Each ad group has various placement options, and not every placement is accessible in every location. The different types of ad placement include:

  • TikTok placement: Ads which can be seen in the ‘For You’ feed.
  • Pangle: TikTok Audience network
  • Automatic Placement: TikTok decides where to deliver the ad
  • News feed app: Ads which are visible in other TikTok apps

You can set up your ad group by :

  1. Select your ad placement
  2. Define your target audience based on age, gender, location, interests and type of device.
  3. Fill out the ad details.
  4. Fix a budget and schedule the ad
  5. Decide optimisation goals and bidding strategy

Select the media 

On TikTok’s advertising platform, you can select an image or video ad type. You have various media upload options, including computer upload, library addition, fresh video creation, usage of a video template, and the Smart Video function, which analyses your material to produce excellent videos. Once your ad creative has been published, pick a cover photo and preview your TikTok ad. You must also give your advertisement a name, add content, and include a call to action. When finished, click “Submit.”

You are all set!

With the highest number of users of any other app, TikTok presents a huge chance to grow your brand and drive sales. As always, conduct your research before starting any TikTok advertising, but if your target demographic is already using the platform, there’s no reason to wait.