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7/2/2020 | posted: 7/2/2020 at 2:32:36 PM ET
Only a year ago, the Musical.ly micro-video app changed its name to TikTok , and since then it has not stopped growing: it already has more than 500 million active users around the world. This great social network for teenagers continues to evolve, and now advertising on TikTok is a reality.
The start of advertising on TikTok
Since last January 26, some users were able to verify that the advertising reached TikTok officially, since they saw an advertisement promoting the installation of an app from the GrubHub food delivery service.
This announcement appeared shortly after users started the TikTok app. Its duration was 5 seconds, but users could instantly skip it by means of a button located in the upper right part of the screen, which you can see in the screenshot that the user of the microvideos app shared in Twitter:
Think this is the first real ad campaign I’ve seen on @tiktok_us. @kerrymflynn
The current offer of ads on the social network for adolescents
However, several months after the company launched this beta version of its advertising offering, the social network continues to present an uncertain prospect for many marketers who had been eagerly awaiting the full launch of their advertising options to connect with young users. .
To clarify this picture a bit, we share an overview of the clone tycoon 2 codes that are available on TikTok and how they work.
Biddable Ads
Like most social media , biddable ads on TikTok allow you to set up dynamic bids for ad space , usually through a self-service platform.
But although TikTok launched a beta version of its managed service last April, it still requires human management, that is, programmatic advertising is not yet a reality on the platform.
Thus, there is currently only one ad unit available on TikTok: the video ads displayed in the main feed of the platform. Within this advertising format, there are three models of action:
• CPC (cost per click)
• CPM (cost per thousand impressions)
• CPV (cost per display)
In terms of targeting, TikTok offers geographic targeting by age, gender, and geography, and the company has also promised that interest, behavioral targeting, and better targeting of demographics will soon be available.
In addition, in TikTok advertising you can create personalized audiences , in addition to the possibility of blacklisting or auditing .
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Bytedance, owner of TikTok, surpasses Uber and is already the most valuable startup in the world
Currently there is no minimum TikTok in ad spend, however the company encourages marketers to make a big enough investment to show results and generate better metrics. There are three other advertising formats on TikTok, although these require larger budgets and exclusive location through a representative.
Brand Takeover
This type of ad appears instantly when a user opens the application, displaying their message front and center. Then you can direct users to an internal or external destination, however the use of this format is limiting one advertiser per day.
An example of this type of advertising format is the Grubhub home delivery service.
Image: Social Media Today
Hashtag Challenge
This advertising campaign encourages user-generated content by asking them to participate in a challenge, something that is immensely popular on TikTok.
This takes advantage of the natural tendency of users to create and share content on the platform, and has a high potential for virality . A TikTok representative is associated with the brand during the six days of this campaign.
Image: Social Media Today
Branded Lenses
Similar to the AR filters you can find on Snapchat and Instagram , TikTok's Branded Lenses ads offer this feature to brands, providing a high level of user engagement , which could end up being a very popular option to drive brand messages.
Image: Social Media Today
TikTok (finally) will take advertising to Generation Z
No wonder the social network is looking for ways to monetize. In fact Musical.ly was in negotiations with different companies to include ad units on its platform last June, shortly before its merger with TikTok, so it is certain that this advertising inclusion had been on hold for some time.
Not surprisingly, Facebook is working on Lasso , an app very similar to TikTok in which they can record and share short-format videos and with which they hope to capture the attention of younger users again , one of their constant concerns.
Advertising on TikTok has great potential, since it is a social network that does not have the problem of capturing elusive centennials , and in addition to the fact that brands can reach these users in a fun and interactive way , in addition to being able to take advantage of the platform to reach the huge Chinese market and expand its business to every corner of the planet.
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