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What is a Tiktok Ads account?
TikTok is owned by Beijing-based technology company ByteDance, founded by the Chinese billionnaire entrepreneur, Zhang Yiming. The 37-year-old was named one of Time Magazine’s 100 most influential people in 2019, who described him as “the top entrepreneur in the world”.
TikTok ads start at $10 per CPM. Reports from AdAge in late 2019 show that TikTok’s cost of advertising can be between $50,000 to $120,000 depending on the ad format and duration.
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Advertising on TikTok: Using App Features
Unlike social media sites like Facebook or Twitter, TikTok users often base their content on trends and memes. It can change rapidly – what’s popular one week won’t necessarily be hot the next – and the key is jumping on the trends as soon as possible.
While original content is appreciated, reactionary content is also highly rewarded. Here are a few of the different kinds of content you could consider for your TikTok marketing.
A hashtag challenge is when a specific task is set out by one user and other TikTok users are encouraged to try it and post the result using the associated hashtag. Any user can try and create a hashtag challenge, though whether or not others join in and it spreads is not guaranteed.
When brands pay for hashtag challenges, their hashtags are promoted for a few days and are usually accompanied by a microsite where users can purchase the brand’s products within TikTok. This is what grocery chain Kroger did when they ran the #TransformUrDorm hashtag challenge during the back to school shopping season.
Creating and Reusing Sounds
This might be a vestige of TikTok’s Musical.ly origins, but a big part of TikTok is the use of “sounds” to accompany videos.
This could include snippets of songs, speeches, TV or movie dialogue, or random user commentary. The genius part is that once a sound is used in a video, it’s saved on TikTok and can then be reused by other creators.
Having a sound become popular on TikTok has catapulted some musicians into mega-stardom, including Lil Nax X, whose song “Old Town Road” was first a hit on TikTok before going mainstream, getting remixed, and charting at number one on the Billboard Hot 100 for 19 weeks – the longest in history.
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