tiktok advertising part 2: how to effectively do it

Alison Hrevnack
August 5, 2022

Last week, we talked about who primarily uses TikTok and their habits. Now that we know our target audience, how do we reach them? Let’s learn some patterns and options for marketers to explore when using TikTok, as well as the tone of these ads.

TikTok Ad Options

Many TikTok ads are the same classic formats on other platforms, like static image ads, video ads, and carousel ads. Then there are some lesser known ad formats, including…

  • Pangle ads: placed through the TikTok audience network
  • Spark ads: allows brands to boost organic content from their own account or from other users
  • TopView ads: video ads that appear as a full-screen takeover for 5-60 seconds when users open the TikTok app

Each ad format brings something different to the table for marketers, so as always, it’s best to use a variety. Let’s dive a little deeper into what these ads should look (and sound) like.

Keep The Tone Light

When businesses advertise on TikTok, there are a few creative strategies to keep in mind. For starters, TikTok recommends keeping ads lighthearted, with both audio and text included. In a 2022 GlobalWebIndex survey, most respondents said they use TikTok to find funny or entertaining content. Tiktok videos also thrive based on their music and audio, so it’s not surprising that 93% of top-performing TikTok videos use audio. Furthermore, 73% of TikTok users said they would stop and look at ads with audio. Upbeat tracks in particular tend to perform well, with tracks above 120 beats per minute usually having the highest view-through rate.

Growth & Trends

A notable trend on TikTok is the increasing length of videos. TikTokers used to cram all their info into 60-second videos. As of July 2021, however, TikTok increased the maximum video length to 3 minutes, and now, that maximum has reached 10 minutes. While longer videos do provide the opportunity to add more info at a digestible pace, shorter is better when it comes to TikTok, with a quarter of the highest performing videos on TikTok being between 21 and 34 seconds long. Luckily, ads typically fall around 15-30 seconds anyway. But in the event that longer videos gain more traction, every business should stay up-to-date with video duration trends to get the most out of sponsored and organic content.

As previously mentioned in Part 1, Tiktok has gained a lot of momentum over the past year when it comes to advertising. TikTok saw a 700% increase in perceived effectiveness amongst marketers, while Facebook and Instagram fell by 25% and 40% respectively. This means that the ad market is changing, and businesses have to shift based on what platforms their customers are using the most. Customers can find their own, very specific content on TikTok, with specific communities growing more and more each day. This gives marketers a can’t-miss opportunity to create highly targeted content based on those niche audiences.

What Will Giovatto Do For Your TikTok?

With trends like these, TikTok isn’t showing signs of slowing down any time soon, and businesses need to get in on the action. No matter what your business is selling or who you’re targeting, you can trust that there’s an audience waiting for you on TikTok. The Giovatto Agency can create the perfect TikTok ad to highlight your products and services as well as reach your target audience. Take advantage of all the different ad opportunities available on TikTok when you contact the Giovatto Agency!