TikTok Ads 101: The Ultimate Guide to TikTok Advertising

TikTok is a must-have in your digital marketing strategy in 2024. As one of the fastest-growing social media platforms, TikTok isn’t just about memes and dance challenges, it’s also a powerful shopping platform. Users are highly likely to purchase products they see advertised on the app.

If you want to reach the Gen Z and Gen Alpha audiences, TikTok is an ideal place to allocate some of your ad budget. Learn how to create effective TikTok ads, leverage the ads manager, and implement best practices to maximize your advertising return on ad spend (ROAS) on TikTok.

What are TikTok ads?

TikTok ads are paid promotional content that appears in users’ feeds, seamlessly integrating with the app’s short-form video format. These ads can take different forms, such as in-feed videos, branded hashtag challenges, or sponsored effects. 

Brands advertising on TikTok can target specific demographics, interests, and behaviors to reach their target audience. TikTok ads allow your business to engage with the platform’s massive and growing user base and drive brand awareness, engagement, and sales.

What brands should use TikTok ads?

Your brand can benefit from TikTok advertising if you sell products or services that appeal to a younger, trend-conscious audience. It’s an especially valuable platform for ecommerce brands, thanks to TikTok Shopping features that turn browsers into buyers—there are more than 8.4 million videos under the hashtag #TikTokMadeMeBuyIt.

Who can advertise on TikTok?

To advertise on TikTok, you must first create a TikTok ads manager account. The platform requires that advertisers adhere to the app’s advertising policies and community guidelines. 

TikTok advertising is available in dozens of countries and regions worldwide. However, there are some geographic limitations and restrictions. For example, TikTok is currently banned in India due to government regulations, so businesses cannot advertise on the platform in that country. Additionally, some countries have specific regulations or restrictions on the types of products or services that can be advertised on social media platforms like TikTok. Here are a few examples:

• In the United States, the Food and Drug Administration (FDA) has strict guidelines for advertising health-related products, such as prescription drugs and medical devices. Advertisers must ensure their video content complies with these regulations.
• In the United Kingdom, the Advertising Standards Authority (ASA) has rules regarding the advertising of age-restricted products, such as alcohol and gambling. Brands must target their ads appropriately and include necessary disclaimers.
• The European Union has strict data privacy laws, such as the General Data Protection Regulation (GDPR), which advertisers must comply with when targeting users in EU countries.

What are the benefits of advertising on TikTok?

• Large, engaged user base
• Creative, interactive ad formats
• Precise targeting options
• Detailed analytics and reporting

Here are the benefits of advertising on TikTok: 

Large, engaged user base

TikTok has quickly become one of the most popular social media platforms, with more than 1.5 billion monthly active users worldwide as of April 2024. According to other TikTok statistics, the app’s user base is highly engaged, spending an average of 52 minutes per day on the platform. This level of engagement provides brands with an opportunity to reach a vast and attentive audience. Plus, TikTok’s user demographics skew toward younger generations, making it an ideal platform for brands targeting millennials, Gen Z, and Gen Alpha.

Creative, interactive ad formats

The TikTok ads platform offers a range of creative and interactive ad formats, including video shopping ads that allow ecommerce companies to showcase their products in action. Branded hashtag challenges encourage user participation, can help brands create viral content, and can increase brand awareness. 

Precise targeting options

TikTok’s targeting capabilities allow you to reach your precise desired audience. The platform’s ad targeting dimensions include demographics, interests, behaviors, device types, and more. 

You can also create custom audiences based on user engagement with similar content or hashtags. For example, if you’re an ecommerce brand that sells eco-friendly beauty products, you could use TikTok ads to target users who have engaged with content related to sustainable living, clean beauty, and self-care.

Detailed analytics and reporting

TikTok’s flexible budgeting options make its ad platform accessible to businesses of all sizes. You can set daily or lifetime budgets for your TikTok ad groups and choose between various bidding strategies based on your campaign goals. 

Plus, TikTok provides detailed analytics and reporting, allowing you to track and measure the performance of your TikTok campaigns in real time. This level of transparency and measurability helps you optimize your campaigns for the best ROAS.

How much do TikTok ads cost?

The cost of TikTok ads depends on several factors:

• Ad format. Different ad formats—such as in-feed ads, brand takeovers, and branded hashtag challenges—have varying costs based on their placement and visibility.
• Targeting. The more specific your target audience, the higher the cost may be to reach them. But, it may be worth the costs if the audience fit is high.
• Bidding strategy. TikTok uses an auction-based system, where advertisers bid against each other for ad placement. Your bidding strategy, such as cost per click (CPC) or cost per mille (CPM), can affect the overall cost of your ads.
• Competition. The level of competition in your industry or niche can influence the cost of your ads. If many advertisers are targeting the exact same audience, the cost may be higher.

TikTok ad types

• In-Feed
• TopView
• Branded Hashtag Challenge
• Branded Effects
• Spark
• Ecommerce

As you gain experience with the platform and better learn how to use TikTok advertising for your brand goals, you can experiment with these ad formats: 

In-feed 

In-feed ads appear seamlessly within a user’s content feed and resemble native TikTok videos. These advertisements—either video ads or carousel ads—can be up to 60 seconds long and include a call-to-action button that directs users to a landing page or app store. In-feed ads are ideal for driving engagement, website traffic, and conversions, as they blend naturally with the user experience and can be targeted to specific audiences.

TopView

TopView ads are a premium placement option that guarantees your ad will be the first video users see when they open the TikTok app. TopView begins with a three-second video takeover, then transitions to an interactive in-feed video experience offering various engagement options like commenting, sharing, and visiting the brand’s profile.

This format is designed to maximize brand exposure and recall. TopView ads are ideal for launching new products, promoting special events, or creating a strong first impression with a wide audience. However, TopView ads come at a higher cost compared to other ad formats.

Branded Hashtag Challenge

Branded Hashtag Challenge ads allow brands to create custom hashtags that encourage user participation and user-generated content (UGC). When users click on the sponsored hashtag, they are directed to a landing page featuring the brand’s videos and UGC created by the TikTok community. 

You’ll see the best results when you partner with creators who can join your Branded Hashtag Challenge and encourage their audience to do the same. This ad format is great for driving engagement, fostering community interaction, and increasing brand awareness through viral challenges and trends.

Branded Effects

Branded Effects ads let brands create custom filters, lenses, and stickers that users can incorporate into their own TikTok videos. These ads can be promoted through other ad formats, such as in-feed ads or Branded Hashtag Challenge ads, to boost visibility and encourage more engagement. 

For instance, a cosmetics brand could create a Branded Effects ad that allows users to virtually try on different lipstick shades using augmented reality, encouraging them to share their favorite looks. By providing users with creative tools to express themselves, brands can tap into the platform’s participatory nature and build stronger connections.

Spark

Spark ads allow brands to amplify existing organic content from their own TikTok account or from other users who have granted permission to promote their videos. By boosting top-performing content, brands can leverage the authenticity and social proof of UGC while maintaining control over their advertising messaging and targeting. For example, a fitness micro-influencer might post a viral workout video showcasing a brand’s yoga pants. The company might secure rights to promote the video as a Spark ad, expanding its reach to a broader, targeted audience.

Spark ads are displayed as in-feed ads and can drive traffic to a brand’s TikTok profile, website, or app store. This ad format is particularly effective for brands looking to showcase real user experiences, build trust, and drive conversions.

Ecommerce

TikTok ecommerce ads are designed to help brands drive product discovery and sales directly within the TikTok platform. There are several types of ecommerce ads available:

• Video Shopping. Video Shopping Ads feature products in action with product tags, descriptions, and pricing information, enabling users to explore and buy products with just a few taps.
• Video Shopping with TikTok Shop. Video Shopping Ads with TikTok Shop integrate with TikTok’s native ecommerce platform and enable brands to create immersive and shoppable video experiences complete with product catalogs, customer reviews, and streamlined checkout. 
• LIVE shopping. LIVE shopping ads are real-time, interactive livestreams that allow brands to showcase products, answer questions, and engage with viewers in real time. 

TikTok ad specs

TikTok Ads Manager supports both image and video ad formats for various placements, including TikTok in-feed ads, CapCut, Fizzo, and Global App Bundle. Here are the details: 

Video ads specifications

The video ad specifications vary slightly depending on the placement, but they generally require a video creative, ad display image, brand or app name, ad description, and a call-to-action (CTA) button. The key specifications for TikTok video ads are:

• Aspect ratio: 9:16, 1:1, or 16:9
• Video resolution: Minimum of 540 pixels x 960 pixels, 640 pixels x 640 pixels, or 960 pixels x 540 pixels
• File type: .mp4, .mov, .mpeg, .3gp, or .avi
• Video duration: 5-60 seconds (9-15 seconds suggested)
• Bitrate: ≥516 kbps
• File size: Within 500 MB

Image ads specifications 

The image ad specifications vary slightly depending on the placement but generally require an image creative, brand or app name, ad description, and a call-to-action (CTA) button. 

The key specifications for TikTok image ads are:

• File type: JPG, JPEG, PNG
• Image resolution: 720 pixels x 1280 pixels (Global App Bundle), 1200 pixels x 628 pixels / 640 pixels x 960 pixels / 720 pixels x 1280 pixels (Pangle)
• File size: Within 100MB

Additionally, TikTok provides the following suggestions for better ad performance and user experience:

• Keep key creative elements in the middle of the screen to prevent them from being covered by the description or logo and to avoid being cropped on the sides.
• Ad creative should be localized, and languages other than the local official language where the ad will be shown should not be used too often.

How to create your first TikTok ad in 7 steps

1. Get a business account
2. Integrate TikTok with your Shopify store
3. Open the TikTok Ads Manager
4. Set your advertising goal
5. Select your audience
6. Set your budget and schedule
7. Create your ad and submit

There are two ways to create campaigns for your business on the TikTok Ads Manager: a simplified version and a custom version. The custom version is designed for large companies and has more options, like creating an ad group or using a bidding strategy. But for a small to medium-sized business, this simplified version is straightforward, easy to use, and doesn’t require technical expertise:

1. Get a business account

To use the TikTok Ads Manager, you’ll need to have a business account for the platform. Switching over from a personal account is both free and easy.

In the app, simply go to Settings and Privacy, then Manage Account, and tap Switch to Business Account. TikTok for Business will give you access to analytics that can tell you the best time to post on the app, as well as other features, such as a link in your bio.

2. Integrate TikTok with your Shopify store

If you have a Shopify store, install the TikTok app. This offers other options for automated ad creation, and if you’re located in select countries, you’ll be able to launch a shopping tab on your TikTok profile.

3. Open the TikTok Ads Manager

The TikTok app is built for mobile, but using your TikTok ads manager account is something you’ll want to do on desktop. Navigate to ads.tiktok.com and log in with your TikTok business account.

4. Set your advertising goal 

When you select Simplified Mode within the TikTok ads manager, you will be presented with four options to determine a goal (or campaign objective) for your campaign:

• Increase traffic. This option is ideal if you want to drive prospective customers to your website.
• Drive community interaction. If you want to simply grow your presence on TikTok, building community is a great way to promote your brand in the lead-up to a launch.
• Generate customer leads. This method is designed to capture information from viewers via a contact form that can be used to retarget potential customers and nurture existing fans.
• Get website conversions. This option is for driving more conversions (defined as taking specific actions, as opposed to merely arriving at a website, which would be considered traffic) on your store's website.
• Encourage app installs. This option is good for driving people to your app store page. 

5. Select your audience

The next screen in your TikTok ads manager account will let you decide who exactly will see your TikTok ads. You can select “Automatic audience” to let TikTok decide for you, but it’s also easy to add a few parameters of your own if you’d rather go the “custom audience” route.

You can select your target audience of TikTok users in the TikTok ads manager based on gender, age group, language, and location. Based on what you select, a handy slider in the top right corner of the page will let you know the size of your audience. 

You can also drill down further into areas of interest, such as clothing, cooking, or pets. For example, if you sell coffee online, you can target “coffee” as an interest. If you run a skin care business, you can target “beauty.” You can target users who have a history of interaction with TikTok content, such as liking and commenting.

Then, TikTok will ask if you’d like to show TikTok ads on just TikTok or add placement on Pangle, which the ads manager refers to as a “Premium global publisher network.” 

6. Set your budget and schedule

Next, you’ll determine your daily budget, starting at a minimum of $5 per day or $70 for the lifetime of the campaign. You’ll then decide how long to run your campaign. You can also select “No end date” to run your campaign indefinitely and stop it later on when you feel it’s done its job.

7. Create your ad and submit

You’ve made it to the fun part of creating TikTok ads. On the next screen within the TikTok ads manager, you can either select one of your existing TikTok videos to run as a video ad or upload a new one that won’t appear on your regular TikTok feed. 

You’ll also be able to write a caption for your ad and create a call-to-action button—such as Shop Now—with a link to your website.

When you hit Submit, your TikTok ad will go into a review process that averages about 24 hours before it goes live to the world. 

If your ad is flagged, you will be notified via Ad Group on the TikTok Ads Manager platform. This is where you’ll learn the reasons for your ad’s rejection, so you can avoid the same mistakes in the future.

As your ad runs, monitor your results to learn what works and what doesn’t, so you can optimize for your next campaign.

Best practices for creating engaging TikTok ads

• Start with an attention-grabbing hook
• Opt for a TikTok-native feel
• Use trending sounds and hashtags
• Leverage user-generated content
• Partner with influencers
• Provide a compelling offer

Here are some other best practices to consider as you get the hang of advertising on TikTok:

Start with an attention-grabbing hook 

Savannah Sanchez is a TikTok Creative Expert running The Social Savannah, a Meta and TikTok creative agency. As a TikTok marketing partner, she has shaped TikTok ad creative for notable companies like Topicals, ASICS, BYLT Basics, and BlendJet.

“Think about how to make someone stop the scroll in the first two seconds, and not keep scrolling away,” says Savannah. “I always tell brands they should focus 90% of their attention on optimizing the hook and making sure it’s very thumb-stopping, and 10% of their attention on the rest of the ad. The first two seconds, the hook, is incredibly important.”

Savannah recommends leveraging TikTok trends and transitions to create scroll-stopping content. She also suggests saying something surprising within the first two seconds to grab viewers’ attention. Alternatively, featuring something “weird” or “oddly satisfying” can also be an effective way to make your TikTok ads stand out in users’ feeds.

Opt for a TikTok-native feel 

To create ads that resonate with the TikTok community, aim for content that feels like it was created by a user, not a brand. This means shooting vertical videos on your mobile phone instead of relying on high-end production value. Incorporate popular TikTok fonts, sounds, and editing techniques to make your ads feel more authentic and engaging. 

“We see ads that are around 30 seconds long that do the best on TikTok. We also see ads that are utilizing native TikTok fonts, doing the best,” says Savannah. “They should look like they’re filmed on an iPhone and edited in CapCut with native TikTok text treatments. They shouldn’t look like it’s from the studio or too overproduced. Looking like it’s actually made from a creator is really important.” 

Use trending sounds and hashtags

One of the most effective ways to boost the visibility and engagement of your TikTok ads is by leveraging trending TikTok sounds and hashtags. Incorporate popular audio clips and relevant hashtags into your content to tap into existing conversations and increase the likelihood of users seeing your ads. Stay up to date on the latest trends by regularly browsing the For You page and keeping an eye on what’s gaining traction within your niche.

Leverage user-generated content

User-generated content (UGC) refers to the content your customers or fans create. It can be a powerful tool for boosting authenticity. 

“People want to buy from people who are relatable to them and who are genuine. They don’t want to listen to a TV commercial or just a boring photo with value propositions over it,” says Savannah. “TikTok is all about getting genuine feedback from the community and sharing products that people genuinely love. So that’s how your ads have to come across, it can’t look like an ad.”

Encourage your customers to create TikTok videos featuring your products, and consider running a branded hashtag challenge to inspire a wave of UGC that you can repurpose in your ad campaigns.

“One of the main things that we see across all of our best-performing ads is that there is a creator testimonial. That means having an on-screen talent talking to the camera, giving a genuine testimonial about why they love the product,” says Savannah. “That is a formula that works time and time again.”

Partner with influencers 

Collaborating with TikTok influencers can help you reach new audiences and add credibility to your ad campaigns. When working with influencers, find a balance between providing creative freedom and ensuring that your brand messaging is effectively communicated. 

“One of the biggest mistakes I see brands make when working with Tiktok creators is that they don’t provide them with a very specific brief. When I work with a creator, I send them a detailed shortlist of every angle, unboxing, and testimonial that I’m going to need,” says Savannah. “I send them visual ad examples so that they can have a reference to what I am looking for, what a great ad looks like, what great lighting looks like, and then scripts.”

Provide influencers with a clear brief that outlines your campaign goals, key talking points, and any specific guidelines they should follow. While you should trust that an influencer knows what resonates with their audience best, providing 100% creative control is rarely the answer. 

“Just because a TikTok influencer is a great creator, it doesn’t mean that they’re necessarily a great ad creative strategist. They don’t always know what’s going to work for ecommerce marketing,” says Savannah. “They may be really great at talking to the camera, being engaging, and having great lighting. But that doesn’t always mean that they’re going to know what it means to have a great hook, or a strong call to action, or the best value props to mention in the ad.”

Provide a compelling offer 

TikTok users, who are often younger and have less disposable income, tend to be more price-conscious than users on other social media platforms. To grab their attention and drive sales, feature a discount or offer in your TikTok ads. 

“To get a good click-through rate on your ad, consider having a very strong offer or deal or a limited-time special,” says Savannah. “I’ve used strategies like offering a 15% in the caption or mentioning in the ad script that there’s a crazy sale that viewers need to check out before it ends. Having a high sense of urgency paired with an offer is what works well on TikTok, since they are so price-conscious.” 

She mentions these tactics can also help boost overall ROAS. Experiment with different offer strategies—a free trial, a gift with purchase, or any other promotion (e.g. “a free lipstick with a mascara order”) that provides value to your target audience. 

Examples of great TikTok ads

• Medik8
• MVST
• MERIT

Here’s some TikTok inspiration from successful brands across different industries:

Medik8

Medik8, a British dermatological skin care brand, partnered with a creator to advertise two of its products: Liquid Peptides and Crystal Retinal 6. The ad strikes a familiar feel; the creator speaks to the camera and uses the recognizable “get ready with me” format often seen on TikTok. 

However, despite the organic feel of the video, the creator features the products prominently and hits several key talking points—from the products coming in “five different strengths” to including “10 different peptides.” Finally, they offer viewers a 20% discount.

MVST

MVST, a premium luggage company, takes a unique approach to its ad—without saying a word. It borrows and combines two recognizable video formats: the unboxing video and autonomous sensory meridian response (ASMR). ASMR videos feature soft sounds or gentle visuals that trigger a tingling sensation or relaxation in viewers, appealing to those seeking stress relief or a calming sensory experience.

The video focuses squarely on the product. Instead of featuring a creator, viewers simply see a hand opening the luggage, spinning the wheels, and unzipping the compartments. This approach cleverly combines product demonstration with ASMR, as the soft sounds of zippers and wheels create a satisfying auditory experience while showcasing the luggage’s features.

MERIT

MERIT, a vegan and cruelty-free cosmetics company, opens its TikTok ad with a compelling offer. For every first order on their website, it will ship a signature bag loaded with products—for free. The ad showcases each of the items, creating excitement around the offer. The ad is paired with a popular trending song that users on the platform will recognize.

By aligning with current TikTok trends, MERIT increases the likelihood of its ad resonating with the platform’s audience.

Start advertising on TikTok today

Whether you’re a content creator making merch for TikTok or a brand exploring new ways to connect with customers, TikTok advertising can help you reach a massive, engaged audience and drive growth for your business. With TikTok’s creative ad formats and precise targeting options, you can showcase your products and connect with potential customers authentically. 

If you’re a Shopify store owner based in the United States, the TikTok App on Shopify makes it easy to get started with TikTok advertising and TikTok Shop, allowing you to manage your campaigns directly from your Shopify dashboard. Take advantage of seamless pixel installation, streamlined ad creation, and powerful reporting insights to improve your TikTok marketing efforts and boost your sales on one of the world’s fastest-growing social media platforms.