How to Boost TikTok Ads

Oct 27, 2021 - Published by: Andrew Chen

With over 1 billion monthly active users, and a monthly engagement rate of over 70%, TikTok has been at the forefront of just about every brand’s attention. Brands that choose to advertise on TikTok are often looking to reach Gen Z audiences as 41% of all TikTok users are between the ages of 16 and 24. The platform has implemented ad formats that are effectively reaching younger audiences since they are seamlessly interwoven through user-generated content (UGC) as users swipe through the app. Let’s take a look at the different TikTok ad formats, examples, and learn how to boost TikTok ads.

TikTok Ad Formats:

In-Feed Ads

As you scroll through TikTok’s For You Page, you may notice ads in between videos. However, it oftentimes takes users a second or two in order to distinguish it as an ad or a regular video on your feed. These are known as in-feed ads. While TikTok does not allow creators to include clickable CTA’s in their videos, in-feed ads offer brands the ability to incorporate CTA’s that directly lead users to your shop, the app store, and the website!

TopView Ads

As a substitute for bombarding TikTok users with brand takeover ads right when they open the app, the platform implemented topview ads. These are the first in-feed ads that the user will see after having used the app for at least 3 seconds.

Brand Takeover Ads

Another sponsored ad format offered by TikTok is the brand takeover ad. This type of ad is displayed right when a user opens TikTok, so it is the first thing that they see. TikTok understands that people do not want to see an ad every time they open the app. In fact, a Wallaroo Media study found that the average TikTok user opens the app 8 times per day. To prevent users from seeing eight ads a day, the platform ensures that users will only receive one brand takeover ad a day.

Branded Hashtag Challenge Ads

Exclusively available on TikTok, brands have the unique opportunity to drive UGC by creating branded hashtag challenge ads. Branded hashtag challenges are displayed on the TikTok Discovery page and lead users to a custom landing page. The landing pages are a great tool for amplifying brand awareness as users will see the logo, link to the website, a description of the hashtag challenge, as well as the most popular TikToks using the hashtag.

Examples of Brands Who Did it Right

An example of brands that expertly executed their in-feed ads is Invisalign and Ulta Beauty who partnered with Avani and Aisha Mian respectively. Both brands created authentic-looking ads and Invisalign also utilized video captions. The longer a user watches your video, the more people TikTok will show it to, brands can utilize captions to slowly build suspense and keep viewers engaged.