Tiktok广告指南：它们如何工作 +成本和审核过程[ +示例]

It started out as a video-sharing social network where users shared short clips of themselves lip-synching and dancing to trending music. It has since expanded to house more diverse videos and become a creative outlet for brands.

After the merger, TikTok's active user base grew byalmost 800%. Today, the platform has over1 billion monthly usersand brands are usingTiktok广告to reach them.

In this article, we'll cover everything you need to know about TikTok's advertising platform and discuss if it's worth leveraging.

• Types of TikTok Ads
• Tiktok广告如何工作？
• 如何设置您的Tiktok帐户
• TikTok Ad Review Process
• TikTok Ad Examples
• TikTok Advertising Cost
• Should you leverage TikTok for Business?
• tiktok for Business Pros and Cons

The platform's stated goal is to help businesses unleash their creative side by teaching them how to use the app through theire-learning service并通过在Ads Managerplatform.

The sole marketing format for businesses to use on TikTok is video advertisements. The TikTok For Business Ads Manager platform helps marketers create these advertisements, and they can choose from five different formats.

TopView Ads

TopView ads on TikTok are videos that appear once a day, immediately after a user opens their app for the first time. Here's an example of a TopView ad by candy companyM&Mthat they've created to advertise a virtual Halloween experience.

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TopView ads can be up to 60 seconds long, which is longer than the typical run-time for TikTok videos. Because of this, it's perfect for businesses looking to advertise products or services that require longer periods of attention, like TV trailers.

In-Feed Ads

In-Feed ads are videos that appear on a user's discovery page, otherwise known as the "为你”page. This is where users land when they open the app. The为你page features videos that theTikTok algorithmbelieves are of interest to the user based on their app activity.

These ads are the fourth video users see as they scroll through their feed. For reference, this type of advertisement is similar to those that appear in a user's Instagram feed. Here's an example of an In-Feed ad created by food delivery serviceGrubHub.

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饲料广告尤其是lly valuable for marketers looking to use TikTok to drive sales conversions, as the videos can feature a call-to-action (CTA).橡子, a finance business, has used the In-Feed CTA feature to prompt viewers to download their app.

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一些品牌通过直接与影响者合作创建了自己的供稿广告版本。例如，Raising Cane's餐厅与著名的Tiktok影响者合作Chase Hudsonto promote their business.

@lilhuddy

this my way eating @raising.canes what's yours#CaniacAmbassador#raisingcanes

♬ Stuntin' On You - Tyla Yaweh

Users who follow Hudson would see this video within their为你feed.

品牌标签

品牌的标签都是生意的广告s use to inspire TikTokers to create content around a brand-related hashtag of their choice. Businesses using this ad format have exclusive access to the hashtag, which is not the case on other social media sites. Its exclusivity comes along with a high price tag, and reported average costs are around$ 150,000美元六天。

例如，say you're a sportswear company that has just launched a new athletic shirt called Blue Shirt. You may create a branded hashtag called #InMyBlueShirt, where you encourage TikTok users who have your product to post videos of them doing physical activities in the shirt.

Jennifer Lopez, a music artist, has used the Branded Hashtag feature to advertise her song, Pa Ti. The hashtag is called #PaTiChallenge, and Lopez posted a video of herself dancing where she encouraged other TikTok users to take part in the challenge by replicating her dance.

@jlo

Let's goooo! ✨✨ Can't wait to see and share some of your best#PaTiChallengedances! Thanks for kicking it off @charlidamelio! @papijuancho

♬ Pa Ti - Jennifer Lopez & Maluma

The #PaTiChallenge hashtag has garnered 2.4 Billion views.

Hashtag Challenges can be featured on TikTok'sDiscoverpage, where users can find new creators and browse trending hashtags. TheDiscoverpage is similar to Instagram's Explore page.

主题标签挑战#WorldSeries， 由...赞助Major League Baseball, is featured on TikTok'sDiscoverfeed, and the hashtag encourages users to post videos showing how they've celebrated baseball games. Clicking on the hashtag brings users to an internal landing page that features the sponsors' logo, challenge description, and other videos using the hashtag.

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Brand Takeovers

Brand Takeovers are an ad format that can include TopView, In-Feed, and Branded Hashtags all at once. They can also be videos, gifs, or still images. The takeover aspect of these ads is that TikTok only features one business per day, and the starting cost is around$50,000 USD每天。

Guess, a fashion company, ran a Brand Takeover on TikTok to advertise their denim jeans. Over six days, their TikTok account gained over12 thousand new followersand generated a 14.3% total engagement rate. Their Brand Takeover included Top View, Branded Hashtag, and In-Feed ads.

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Branded Effects

Branded Effects ads use 2D, 3D, or AR to add images of your products into TikTok videos. Brands typically create stickers of their products or create filters that TikTokers can use when creating their videos. These filters and stickers increase engagement and brand awareness, as using them typically involve playing brand-specific games.

Puma, a clothing company, used the Branded Effects feature to advertise their new soccer shoes. Their 3D sticker prompted users to play a virtual reality game with a soccer ball. They paired their Branded Effects sticker with a hashtag challenge that generated over 100,000 videos of user-generated content.

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How do TikTok ads work?

建立一个TikTok广告is relatively easy.

First, you have to create a business account from which you will build, manage, and track your ads. The next step is describing your business and setting up your payment type.

Now, here's where the fun starts. You can choose between two ad manager modes: simplified and custom.

In both options, you build your ad in levels. You first outline your campaign, then define your ad group, and finally create your individual ads.

Here's the difference between these two modes:

• Simplified modetakes a simple and straightforward approach to ad creation, letting Tiktok's algorithm do the heavy lifting.
• Custom modegives advertisers full control over their ads with advanced customization options, such as A/B testing, audience targeting based on video and creator interactions, and ad combinations.

Choosing a mode isn't permanent, you can always switch to another mode.

Now that you know how TikTok ads work, here's how to set up your account and build your ad.

1. 创建一个业务帐户。

2. Describe your business.

3. 输入您的计费信息。

4. Set up your payment type.

5. Select your ads manager mode.

   

6. Build your ad.

   提示：构建广告时，请考虑Promo, the video marketing tool that allows you to find video templates and create high-quality promotional videos.

7. Review and submit.

TikTok Ad Review Process

When you submit an ad for review, it usually takes 24 hours to review. To avoid any delays, you want to make sure your ad meets the platform's ad requirements and follows its policies.

Here's a checklist to use when reviewing your ad before submission:

• The landing page:
  • Is functional and mobile-friendly.
  • Delivers on what it outlines in the ad.
  • Matches the product name in the ad.
  • Is in the language of the region it's targeting.
  • Doesn't automatically download files to a user's device.

• The ad:
  • 没有拼写和语法错误。
  • Contains audio.
  • Is between five to 60 seconds.
  • Doesn't include excessive use of symbols, spacing, numbers, or capitalization.
  • Matches the caption.
  • Is in the language of the region it's targeting (or includes subtitles.)
  • 不包括任何禁止的产品或服务。找到完整列表here.
  • Is not blurry or pixelized.
  • Follows standard video sizes: 9:16, 1:1, 16:9.

TikTok Ad Examples

1.Fly By Jing

在这个Tiktok广告中，Jing与食品影响者合作的Food Brand FlyTiffyCooksto demonstrate how easy (and tasty) it is to use the brand's product.

利用知名影响者始终是提高对品牌认识并与观众建立信任的好方法。关于此广告的另一个很棒的事情是，该优惠很清楚：用户可以通过单击CTA并使用代码来享受10％的折扣。

2.Tiffany & Co.

To promote its latest partnership with Beyoncé and Jay-Z, the brand has launched a series of ads including the artists.

广告很简单，但有效，可引导用户进入登陆页面，在那里他们可以在其中了解有关该活动的更多信息。

3.Omsom

In 20 seconds, this food brand accomplishes a lot.

该视频有效地展示了如何使用其产品。该字幕还为用户提供了有关该品牌的背景，并用几句话讲述了一个故事。此外，CTA还将用户右转到其转换的产品页面（而不是主页）。

最后，广告通常很刺耳，因为它们不符合平台的感觉。这里不是这样。该广告在供稿中感觉如此自然，以至于如果您删除了#POSSSUND的标签和CTA，您就不会知道这是一个广告。

TikTok Advertising Cost

当涉及到Tiktok广告的预算时，这就是故障。您可以选择每日预算或终身预算，可以在广告系列期间的任何时刻进行更改。

At the campaign level, you must have a minimum daily and total budget of $50 USD. For an ad group level, your budget must exceed $20 USD daily.

As for the advertising cost, TikTok hasn't released its pricing policy. However, there is some information out there.

In 2020,Digiday reportedthat TikTok had a cost-per-mille as low as $1. After running their own experiment, JungleTopp reported that the cost-per-click was $0.19 – much lower than Facebook and Instagram.

使用此平台，您可以在针对特定目标进行优化的几种竞标策略之间进行选择。

您应该在营销策略中利用Tiktok吗？

Since peaking in 2020, TikTok has become a go-to advertising platform for many brands. As the number of users increased, the number of ads they saw also followed from 19% in 2020 to 37% in 2021.

A2021 Kantar报告在广告股权的第一名中排名短的视频平台，超过了亚马逊，Instagram，Google和Twitter。这也不是第一次 - 他们也认为一年前的地点。

尽管排名令人印象深刻，但数据表明营销人员仍然不确定该平台。根据该报告，许多营销人员认为Tiktok是高度创新的，但不太值得信赖。

As such, many prefer to rely on tried-and-true media platforms like Facebook, YouTube, and Instagram.

From a consumer perspective, consumers go to TikTok for authenticity and community.

According to a2020 Nielsen study调查全球Tiktok用户，有59％的受访者表示，当他们跳上该应用程序时，他们会感到社区感。对于消费者来说，这也是发现的主要来源，其中85％的用户在应用程序上发现了他们喜欢的新内容。

因此,广告平台还上的tend to be more creative and a little less "commercial." The study revealed that 68% of TikTok users globally find that the ads on the platform are unique and different from other social media platforms. In Indonesia, that figure goes up 23%.

因此，观众在那里并准备参与。但是，在您的营销策略中使用Tiktok进行业务的决定最终取决于您的业务目标和所需的活动成果。

To make the decision easier, we've compiled a list of pros and cons for marketers to use when making this decision.

tiktok for Business Pros and Cons

Should you choose to incorporate TikTok into your advertising strategy, it can be a valuable tool for growth. While the app does call for niche types of content, brands and businesses can diversify their strategy and advertise to a new audience.

无论您的最终决定是什么，都希望利用该应用程序的广告潜力的人使用Tiktok。