If you’re reading this, you’re probably aware that TikTok advertising is coming to Croatia on August 1st, 2024. If this is the first time you’re hearing about this, check out our previous blog post that covers all the basic information you need to know to get started.
If you are familiar with the basics ofTikTok ads, hang on because today, we’ll cover everything you need to know about creating ads for your new TikTok campaigns.
You might still be wondering why you should invest in this new channel. Here are the four biggest advantages: massive reach, high engagement, creative freedom, and lower costs.
Massive Reach: TikTok boasts over a billion active users globally, making it one of the largest social media platforms.
High Engagement: Users spend an average of 52 minutes per day on TikTok, meaning your ads have a higher chance of being seen.
Creative Freedom: TikTok’s format encourages creativity, allowing brands to express themselves in innovative ways.
Lower cost: Given the fact that there will be fewer advertisers on TikTok than on other platforms the cost of advertising should be lower, especially in the initial stages.
A deep dive into the ads
You might be wondering what an ad that resonates with your audience and achieves your desired outcome should look like. The answer lies in four key elements that each TikTok video should include to engage the audience: visual features, audio, ad text and ad caption.
Visual features
The ad video is the heart of your TikTok ad. It’s where creativity shines and where you can visually capture your audience’s attention. High-quality, engaging videos are crucial for standing out on the platform. Since TikTok is a visually driven medium, your video should be vibrant, entertaining, and aligned with current trends. Effective videos often tell a story or showcase the product in a relatable, memorable way.
Audio
Audio is a vital component of TikTok ads, often setting the tone and enhancing the overall experience. Music and sound effects can make your ad more dynamic and memorable. TikTok users expect audio to be an integral part of the content, so choosing the right sound can significantly impact your ad’s effectiveness. Whether it’s a popular song, a catchy jingle, or relevant sound effects, the audio should resonate with your audience and fit seamlessly with the visuals.
Ad Text
Ad text is the written content that accompanies your video providing context, reinforcing your message, and including calls to action. On TikTok, where videos are often short and dynamic, concise and engaging ad text ensures your message is clear. It can also guide viewers on what to do next, whether it’s visiting a website, downloading an app, or participating in a challenge. Follow the KISS principle (Keep it Short and Simple), and place the text in a visually appealing part of your video to attract viewers.
Ad Caption
The ad caption provides additional information and context to your video, enhancing the narrative, including hashtags for discoverability, and adding personality to your ad. Captions are particularly important on TikTok because they encourage engagement through comments and shares. A well-crafted caption can complement your video, provide clarity, and boost overall engagement.
How to create an ad on TikTok
Your next question might be, “How to create an ad on TikTok?” Don’t worry, we got you covered.
Setting up an ad on TikTok can seem complicated, but it’s, actually a pretty straightforward process. Here’s a quick guide to help you get started with your first TikTok ad:
1. Log In to TikTok Ads Manager: Start by logging into your TikTok Ads Manager account. This will be your main hub for creating, managing, and monitoring your ad campaigns.
2. Create a Campaign: Click on “Create” on your dashboard. You can also create a campaign from your campaign list or by copying an existing campaign. Choose your advertising objective based on what you want to achieve—whether it’s driving traffic, boosting conversions, or increasing brand awareness.
3. Set Up Your Ad Group: Once your campaign is set, you need to create an ad group within it. Define the placement of your ads, choose your target audience, and set your budget and schedule. This step involves specifying where your ads will appear on TikTok and its partner networks, and who will see them.
4. Create Your Ad: Now it’s time to get creative. Upload your media assets, which can be videos or images. TikTok supports various ad formats like Single Video, Carousel, and Collection Ads. You can either upload media from your computer or use TikTok’s creative tools to create new content directly in Ads Manager.
5. Add Details and Customize: Choose a thumbnail for your video, add ad text, a display name, and a call-to-action (CTA). The CTA is crucial as it directs users on what to do next, whether it’s visiting your website, downloading an app, or making a purchase.
6. Preview Your Ad: Before you finalize, preview your ad to ensure it looks good across different placements and devices. This ensure your ad is optimized for the best user experience.
7. Submit for Review: Once you are satisfied with your ad, click “Submit” to send it for TikTok’s review. TikTok will check your ad to ensure it complies with their policies.
Once you reach step 3 of the previous process, you’ll have the option to choose placements manually or let TikTok decide the best placement for your ads based on its algorithm. TikTok offers six ad placements: TopView ads, In-Feed ads, Spark ads, Branded Hashtag Challenges, Branded Effects, and Brand Takeover ads.
Ad placements
Choosing the right ad placement is crucial for achieving your marketing goals. Each placement has unique features and benefits, allowing you to tailor your ads to best reach and engage your target audience. Here’s an overview of each TikTok ad placement:
1. TopView Ads
Description: TopView ads are premium, full-screen ads that appear at the top of the TikTok feed when the app is first opened. These ads capture the audience’s attention immediately and can last up to 60 seconds.
Use Case: Best for brands looking to make a big splash with a high-impact, visually engaging message.
2. In-Feed Ads
Description: In-feed ads appear as users scroll through their “For You” page, blending seamlessly with user-generated content. These ads can include a call-to-action button that directs users to a specific destination, such as a website or app download page.
Use Case: Suitable for campaigns aiming to drive user engagement and interactions.
3. Spark Ads
Description: Spark ads allow brands to promote existing organic content from their own profiles or from other users. This format leverages the authenticity of user-generated content.
Use Case: Ideal for boosting organic posts that have already shown strong performance and engagement. Spark ads are particularly useful for boosting influencer-branded content. They allow you to promote existing organic posts from influencers, leveraging their credibility and follower base to amplify your brand message. This can significantly enhance the reach and engagement of your campaigns.
4. Branded Hashtag Challenges
Description: Branded Hashtag Challenges invite users to create and share content around a specific hashtag. These campaigns often include a mix of In-Feed and TopView ads to promote the challenge.
Use Case: Great for brands looking to foster community engagement and drive viral content creation.
5. Branded Effects
Description: Branded Effects include custom filters, stickers, and special effects that users can apply to their own videos. These effects are often used in conjunction with Hashtag Challenges.
Use Case: Perfect for campaigns that aim to increase user interaction and brand playfulness.
6. Brand Takeover Ads
Description: Brand Takeover ads are full-screen ads that appear when the app is first opened. These can be images, GIFs, or videos and often link to an internal or external landing page. What makes this placement different from top-view ads is non-interactivity (you can’t like, share, or comment on these ads) and exclusivity (only one Brand Takeover ad is shown per day per user)
Use Case: Best for high-impact campaigns focused on driving immediate action or awareness.
How to create engaging content on TikTok
The last thing we’ll be covering in this article is TikTok’s creative tools for ads that will help you create more engaging and effective content. Here are the most important tools and how to use them.
Video Editor
TikTok’s built-in editor allows you to trim, merge, and add effects to your videos. Use this tool to create polished and professional-looking ads.
Music Library
Access a vast library of popular songs and soundtracks. Choose music that fits the tone and mood of your ad to enhance its appeal.
Effects and Filters
Apply various effects and filters to make your videos more dynamic and visually interesting. This can help capture attention and keep viewers engaged.
Text and Stickers
Add text overlays and stickers to highlight key messages or add fun elements to your videos. This can also include CTA buttons to drive user actions.
Templates
Use TikTok’s video templates to quickly create ads. These templates are designed to be visually appealing and optimized for engagement.
Smart Video and Automated Creative Optimization
TikTok’s Smart Video tool can help you create video content quickly using your existing assets. Automated Creative Optimization tests different variations of your ad to find the most effective one.
Conclusion
With TikTok advertising launching in Croatia on August 1st, 2024, brands can tap into a vast and engaged audience. Focus on creating compelling ad text, high-quality videos, informative captions, and dynamic audio for effective ads.
Choosing the right ad placement is crucial. TopView ads offer maximum visibility, In-Feed ads blend with user content, and Spark ads leverage authentic user-generated content. Branded Hashtag Challenges and Effects drive engagement, while Brand Takeover ads provide high-impact visibility.
Utilize TikTok’s creative tools like the video editor, music library, effects, and templates to enhance your ads. These tools help create polished and engaging content that captures attention.
Embrace creativity, authenticity, and strategic engagement to make a memorable impact with your TikTok campaigns. Ready to explore TikTok advertising? Get started and connect with your audience in innovative ways!
