In November 2021, TikTok reached the mark of 1 billion active users.

No one thinks that TikTok is for schoolchildren anymore.

We will tell you why you should choose TikTok as your main source, as well as how advertising campaigns are launched in TikTok in 2022.

About TikTok audience:

43% of TikTok users - ages 18 to 24 — are so-called zoomers.

Women of this age group make up almost a quarter (24.7%) of TikTok's advertising audience.

Advertising in TikTok: formats

Let's remind you which advertising formats are available in TikTok.

Ads in the feed

This is the main type of advertising that you can create yourself through TikTok Ad Manager.

Graphic Ads

It works only in TikTok news feed applications (BuzzVideo, TopBuzz and Babe) and includes an image, the name of the offer and the text of the ad.

Video Ads

Video ads are available for TikTok itself or for the TikTok family of news apps. They are displayed as full-screen videos lasting 5-60 seconds in the user's For You feed. Each ad includes a video, an advertising image, the name of the offer and the text of the ad.

Spark Ads

Spark Ads allow your brand to promote organic content from your account or from other users.

Pangle Ads

Ads posted via TikTok Audience Network.

Carousel

They work only in TikTok news feed applications and include up to 10 images with unique screensavers in each ad.

Advertising in TikTok: trends

And now more specifically about what advertising campaigns to do in TikTok.

Format of creatives

In 2021 and the first half of 2022 , 3 types of creatives performed best:

In the format of ticktocks: humorous, with popular music and people — including famous ones.

Complex creatives: a well-thought-out and detailed plot, high-quality shooting or animation.

Simple creatives that demonstrate a specific process of something, and nothing superfluous (ideal for gaming and gambling).

Creative length

The length of most TikTok creatives varies between 10-15 seconds. Recently, there have been more videos longer than 30 seconds. The maximum length of the creative can reach up to 50-60 seconds.

It should be borne in mind that the TikTok audience is mainly people with clip thinking. They are used to quickly perceive information and do not like when they have to concentrate on one thing for a long time. Therefore, the commercial should attract the user's attention, really intrigue him from the first seconds. The optimal duration is 15 seconds. This time is usually enough to convey the most important thing.

Burnout of creatives

To ensure that the effectiveness of advertising campaigns does not decrease, you need to update the advertising creative in the campaign at least once every 2-3 weeks. But often TikTok commercials are tied to trends that disappear as quickly as they appear. Therefore, the launch of a new commercial even once a week is quite justified.

There is a theory that creativity quickly burns out when it catches only a small proportion of solvent TikTok users. After a few days, when all relevant users are covered, the TikTok advertising campaign optimizer can no longer find a similar audience that will perform as well.

The secret of the success of advertising creativity

Creative is ideal when the value of the product is conveyed to the user as transparently as possible.

TikTok not only reacts quickly to trends, but also creates them itself.

Some more recommendations on creatives for TikTok:

The video should be slightly damp, not perfectly polished.

Use user-generated content (UGC).

Let music play a central role.

Use stickers and/or emoticons.

Be experimenters, playful and funny (humor is definitely "yes").

Follow the trends and take them into account.

Advertising in TikTok: ideas

If the ideas for TikTok videos are really bad, then we recommend using these three methods for inspiration:

Discover Section

The Discover page is the best place to start searching for popular videos, as well as tracks and hashtags.

You can see the latest trends and hashtags in the Trends section or go to the Sounds section and see which songs are currently being used by creators on the platform.

Section "For you"

The "For You" section is a mix of popular video content that you have previously interacted with.

Popular authors

This is one of the easiest ways to find ideas. As soon as they publish a new video that is supposed to "fly in", you will have 2-3 days to create your own version before the video fully hits the trends.