If your goal is to reach Millennials and Gen-Z consumers, then advertising on TikTok is a must for your business. With over 2.39 million users in Singapore, TikTok is the third most-used social media platform on the island. However, what makes TikTok even more compelling is its potential for future growth, with Gen-Z (19 to 25 years old) and Millennials (26 to 32 years old) accounting for 33% and 28% of local TikTok users respectively. As these demographics continue to embrace the platform, TikTok is poised to become the go-to social media platform in the coming years.

For businesses, advertising on TikTok opens up a dynamic and uncharted landscape for reaching and captivating target customers. TikTok’s users are highly engaged, spending an average of 95 minutes a day on the platform. With its immersive content format and algorithm-driven content discovery, TikTok provides a fertile ground for brands to showcase their products or services innovatively, fueling brand awareness and driving customer engagement. In essence, TikTok for business is vital in future-proofing your marketing efforts.

To unlock the full potential of TikTok as a marketing and advertising channel, it is crucial to understand the intricacies of advertising on TikTok, explore the diverse ad formats available, and implement proven strategies aligned with your brand’s goals.

In this comprehensive guide to marketing and advertising on TikTok, we will delve into the world of TikTok ads, equipping you with the knowledge and insights needed to create impactful campaigns that resonate with your target audience. Whether you aim to expand brand awareness, drive website traffic, or boost conversions, we will explore the various types of TikTok ads, discuss best practices for creating captivating ad content, and provide valuable tips for optimising your TikTok ad campaigns to achieve your specific marketing objectives.

Understanding Advertising on TikTok

When it comes to advertising on TikTok for business, TikTok ads are a powerful tool to showcase your offerings through creative and captivating content specifically tailored to the TikTok environment.

TikTok offers a range of ad formats, each with unique features and advantages. From native in-feed ads seamlessly integrating into users’ feeds to branded hashtag challenges that inspire user participation, there’s a format to suit every marketing objective and strategy.

The ultimate goal of advertising on TikTok is to capture users’ attention and inspire them to take action. This can take many forms, including driving website visits, increasing general brand awareness, or encouraging specific conversion goals like landing page sign-ups.

There are several benefits to advertising on TikTok for business:

Access to a Massive User Base

With millions of active users on TikTok, businesses have the opportunity to reach a vast and diverse audience. This allows brands to expand their reach and tap into new customer segments that may be untapped on other platforms.

Engagement and Attention

TikTok users are highly engaged and spend much time on the platform. This means that TikTok ads have more potential to capture users’ attention and drive meaningful interactions with the brand.

Creativity and Immersion

TikTok’s format revolves around short-form video content, fostering a culture of creativity and entertainment. For businesses, this means lower production costs and the ability to create engaging ads without hiring an agency or investing in professional filming equipment.

Trendsetting and Virality

TikTok is well-known for its trendsetting culture and being the social media platform where viral challenges and trends are born. By advertising on TikTok, businesses can tap into this cultural phenomenon, align themselves with popular trends and potentially go viral, increasing brand exposure and visibility.

Precise Targeting Options

TikTok provides various targeting options to deliver ads to the right audience. Businesses can target users based on demographics, interests, and even behaviours within the app. This level of targeting precision allows for more effective ad campaigns and better ROI.

Types of TikTok Ads


Example of In-Feed Ads from TikTok business page
Source: https://www.tiktok.com/business/en-SG

Native In-Feed Ads

Native in-feed ads appear as sponsored content within users’ feeds, seamlessly blending in naturally with the organic content they consume. This allows businesses to reach their target audience without disrupting their browsing.

To create compelling in-feed ads for advertising on TikTok, businesses should design visually appealing and attention-grabbing content that aligns with TikTok’s energetic and creative atmosphere. Additionally, in-feed ads must be concise, convey your message quickly and have a strong call to action before users decide to scroll off.


Example of Branded Hashtag Challenges from TikTok business page
Source: https://www.tiktok.com/business/en-SG

Branded Hashtag Challenges

Branded hashtag challenges on TikTok are a powerful way for businesses to increase user engagement, generate user-generated content, and foster a sense of community. This is done by creating a unique hashtag representing their brand or campaign and then encouraging users’ businesses to participate and create content using the hashtag. Businesses may collaborate with influencers and offer incentives such as giveaways or prizes to enhance participation and increase brand visibility.

To execute a successful branded hashtag challenge on TikTok, businesses should define clear objectives, align the challenge with their brand values and target audience, and provide clear instructions and guidelines for participants. Promoting the challenge through various channels, collaborating with influencers, and actively engaging with participants’ content can amplify the campaign’s success and virality.


Example of Top Feed Ads from TikTok business page
Source: https://www.tiktok.com/business/en-SG

Top Feed Ads

TopView ads on TikTok are similar to in-feed ads, however, they appear at the top of users’ For You feed when they first open TikTok.

Top Feed ads on TikTok offer businesses prime visibility by appearing within users’ For You feed as one of the first videos alongside organic content. These ads work similarly to in-feed ads but guarantee your first placement in a user’s video order.

As a result, the best practices for creating impactful top-feed ads are similar to those of In-Feed ads. Businesses should focus on creating eye-catching visuals, compelling storytelling, and clear calls to action. Capturing users’ attention within a limited timeframe is key, so delivering a concise and compelling message that resonates with the target audience is important.


Example of Top View Ads from TikTok business page
Source: https://www.tiktok.com/business/en-SG

TopView Ads

TopView ads on TikTok are immediate, full-screen ad experiences that play upon app launch. These ads have a strong first impression, effectively grabbing user attention right from the start.

While TopView ads offer high visibility and exclusivity, they are only shown once per day and are skippable. It’s important to note that brand takeover ads can be risky since users may not appreciate having their browsing experience interrupted by an ad. However, if the ad is well-crafted and entertaining, it can yield highly positive results. Therefore, businesses must ensure their ads have a concise and compelling message, along with clear and actionable call-to-actions, to make them memorable and effective enough so that users do not go straight to the skip button.


Example of Spark Ads from TikTok business page
Source: https://www.tiktok.com/business/en-SG

Spark Ads

Spark Ads is a native ad format that boosts organic content, allowing brands to connect authentically with the TikTok community. It offers user interactions like organic videos, enabling users to comment, like, share, and engage with the ad. Users can visit the brand’s profile, follow the account, and even create their videos using the same soundtrack or collaborate through features like Duet or Stitch.

Spark Ads seamlessly combines the reach and scope of TopView and In-Feed Ads with the engagement and functionality of organic content, delivering enhanced ad performance and efficient buying options. It’s the perfect way to weave organic and paid strategies together for impactful TikTok advertising.


Example of Video Shopping Ads from TikTok business page
Source: https://www.tiktok.com/business/en-SG

Video Shopping Ads

Video Shopping Ads on TikTok provide businesses with a seamless way to showcase products and drive sales directly from the platform. These ads combine the engaging power of video content with the convenience of in-app shopping. With Video Shopping Ads, businesses can inspire and convert viewers into customers without interrupting their TikTok browsing experience.

These ads allow businesses to feature products within the ad, displaying key information such as product details, prices, and a call-to-action to encourage immediate purchases. Integrating a shopping experience directly into the ad streamlines the path to purchase and capitalises on users’ interests and intent.

To create effective Video Shopping Ads, focus on creating visually appealing and informative videos highlighting your products or services’ key features and benefits. This includes clear information, compelling visuals and a seamless shopping experience. Video Shopping Ads are a powerful TikTok for a business tool that can drive direct sales.

Best Practices for TikTok Ads

To make the most out of advertising on TikTok for business, it’s crucial to implement best practices to get the most out of your campaigns. By understanding the key elements that drive engagement and resonate with the TikTok community, you can create compelling ads that capture users’ attention and deliver impactful results.

Captivating Creatives

Stand out on TikTok by creating captivating and visually appealing ads. Dynamic and energetic content that aligns with TikTok’s style is essential for grabbing users’ attention.

From trends to popular sounds and eye-catching visual effects, be sure to follow the UGC your target audience creates to find out what’s popular amongst your target audience. From there, tailor your TikTok ads to resonate with them whilst delivering your message quickly and concisely to keep users hooked.

Authenticity and Storytelling

TikTok users gravitate towards genuine and relatable content, so make sure your brand avoids looking too “corporate”. Instead, figure out the personality and values you want to portray, and keep it displayed front and center in the content you create.

Learn from successful brand campaigns that leverage storytelling in the form of relatable narratives and encourage UGC to foster engagement.

Partner with Influencers

TikTok influencers come with dedicated fan bases and can be a great way to boost your TikTok marketing efforts — provided their target audience aligns with yours. Leverage their influence to build reach and credibility for your brand.

When engaging influencers, give them the creative freedom within brand guidelines to create impactful content.

Optimising Advertising on TikTok

Optimisation is key to achieving maximum success with your TikTok ad campaigns. This means setting clear objectives, continuously testing and iterating, and leveraging TikTok analytics to achieve your desired outcomes.

Setting Clear Objectives

Setting clear marketing objectives is the foundation of successful advertising on TikTok. Whether it’s increasing brand awareness for a kid’s bed company, driving website traffic or boosting conversions for Bird Nest drink — defining your goals upfront allows you to align your ad strategies with your desired outcomes.

Furthermore, different ad formats on TikTok are designed to support specific objectives, so understanding your goals will guide you in selecting the most appropriate ad format for your campaign.

Continuous Testing and Iteration

For successful TikTok ad campaigns, continuous testing and iteration is the name of the game. Don’t expect to get things right on the first try. Instead, embrace the iterative nature of TikTok advertising, allowing room for experimentation and improvement.

Conduct A/B testing to compare different ad variations, including visuals, ad copy, and calls-to-action. Analysing the performance of different approaches allows you to refine your ads and optimise their impact on your target audience.

Make Data-driven Decisions with TikTok Analytics

TikTok analytics is a powerful tool that can help you gain valuable insights into your ad performance. With information on impressions, engagement, click-through rates and audience demographics, you’ll be able to understand how your ads are resonating with users and make data-driven decisions to refine your targeting, creative strategies and campaign optimisations.

Get the Most Out of Your TikTok Campaigns with FirstCom Academy

In conclusion, TikTok ads provide a valuable opportunity for businesses to reach and engage with the Millennial and Gen-Z consumers. By implementing best practices such as creating captivating creatives, embracing authenticity and storytelling, leveraging influencer partnerships, continuously testing and iterating, and utilising TikTok’s analytics, businesses can optimise their TikTok ad campaigns and achieve their marketing objectives.

To take your TikTok advertising skills to the next level and unlock the full potential of TikTok for your business, we invite you to enrol in FirstCom Academy’s Setting Up TikTok Shop and Running Advertisements on TikTok. Expert TikTok marketers teach this course and cover all aspects of TikTok marketing, how to advertise on TikTok, and how to create TikTok Ads, ensuring you’ll be able to pick up the knowledge and skills to set up and advertise a TikTok shop quickly.

Don’t miss this opportunity to elevate your brand, connect with your target audience, and achieve marketing success in the exciting world of TikTok!

Frequently Asked Questions:

The main TikTok ad formats are In-Feed Ads, TopView Ads, Branded Hashtag Challenges, Spark Ads, and Video Shopping Ads. Each format has unique features to support different marketing objectives.

Effective TikTok ads require captivating, visually appealing content that aligns with the platform's energetic atmosphere. They should be concise, with a strong call-to-action, and leverage storytelling and authenticity. Partnering with influencers for credibility and resonance with the target audience is also beneficial.

Best practices include creating dynamic and engaging content, embracing authenticity in storytelling, partnering with influencers while giving them creative freedom, and consistently testing and iterating ads based on user feedback and analytics.

FirstCom Academy offers a course on Setting Up TikTok Shop and Running Advertisements on TikTok, taught by expert TikTok marketers. This course covers all aspects of TikTok marketing, from ad creation to running a TikTok shop, providing businesses with the knowledge and skills to effectively utilize TikTok for marketing and advertising.

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