Insights

The young millennials and Gen Z users on TikTok are all about expressing their individual truth.

They are dismissive of stereotypes and comfortable with shifting identities, experimenting with different ways of being themselves and shaping who they are over time.

For them, TikTok is the perfect app to show off their uniqueness and creativity. With each new campaign and challenge, users are able to put their own twist on a trend, finding common ground while expressing their own individuality.

TikTok Content Ads

Content ads are ‘reservation only’ premium ads that can only be purchased by brands or agencies via the TikTok sales team. Starting costs are in the tens of thousands of US dollars, so they are usually reserved for big brands with budgets to match.

Content ads capitalize on TikTok users’ natural tendency to create and share content. Through these 2 types of content ads, brands can build affinity by turning users into co-creators.

Branded Hashtag Challenge

Think of the Hashtag Challenge as the heart of your TikTok marketing campaign. Your Hashtag Challenge is your brand’s campaign hub: this is where participation begins and user-generated content comes alive.

Brands can create customized challenge pages, where users can watch official videos directly and access exclusive AR lenses and filters, music tracks and Branded Effects.

For an even more seamless and customized experience, Hashtag Challenge Plus provides brands with an extra tab on their Hashtag Challenge page. With product carousel, instant survey and offline store features, it’s great for encouraging more in-depth interactions.

Branded Effect

Are you looking for on-brand user-generated content to share on your social media channels? Branded Effects could be the feature for you.

Brand-owned AR lenses and filters allow users to generate content with an interactive creation experience that is easy to participate in. With 2D and 3D filter options, as well as over 20 different gestures and facial triggers available, it’s easy to create a Branded Effect experience that is directly relevant to your brand.

Brands can even opt for CTAs to drive users to external landing pages, optimizing opportunities for storytelling, leads collection and online conversions.

To further elevate exposure and engagement, brands can encourage users to create content using their custom Branded Effect in exchange for shout-outs or prizes.

Keep in mind that Branded Effects can require up to 6 weeks of production by the TikTok team, so plan your campaigns well ahead of time.

TikTok Standard Ads

So, you’ve chosen a short and snappy hashtag for your brand and a fun challenge to go with it. Now you need to direct your audience to your Hashtag Challenge Page. Here are the standard advertising formats available to brands.

Brand Takeover

• Full-screen ads that appear immediately once a user opens the app (also known as ‘first-to-see’)
• Brand Takeovers can be a 3-second static image or a 3- to 5-second GIF / video
• Supports external and internal landing page conversions

TopView

• TopView = Brand Takeover on steroids
• Up to 60-second full-screen ads with sound-on autoplay
• First-to-see for the day: ad is shown as soon as the app opens
• TopView ads appear as the first video in ‘For You’ feeds
• Supports external and internal landing page conversions
• Supports user engagement (likes, comments, shares, follows, etc.)
• In-Feed Video Ads (see below) can be used as advertising material within the TopView landing page
• Reservation Buy: premium ads that come with guaranteed minimum impressions and 100% share of voice over selected dates

In-Feed Ads

• Immersive video experience within the homepage of the ‘For You’ feed
• Up to 60-second full-screen ads with sound-on autoplay
• Video ads display above your brand’s business account homepage
• Supports external and internal landing page conversions
• Supports user engagement
• Auction Buy: self-serve media buy option with more flexibility and control

Influencer Marketing

On TikTok, everyone is a creator and everyone wants to go viral. There’s no shame in content creation on TikTok, which means that users are more receptive to sponsored content and influencers are able to create branded content without fear of ‘selling out’: 44% of TikTok users say they are likely to be influenced by influencer content on the platform.

Not only can influencer-generated content be seamlessly integrated into all of TikTok’s advertising formats and features, brands can even pin quality influencer content to the top of their Hashtag Challenge page for maximum exposure and engagement.

When it comes to incorporating influencers into your TikTok marketing campaign, a little can go a long way. It can be as simple as working with 1-2 key opinion leaders to participate in your branded Hashtag Challenge and post their efforts on their personal TikTok accounts.

TikTok Creator Marketplace

Unlike Facebook or Instagram, TikTok also offers a unique official platform for brand and creator collaboration called TikTok Creator Marketplace. Partner businesses and agencies are able to reach over 1,000 high-quality creators and KOLs over 7 countries and regions, accessing detailed statistics, core metrics, audience demographics for each creator.

The TikTok Creator Marketplace search function allows TikTok partners to reach out to relevant creators and KOLs for different campaign purposes according to their brand’s needs. Below are the search filters available on the TikTok Creator Marketplace.

Case Study: Sunsilk Vietnam

For Sunsilk Vietnam’s #HangOutWithSmoothHair campaign, influencers filmed content clearly demonstrating the brand’s Hashtag Challenge mechanics and how to use the Sunsilk Branded Effect, which depicted the shampoo’s fragrance by showering users with flowers drifting from their hair.

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