TopView ads are what users see once they open the TikTok app. It is a full-screen vertical video that translates to the in-feed unit where a user can find a clickable button that leads to the needed page. If a user isn’t interested, they can easily switch back to the For You page. TikTokers can see only one TopView ad per day, which makes this format very effective.
As the name implies, it is an ad that is inserted in the personalised feed of your targeted audience. It can’t appear anywhere else but in the feed. By leveraging this format, you can reach the TikTok community through fun and informative clips. TikTok users can interact with your ad just like with any other content on the platform. They can like or share it, helping you to expand your reach.
The duration of your video ad can be from a couple of seconds to one minute, but we recommend you to stick to 9-15 seconds. That’s enough to showcase your brand and insert a call to action. If the video is longer, the chances are it will be skipped more often than a short one. Besides, you should always keep the attention span in mind. It is getting shorter each day, and now you have only 3 seconds to pique users’ interest.
When going for this format, don’t gloss over collaborating with influencers. It is one of the best and most effective ways to engage with more viewers.
Take Elf Cosmetics, for example. The brand released its own song called “Eyes Lips Face” and collaborated with a few TikTok creators. The results were mind-blowing. Hundreds of people (celebrities included) created videos with the #eyeslipsface hashtag. Click here to see the TikTok shot by a popular Hollywood actor Terry Crews.
Brand Takeovers are the most expensive promotion format as it includes TopView ads, Branded Hashtags and In-Feed ads. TikTok allows one Brand Takeover a day. So, you’ll have very little competition when choosing this format.
Take Pepsi as an example. The company achieved a 24% click-through rate and reached about 3 mln users in a day.
As you may guess this type of advertising can cost you a bomb. But if you have a jaw-dropping marketing budget, Brand Takeover can help you easily reach your targeted audience and generate conversions.
Branded effects are very similar to Instagram masks. They are 2D or 3D images, filters or stickers that can be used by creators in their TikToks. Brands are welcome to develop their own custom effects and share them with users. Your filters will be available to others for 10 days, which is enough to create positive brand associations in a fun way.
Let’s see how a German drug store chain Rossmann managed branded effects and reaped substantial benefits from the TikTok promotion. They launched a RIVAL ♥ me banner coupled with disco lasers and lights. They also paid for in-feed ads aimed to promote the #ElbowDance challenge. Users simply added the effect to their videos and danced.
Click here to see how many TikTokers joined the challenge mostly because of the disco branded effect. For the first week, when the filter was available, 3000 videos were uploaded. The whole campaign was a great success. It resulted in almost 15 mln views and 21 mln impressions through the effect panel.
Branded Hashtags are advertisements displayed on the Discover page. There are zillions of hashtags out there, but those at the very beginning or on TikTok’s Discover banner are paid. They provide more opportunities for brand promotion, both sponsored and organic.
By leveraging the Branded Hashtag, businesses encourage TikTokers to create user-generated content, thereby engaging with new audiences. Sure thing that you should come up with a truly enticing challenge to lure more people into it. When users click on your hashtag, they will be redirected to the page with your logo, link to your website and short challenge description, which must be interesting enough to make them act.
The Dettol company of cleaning supplies launched the #HandWashChallenge right after the Covid-19 pandemic began. By reimaging an everyday habit, they made it more meaningful again. The idea of the challenge is to repeat the movements needed to wash hands while dancing. People loved the idea, and more than 44 000 users created videos. You can check some of them by this link.
Branded Hashtags are just perfect for spreading the word about your business, but they go with hefty price tags (more about that in the next section). Fortunately, brands can fuel their challenges by turning to influencers. They will help take them off, and you won’t need to splash out thousands of dollars.