TikTok is a social media app that has gained a lot of support from female users, mainly from Generation Z. It is a popular video service app around the world that allows you to watch and post short movies between 15 and 60 seconds. Anyone can easily create videos with background music by using the editing function within the TikTok app, so no advanced editing skills are required, and TikTok has grown rapidly as a tool that allows users to easily enjoy videos in a short amount of time.
In digital marketing, various companies are considering the use of TikTok and are already working on advertising. What kind of menus are there in the popular TikTok ads? We will also explain the types and characteristics of advertisements, as well as the benefits you can expect from using TikTok.
TikTok grew rapidly
TikTok is popular all over the world, especially among the younger generation. In Japan, nearly 40% of users are in their teens, followed by 20% in their 20s. In recent years, recognition among the parents’ generation has gradually increased, so it can be said that it is a platform that can not be ignored as it can provide effective advertising.
A feature of TikTok advertisements is the so-called “short movie.” There is a trend towards TikTok-like video ads with background music, with smartphone screens in mind.
Below is a summary of the different types of advertisements.
Reference source:
A thorough and easy-to-understand explanation of TikTok ads! [2020 Latest Marketing Utilization Method] Menu and features
TikTok advertising menu and benefits
TikTok ads can be broadly divided into three types. The first is “in-feed ads” that are deployed between “recommended posts.” The second is the “startup screen advertisement” that is displayed when the app is launched. The final feature is the “Hashtag Challenge Ad,” which encourages users to create and post ads. The characteristics of each are as follows.
The key is to be able to set a CTA (Call To Action), which is important in improving conversion. There is hope that it will lead TikTok users to the company’s website and encourage them to take action. Like “organic posts (regular posts),” which lead to a natural influx of users, it will be easy to increase engagement such as “likes.”
Just like in-feed ads, you can be directed to your own website. It differs from other TikTok ads in that it is either a “still image ad” or a “GIF animation ad” because of its short duration.
Since it is displayed when the app is launched, it has a large impact on users, and is expected to improve the reach number (rate of reaching users), which is an indicator of how many people the advertisement was served to.
However, since only one company will be running the campaign per day, securing advertising space will be an issue. Although it can be very effective advertising, it also comes at a correspondingly high cost.
- hashtag challenge ad
The advertisements display “#Challenge” within the app, and the feature is that TikTok users are asked to create and post corporate advertisements using the # (hashtag).
They are called “Standard Hashtag Challenge (#Challenge Plus),” “Basic Hashtag Challenge (Basic #Challenge),” “Hashtag Challenge Plus (#Challenge Plus),” and “Battle Hashtag Challenge (Battle #Challenge).” Companies are using it.
The standard hashtag challenge is the most popular content and is what is called a regular challenge ad. The Basic Hashtag Challenge comes with benefits such as being limited to the first time and lasting longer than the standard challenge. Hashtag Challenge Plus is a standard challenge with the addition of communication with brands. It is characterized by a long advertising period. The Battle Hashtag Challenge is an advertisement where you can challenge two things at the same time. The content pitting different hashtags against each other will help promote the brand experience for users.
summary
Major companies such as Lotte and Uniqlo are also promoting advertising on TikTok, which has been successful with an explosive number of views. There are various types of advertisements that can be provided, and it is important for companies to develop creative designs that match their characteristics. The first step is to create attractive and impactful ads that capture the interest and psychology of TikTok users. TikTok is looking for content that is “easy to become a topic of discussion from a user’s perspective.”
Reference source:
A thorough and easy-to-understand explanation of TikTok ads! [2020 Latest Marketing Utilization Method] Menu and features