TikTok Video Advertising

Video advertising on the video social media app, TikTok

Video advertising to Gen Z

TikTok has become one of the fastest-growing social media platforms surpassing the likes of Twitter and Snapchat. The app which boasts over 500 million active users is the most downloaded app in the world right now.

The app allows users to share and edit short-form videos with music, visual effects and built-in filters. These short videos have become widely popular amongst the Gen Z and millennial audiences which have made it one of the main platforms most brands are looking to advertise with/

At a glance

  • TikTok is a video-first social media app and one of the largest scale, fastest growing platforms in the world
  • TikTok provides four innovative video formats
  • TikTok video advertising is currently geared around larger brands but can be bought on a cost-effective CPM basis
  • If you are interested in TikTok video advertising our team of experts can help

What types of TikTok Video Advertising packages are available?

TikTok provides four different ad formats to choose from: brand takeovers, native video ads, hashtag challenges, and branded lenses.

In-Feed Video

TikTok in-feed native video ads offer a high number of opportunities to advertisers: these ads focus on an integrated experience, using vertical videos blended into the main feed. These video ads act similarly to Snapchat or Instagram story ads. They play in full screen, are skippable, and must be 9-15 seconds in length, like any other TikTok video.

Brand Takeover

This full-screen takeover appears instantly when a user opens the app, bringing your ad front and centre. You can then drive users to an internal or external destination. This format is limited to one advertiser per day which means you will hold exclusivity.

Branded Hashtag Challenge

A unique engaging format to generate mass exposure and attraction around your brand. Hashtag challenges are a creative way of asking users to complete a specific action and record themselves in the process, sharing their TikTok video with potentially millions of other users under a branded hashtag. Hashtag challenges capitalise on users’ natural tendency to create and share content which means they have great potential to go viral. The branded hashtag is simultaneously displayed in the trending hashtag list and carousel for 6 days. It also directs traffic to the Challenge Page.

Branded Lenses and Filters

Similar to the AR lenses offered by Snapchat and Instagram, TikTok’s branded lenses will bring face filters, 3D objects, and more to users. TikTok branded filters are a great way to advertise to users of the platform by engaging with users and boosting brand awareness.

How much does TikTok Video Advertising cost?

TikTok’s advertising rates in the UK market are more geared around the larger advertiser right now. We anticipate lower prices points and a self-service platform will become available in 2020.

UK rate card for TikTok video advertising (Q1 2020)

  • Standard Hashtag Challenge: £77,000
  • Hashtag Challenge Plus: £93,000
  • Brand Takeover: £32,700
  • Top View: £40,400
  • In Feed Video – One Day Max: £17,100
  • In Feed Video – Brand Premium; £6.3/CPM (£19,500 minimum order)
  • Branded Effect – Express: £19,500
  • Branded Effect – Standard: £35,000
  • Branded Effect – Premium: £46,700
  • Branded Effect – Deluxe: £62,200

How does TikTok video advertising measure success?

TikTok include a Nielsen brand lift study to measure uplift in brand awareness and preference for your ad. Metrics involve association, attitude, favourability and ad recall.

How can I buy TikTok video advertising?

At the moment you can either buy direct through TikTok or work with a specialist agency who has a prior relationship with TikTok. If you want to discuss video advertising on TikTok, please give us a call on 0800 133 7104 or contact us.

Want To Advertise On Social Media?

Our team has expert knowledge of creating compelling ad campaigns on Facebook, Instagram, YouTube and TikTok.

Interested in finding out how we can help raise awareness and convert sales on social media?

Get in touch.