What exactly is TikTok For Business & Should You Use It in Your Advertising?

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Music. ly, created in 2014, was a music sharing app whose users would talk about short videos of by themselves lip-synching to different music snippets. The platform was among the top 100 downloaded apps for 2 years straight, and customers posted around 13 million videos per day.

In 2018, Musical. ly was purchased by Chinese tech company Bytedance and merged with all the firm’s new app, TikTok. TikTok, like Musical. off, is a video sharing social network where users share short clips of themselves lip-synching and dancing to trending music. It’s since expanded to house more diverse videos, like short comedy skits and how-to home improvement videos.

After the merger, TikTok’s active user base grew by almost 800%. With such sizable user activity, marketers possess realized that the advertising possible on the app is higher. The creators of TikTok have also realized this plus recently launched a new system called TikTok For Company.

The platform’s stated goal is to help businesses release their creative side by teaching them how to use the particular app through their e-learning service and guiding all of them through making advertisements in the Ads Manager platform.

Marketing Options on TikTok Meant for Business

The sole marketing structure for businesses to use on TikTok is video ads. The TikTok For Business Ads Manager platform assists marketers create these ads, and they can choose from five various formats.

TopView Ads

TopView ads on TikTok are videos that appear daily, immediately after a user opens their own app for the first time. Here’s an example of a TopView ad by candy company M& M that they’ve created to advertise a virtual Halloween encounter.

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TopView advertisements can be up to 60 seconds lengthy, which is longer than the typical run-time for TikTok videos. Because of this, it’s perfect for businesses looking to advertise products or services that need longer periods of attention, like TV trailers.

In-Feed Ads

In-Feed ads are videos that will appear on a user’s discovery page, otherwise known as a For You page. This is where users land when they open the application. The To suit your needs page features videos that the TikTok algorithm believes are of interest to the user based on their application activity.

These ads are the fourth video users notice as they scroll through their own feed. For reference, this kind of advertisement is similar to those that appear in a user’s Instagram give food to. Here’s an example of an In-Feed ad created by food delivery service GrubHub.

grubhub in feed tiktok ad Image Source

In-Feed ads are especially valuable just for marketers looking to use TikTok to drive sales conversions, since the videos can feature a call-to-action (CTA). Acorns, a financial business, has used the In-Feed CTA feature to prompt viewers to download their app.

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Some brands have created their own edition of In-Feed ads simply by partnering directly with influencers. For example , Raising Cane’s Restaurant partnered with famous TikTok influencer Chase Hudson to market their business (you can check it out in the video below).


this our way eating @raising. canes   what’s yours #CaniacAmbassador #raisingcanes

♬ Stuntin’ On You – Tyla Yaweh


Users who follow Hudson would see this video clip within their For you personally feed.

Top quality Hashtag

Branded Hashtags are advertisements that businesses use to inspire TikTokers to create articles around a brand-related hashtag of the choice. Businesses using this ad format have exclusive access to the hashtag, which is false on other social media sites. Its exclusivity comes along with a higher price tag, and reported typical costs are around $150, 500 USD for six times.

For example , say you’re a sportswear company that has simply launched a new athletic tee shirt called Blue Shirt. You might create a branded hashtag called #InMyBlueShirt, where you encourage TikTok users who have your product to post videos of them doing physical activities in the shirt.

Jennifer Lopez, a music artist, has used the Branded Hashtag feature to advertise her music, Pa Ti. The hashtag is called #PaTiChallenge, and Lopez posted a video of herself dancing where she prompted other TikTok users to engage in the challenge by replicating the girl dance.


Let us goooo! ✨🚨✨ Can’t wait around to see and share some of your best #PaTiChallenge dances! Thanks for throwing it off @charlidamelio! @papijuancho

♬ Pa Ti – Jennifer Lopez & Maluma


The #PaTiChallenge hashtag has garnered 2 . 4 Billion views.

Hashtag Challenges can be featured on TikTok’s Discover page, where users can find new creators and browse trending hashtags. The Discover page is similar to Instagram’s Explore page.

The hashtag challenge #WorldSeries, sponsored by Major League Baseball, is featured on TikTok’s Discover feed, as well as the hashtag encourages users to publish videos showing how they’ve celebrated baseball games. Clicking on the hashtag brings users to an internal landing page that features the sponsors’ logo, problem description, and other videos utilizing the hashtag.

tiktok discover page branded hashtag landing page demo

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Brand Takeovers

Brand Takeovers are an advertisement format that can include TopView, In-Feed, and Branded Hashtags all at once. They can also be video clips, gifs, or still pictures. The takeover aspect of these types of ads is that TikTok just features one business per day, and the starting cost is about $50, 000 USD daily.

Guess, a fashion organization, ran a Brand Takeover on TikTok to advertise their denim jeans. Over six days, their TikTok account gained more than 12 thousand new followers and generated a fourteen. 3% total engagement price. Their Brand Takeover incorporated Top View, Branded Hashtag, and In-Feed ads.

guess jeans brand takeover ad formats

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Branded Effects

Branded Results ads use 2D, 3D, or AR to add images of your products into TikTok videos. Brands typically produce stickers of their products or even create filters that TikTokers can use when creating their video clips. These filters and stickers increase engagement and brand name awareness, as using them generally involves playing brand-specific online games.

Puma, a clothing business, used the Branded Effects feature to advertise their new soccer shoes. Their 3D label prompted users to play a virtual reality game with a football ball. They paired their particular Branded Effects sticker with a hashtag challenged that created over 100, 000 movies of user generated articles.

puma shoes branded effects tiktok example

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Should you use TikTok For Business in your online marketing strategy?

TikTok For Business comes at a time when it’s apparent that businesses have had achievement with advertising on TikTok.

Take Dunkin’, for example. Dunkin’, also known as Dunkin’ Donuts, is definitely an American coffee company. They’ve capitalized on the advertising abilities of TikTok and combined with a popular influencer, Charli D’amelio, who often drinks their coffee in the girl videos.

At only 16-years-old, D’amelio has over 7 mil followers on TikTok. While her platform is primarily centered around dancing movies, she announced her collaboration with Dunkin’ in a TikTok video that has been viewed more than 59 million times in less than two months. Dunkin’ reported which they saw a 45% sales boost the day after the announcement.


is this real life!!!?? my fave drink is now on the menu at @dunkin. order ‘The Charli’ on the Dunkin’ app!!! link in bio. #CharliRunsOnDunkin #ad

♬ original sound – charli d’amelio


Ultimately, the decision to make use of TikTok For Business inside your marketing strategy depends on your overall business goals and desired advertising campaign outcomes. To make the decision easier, we’ve compiled a pro and downsides list for marketers to use when making this decision.


TikTok For Business Advantages and disadvantages




TikTok Ads Supervisor will help you expose your content in order to new audiences.  

The ‘similar audiences’ function helps you select lookalike audiences that are similar to your target ones.

TikTok has more than 600 million active monthly users and is available in 155 different countries. If your brand is smaller or much less well-known, this could bring substantial awareness to new audiences.  

32. 5% associated with TikTok’s user base is certainly between 10 and nineteen, and 29. 5% are usually between 20 and 29. If your target audiences are usually of different age groups, you could obtain exposure to a new type of client.

TikTok’s largest consumer base is not representative of every demographic groups.  

Since its primary consumer base is very young, the particular audiences that businesses market to on the platform might be significantly younger than intended target audiences.  

Marketing on the app may require you to tap into a user base that could not understand the need for your own product or service.

TikTok grows off of informal, ‘behind-the-scenes’ articles.  

Authenticity matters to Generation Z, and they tend to shy away from the ‘ sales-to-drive ’ leads marketing ads.

If your brand or even business typically creates sales-driven formal content, utilizing system can help you diversify your content forms and display a new, creative side of your business.

TikTok needs niche content.  

The type of content that TikTok calls for may not be in-line along with your brand mission.  

Should you be a more serious, sales-focused company, learning to adapt to the fun and exciting content required for TikTok vs just driving sales conversion rates may be a difficult skill to understand.

44. 81% from the world’s population owns a smartphone .  

Because the number of mobile users globally continues to grow, having a mobile-first marketing strategy is worth considering.    

You can use TikTok for Company to create advertisements on your phone and essentially run a portion of your marketing strategy from your wallet.

It’s not easy to link your website for your TikTok videos.  

If your website is your major way of converting leads, you’ll need to get creative and create additional ways to drive leads.

TikTok has increased engagement rates than Instagram and Twitter.  

In 2019, TikTok’s typical engagement rate at all follower levels was higher than each Instagram and Twitter. Small accounts with just one, 000 had an average wedding rate of 9. 38%.  

Even if you’re a smaller brand just starting on TikTok, you’re guaranteed to come with an engaging audience.  

TikTok With regard to Business reporting tool can not be integrated with other systems .  

  All marketers understand that data is crucial to understanding the success of marketing strategies. At the moment, it doesn’t seem as though the platform can integrate with your preferred insights tool.  

While the Ads Manager is convenient, it will require an extra step for collecting information that you can use to understand your campaign engagement and ROI.


TikTok For Business can be a precious tool.

Should you choose to incorporate TikTok’s new service into your marketing strategy, it can be a valuable tool regarding growth. While the app really does call for niche types of content, brands and businesses may diversify their strategy plus advertise to a new target audience.

Whatever your final decision is usually, TikTok For Business can be obtained to those who want to harness the particular app’s advertising potential.


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