TikTok Ads: To Buy Or Not To Buy?

Last Updated July 29, 2020

If you haven’t taken advantage, or aren’t even thinking about taking advantage of TikTok for your brand, you might be missing out on something big. 

Glittery TikTok logo

TikTok is an effective platform to create and share trends globally across a diverse audience. The app grew in popularity last year but has gotten a stronger “boost” since the start of the pandemic, which paved the way for TikTok For Business.

What is TikTok For Business?

TikTok positions itself as an avenue for marketers to create work that becomes part of its community through its self-serve advertising initiative, TikTok For Business.

It’s carefully designed to give advertisers the right tools to market your brand creatively with TikTok ads, to reach both your target and new audiences alike, and to optimize your campaigns with robust data. In a lot of ways, advertisers will find that TikTok For Business is similar to what other social platforms (Facebook, Instagram, Twitter, and Snapchat) are offering. What sets TikTok ads apart from the pack at this moment is that they aren’t as saturated. 

TikTok For Business features these ad formats:

  • TopView - Ad that appears when a user first launches the app.
  • Brand Takeovers - 3 to 5-second ads that can either be a video or an image.
  • In-Feed Videos - Ads up to 60 seconds in length that run with sound.
  • Hashtag Challenges - Allow you to participate in the user community by inviting users to create content around a hashtag of your choice.
  • Hashtag Plus - Allows your ad viewers to shop for products in the app.
  • Branded Effects - Allow you to insert your brand or your product directly into the user’s content creation experience through a 2D, 3D, or AR (augmented reality) format in either the foreground or background of the video.

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Potential TikTok Ban in the US

Around the same time that the platform was to roll out ads, TikTok came under public scrutiny and has even faced the threat of being banned in the US.

TikTok is currently facing political heat in the US because of its ties to China, being a Chinese-owned company itself. The Trump administration ran ads on Facebook asking people to sign a petition to ban TikTok over cybersecurity concerns giving a larger platform to concerns surrounding user data misuse and national security interests.

What are the chances that a national TikTok ban will go into effect? It’s hard to say, but it wouldn’t be an unprecedented step. A relatively similar situation happened last year specifically when the government blacklisted a Chinese smartphone maker, Huawei Technologies, for national security concerns.

While the government has granted waivers that allowed several US companies to continue selling Huawei, Google blocked Huawei’s access to its Android operating system as a result of the blacklisting. In the same way, companies like Google and Apple may block TikTok from their app stores to the same extent.

Why You Should Try TikTok Advertising Anyway

What's a reward without a little risk? As compulsive experimenters here at EmberTribe, we love taking risks because sometimes they pay off big time, and we always learn something new. 

TikTok has been downloaded approximately 165 million times in the US and more than 2 billion times globally according to Sensor Tower. That, in itself, speaks a multitude of possibilities for your brand! Think of the audiences you can reach in new and engaging ways, especially as an early adopter of this ad delivery service. 

Regardless of TikTok’s fate, going all-in now on your campaigns will drive both sales and awareness from your audiences.

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Are you ready to try TikTok For Business for your social media campaigns? Here's to explosive growth!

Jump on a call with one of our growth experts. We'll talk about your goals and create a strategy to get results. 

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