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The complete guide to TikTok advertising (with ad examples)

TikTok is a video-sharing social networking service that enables users to make short videos, usually fifteen seconds long, in different genres, such as dance and comedy. With over 689 million monthly active users, TikTok is the sixth-largest social media network worldwide.

Whether you want to sell more of your products or services or drive targeted traffic to your website, TikTok advertising campaigns can give you good returns on your ad spend. TikTok ads can help you reach a young, vibrant audience that loves great content.

TikTok launched its lead generation tool to help businesses generate more leads. Wondering how to run ads on TikTok? We have put together this complete guide to show you how to create ads on TikTok and make the most out of it.

In addition, we have introduced some of our popular TikTok integrations that you can try for free, such as:

You can also join the waiting list to be the first to access TikTok Custom Audiences.

Who uses TikTok?

TikTok is a popular app available in over 155 countries and in 75 languages. Currently, there are over 1 billion active users worldwide, including both males (53%) and females (47%).

tiktok users

Source: Statista

The proportion of global internet users who use TikTok is shown below. As seen from the table, the number of users keeps increasing every year.

Source: Ape App

As of January 2022, The United States has the most TikTok users, with about 136.5 million users. Indonesia and Brazil respectively stand in the second and third places globally.

Source: Statista

In relation to age, TikTok users are more young people than adults, as shown below.

Source: Hootsuite

Looking at the income of the users also, users with high-income potential are more on TikTok. This includes people earning between $25k, $75-100k, and $100k.

According to App Annie’s state of mobile 2021 report, TikTok users spent 4.2 hours daily on mobile phones.

All this information about TikTok users makes it an ideal focal point for marketers. But wait! Do TikTok ads perform well for all businesses?

Does TikTok have ads?

Yes, TikTok has various ads for businesses to reach their target audience, including In-feed ads, Brand takeover ads, Top view ads, Branded Hashtag ads, and Branded effect ads.  

TikTok ads are not free, but you can create a free TikTok ads account to set up your ads with your budget and schedule. TikTok minimum campaign budget ranges from $500 to a minimum ad group budget of $50.

Are TikTok ads for all businesses?

TikTok is suitable for most businesses but not all. TikTok advertising is ideal for companies looking for large and engaged audiences. Here are some statistics to consider: In 2022, TikTok has an average engagement rate of 17.99%, an overall 90% of users who visit the app more than once a day for an average of 52 minutes per day. Considering all these numbers, TikTok is one of the best platforms for audience engagement.

50% of the TikTok global audience is under 34, with 26% between 18 and 24 years of age. So if you have a business that sells to the younger generation, you are likely to do well with TikTok advertising. 

Lastly, TikTok is an intercontinental medium. And you are more likely to run successful campaigns if you have a business with an international audience. 

If your audience falls into the categories above, your business will generate great returns on ad spend. Learn more about how to use TikTok for Small Businesses.

Why TikTok advertising?

1. TikTok is dominated by the Generation Z audience

We already established that most of the TikTok audience is the Generation Z audience (18 – 34 years old). This audience, according to research, represents the most prominent U.S. consumer population at 82 million people. This generation is the fastest-growing consumer segment with a unique purchasing power of over $300 billion. Do you know what that means for your business? Well-targeted ads for this audience could mean more revenue for your business than ever imagined.

2.   TikTok user’s engagement rate is high

A report released by App Annie revealed that “TikTok’s average monthly time spent per user grew faster than nearly every other app analyzed. This includes 70% in the U.S. and 80% in the U.K., surpassing Facebook” in 2020. 

This shows that TikTok users are engaged audiences. The more engaged an audience is, the better the advertising outcomes are for brands. 

3. TikTok advertising expands the reach of your video content

Video marketing is on the rise, and it will not slow down anytime soon. A study by Social Media Week revealed viewers claim they retain 95% of a message when obtained via video. Also, 93% of brands got a new customer because of a video on social media. So using more videos on TikTok opens up your business to reach more target audiences. If you have not started using video editing services, TikTok provides an opportunity to incorporate video into your marketing campaign.

4. TikTok has different ad formats that encourage engagement

The platform offers different TikTok ad formats, such as In-feed ads, top view ads, brand takeover ads, and branded hashtag challenges. These ad formats encourage enormous engagement among users. For instance, the in-feed ads enable users to like, comment, share, follow and shoot videos within the same TikTok sound.

5. TikTok advertising can help reach an international audience

TikTok is available in 155 countries with 75 different languages. If your business operates internationally, TikTok advertising enables you to reach an audience in different international markets.

Why create a TikTok Ads account?

Every marketing effort on social media boils down to a simple conclusion: Gaining a follower fan base and brand exposure. These people eventually trust your brand as a go-to place to purchase the products you are offering. To do it without any help, your company might have to spend months reaching a sufficient number of followers and gaining convertible tractions. By investing in a TikTok Ads account, you can access many followers to reduce the time and increase your marketing efficiency.

Let’s go through the top advantages of investing in a TikTok ads account:

  • It requires less time and effort to get followers: growing a fan base takes time which cuts off your marketing dollars in the long run. 
  • It increases engagement: creating marketing campaigns that are highly optimized allows leads to higher engagement rates, such as more likes, comments, and shares from these followers. And more engagement means higher brand awareness and conversions. 

Types of TikTok ads

As we touched on before, there are five different TikTok ad formats for businesses to use, including:

1. TikTok In-Feed ads

TikTok In-feed ads are the video ads displayed inside the native news feed as users scroll through the “For You Page”. They blend well with the TikTok feed. This makes it easy for users to quickly scroll past it. With In-feed ads, users can like, comment, share and interact with the TikTok advertising videos.

Here is a good example of a TikTok In-feed ad video from Maybelline.

TikTok in-feed ads

Source: TikTok

The beauty brand created an in-feed ad with catchy music to increase its market share and brand recognition among the younger generation in Japan.

2. TikTok Brand Takeover ads

TikTok Brand takeover ads pop up as soon as users open the TikTok app, take over the screen for a few seconds, and then change into an In-feed video ad. They also appear on the “For You Page” as still images, videos, or gifs with clickable links that lead to landing pages within TikTok. It effectively creates mass awareness and drives sales since the ads show up in front of the right audience. You can also create and add your custom logos to stay in the mind of viewers better and make them remember your brand.

A great example of a Brand Takeover ad is from Too Faced. They created a TikTok campaign to introduce one of their products – a cruelty-free lip plumping gloss.

TikTok brand takeover ads

Source: Jungletop

The ad generated 7.6 million impressions and 1.3 million clicks, delivering a staggering 18.38% clickthrough rate.

3. TikTok Top View ads

TikTok top view ads are similar to brand takeovers and aim to increase brand exposure. The difference is that Top view ads do not cover the screen as soon as users sign in. Instead, they occupy the first In-feed post after 3 seconds. After that, it shows up to 60 -seconds of full-screen video with auto-play and sound.

Below is an example of TikTok Top view ads from Balenciaga.

TikTok top view ads

Source: TikTok

4. TikTok Branded Hashtag ads

The branded hashtag is another popular ad on TikTok. It involves encouraging users to videotape themselves performing something like a dance or doing something in line with the product and posting it with a defined hashtag. These ads appear at the top of the discovery page; When users click on the hashtags, it leads them to the landing pages on TikTok and a collection of other videos from the same hashtag challenge. TikTok hashtag challenges boost engagement and brand awareness.

Below is an example of a TikTok branded hashtag ad from Mercedes Benz.

TikTok Branded Hashtag ads

Source:  TikTok

They started the #MBStarChallenge to encourage users to create their own Mercedes Benz logo. This helped to create brand awareness for Gen Z and millennials.

5. TikTok Branded Effects ads

TikTok branded effects allow businesses to design an ad with their own custom filter on the app. The ad can last up to 10 days at a time and is a great way to increase user engagement.

A good example of TikTok branded effect ads is from Colgate.

TikTok Branded Effects ads

Source: TikTok

Colgate created a hashtag challenge #Colgatekiss to produce an aesthetic for the brand in Thailand. They used a clickable branded effect with a ‘kissy face’ to complement the challenge.

6. TikTok Collection Ads

Even though this type of ad hasn’t been released to all users yet, here is everything you need to know about TikTok Collection Ads. 

It’s an ad format that allows users to find, discover, and browse products on their mobile devices in full-screen mode. Their peculiarity is that – when Collection Ads are published – you create an ad that will lead to an Instant Gallery Page, which is a curated, inspiring collection of your products. Like a virtual window of your products that users can browse without ever leaving the app.

TikTok Collection Ads provide a quicker, more engaging ad experience that motivates consumers to act immediately.

TikTok Collection Ads

Here is an example by beauty brand E.L.F., which has made good use of TikTok Collection Ads. With the full screen, their products are at center stage, making it harder for cosmetic lovers to pass it up. TikTok Collection Ads make it easy for viewers to buy the products they see right on the spot.

How to run ads on TikTok

So how to run ads on TikTok? It is easier than you think. TikTok advertising platform, just like the Instagram Ad Manager, automates the ad creation process, which includes creating, delivering, and optimizing the ads. The first step is to install the TikTok pixel on your website.

Create a TikTok Ads account

To advertise on TikTok, you have to create a TikTok Ads account first

  1. Sign up on TikTok Ads
sign up tiktok
  1. Add your email address, where you’ll receive a verification code.
  2. Click  Sign up.
  3. On this new page, fill in the required information, like brand name, industry, country, etc.
sign up tiktok ad account
  1. Then click Register.

If you own a regular TikTok account already, use that account instead to sign up for the TikTok Ads account.

Install the TikTok Pixel

Like Facebook, the platform has its own pixel that helps you track your ad performance. The TikTok pixel is a piece of code you install on your website to help you monitor visitors’ activity, sales, and other events. These will help you find the right audience on TikTok for your ads.

With the TikTok pixel, you can effectively monitor your ad performances and conversions based on the events you define. This can be page views, downloads, add to cart, check out, etc. Additionally, the pixel feature will help you target users who will be responsive to your ads. You can also create Custom Audiences and Lookalike Audiences for your website users and run retargeting campaigns.

Here’s the step-by-step process of creating a TikTok ad.

1. Go to the ad sign-up page and register your business. Provide the location of your business and select the right account type for your business, i.e. whether it is business or personal. Then click on next.

Install the TikTok Pixel

Source: TikTok

2. On the next page displayed, fill in your email address and password, and enter the verification code. Then click to agree to TikTok ads terms and conditions. That is all you need for now. You can now set up your TikTok campaign.

Source: TikTok

Set up a campaign and create the TikTok Ad

Creating a TikTok ad is in three stages. First, create a campaign, an ad group, and then the real ad.

1.  Set up a campaign

The campaign level is the first step you need to follow to create your TikTok ads. Here, specify the campaign objectives, campaign name, and the campaign budget. The campaign objectives include app installation, reach, conversions, video views, and traffic.

Here’s what you need to do exactly to set up a TikTok ad campaign:

a.  Login to your TikTok Ads Manager and find the Campaign at the top of the page and click on it.

Set up a campaign on TikTok Ads

Source: TikTok

b. It is time to choose the objective of your campaign. This signifies the action you want people to take when they see your ads. So, you must choose the right objective in order to generate the desired result for your campaign. For instance, if your objective is to generate more traffic to your website, the right objective to choose will be Traffic.

Source: TikTok

You can also integrate your marketing system with LeadsBridge’s integrations to make the most out of lead generation objectives on TikTok. Here are two of our popular TikTok integrations:

All campaign objectives are categorized under three rubrics – awareness, consideration, and conversion, as shown above.

There is a limit to the campaigns you can create in one TikTok account, which is 999 campaigns.

Now that we are done with the campaign level, the next step is the ad group.

2.  Create an ad group

Under the ad group level, you specify the ad placements, audiences, target audiences, campaign budgets, optimization goals, schedule, and bids for your ad group. The first step to creating the ad group is selecting the placements.

a.   Select the ad placements

Ad placement is where your ad will appear on TikTok. You have the option to tell TikTok where to place your ads or allow TikTok to pick the best placement for you. Allowing TikTok to choose your ad’s placement is also known as automatic placements. This automated system will help to optimize your ad delivery on different placements so that you can achieve your specified campaign objective.

Select the ad placements on TikTok Ads

Source: TikTok

As shown above, select automatic placement to allow TikTok to use their algorithm to place your ad in the right place, or you can choose the placement manually.

The blocklist (pangle) feature is for Japanese advertisers. It is used for blocking undesired placement to prevent your ads from showing up in those places. Read the block list article to learn more.

b.   Choose the desired creatives

The automated creative optimization feature will help you automatically create combinations of your creative assets to deliver only the best-performing combinations. For example, the ad creative assets for the campaign include images, explainer videos, and ad texts.

Choose the Creative type on TikTok Ads

Source: TikTok

c.    TikTok Ads targeting

At this point, you need to choose the audience you want to target with your campaign. TikTok allows you to create both Custom Audience and Lookalike Audience. Using TikTok ads targeting, you can target your audience using their demographic and device options to help you narrow them down. This includes age, gender, interest, operating system, location, language, behavior, device price, and mobile carrier.

TikTok Ads targeting

Source: TikTok

Custom audience targeting on TikTok allows you to target your audiences based on customer files (a list saved in a CSV, TXT, or ZIP file), and previously engaged audiences. These are the users who have interacted with your ads, or who have seen your ads before (impressions), app activity (e.g., sign up, activate, purchase, etc), and website traffic actions (e.g., view content, button click, purchase, form submission, etc).

TikTok Custom Audiences, like Facebook Custom Audiences, allow you to target people who have engaged with your business. You can create a custom audience from different sources, such as website traffic, lead generation, app activity, engagement, and customer files.

The most interesting part is that you can integrate TikTok custom audiences with different tools through LeadsBridge to automate the entire data management process. 

d.   Set the budget and the schedule

In this section, you need to specify your budget for the ad. There are different options here, as shown below.

Set the budget and the schedule on TikTok Ads

Source: TikTok

Now, it is time to set a budget for the ad. This can be a daily budget or a lifetime budget. The schedule specifies the start and end times for the ads. Choose a range of dates to run your ad, or choose to run it for as long as you want continuously. The day-parting option allows you to choose the specific time periods in a day, ranging from half an hour to 24 hours.

e.   Set up the bidding and optimization

This is the section where you choose your bidding process and optimization options and add third-party tracking links to help monitor the performance of your ad.

Set up the bidding and optimization on TikTok Ads

Source: TikTok

The first option here is the optimization goal. There are three types – conversion, click and reach. First, choose the goal for your campaign. Second, there is the billing event option. The TikTok system automatically sets the billing event based on your selected optimization goal.

For example, if you select “reach” as your optimization goal, your ads will be billed as CPM (cost per mile). Here’s a link to more information on bidding methods on the TikTok ads manager.

Next comes smart optimization. This option allows you to choose how the system optimizes conversion events and carry out smart delivery. It is recommended that you activate the smart optimization option to help with your conversions. 

The bid strategy helps control your cost per result if you put it in the “standard bid” mode. 

This ensures that the average cost per result is within your bid during the delivery process.

The bidding option helps you set the amount you are ready to pay for a thousand impressions, per click, or per conversion. The TikTok system will deliver the ads as per your bid specification.

The delivery type is in two different formats – standard and accelerated. When you select the standard delivery, your ad budget will be spent evenly during the campaign. The “accelerate delivery” option will spend the budget quickly during the campaign. You can find more information on the delivery type here.

Now it is time for the exciting part; creating your ad.

3.  Create your ad

Ad creation on TikTok is easy. All you need to do is upload your images or videos and eye-catching design ads in minutes using the features on the TikTok ad manager. You can create two types of ads on TikTok – image and video ads. TikTok has an ad limit of 20 ads per ad group.

Now, follow the steps below to create your TikTok ad.

a.   Start by entering the ad name in the specified column below. This will help you identify your ads.

Source: TikTok

b.   Choose the ad format. TikTok allows you to choose from the two options available – i.e., image or video. But currently, you can only create video ads on TikTok.

Choose the ad format on TikTok

Source: TikTok

c.   Add your ad details by uploading your creative media. You can upload your media from your computer or use the media from your previous ads. You can also choose to create a new video.

To create a new video, select “use video template” or “smart video “. Select the video thumbnail that will serve as a cover photo for your video ad. You can upload a new one or choose from the images from your video.

Add your ad details

Source: TikTok

Include the text and link that will be shown with your ad. This includes the display name, text, call to action, profile image, and the URL of the website you want to drive traffic to if traffic is your main campaign objective. When you are done, preview your ad on your device. This will show you how the video ad will look after publishing it.

d. Add relevant tracking links to your ad. 

TikTok allows you to add third-party tracking URLs and pixels to help you track your ad performance. Here is a list of Supported Third-party measurements and TikTok pixels.

Click the “submit” button to complete the ad creation process when you are done. This will trigger the ad review process. Once your ad is approved, it will automatically go live.

TikTok ad policy

All social media platforms have rules and regulations for businesses and individuals. The same applies to TikTok. Below is the TikTok ad policy for marketers.

Use the right ad format

TikTok requires that all advertisers ensure that landing pages are related to what they sell and that there should be no broken links. This aims to keep the ads on the platform consistent. It means all messaging and images must align together to prevent confusion. In addition, the language used in the ad must be appropriate for the target audience. Below are different languages available on TikTok.

  1. Australia: English
  2. Austria: German and English
  3. Brazil: Portuguese
  4. Belgium: Dutch, German, French, and English
  5. Canada: English
  6. Denmark: Danish and English
  7. Egypt: Arabic and English
  8. Finland: Finnish, Swedish, and English
  9. France: French and English
  10. Germany: German and English
  11. Hong Kong: Mandarin(Traditional Chinese), Cantonese, and English
  12. Indonesia: Indonesian
  13. Ireland: Irish and English
  14. Israel: Hebrew and English
  15. Italy: Italian and English
  16. Japan: Japanese
  17. Malaysia: Bahasa Melayu and English
  18. Netherlands: Dutch and English
  19. Norway: Norwegian and English
  20. Philippines: Filipino (Tagalog) and English
  21. Poland: Polish and EnglishRussia: Russian
  22. Saudi Arabia: Arabic and English
  23. Singapore: Bahasa Melayu, Chinese and English
  24. South Korea: Korean
  25. Spain: Spanish and English
  26. Sweden: Swedish and English
  27. Switzerland: German, French, Romansh, Italian, and English
  28. Taiwan: Mandarin (Traditional Chinese)
  29. Thailand: Thai
  30. Turkey: Turkish and English
  31. United Arab Emirates: Arabic and English
  32. United Kingdom: English
  33. United States: English
  34. Vietnam: Vietnamese

Additionally, there are types of content that are restricted on TikTok, and you cannot advertise them, including:

  1. Alcohol
  2. Gambling and lotteries
  3. Religion and culture
  4. Protection of minors
  5. Weight control/management

The following categories are also prohibited on TikTok:

  1. Illegal services and activity
  2. Drugs and drug paraphernalia
  3. Weapons, ammunition, and explosives
  4. Tobacco products and smoking
  5. Political content
  6. Military content
  7. Discriminatory content
  8. Adult sexual content
  9. Copyright infringement
  10. Misleading claims
  11. Sensational and shocking content
  12. Data collection

TikTok ad specs

As a brand on TikTok, there are ad specs you need to be familiar with before running your campaigns. Find some of them below.

TikTok Ads specs

Source: Yellowhead

TikTok Brand guidelines

Knowing what is required for your business to thrive on TikTok is the key to succeeding as a marketer. Below are brand guidelines you can follow.

1. Create engaging and entertaining content

TikTok appeals more to the younger generation that loves interesting, entertaining, and fun content. Ensure you strike a balance while creating content for them: Your content should be entertaining and educational at the same time to help you highlight your brand and boost product visibility. Check out this blog post for inspiration on TikTok content ideas.

2. Be consistent

Consistency in posting relevant messages on TikTok is important because the TikTok algorithm favors consistent brands. It helps you show up in your audience’s feed, resulting in more views and likes.

3. Follow trends

Trends are always new and viral on TikTok. They can help you to generate engagement and followers. You need to follow trending hashtags, music, and filters to reach more people and get more views and likes. It can also help you get more followers for your business account on TikTok.

Explore the latest social media trends in this article.

4. Work with TikTok influences

TikTok influencers are like celebrities of the new age, so working with them is a win-win. They can help you create videos that promote your product/service on their channels.

Get inspired with TikTok Ads Creative Center

If you’re running ad campaigns on TikTok, you should definitely rely on TikTok Ads Creative Center for guidance and inspiration. This tool – also known as TikTok Ads library – is a free resource available to anyone with a TikTok Business Account (which is also free).

It’s incredibly useful because it provides users with:

  • Best practices on how to create the best performing TikTok ads;
  • Insights on the latest TikTok trends across all industries.

With the TikTok Ads Creative Center, you can use the Trend Discovery page to see what other businesses in your industry are doing and then filter those examples down by campaign objective.

By looking at the highest performing ads on TikTok Ads library, you can get a clear understanding of what works for others and then use this information to do your own experiments and see what works best for you.

TikTok Lead Generation

TikTok recently launched its lead generation tool for businesses. It is like Facebook Lead Ads. The TikTok Lead Generation helps businesses share the details of their product or services with interested users. 

Brands can use the TikTok Lead Generation to reach and engage with their prospects and customers and collect their data directly on in-stream ads on TikTok.

This feature includes a pre-filled form containing the user’s name, email, phone, and other relevant information requested by the advertiser. This process also makes it easier for interested users to fill out and submit the form.

TikTok lead generation Ads

Source: TikTok

The lead generation form contains a customizable background image. It can be an image that represents your business brand explicitly. The next section is the profile image. You can use your TikTok profile image or use a relevant image. And the last section contains the questions you would like to ask users, which can be customized to fit the information you need for your business.

When they fill out the form and click on the submit button, it displays a privacy notice. In addition, it states that TikTok is collecting users’ information for advertisers. Users are free to edit the information on the form or exit it. After that, you can download the leads manually or integrate them with your business CRM or Autoresponder.

TikTok Lead Generation is specifically created for mobile devices. This enables users to know more about your business and answer your questions on TikTok without being directed to a landing page. The pre-populated fields help the users quickly and easily load and share their information with your business. In addition, TikTok allows you to use custom and lookalike audiences to target profitable customers or use it to exclude some of the customers.

TikTok Lead Generation Integrations

LeadsBridge provides integrations for TikTok Lead Generation. With these automated data bridges, you can connect your TikTok lead ads with your favorite tool such as Salesforce®, Google Sheets, Kalviyo, etc. It also lets you streamline data sync between your favorite tools.

TikTok Custom Audiences Integrations

TikTok Custom Audiences was designed to perform as a TikTok targeting option. It allows you to reach people who have previously interacted with your content or know your brand outside of TikTok.

You can do this by using:

  • TikTok interest targeting: the interest targeting list uses your audience’s personal interests and other brands and content they interact with. 
  • TikTok behavioral targeting: it targets users based on their history of how they behave and engage with your brand.
  • Retargeting TikTok: Retargeting people who have shown an interest in your content, ads, etc.
  • Target audience of TikTok: it targets audiences based on demographics and characteristics.

You can upgrade your TikTok advertising through automation. Join the waiting list to be one of the first few users who get access to our TikTok Custom Audience integration.

Learn all about TikTok Custom Audiences here.

TikTok advertising cost

There is no official advertising pricing on TikTok. However, Ad Age provided some insight into TikTok’s advertising cost. 

Normally, TikTok ad prices start at $10 per CPM and could vary to CPMs < $2.00. However, reports show that TikTok’s cost of advertising can range from $50,000 to $120,000 depending on the ad format and duration, ad objective, and the bidding method used.

In 2020, a report from Digiday revealed that TikTok CPMs were as low as $1.

As a general rule, TikTok stipulates that there must be a minimum budget to advertise on the platform. Therefore, the minimum budget at the campaign level is $500, and at the ad group level, the required budget is about $50.

How to track TikTok campaigns

TikTok provides a robust dashboard on the ads manager where you can track the performance of your ads, ad spend, and the status of your ads. You can also view the status of your campaigns, ad groups, and ads that can be active or not delivered. To regulate your campaigns, you can check the performance metrics such as gender, operating system, day-parting, etc. See the overall CPM, CPC, CPA, CTR, and other conversions.

How to track TikTok campaigns

Source: TikTok

TikTok also provides report templates you can use to create custom reports from scratch. You can download your report or schedule it to be delivered at a specified time, daily, weekly, or monthly.

You can check the campaign page for more information on the ad level. Select the campaign, ad group, or ad tags on the top and click view data to view the performance data and audience analysis.

TikTok Advertising examples

1. Acome

Acome, an Indonesian smartphone accessory company, created an ad to promote mobile phone accessories using TikTok’s In-feed ads campaign to increase traffic to its marketplace during an annual online shopping holiday.

Source: TikTok

The campaign reached 480,000 clicks to the marketplace with a 34% 6-second view-through rate.

2. Kroger

Kroger, a grocery chain, created a hashtag challenge campaign (#transformurDorm) during the back-to-school shopping season.

Source: TechCrunch

It involved users posting pictures and videos showing their dorm room transformations. The ad generated over 3 million views, 252k likes, 1352 comments, and 1747 shares.

3. Guess

Guess, an innovative clothing business, wanted to increase its brand engagement and brand affinity among youths. So, they created a Hashtag challenge known as #InMyDenim. In practice, it was a challenge for users to show their fashion style in denim. The ad generated a 14.3% total engagement rate, a 12k+ increase in business account followers, and a 16.5% CTR takeover.

Source: TikTok

4. Gusher

Gushers, a candy brand, ran their very first TikTok ads, which generated an outstanding number of views; it was viewed almost 5 million times. 

Source: TikTok

5.   Ralph Lauren

Ralph Lauren, a famous fashion brand, created a Hashtag challenge plus offering on TikTok. The challenge – #WinningRL campaign featured Diana Silvers, an actress, model, and influencer. It was about challenging TikTok users to showcase a time they actually won a real-life challenge. This was done during the U.S. Open Tennis event. 

The selected users won an official Polo Ralph Lauren US Open apparel. The challenge also allowed users to access the Ralph Lauren store on the TikTok platform to purchase products from the company directly. 

Source: TikTok

6. Smyth Jewelers

While a century-old business, the online store of Smyth Jewelers presented one of the best TikTok ads in terms of budget and optimizations, using TikTok In-Feed ads. They used their content and added a simple horoscope-jewelry theme to them in order to drive traffic and reach new viewers to their TikTok profile. 

Source: TikTok

Smyth Jewelers’ ad generated an impressive 779K views by spending only $40 per day. The result was far more effective than most companies get when comparing budgets and impressions. Sometimes as a marketer, you just have to use what already has worked for your business instead of trying new things!  

7. James Allen

Omnichannel marketing is the only way to survive today’s high competition. So the best TikTok ads help you both your direct advertising campaigns and feed your other marketing channels. 

James Allen, another well-known jewelry brand, used a combination of standard auction campaigns and Spark Ads to improve upper-funnel optimization and its overall campaign performance. They also promoted these campaigns by including a unique coupon code. 

Source: TikTok

The results? Besides a notable boost in the brand’s number of impressions (12 million views, 175K likes), their TikTok ads helped drive 500 new newsletter sign-ups at a 78% lower CPA.

Looking for more ideas? Here are the top last-minute content ideas for TikTok!

TikTok advertising best practices

1. Be authentic and original

TikTok encourages brands to be authentic and original. Your creatives, such as images and videos, should be consistent with your brand image, and your audience must find it engaging. According to TikTok, serious brands should have serious ads; trendy brands should have trendy ads.

Being authentic and original can mean showing your business behind-the-scenes or in-the-moment content. This practice will also increase your engagement rate.

2. Partner with influencers with higher followings

Influencer marketing has grown tremendously in recent times. It’s currently reached $16.4B. This is why 17% of companies spend over half of their marketing budget on collaborating with influencers. Regardless, it is a marketing strategy that works.

However, if you want to get the best ROI from your TikTok ads using influencers, ensure that the influencer you choose is someone who would naturally use your product. Their target audience must align with yours in order to make sales. Also, they should have a high count of followers and engagement, such as likes and shares on their page.

Don’t stop at the influencer marketing level; repurpose the content, and use TikTok ads to boost it. This is the trick to increasing your ROI when investing in influencer marketing. 

Want to make your videos discoverable on TikTok? Use what’s trending. Users are creating more content than ever before. This means new trends are showing up daily, and you, as a marketer, should search for them too. These trends can help boost your reach. For example, if you create a video based on a trending hashtag, chances are you will reach a wider audience.

You can find hashtags by going to the TikTok discovery page. Scroll through the page to find trending hashtags and sounds you can use. One good thing about this is that it can get boosted in the “For You Pages”. Also, ensure you use hashtags that are relevant to your content. This will enable the TikTok algorithm to know what the content is all about and display it to relevant people who will engage with it.

4. Use FOMO

FOMO – Fear of Missing Out is a brilliant marketing technique for your TikTok ads to generate engagement because of the time or product supply limits. Users will be afraid of missing out, and they will engage immediately. Without this, users can always overlook the ad with a promise to check later, which may never happen.


TikTok is becoming the advertising platform for marketers for various reasons: its high engagement rate (29%) and large audience base. This is why it is most suitable for companies with an international audience and targeting the younger generation

With TikTok’s advertising features, you can create ads that will reach your audience in different countries, helping you to expand your reach. The new TikTok Lead Generation objective allows you to reach and engage with prospects and customers and collect their data directly on in-stream ads on TikTok. This tool is designed for mobile devices, so users can fill out the form right on TikTok. 

You can also customize the form to get the information you need for your business and download it manually or integrate it with different CRMS and Autoresponders through LeadsBridge automated bridges. Discover our TikTok Lead Generation integrations and join the TikTok Custom Audience waiting list to take full advantage of your TikTok advertising campaigns.

Hephzy Asaolu

Hephzy is a seasoned Content Writer with over 10 years of experience. She creates digital marketing content that gains social media attention and increases search engine visibility. She loves cooking!

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