Introduction: TikTok Ads

Prerequisites

This module assumes you have already completed readings on building your marketing foundation and tested another ads channel (Facebook and Instagram, most likely).

We recommend you read the following before starting TikTok ads:

• Value Props
• Conversion Tracking
• Ad Copy
• Ad Creatives
• Ad Optimization
• Conversion Tracking
• Facebook and Instagram Ads

Questions answered in this module

• What products are TikTok ads best for?
• How do I make attention-grabbing ads that convert?
• How do I structure my ad account for best results?
• How should I approach creative testing and optimization?
• How much do I need to spend to determine if TikTok ads are profitable?

Overview

All eyes are on TikTok as the next big opportunity in paid social—and for good reason.

TikTok was the world's most downloaded app in 2020, and surpassed one billion active users in 2021. For comparison, here's how TikTok's reach stacks up against major social ads channels:

Social Channel‍Active UsersFacebook2.8 billionYouTube2.2 billionInstagram1.3 billionTikTok1 billionSnapchat538 millionPinterest454 millionTwitter436 million

Despite TikTok's explosive adoption, most people still think of the app in terms of teenage dance videos and singsong duets. When the reality is, 75% of TikTok users are over 20 years old, and 50% are over age 30.

That means you aren't just advertising to Gen Z and younger millennials who lack significant purchasing power.

Here’s the latest breakdown of age demographics in the United States:

What draws people in is the For You Page.

It's an endless scroll of short, entertaining video clips—a blitzkrieg of dopamine hits that users love.

TikTok's algorithm does an exceptional job of curating relevant video content—It's why people open the app eight times a day for over an hour total, on average. And the breadth of content is immense—ranging from educational tips and tutorials to viral memes, comedy sketches, and indeed, plenty of dance videos—all designed to grab your attention and not let go.

Context on TikTok ads

Ads on Facebook or YouTube necessarily interrupt content. TikTok ads are seamless. The best examples manage to blend in really, really well and match the overall context of the platform.

In a sense, the TikTok ads strategy we recommend is closer to influencer marketing than traditional paid acquisition. People buy products based on the trusted recommendation of influencers and lesser-known creators, not from brands' self-promotional ads.

The key to successful TikTok ads is content.

To acquire customers with ads, you must produce authentic TikTok video content or outsource production to creators who can do this work for you.

In this playbook, we’ll teach you how to create and launch ads that resonate and drive conversions. You'll learn the exact strategy that’s helping companies acquire customers with TikTok right now, along with actionable recommendations (and lots of examples) on how to execute.

You’ll learn how to:

• Determine if TikTok ads are right for your business
• Create TikTok ads that convert
• Partner with creators who can help craft your brand's message
• Measure, optimize, and iterate on ad performance
• Set up an ads account and launch your first campaign