How to Advertise on TikTok

Introduction to Advertising on TikTok

TikTok has transformed the world of online marketing, becoming one of the most influential social platforms for both individuals and businesses. With millions of daily users in the UK and billions worldwide, it offers unmatched potential for brand exposure. Advertising on TikTok allows companies to connect with audiences through creative short-form videos that are entertaining, authentic, and shareable. Whether you are a small business or a global brand, TikTok’s advertising options can help you build awareness, engage users, and drive measurable results.

Understanding How TikTok Advertising Works

TikTok advertising works by displaying short video adverts in users’ feeds, similar to how organic content appears. This format allows adverts to blend naturally with the user experience, increasing the likelihood of engagement. TikTok’s algorithm focuses on user interests, behaviour, and interaction history, ensuring adverts are shown to the right audience at the right time.

Advertisers can choose between organic promotion, which involves posting creative content that gains traction naturally, and paid advertising, which uses TikTok Ads Manager to target specific audiences with budget-controlled campaigns. The platform supports various ad formats designed to meet different marketing goals, from brand awareness to app installs and sales conversions.

Creating a TikTok Business Account

Before launching an advert, you need a TikTok Business Account. This type of account provides access to analytics, advertising tools, and insights into audience engagement. Setting up an account is free and straightforward. You simply register using your email or existing TikTok profile, select “Business Account,” and enter your company details, website, and business category.

Once the account is created, you can begin building a professional presence by uploading a profile image, writing a clear bio, and adding a link to your website. Maintaining an active business profile helps build credibility and ensures users trust your content.

TikTok Ads Manager Overview

TikTok Ads Manager is the platform’s advertising hub. It allows advertisers to create, manage, and analyse their campaigns. After setting up your account, you can access TikTok Ads Manager from the desktop site. The process follows a simple structure: choose an objective, define your audience, set a budget, design your creative, and launch your campaign.

TikTok offers a range of objectives, including reach, traffic, app installs, and conversions. Each objective determines how your adverts are optimised and who they are shown to. For example, if your goal is to increase website visits, TikTok will prioritise users who are likely to click through.

Types of TikTok Ad Formats

TikTok offers several ad formats to suit different business needs and budgets. The most common include:

In-Feed Ads

These appear as users scroll through their “For You” feed. They look like regular TikTok videos but include a small “Sponsored” tag and a clickable call-to-action button, such as “Shop Now” or “Learn More.” In-feed ads are ideal for driving traffic or sales because they can include direct links.

TopView Ads

TopView ads are premium placements that appear immediately when a user opens the TikTok app. They occupy the full screen for several seconds before allowing users to scroll. This format guarantees high visibility and is best for brand awareness campaigns, product launches, or major announcements.

Branded Hashtag Challenges

This ad type encourages users to participate in a challenge associated with your brand. A company creates a unique hashtag and invites TikTok users to post their own videos using it. This format promotes user-generated content and helps spread awareness organically through participation and sharing.

Branded Effects

Branded Effects allow businesses to create custom filters, stickers, and augmented reality features that users can apply to their videos. These interactive effects make advertising fun and memorable, encouraging audiences to engage directly with the brand.

Spark Ads

Spark Ads use existing organic videos either from your own account or from users who have mentioned your brand. With permission, you can promote this content as an advert, combining the authenticity of user-generated posts with the reach of paid advertising.

Defining Your Target Audience

TikTok’s targeting capabilities are comprehensive, allowing advertisers to reach users based on age, gender, location, interests, device type, and behaviour. You can also create custom audiences based on website visitors, previous customers, or people who have interacted with your content.

Using these tools effectively ensures that your adverts reach the most relevant audience. For example, a beauty salon could target women aged 18–35 in London interested in fashion, skincare, and makeup. By refining your audience, you reduce wasted spend and increase engagement rates.

Setting Your Budget

TikTok offers flexible budgeting options, making it accessible to both small and large businesses. You can choose between a daily budget, which limits the amount spent per day, or a lifetime budget, which covers the total cost of a campaign.

The minimum spend requirement for TikTok Ads Manager is generally £40 per day for campaigns and £20 per day for ad groups, though these figures can vary slightly over time. The platform’s bidding system determines how much you pay based on your chosen objective, competition, and audience demand.

To get the best results, start with a small budget to test different ad creatives and targeting options. Once you identify what works, increase your budget gradually to maximise reach and conversions.

Creating Engaging TikTok Ad Content

TikTok is a platform driven by creativity and authenticity. Users respond best to adverts that feel like genuine TikTok content rather than traditional commercials. Successful campaigns typically include short, visually striking videos with strong hooks in the first few seconds.

The most effective TikTok adverts are those that entertain, inspire, or tell a story. Avoid overly polished or corporate content. Instead, use natural lighting, real people, and relatable messages. Incorporate trending sounds, hashtags, and challenges where appropriate to make your adverts feel part of the wider TikTok culture.

Adding captions, music, and transitions can help maintain attention. TikTok videos are short, so keep messaging concise and focused on one clear idea or call-to-action. Experimenting with different styles and formats helps discover what resonates most with your audience.

Using Analytics and Optimisation Tools

Once your advert is live, TikTok provides detailed performance data through its Ads Manager dashboard. You can monitor impressions, clicks, engagement rates, and conversions in real time. Analysing these metrics helps identify which campaigns are performing best and which may need adjustment.

A/B testing different versions of your adverts is an effective way to optimise results. By comparing video lengths, captions, or calls-to-action, you can refine your content for maximum impact. TikTok’s algorithm learns from user interactions, meaning high-performing ads are shown more frequently, improving efficiency over time.

Organic Marketing on TikTok

Paid advertising is not the only way to gain visibility. Many businesses achieve success through organic content alone. By posting creative, consistent videos that align with your brand, you can attract followers and engagement naturally. Building a loyal community can lead to viral exposure without paid promotion.

Using trending hashtags, collaborating with influencers, and participating in challenges can boost your organic reach. Engaging with comments and responding to user content also helps build trust and encourage further interaction.

Working with TikTok Influencers

Influencer marketing is one of the most effective ways to advertise on TikTok. Collaborating with content creators who already have large followings allows brands to reach audiences authentically. Influencers can showcase products or services in a natural way that fits their personal style, making their recommendations more credible.

When choosing an influencer, consider their audience demographics, engagement rates, and relevance to your niche. Micro-influencers with smaller but highly engaged audiences often deliver excellent results at lower costs compared to major celebrities.

Compliance and Advertising Guidelines

TikTok enforces strict community and advertising guidelines to ensure a positive user experience. All adverts must comply with laws regarding truthful claims, safety, and non-discrimination. Avoid content that could be seen as offensive or misleading, and ensure that any music, images, or footage used are properly licensed.

Businesses targeting younger audiences must also comply with age restrictions and data protection regulations. It is important to review TikTok’s advertising policies regularly to ensure all campaigns remain compliant.

Advantages of TikTok Advertising

TikTok offers several unique advantages over traditional advertising platforms. Its algorithm is designed to promote creative and engaging content rather than just high-budget campaigns, allowing smaller brands to compete effectively. The immersive full-screen format ensures users’ attention is fully focused on the advert, while its short duration keeps content dynamic and digestible.

Another advantage is the platform’s high engagement levels. TikTok users spend significant time scrolling through videos, and well-made adverts often receive likes, comments, and shares that amplify reach without additional cost. The platform also attracts a younger audience, making it ideal for brands targeting Gen Z and millennials.

Conclusion

Advertising on TikTok presents enormous opportunities for businesses to grow and connect with modern audiences in authentic and creative ways. Whether through organic videos, influencer collaborations, or paid campaigns using TikTok Ads Manager, the platform provides flexible and effective tools to suit every marketing goal.

The key to success lies in understanding your audience, creating entertaining content, and embracing the informal, fast-paced nature of TikTok culture. By experimenting with ad formats, tracking performance, and continuously refining your approach, you can use TikTok to build strong brand awareness and achieve measurable marketing success in one of the most engaging digital spaces available today.