What is TikTok? Why is it worth advertising on TikTok?

What is TikTok?

TikTok is a social media platform for creating, sharing and discovering short videos up to 60 seconds. Recently, TikTok has also introduced 3 and 10-minute videos.

TikTok is one of the fastest-growing platforms in the world, with a growing reach in terms of users and advertisers as well.

In 2016 it merged with Musical.ly. This platform was mainly used by 12-15-year-olds. TikTok, on the other hand, is no longer just for Generation Z, but also for Generations X and Y.

The average time spent on TikTok per day is 52 minutes worldwide. Thanks to the fast learning algorithm, TikTok will show you videos that you’re interested in. This is how TikTok keeps your eyes glued to the screen.

Why is it worth advertising on TikTok?

TikTok has more than 1 billion monthly active users.

Today it’s the number 1 downloaded app, ahead of popular social platforms such as Instagram, Snapchat, Facebook.

For reference – active users of other social platforms:

Facebook – 2.9B,

YouTube – 2.2B,

Instagram – 1.4B,

TikTok – 1.0B,

Snapchat – 500M,

Pinterest – 480M,

Twitter – 397M.

Gender demographics

As of March 2021, female users accounted for 61% of TikTok's active user accounts in the United States while male users only accounted for 39%.

The top 3 topics for successful advertising:

  • Consumer goods such as clothing or cosmetics;

  • Info business: training in financial literacy, coaching;

  • Games and applications.

In general, we can say that TikTok ads convert the best with impulse purchasing products.

TikTok ads are also useful for building brand awareness since the platform has a wide audience.

TikTok advertising policies

No surprise, like any other advertising platform, TikTok also has strict advertising guidelines and policies. There are a lot of topics, that are not allowed to be advertised on TikTok:

  • Animals, animal parts or products

  • Adult sexual products, services, and entertainment

  • Casinos and gambling games

  • Cigarettes and tobacco products

  • Counterfeiting and piracy

  • Drugs and paraphernalia

  • Police/military gears and equipment

  • Political Ads, and the list goes on.

More info here: https://ads.tiktok.com/help/article?aid=9550

How much does it cost to advertise on TikTok?

For self-service ads, TikTok requires a minimum budget of $500 for overall campaigns, with a $20 minimum for ad groups. This minimum allows you to see results and ensure that your ads can reach your objectives.

Before you begin to advertise on TikTok / begin to advertising you’ll need:

  • Business Center,

  • Ad Account,

  • TikTok Pixel.

Business Center:

If you want to advertise on TikTok first of all you’ll need a Business Center. TikTok Business Center is essentially a hub that allows organizations or agencies to manage several TikTok ad accounts more effectively and with more security.

Ads Center:

After the Business Center is ready, you can start creating campaigns in the Ads Center. If you’re familiar with Facebook Ads Manager, TikTok Ads Center won’t cause you any difficulties, because the two platforms are quite similar to each other.

TikTok pixel

The TikTok Pixel is a powerful measurement tool that tracks your TikTok ads impact on your website. This clever bit of code enables you to monitor sales, user activity, and find the right audience for your ads.

It’s strongly recommended to set up TikTok pixel on your website in order to measure the success of your campaigns.

Campaign Objectives

TikTok offers you a wide variety of campaign objectives you can choose from.

You should consider your goals with each campaign and choose campaign objectives accordingly.

A list of campaign objectives in TikTok’s Ads Manager.


TikTok is the fastest growing social platform nowadays and is only going to grow from here. TikTok users are engaging with content more compared to other social media. A lot of creators migrate their content from YouTube and Instagram to TikTok. Studies show that TikTok is getting more popular among the users of other social platforms.

TikTok has similar advertising functionalities as on Facebook and Instagram.

It’s worth advertising on TikTok, but mostly if your target audience is the younger generation, or your product can be bought impulsively.

If you would like to build brand awareness, it’s worth giving a chance to TikTok Ads .

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Riley Cunningham

International Business Development

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