Rebecca discovered the video sharing app TikTok and documented her learnings about it. The main points are: TikTok allows for 15-60 second videos and is popular among 13-24 year olds, with over 500 million global users who spend on average 53 minutes per day on the app. Content on TikTok includes lip syncing, dancing, memes, challenges and more. Brands are using TikTok to connect with younger consumers, though there are some data privacy and content concerns to consider with the platform.

1. Discovering TikTok
@beccasocial
Rebecca Holloway, Base Creative

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3. Events Coordinator
@beccasocial

4. Events Coordinator
@beccasocial
Social Media Manager

5. Events Coordinator
@beccasocial
Social Media Manager
Lifestyle Blogger

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@beccasocial
Social Media Manager
Lifestyle Blogger
Bullet Journal Lover

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Social Media Manager
Lifestyle Blogger
Bullet Journal Lover
Guinea Pig Enthusiast

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Lifestyle Blogger
Bullet Journal Lover
Guinea Pig Enthusiast
TikTok Addict

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Curiosity got the better of me

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What is TikTok?

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15 - 60
second videos

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13 - 24
year olds
https://twitter.com/MattNavarra/status/121993414474831462
4?s=20
The main features of TikTok:

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Minimum of $500 at campaign
level and $50 at ad group level
https://ads.tiktok.com/help
/article?aid=6712029845859
074053

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Who’s using TikTok?

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13 - 24
year olds

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500 million global active users
https://influencermarketing
hub.com/tiktok-statistics/

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5.4 million
monthly active
UK users
https://www.takesomerisk.
com/tiktok-advertising-gui
de/

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53
minutes on the app per day
https://www.takesomerisk.
com/tiktok-advertising-gui
de/

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Content types:

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Content
categories
on TikTok
● Lip syncing
● Dancing
● Memes
● Storytime
● Comedy
● Tutorials
● Challenges
● Education
● Pets
● Cosmetics
● Travel
● Vlogs

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Brands

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“Connecting brands today with
the consumers of tomorrow”
https://ads.tiktok.com/hom
epage/

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66%
are under 30 years old
https://sproutsocial.com/in
sights/what-is-tiktok/

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TikTok Campaign Structure
https://ads.tiktok.com/help
/article?aid=6669376375121
510405

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Ad
Targeting
https://ads.tiktok.com/help
/article?aid=6669376375121
510405

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Minimum of $500 at campaign
level and $50 at ad group level

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Consideration
Drive traffic and increase app installs

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Conversion
Encourage users to take a specific action
on your site e.g. make a purchase

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There are a variety of ad creative
formats to choose from.

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Spend
Minimum of $500 at campaign level
Minimum of $50 at ad group level
https://ads.tiktok.com/help
/article?aid=6667447877242
978309

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Sponsored lenses

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Creative
High resolution videos, high contrast.
Stay in the safe zone

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https://ads.tiktok.com/help
/article?aid=6709434465828
995077

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Copy
Less is more.
12 - 100 characters.

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Ad types
Native in-feed ads, brand takeovers,
hashtag challenges, branded lenses

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Native in-feed ad.
https://ads.tiktok.com/hom
epage/inspiration/2

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5%
average engagement rate
(native in-feed ads)
https://www.takesomerisk.
com/tiktok-advertising-gui
de/

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1-3%
average click through rate
(native in-feed ads)
https://www.takesomerisk.
com/tiktok-advertising-gui
de/

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Brand
takeover

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7-10%
average click through rate
(brand takeover ads)
https://www.takesomerisk.
com/tiktok-advertising-gui
de/

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Hashtag challenge

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https://www.yrcharisma.co
m/2019/12/09/tiktok-advert
ising/
Branded
lenses

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User
generated
content

48. On a serious note...
@beccasocial

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Concerns with the app

51. Weigh up your options
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52. Now it’s your turn...
@beccasocial

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Bring it back to story

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