Is TikTok just for young people?
No. TikTok started with a young audience, but is now used by people of all ages. People in their 20s and 30s in particular spend a lot of time there, and many adults use the app for tips, recipes and entertainment. You control who you reach with the audience settings in your ads.
Who is it right for?
- Businesses with something to show: food, clothes, interiors, before and after, craftsmanship, experiences.
- Businesses with a face: an owner or employee who can talk straight to camera.
- Businesses that want to become known: TikTok is strong for building awareness of a new name.
If you sell to other businesses, or your customers are mostly over 55, Facebook, Google or LinkedIn is often a better place to start.
Make videos that don't look like ads
On TikTok, people scroll past anything that looks like a normal advert. What works looks like the rest of the content:
- Filmed on a phone, in vertical format, ideally with a person talking straight to camera.
- A clear opening in the first two seconds: a question, a surprising statement or the result first.
- Text on screen and trending sounds or music where it fits.
- Short and honest. Ten to thirty seconds is often enough.
How to get started
- Create a business account in TikTok Ads Manager.
- Choose an objective for the campaign, for example views, traffic to your website or enquiries.
- Choose your audience by location, age and interests.
- Upload two or three different videos, so TikTok can work out which one works best.
- Let the campaign run for at least a week before you judge the results.
TikTok has a minimum daily budget that is a bit higher than on Facebook and Instagram, so check it before you start.
FAQ
How much do TikTok ads cost?
You set the budget yourself, and the price is set in an auction, as with Meta and Google. TikTok has a minimum budget per day and per campaign.
Do I need lots of followers to advertise?
No. The ads are shown to people who don't follow you, based on the audience you choose.
Can I use the same video on TikTok and Instagram Reels?
Yes, often. Both use short, vertical videos. It's a good idea to remove the watermark from the other app before you upload.
Should a small business invest in TikTok?
If you can make short, genuine videos and your customers use the app, it is a good way to become known. If not, start with Facebook and Google.
Founder of Campaign Shark in Elverum. Helps businesses and agencies get visible online, with our own technology and ads on Facebook, Instagram, Google and more channels.
