TikTok Ads for European Markets: how to advertise on TikTok

If you have not discovered TikTok for business yet you are missing out on a huge potential for your company. If you are looking for new ways to advertise your products and services internationally you may have found an option here, namely TikTok Ads!

TikTok is the sixth most used social network in the world, with over 1 billion subscribers in the beginning of 2022 and still counting. The rapid growth of this lively social media all over Europe, most notably in France, Germany, Italy and Spain, has broadened its potential for advertisers, turning TikTok Ads into a key asset for your business, especially if your target audience includes people under the age of 34. 

How do TikTok ads work?

Based on short videos that follow the latest trends and challenges, TikTok is different from any other existing social media we are used to browsing. Like on any other social though, the first steps when creating a campaign are:

1. Defining your goals

You can grow your business with TikTok Ads and reach your audience in all phases of the customer journey.

• Awareness: raise the awareness of your brand by reaching a wide public;

• Consideration: encourage users to go to your website or look up for further information about your business;

• Conversion: show your ads to users who are more inclined to be interested in your products and services, thus willing to purchase them.

2. Choosing your target

TikTok for business allows you to set your target based on different characteristics. Besides the standard targeting options, on TikTok Ads Manager you can create custom audiences, based on socio-demographic attributes but also on customers’ behaviours and previous interaction with your business. Moreover, the platform works with lookalike audiences, created by TikTok according to the attributes of your personalised targets.

3. Creating your TikTok Ads 

Once you have set your goals and target you can finally start creating your ads. There are different formats of ads available for businesses:

• In-feed ads are short videos displayed in users’ feed,very similar to native content shared on the platform;

• Branded hashtag ads entails publishing ads that encourage users to create and share content using specific hashtags;  

• Brand takeover is a format displayed in two different moments, full-screen when you first open the app and later on as an in-feed video;

• Top view ads are also displayed full-screen, the difference with the previous one is that they do not appear immediately when you open the app but after 3 seconds, for a maximum duration of 60 seconds;

• Branded effects allow businesses to create and promote their own filter to encourage users to engage with it.

Are TikTok ads useful for my business? 

There is no right or wrong!

If you want to reach a young target then absolutely yes. As we have already said in the beginning of this article, TikTok is the home of Generation Z, the consumers of the future. As it is an emerging platform, there are plenty of opportunities for advertisers who want to be the first in line. However, to succeed on TikTok you must be creative and fun, there is no place for boring formal ads! Thus you need the help of creators or professionals who can communicate your brand in an original way.

Are you ready to unleash your creativity?

If you want to explore the opportunities of TikTok abroad and need the help of a TikTok Ads Agency specialised in international markets contact us, we will be happy to help you out!