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Over recent years, TikTok has grown to become one of the most popular social media platforms.
For many businesses, TikTok is more than an entertainment hub—it’s a powerful way to make money through advertising and marketing products and services. For handling business matters more easily, TikTok offers a separate platform for everything related to setting up and managing paid campaigns—TikTok For Business (also known as TikTok Business Manager).
Source: Alexander Shatov
Most social media platforms have a business suite where brands can manage their paid campaigns and track the success of their marketing efforts. In 2020, TikTok launched its business hub known as TikTok For Business. Here, social media managers can create campaigns, choose different types of ads, and monitor ad performance. As a central dashboard for all ad tools, this hub is also referred to as TikTok Ads Manager.
To use TikTok’s business manager, you need to create an independent TikTok For Business account and link it to the TikTok business account that you use to access the TikTok app. You can set up the business manager account in five steps:
Source: Myriam Jessier
The Business Center is a tool found in TikTok Ads Manager specifically designed to handle all collaborative marketing efforts. TikTok Business Center enables brands to centralize their teams (social media managers, ad specialists, etc.) and ad assets in one place, promoting a safer and more efficient asset usage and permissions allocation.
To create your business center, follow these steps:
When you create a business center, you’re automatically the administrator of the account. This means you control all permissions and access during collaborations. Use the Business Center if you want to:
Overall, social media managers can benefit from this feature hugely since it is a one-stop source for managing multiple ad accounts, making all kinds of collaborations easier.
Once you’ve created your TikTok For Business account, you can focus on setting up your paid ad campaign and growing your business on the platform. TikTok advertising is organized in three connected levels:
The campaign is the overall activity, while ad groups and ads are the functions within a campaign. Here’s how you set up a full campaign:
The ad will first go through TikTok’s review process and go live as soon as it gets approved.
When choosing the type of ad you want to create, you can select between these ad formats:
|Image||These ads are in the form of static images and are only available for TikTok’s partner platforms, such as BuzzVideo, TopBuzz, and Babe|
|Video||These ads are native to TikTok and include In-Feed Ads, Top View Ads, and Brand Takeovers|
|Spark Ads||This is a native ad format that is used to boost your or another user’s organic TikTok video|
For most businesses, TikTok’s native video ads are more effective compared to image ads as TikTok is more popular than its partner apps. Take a look at how various types of ads compare:
|Ad Type||Length||Display Location||Objective|
|In-Feed ad||Up to 60-second-long videos
(Ideal length: 9–15 seconds)
|On the For You page, between other recommended videos||More traffic to your TikTok account or an external landing page|
|Top View ad||60-second videos (15-second videos recommended)||As the first in-feed post on the For You page||Reach and engagement|
|Brand Takeover||A full-screen GIF, image, or video of up to five seconds||On the main screen, when users start the app||Brand awareness|
Other than the three ad options in the table, there are two more native ads that operate differently because they’re more focused on encouraging user-generated content.
Brands can create unique challenge prompts and corresponding hashtags to urge viewers to participate in their challenges and make user-generated content. Viewers can find your hashtag on the Discover page and include it in their video response, crediting your original post in the process.
Branded challenges are ideal for businesses that want to create trends and become famous on the platform and those that want to increase their follower count and engagement (likes, shares, and views).
If you want to make ads that are more engaging and entertaining, branded effects are perfect for this purpose.
Branded effects include brand-customized stickers, filters, AR, 2D, or 3D effects that your target audience can use in their content and promote your business to wider audiences.
Like branded challenges, effects are perfect for boosting engagement, but they are also excellent tools for increasing brand awareness.
TikTok ads don’t have to be original video ads only; you can convert a regular TikTok video to an ad by using Spark Ads. This ad format allows you to promote your own video or another user’s video.
Before using Spark Ads to boost another user’s video, you will need to contact the creator and ask for permission to use their content—the permission is granted via an access code that they send to you.
There are two key practices to keep in mind to successfully achieve your campaign goals using Spark Ads:
Spark Ads are quite effective at promoting your business as they’re more authentic compared to regular ads—this increases engagement as users respond more to organic content compared to ads. It is also a great tool for influencer collaborations.
Source: George Milton
While you can use paid advertisements to grow your brand on TikTok, you can also build your business account by working with influencers. Brand collaborations are the main way for content creators to make money on TikTok, other than applying for TikTok’s Creator Fund.
You can find influencers in the following ways:
You don’t need world-famous influencers like Charli D’Amelio or Addison Rae Easterling to be successful. Less popular creators may be more effective as they’re often niche-focused and can present your brand to more relevant audiences.
There are many ways how you can use influencers and content creators in your TikTok campaigns—they can create your organic or ad content, promote your products or services in sponsored posts on their accounts, spread the word about your latest challenge, or show up in your content as a means for attracting more attention. The choice is yours, and it will depend on what you’re trying to accomplish.
For many businesses, making it big on TikTok can be challenging. The platform has a predominantly young audience of Gen Zers and millennials who are less open to traditional advertising methods. They want to see TikToks—not ads. This means you cannot copy-paste a marketing approach that worked on another social media platform.
TikTok is also relatively new and comes with a vast collection of resources and features to grasp before you can create winning campaigns.
These challenges are particularly felt by social media managers in small in-house teams who have to take care of other socials, which can draw attention and effort away from your TikTok campaign.
Kubbco is an official TikTok partner and a social media agency with immense experience in developing and implementing TikTok strategies that have helped businesses grow rapidly on this platform.
We have a team of experts, including social media strategists, analysts, video editors, photographers, and graphic designers, devoted to creating top-performing organic content and paid ads. Our team can:
To learn more about how we approach TikTok marketing, subscribe to our newsletter and get free advice and tips on how to approach TikTok and other socials as a business!
We have collaborated with numerous brands and helped them reach new heights by creating custom-made campaigns that perfectly match their TikTok needs and goals. Some of our proudest projects include:
If you want to achieve similarly impressive numbers in your campaign reports, reach out to our team and get excellent results on TikTok in no time.