Brand takeover
A brand takeover is a full-screen ad which is displayed when the user first opens Tik Tok. It’s either a three-second image or a three to five-second GIF. The ad can be linked to a brand’s landing page or a Hashtag Challenge within TikTok. These takeovers are exclusive to different categories each day – so only one specific brand can take over a category each day. By using full-screen mode, the brand draws the users attention. So this format is perfect for maximum exposure and reach.
In-feed video advertising
Much like Instagram, users can browse through content on the platform and see what other people are posting. In-feed video advertising consists of native videos which appear whilst users explore posted content. This type of video is up to fifteen seconds long, is full screen, and can also have a musical background. This type of advertising is ideal to gain exposure and call users to action since there is a CTA section you can use to redirect people towards a specific website page or hashtag challenge.
Topview
Topview is a brand new video-based ad format that presents the brand when the app opens, thereby reaching a wider audience. TopView has the same effect as a Brand Takeover, with the difference that videos such as In-Feed-Video can be used as advertising material. First global tests yield better results and could significantly increase video views and engagement.
Branded lenses/effect
From creative face filters to animated objects, users can radically change their environment with their smartphones. TikTok offers the possibility to create and use 2D, 3D and Augmented Reality (AR) for the platform.
With Branded Lenses, users can interact with the brand and play with it by using their filter. The lenses promote the consideration to buy and allow users to test products. By integrating Branded Lenses into a hashtag challenge, a stronger bond to your brand and products can be promoted.
Custom influencer
Similar to Instagram, there are also TikTok influencers with a huge number of followers. These influencers create content in their own personal style to inspire their fans. Thus, much like Instagram, there’s an opportunity for brands to partner with an influencer to gain exposure. The trick is choosing the right influencer to reach the target demographic which matches your brand. However, in select locations, you need to organise influencer partnerships via the app itself.
Should everyone do it?
Tik Tok is a great application to reach Gen Z. The ad formats are similar to other social media platforms. Therefore, marketers are not delving into unchartered territory. Not one mentioned technique is better than another, instead, a combination of multiple will give you the most results. From creating a challenge to partnering with influencers, the platform has multiple opportunities for brands looking to connect with the next generation.
