The long-awaited opportunity to create paid TikTok ads is now available in Lithuania and other Baltic countries. This is undoubtedly one of the most significant marketing developments of the year. So, what sets TikTok apart from other social networks? Why should you consider advertising on it, and what do you need to know about this new advertising channel?
About TikTok
TikTok is a unique app for sharing short-form videos, with an algorithm that quickly adapts to user content preferences, providing each user with a tailored experience. While TikTok hasn’t officially disclosed how its algorithm works, it’s known that new content is initially shown to a small group of people with relevant interests. If the content resonates and generates engagement, TikTok expands the audience, creating a viral effect that can reach thousands or even millions. With over 2 billion users worldwide, TikTok offers significant digital advertising potential in Lithuania and across the Baltic region.
With the platform’s rapid growth, more brands are exploring TikTok’s functionality and advertising options. Western European and Asian markets have enjoyed these capabilities the longest, with TikTok launching ad testing in Europe in 2020. In Lithuania, TikTok now has around one million users, with approximately 800,000 in Latvia and 400,000 in Estonia.
Why Advertise on TikTok?
Opinions on TikTok vary, but the platform offers several advantages for businesses:
- Cost-effective advertising: Compared to other social platforms like Facebook and Instagram, TikTok ads can be more affordable, allowing brands to experiment with content and discover effective strategies without high costs. Given its high engagement, TikTok ads often yield strong returns on investment.
- Expanding user base: TikTok’s fast-growing user base attracts diverse demographic groups, offering brands a chance to reach a broad and varied audience.
- Advanced audience targeting: TikTok offers sophisticated targeting options based on interests, demographics, behavior, and hashtags, allowing brands to maximize their ad budgets and reach desired users.
- Engaging content format: Video is naturally engaging, enabling brands to create dynamic content that encourages interaction. Memorable, interactive content builds brand awareness and fosters audience connections.
Preparing for TikTok Advertising
To succeed, you’ll need to break free from traditional digital advertising rules. Although TikTok is a social network, it’s best viewed as a content platform. TikTok’s motto—”Inspire Creativity and Bring Joy”—reminds us that people come to the platform to relax, laugh, and enjoy relevant, interesting content. This means brands should create content that’s intriguing, entertaining, and relevant.
While TikTok’s paid ad options share similarities with other social networks—formats, technical specifications, auction dynamics, audience segmentation, and visual testing—the platform itself emphasizes that success depends largely on creative execution. It is believed that approximately 75% of the success of paid advertising depends on this. With TikTok’s penchant for viral content and constantly evolving trends, staying on top of these changes is a crucial, though challenging, task for brands. Here are some practical tips to get started:
- Leverage trending sounds and music to boost visibility.
- Deliver your key message early on.
- Break the “fourth wall” to create a sense of connection with your audience.
- If your target audience is local, create content in their native language.
- Stay updated on the latest trends and act quickly.
- Keep your storytelling authentic and engaging.
- Use concise, clear, and informative text.
- Incorporate a strong offer or call to action (CTA).
TikTok presents expansive opportunities for digital advertising that are worth exploring. We hope these tips are helpful, and we wish you success as you embark on your TikTok journey. If you have any questions or need support in reaching your marketing goals, let’s talk!