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How TikTok ads can help reach new audiences

TikTok is the hottest social media platform around, and businesses are taking notice. With over a billion active users, TikTok offers a massive potential audience for businesses to tap into. But how can businesses make the most of this platform to reach new customers? The answer lies in TikTok advertising. That’s right, TikTok isn’t just for dancing teens and lip-syncing challenges; it’s also a powerful advertising tool that can help businesses expand their reach and attract new customers. 

This blog will delve into the world of TikTok advertising, exploring how businesses can leverage this platform to attract new customers and grow their brand. Discover the different types of TikTok ads, targeting options, and creative tips for creating engaging and effective ads. Plus, learn from real-world examples of businesses that have successfully utilised TikTok ads to grow their brand. So, whether you’re a small business owner or a marketing professional, get ready to learn how TikTok ads can help you reach new heights!


What are the different types of TikTok ads?

TikTok offers a range of ad formats for businesses to choose from, each with its own unique benefits.

In-feed ads are the bread and butter of TikTok ads – the video ads appearing inside the native news feed as users scroll through the “For You Page”. 

Tala In feed tikok ad for leggings

Branded effects allow businesses to create custom AR filters or stickers for users to include in their videos. 

M.A.C. make up filter showing lipstick on tiktok

Brand takeover ads pop up as soon as users open the TikTok app, take over the screen for a few seconds, and then change into an In-feed video ad. They also appear on the “For You Page” as still images, videos, or gifs with clickable links that lead to landing pages within TikTok.

TopView ads are similar to brand takeovers, the difference is that top view ads do not cover the screen as soon as users sign in. Instead, they occupy the first In-feed post after 3 seconds. After that, it shows up to 60 seconds of full-screen video with auto-play and sound.


But the best part about TikTok ads? They’re cost-effective and highly targeted. Compared to traditional advertising methods, TikTok ads won’t break the bank, making them a great option for small and medium-sized businesses. TikTok’s targeting capabilities are also highly advanced, allowing businesses to reach specific demographics, interests, and behaviours. So you can spend your ad budget more effectively and get a higher return on investment.

And let’s not forget about engagement metrics! TikTok provides not only standard metrics like impressions and clicks but also engagement metrics like video views, likes, shares, and comments. These metrics can give businesses a better understanding of how users are interacting with their ads and help them refine their advertising strategy over time.


What makes TikTok so good at reaching new audiences?

TikTok’s targeting options of course. TikTok’s targeting options are as diverse as the content on the platform. From demographics to interests to behaviours, businesses have a plethora of options to choose from.

First up, demographics. TikTok allows businesses to target users based on age, gender, language, and even device type. You can select a specific age range or gender identity for your ad to reach, or target specific languages and devices to make sure your ad is seen by your ideal audience.

Next, interests. TikTok lets you target users based on their interests, such as sports, travel, beauty, or pets. This can be especially useful for businesses looking to promote products or services that align with specific interests. For example, a sports brand can target users who enjoy basketball or soccer, while a pet store can target users who love dogs or cats.

Behaviours are another powerful targeting option on TikTok. You can target users based on their past actions on the platform, such as video views, likes, shares, or comments. This can help you reach users who are more likely to engage with your content or even convert into customers.

Finally, location targeting is an essential option for businesses looking to reach a specific geographic area. You can target users based on country, state, region, or even postal code, ensuring that your ad is seen by users in the locations that matter most to your business.


Creative tips for reaching new audiences

Now that you know how to target your ideal audience, it’s time to get creative and create some unforgettable TikTok ads. These ads aren’t your average run-of-the-mill advertisements; they’re short, snappy, and incredibly eye-catching. 

To help you get started, here are some creative tips to make your TikTok ads stand out from the crowd:

  1. Keep it short and sweet: Remember, TikTok users have a very short attention span. So, keep your ads brief, visually engaging, and to the point.
  2. Ride the trend wave: TikTok is all about trends and viral content, so make sure you use popular sounds and hashtags in your ads. This will help your ads get seen and shared by more users.
  3. Use eye-catching visuals: TikTok users love bold colors, stunning animations, and unique text designs. Use these elements to create ads that grab attention and stand out in users’ feeds.
  4. Call to action: Always include a clear call to action in your ad. Encourage users to take action, whether it’s to visit your website, follow your account, or download your app.

For more tips, check out TikTok’s own creative best practices


How have other brands used TikTok to reach new audiences?

Let’s take a look at some brands who’ve made TikTok ads work for them.

Simba Sleep

Simba Sleep wanted to dive into the world of TikTok to reach Millennials and Gen Z. With their high-end product price tag, Simba needed a creative strategy that could capture user intent.

To make this happen, Simba created a multi touchpoint campaign structure. TikTok creators were brought in to tell the brand’s story and showcase product benefits in In-Feed Ads, hitting the upper-funnel objectives. 

Simba ads on TikTokThe result? The brand successfully reached 8.3 million Gen Z and Millennials in the UK, and successfully proved the intent from the target audience with a 62% reduction in cost per initiate checkout when compared to the previous 6 months.


L’Oréal Paris

L’Oréal wanted to launch its latest hair care range –  Elvive Hydra [Hyaluronic] by L’Oréal Paris. The brand aimed to engage with the hair care community and capture the attention of a new audience in a way that only TikTok could provide.

To guarantee maximum impact, L’Oréal Paris used a range of premium TikTok ad solutions. They launched the #LOrealHyaluronic Hashtag Challenge, which called on a whole new audience across the UK to get their “bounce back” by using the Hydra [Hyaluronic] 2% Moisture Plump Serum. The challenge encouraged users to create their own ‘before and after’ content, adopting the popular TikTok trend of transformation videos.

L’Oréal Paris further amplified the campaign by partnering with beauty TikTok creators and dermatologists to showcase the product in their creatives. The brand used TopView and In Feed Ads throughout their campaign.

L'oreal haircare ad featuring Millie from Love Island

And the results speak for themselves! The campaign generated a massive amount of positive sentiment throughout the TikTok community, with thousands of users sharing their reviews of the product. The campaign showed an 8.4% lift in ad recall and a 3.8% lift in brand favorability, while the Top Feed click-through-rate was 2X higher than UK benchmarks. The Branded Mission received over 1 million likes and 1.7K comments, making it clear that L’Oréal Paris had once again knocked it out of the park on TikTok!


Final Thoughts

Let’s wrap this up! TikTok ads are the perfect way to reach new audiences and take your brand to the next level. With a wide range of ad formats and targeting options, you can create engaging and memorable content that connects with your target audience.

Whether you’re looking to launch a new product or promote your existing brand, TikTok offers a variety of creative opportunities to make your campaign stand out. From quirky In Feed ads to captivating Branded Hashtag Challenges, you can tailor your ads to suit your specific needs and goals.

So, if you’re ready to make a splash on the hottest social media platform out there, it’s time to incorporate TikTok ads into your marketing strategy. By tapping into the platform’s unique features and delivering fun and entertaining content, you can reach a younger, tech-savvy audience and take your brand to the next level. Don’t wait any longer – start exploring the world of TikTok ads today!


Additional Resources

Found this blog helpful and need help setting up your first TikTok ad? Check out our step by step guide on how to set up ads on TikTok

Here are some additional resources and links:

TikTok Ads Help Center: This is your go-to resource for all things TikTok advertising, with step-by-step guides and tips for creating effective campaigns.

TikTok Advertising Case Studies: Want to see some real-world examples of successful TikTok campaigns? Check out the advertising case studies on the TikTok for Business website. 

As you dive into the world of TikTok advertising, don’t forget to share your own experiences with others. Whether you’re a seasoned pro or just starting out, your insights and tips can help others succeed on the platform. So join the conversation and let’s keep the TikTok community growing!

Picture of Niamh Taylor

Niamh Taylor

I am the Founder and CEO of Digital Twenty Four. I’m an award winning digital marketer who took a risk, and left the safety of a well-paid, super safe in-house head of marketing role to launch Digital Twenty Four in May 2015. But -it was a risk worth taking because I now own a brilliant company, with a brilliant reputation, and with the best humans working within it. And an award-winning digital marketing expert with over 20 years experience in marketing.