After performing tests with various brand partners, TikTok declared its self-serving ad platform. This platform is available to all businesses across the world. Self- serve media in TikTok will be familiar to users who run campaigns with tools from other social media platforms. The user can enjoy usual ad set-up features, including ad groups, campaigns, targeting options, scheduling, etc. It is quite similar to Ad Manager in Facebook, where it makes navigation easier. You can buy TikTok likes and turn your campaigns successful.
TikTok knows it needs to shoot up, majorly because it would be left behind financially by complicating ad buyers to purchase advertising. Though the platform lacked a robust targeting and programming interface, which is essential for automated buying, TikTok’s self-serve ad model was appreciated mainly by advertisers for its relatively easy usage and enhanced brand awareness. Automated creative tools in self-serve ad platforms allow the user to include a combination of image and video content for the campaigns.
It was hard for TikTok to gather advertisers to invest in ads, due to its recent ban in India. India is the second-largest market for TikTok. TikTok significantly changed its trajectory of evolution as it continued growing in the Indian market at a rapid pace. TikTok aspired to fasten its launch of a self-serve ad platform. Also TikTok is aiming to capitalize on its emerging presence, as it needs to compensate its loss in the India market. The self serve platform holds TikTok on a more playing field with competitors while considering small and mid-sized businesses. Predominant advertising platforms such as Google and Facebook enable direct buying for years to small-sized businesses.
Snapchat launched its self-serve ad platform in 2017. It accelerated the revenue growth of the company, along with its enhanced engagement. In 2019, TikTok’s self-serve ad platform entered beta with few customers. Also it enables flexibility to advertisers to adjust their spending, access proprietary of TikTok ad formats. It focuses on the usual-suspect targeting options, including by device and demographic. TikTok mentioned that these companies are accessing creative tools to produce ads and flexible budgets that enable performance targeting and spending adjustments. TikTok suggested advertisers and ads to undergo approval and review processes.
By enabling advertisers to reach influencers or creators to directly work with advertisements, TikTok has already begun working on creator marketplace. TikTok collaborates with brands for a seamless ad experience. Also, it addresses the high bounce rates experienced by the clients. TikTok is enhancing targeting capabilities such as hashtag usage, automated customer-relationship management through API. TikTok provides opportunities for curated contents and safe discovery features. TikTok has endless possibilities to attract more advertisers and proves that it is more than an app where users can lip-sync or dance. According to Sensor Tower’s reports in 2019, the app was downloaded nearly 738 million times and gathered almost one hundred and seventy seven million dollars across the world.
It has been reported by Financial Times that TikTok is potentially developing a curated feed of “carefully selected content” from profound TikTok creators and original videos created by publishers in a professional method. Like Snapchat’s Discover feature or Explore tab in Instagram, TikTok’s self serve ad offers users more control over the viewing experience and ensures that the premium advertisers do not land in running ads against posts that are controversial. TikTok tries to collaborate with the business community, enhancing its potential.
TikTok’s dashboard contains an overall view of the campaigns’ performance. The user can view trending charts, placements, and spend, among other insights. The dashboard provides a broader view of the overall campaign performance, and the reporting page (more on that later) displays specific metrics from particular campaigns.
TikTok has been offering access to the self-serve advertising platform. TikTok declared that the platform is opening to choose advertisers in the United States in an email invitation to AdvertiseMint. TikTok Ads platform appears and functions similarly to other advertising dashboards in social media. The user can master TikTok ads if they have prior experience on Facebook, Snapchat, or LinkedIn advertising. TikTok ads platform has a library, campaign and reporting tab. Also, it has tabs for billing and payments.
The three main objectives of TikTok are app installs, traffic, and conversions. These aspects fade in comparison to Facebook’s special reports. Still, since TikTok is at the beginning stage of advertising, it is better to assume the social media company will enroll more objectives in the future as the platform develops.