What is TikTok?

Music powers the TikTok platform. Its users are responsible for starting a number of viral challenges with songs, singing, and dancing at the center. In 2019, TikTok introduced advertising options, which allow for interest-based targeting, custom audience and pixel tracking, as well as age, gender, location, network and operating system targeting.

In 2019, TikTok was the second-most downloaded (non-game) app worldwide in both the Apple Store and Google Play.

Who Uses TikTok?

16-34 year-olds who love to create, share, and interact with a global community.

There are 800 million monthly active across China, Japan, UK, France, Germany, Italy, Spain, Thailand, Malaysia, and Canada. The United States has 27 million monthly active users.

Why Advertise on TikTok?

TikTok attracts a desirable target audience (Gen Z and young Millenials) and provides deeply engaging yet snackable content in a fast-paced digital world.

In-Feed Video Best Practices

Create with Vertical Video in Mind
To maximize user and brand experience, all video assets should look as native as possible and fit the ad specs. Consider DIY videos instead of HD content.
Keep Videos Short
The video must be under 15 seconds, but we recommend approximately under 10 seconds to retain user attention.
Ensure Important Elements of the Video are Centered
TikTok’s app interface partially obscures the outer edges of the video frame with copy and comments.
Start with a High-Impact Visual
Be aware that users can quickly swipe to the next video unless there’s a clear hook for them to keep watching.
Design with a Sound On Environment in Mind
All TikTok videos automatically play with sound on, and no subtitles or captions are required.
Write Concise and Informative Captions
Users may not finish watching the entire video, so be sure to include critical information within the caption.
Include a Strong Call-to-Action
If you want users to perform a specific action, encourage them to do so clearly and directly in the caption or through the native CTA button.
Leverage Influencer Content to Drive Optimal Engagement
Whether or not the influencers are TikTok-exclusive, influencer content generally outperforms other asset types—be sure to include them in the first 2 seconds of your video.

Creative Specifications

Placement
TikTok "In-Feed Ad"

Ad Composition
Video + ad display photo + brand or app name + ad description

Recommended Aspect Ratio
9:16/1:1/16:9

Resolution
≥720 * 1280px / ≥640*640px / ≥1280*720px

File Type
.mp4/.mov/.mpeg/.3gp/.avi

Bitrate:
≥516kbps

Video Duration
5~60s short video (9~15 seconds suggested)

File Size
File size ≤500MB

Profile Image
Aspect Ratio 1:1; file type .jpg/.jpeg/.png; the file
needs to be less than 50K.

Ad Caption
App name: 4-40 English characters
Brand name: 2-20 English characters

Ad text
12-80 English characters.
Emoji, { } and # are not allowed in the ad text; punctuation and space will also occupy characters.

The characters vary according to different models and operating systems; more than 60 characters could be not showing completely.

Tracking
3rd party (Appsflyer, Adjust, Kochava, Tune, F.O.X, Party, Singular, Tenjin, Branch.)

CTA Options
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Music
Text: Promoted Music (not editable)

Audience Targeting

TikTok allows you to target a number of industries and interests. To date, retargeting is not available, but this feature is expected by mid-2020.

App install
Automotive
Luxury goods
Education and training
Finance and insurance
Food and drink
Home furniture
Internet and technology

Entertainment
Video and audiovisual
Collection
Anime periphery/board games
Instrument
Book magazine
Pet/pet service
Gardening
Personalized customization
Movie peripheral
Exhibition
Performance
(used on all campaigns)

Tourism
Internet service
Home supplies retailing
Real estate
Local service
Daily necessities
Maternal and child
Sports & outdoors
Apparel
Cosmetics
Legal services
Business services
Safety and security
Advertising & marketing
Franchising
Industry & agriculture
Lottery
Energy conservation and environmental
Dating
Public wellness
Adult products
Medical
Government organizations

TikTok is not yet available worldwide. The following locations can be targeted:

USA (full country, states)
Canada
Japan
Taiwan
India

Korea
Thailand
Malaysia
Indonesia
Vietnam
Russia

Turkey
Saudi Arabia
United Arab Emirates
Egypt
Brazil

Additional Notes

You can turn off comments on ads, but this setting cannot be changed once the campaign is running.

Through the TikTok platform you can also run ads on the News Feed App Series: TopBuzz, Buzz Videos, News Republic, Babe, Vigo Video (India only), Helo (India only), and Pangle (Japan only).