TikTok Update: What’s New for Advertisers in Q1 2025

With over 135 million monthly active users in the U.S., TikTok continues to prove its strength as a leading platform for engagement and discovery. Even with ongoing discussions around a potential U.S. TikTok ban, the platform shows no signs of slowing down.

Q1 2025 brought plenty of headlines, from acquisition talks to shifting timelines, but it also brought new opportunities. Advertisers are adapting, creators are evolving, and TikTok is still rolling out powerful tools to help brands connect with audiences.

In this TikTok update, we break down the latest TikTok news for advertisers in 2025—and what it means for your paid social strategy moving forward.

Catching Up on TikTok News

It’s undeniable that 2025 has seen TikTok navigating turbulent regulatory waters. Despite the uncertainty, TikTok’s ecosystem has not stalled. See a rundown of the latest TikTok news:

What’s the Latest News on the TikTok Ban?

• Ongoing discussions around TikTok’s future in the U.S.: TikTok’s future in the U.S. remains uncertain as legal battles continue. Yet, despite years of scrutiny—from its initial controversy under the 2020 Trump administration to his reelection in 2024—the TikTok app remains live, popular, and under active negotiation.
  
  What began as a national security concern evolved into a high-stakes acquisition effort. TikTok responded early by migrating U.S. user data to Oracle servers, but the push to restrict or ban the app still gained traction. A formal TikTok ban was enacted in March 2024 and took effect in January 2025, briefly removing the TikTok app from U.S. app stores for roughly 14 hours.

• Trump delays TikTok ban amid acquisition talks: Within a day of the TikTok app going dark, newly re-elected President Trump issued a 75-day delay on the ban, reinstating TikTok on the Apple and Google app stores. Users quickly returned, and advertiser activity began to stabilize. In February 2025, Trump expressed continued support for the platform’s future, signaling that the delay could be extended further depending on acquisition progress.
  
  No final deal has been made as of Q1 2025, but the White House granted an additional 75-day extension in April, giving advertisers more time to plan ahead.

• Who’s in line to acquire TikTok and what it means for the ad platform: Several major U.S. companies and investment groups are bidding for TikTok’s U.S. operations, a move that could reshape how brands create TikTok ads and run TikTok ad campaigns long-term. With over 7 million U.S. businesses actively using the platform, the stakes are high for creators and brands.
  
  Here are the leading contenders in the latest TikTok updates for advertisers in 2025:
  • Microsoft was one of the earliest to express interest, and Trump publicly signaled approval if Microsoft were to move forward. Their involvement could bring enterprise-grade integration and ad innovation to the TikTok Ads Manager ecosystem.
  • Oracle is already managing U.S. user data, and it appears to be a front-runner. If acquired, Oracle could double down on data security, a central concern behind the original TikTok ban.
  • Perplexity, the AI-powered search engine, aims to merge intelligent search with TikTok’s algorithm-driven content feed. A potential acquisition could open new pathways for performance targeting and contextual ad delivery.
  • Amazon entered the race with a last-minute bid on April 3, pitching its acquisition to Vice President JD Vance. As an e-commerce powerhouse, Amazon sees TikTok as a strategic avenue to reach younger shoppers and build out its social commerce strategy.

• Who’s in line to acquire TikTok and what it means for the ad platform: Several major U.S. companies and investment groups are bidding for TikTok’s U.S. operations, a move that could reshape how brands create TikTok ads and run TikTok ad campaigns long-term. With over 7 million U.S. businesses actively using the platform, the stakes are high for creators and brands.
  
  Here are the leading contenders in the latest TikTok updates for advertisers in 2025:
  • Microsoft was one of the earliest to express interest, and Trump publicly signaled approval if Microsoft were to move forward. Their involvement could bring enterprise-grade integration and ad innovation to the TikTok Ads Manager ecosystem.
  • Oracle is already managing U.S. user data, and it appears to be a front-runner. If acquired, Oracle could double down on data security, a central concern behind the original TikTok ban.
  • Perplexity, the AI-powered search engine, aims to merge intelligent search with TikTok’s algorithm-driven content feed. A potential acquisition could open new pathways for performance targeting and contextual ad delivery.
  • Amazon entered the race with a last-minute bid on April 3, pitching its acquisition to Vice President JD Vance. As an e-commerce powerhouse, Amazon sees TikTok as a strategic avenue to reach younger shoppers and build out its social commerce strategy.

What Influencers and Advertisers Are Doing Amid Uncertainty

• Where influencers are shifting to: As early as December 2024, when the TikTok ban seemed increasingly likely, many creators began urging their audiences to follow them on alternative platforms like Instagram and YouTube. This move was especially challenging for TikTok-first influencers whose largest followings were built entirely on the TikTok app. Despite the return of TikTok to U.S. app stores, this migration helped them preserve their communities and diversify their content strategy.
• How advertisers are rebalancing budgets: According to Sensor Tower, 8 out of the 10 largest advertising categories on TikTok reduced their ad spend in early 2025 in anticipation of a potential platform loss. With the TikTok app briefly unavailable, many advertisers reallocated their budgets across other platforms.
  
  Nearly 40% shifted spend to Meta properties, including Instagram Reels, while YouTube and Google captured a combined 10.7% of the redistributed budget. These quick pivots ensured ongoing reach and performance, even as the TikTok ads manager remained in flux.

Latest TikTok Platform Updates for Advertisers

TikTok shows no signs of slowing down as it continues to innovate its ad platform and tools. Throughout Q1 2025, here are the TikTok updates for advertisers it released, reinforcing its commitment to brands and marketers.

Maintaining and Expanding Brand Safety Suite

Brand safety and suitability on TikTok continues to be a top priority, ensuring that ads are shown in contexts that align with brand values and target the right audience. The platform has long offered tools to help advertisers control how their ads appear, and in Q1 2025, TikTok expanded its brand safety suite to give marketers even more control.

Here’s an overview of TikTok’s original suite of brand safety tools:

• Inventory Filter: Offers a three-tier selection for controlling how narrowly or widely your ads appear across different inventory categories.
• Category Exclusion: Allows advertisers to exclude ads from appearing on content related to gambling, extreme sports, violent video games, and other potentially sensitive topics.
• Vertical Sensitivity: Provides more granular control over vertical alignment, excluding categories like Financial Services, Technology, Automotive, and more, so ads reach the most relevant audiences.

In a TikTok update this April, the brand safety suite was enhanced with the addition of two new tools:

• Video Exclusion List: Advertisers can now exclude specific videos from appearing alongside their ads. For example, if a brand doesn’t want to appear on political content or certain news topics, they can exclude specific TikTok videos.
• Profile Feed Exclusion List: This new feature enables advertisers to exclude specific user profiles (by username) to prevent ads from being shown on selected TikTok user profiles.

Smart+ Catalog Ads and AI Tools

In a clear response to Meta’s Advantage+ and Google’s Demand Gen campaigns, TikTok has launched Smart+ Catalog Ads, its own AI-powered solution designed to streamline e-commerce advertising.

With Smart+, advertisers can now:

• Upload a product catalog directly through TikTok Shop.
• Connect seamlessly to the TikTok Shop API.
• Launch automated ad campaigns that drive conversions without heavy manual setup.

In a recent TikTok update, Smart+ capabilities were expanded to support Traffic campaigns. This helps advertisers drive more clicks and user actions through AI-powered automation, making it easier to optimize performance across the funnel.

Automotive Ads Rollout

TikTok introduced Automotive Ads, a new ad solution designed specifically to help automotive brands and dealerships reach users who are actively shopping for vehicles. This TikTok update adds another vertical to its growing suite of performance-driven tools for advertisers.

Automotive Ads come in two engaging creative formats:

• Video + Product Card
• Multi-link Carousel Card

By blending TikTok’s signature storytelling format with shoppable catalog elements, these ad formats facilitate discovery and interaction, keeping users engaged without leaving the app.

These rollouts signal TikTok’s “business as usual” approach amid regulatory uncertainty, maintaining platform development and reinforcing its commitment to creators and advertisers. Through continuous innovation, TikTok aims to deliver strong campaign performance and a stable advertising environment in 2025.

Is TikTok Advertising Still Viable for Brands in 2025?

TikTok continues to hold its ground as a leading ad platform in the U.S. Its user base is largely backed by Gen Z audiences, 82% of whom are likely to have TikTok profiles, with more than half using social platforms to guide purchase decisions. For brands targeting younger consumers, TikTok remains a vital channel.

Download the TikTok Gen Z Skincare Case Study

Reaching Gen Z audiences isn’t easy, but one skincare brand did it with precision.

See how TikTok and Strike Social achieved granular targeting while driving a 69% boost in cost efficiency.

Learn the strategies here

Momentum hasn’t slowed globally, either. In Q1 2025, 65% of businesses increased their TikTok ad spend year-over-year. Further, in February, it remained the most downloaded app worldwide. At this point, there’s no audience shortage for advertisers looking to reach audiences on a global scale.

Despite shifting market sentiment, brands that stayed active on TikTok saw clear advantages. Thanks to reduced competition, CPMs dropped by as much as 80% between January 2024 and January 2025. While this opens up more ad inventory, it also requires smart targeting strategies to avoid wasted reach.

Still, the regulatory landscape in the U.S. calls for adaptability. Advertisers should maximize current opportunities on TikTok while building flexible campaign plans that align with long-term goals—ready to scale efforts up or down depending on future developments.

For now, TikTok remains a high-performing ad platform with strong potential. However, success in 2025 requires balancing TikTok campaigns with a diversified media mix to navigate market shifts and protect brand performance.

As trends change and ad platforms evolve, so do we. To stay informed about the latest TikTok news and more, subscribe to our newsletter or follow us on LinkedIn.

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Article by
Syd Olivarez, Strike Social’s SEO Content Specialist

Syd crafts content on paid digital advertising strategies, blending 5+ years of writing expertise with 3 years in digital marketing. She keeps up with the latest trends to deliver valuable insights that keep brands informed and competitive.

The post TikTok News and Updates Q1 2025: What Advertisers Need to Know appeared first on Strike Social.

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Campaign Outcome

Strike Social’s strategic execution and real-time campaign management optimized ad costs while significantly expanding audience reach. By fine-tuning influencer strategies and bidding adjustments, we ensured smarter ad spend allocation, reinforcing our expertise in maximizing TikTok’s advertising potential.

How TikTok Influencer Ads Drove Higher Visibility

• High-Impact Creatives: Identified top-performing influencer content to sustain engagement and elevate view rates.

• 6-Second Ad Strategy: Adjusted mid-campaign to boost video completion rates, exceeding the expected client benchmarks.

• Smart Bidding & Cost Control: Maintained a 32% lower CPM, ensuring cost-effective reach to qualified audiences.

Learn more about Strike Social

See other TikTok case studies.

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Enhance your TikTok ad performance with expert insights. Fill out the form to receive a personalized strategy guide tailored to your campaign goals.

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Campaign Outcome

Strike Social’s optimization tools, along with TikTok’s advanced targeting, delivered promising returns across all core performance metrics—surpassing CPC benchmarks and traffic goals.

Reaching Gen Z Audiences Where It Counts

• Audience Precision that Delivers: Strike Social combined TikTok’s native interest targeting with site retargeting and lookalike modeling, where 91% of the spend goes toward placements that hit the 13–24 age group, resulting in 96% of total campaign clicks.

• Creator-Led Content Built for Retention: Influencer-led content mirrored TikTok’s native video style, reaching Gen Z audiences and generating 96% of all completed views among users under 24.

• Always-On Optimization: With daily bidding adjustments, budget shifts, and creative refreshes, the campaign continuously adapted to TikTok’s real-time performance signals.

Learn more about Strike Social

See other TikTok case studies.

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The Go-To Social Media Platforms for Influencer Marketing Agencies

Collaborating with a top-tier social media influencer not only reduces the workload on your creative team but also enhances brand authenticity. Utilizing user-generated content (UGC) creates a more natural and relatable ad experience, making your campaigns more engaging to your audiences.

Currently, there are over 12 million U.S. influencers across all social media platforms. Yet the real question is: Which influencer marketing platform delivers the best results when integrated into paid ads, and where do they perform best? From audience reach to ROI, several factors determine whether TikTok, Instagram, or YouTube is the ideal choice for your influencer marketing campaigns.

Top Social Media Platforms for Influencer Marketing

The competition between TikTok, YouTube, and Instagram is fierce when it comes to video advertising and audience reach. YouTube leads with over 250 million users, followed by Instagram at 138.5 million.

However, TikTok is not to be overlooked. The app saw a surge of 88.3% user growth in 2019 and continues to grow by 2.2%–2.4% annually through 2029.

But does a platform’s user base directly translate to its effectiveness for influencer marketing? Let’s take a closer look at the different platforms and how influencer marketing agencies maximize them:

TikTok

While many assume the platform caters only to younger users, our campaign data tells a different story. Despite the majority of U.S. TikTok users being under 30, our data reveals up to 37% CPM efficiency even among audiences aged 55 and up—demonstrating TikTok’s versatility in reaching diverse audiences.

So, how does this well-rounded strategy position TikTok as an influencer marketing platform worth considering?

Promoting your Brand with TikTok Influencers

Influencer marketing agencies choose TikTok for its ability to drive high engagement through viral, short-form videos. Its algorithm naturally amplifies content, enabling brands to reach wider audiences without relying solely on paid media.

Spark Ads further enhances this by boosting organic influencer content, allowing brands to connect authentically with target audiences through established influencer communities.

• Authentic and Relatable Content: TikTok thrives on raw, unfiltered content that feels genuine, bringing authenticity to each video. This “in-the-moment” vibe resonates with users across age groups, making influencer recommendations feel more like advice from a friend than a corporate pitch.

• Cross-Generational Appeal: Though TikTok’s user base skews younger, influencer marketing remains highly effective across all age groups. Audiences aged 55+ have an average engagement rate of 7.3%, surpassing the 5.3% average for younger users. This indicates that while they may be fewer in number, older users demonstrate higher intent and engagement on the platform.
  
  From Gen Z creators to senior influencers, TikTok offers brands a wide range of niche communities to tap into.

• Innovative Content Formats: TikTok offers unique content formats that amplify influencer campaigns:
  • Branded Hashtag Challenges: Brands partner with influencers to create viral trends, increasing user participation.
    
    HP’s #HPRadicalReuse campaign, featuring creators like @dreaknowsbest and @alisonsadventures, achieved an 18% engagement rate, with over 4 million video views from Spark Ads alone.
  • Interactive Add-Ons: In addition to promoting video ads, you can make them more engaging by adding interactive features such as gestures, gift code stickers, and pop-out showcases.

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Further Reading

Activating Authorization Code for TikTok Spark Ads

TikTok’s Spark Ads simplify collaboration with influencers, making it easier to boost their content. With just a few quick steps, you and your chosen content creator can activate a sponsored post and seamlessly launch a successful influencer marketing campaign.

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Keep in mind that TikTok is just the first social media advertising platform in this discussion. While we see how it excels in both video advertising and influencer marketing, how do Instagram and YouTube compare?

Instagram

As Meta continues evolving Instagram into a video-first platform, it has become a top alternative to TikTok—especially during discussions of a potential TikTok ban. When advertisers explored shifting TikTok campaigns to Instagram Reels, it reinforced Instagram’s position as one of the top choices for influencer marketing agencies.

Assessing the Effectiveness of Instagram Influencer Advertising

Instagram is home to over 10 million influencers in the U.S., accounting for 9.8% of its users. With such a vast creator ecosystem, brands have plenty of opportunities to collaborate with influencers across various niches.

Understanding Influencer Tiers

Instagram offers a broad spectrum of influencers, from small, niche-focused creators to mega influencers with massive reach.

More followers don’t always mean better results—nano-influencers often have the highest engagement rates due to their highly engaged, niche communities, making them a strong choice for influencer-driven ads.

Visual Storytelling

Instagram is inherently a visual-first platform, making it ideal for brands that rely on aesthetics and storytelling to connect with audiences. Its various ad formats cater to different marketing objectives:

• Reels: Short-form videos optimized for discoverability and engagement. Influencer-driven Reels see engagement rates of up to 2.08%, outperforming the 1.8% average for regular Reels and other content types.
• Stories: Ephemeral content perfect for real-time updates, behind-the-scenes glimpses, or limited-time offers. Stories ads can boost reach by 35%, particularly for small brands looking to expand their audience.
• Carousel: Multi-image posts designed to encourage user interaction by swiping through content, making them ideal for detailed storytelling or showcasing multiple products. As a prominent ad format on both Facebook and Instagram, Carousel ads have proven effective—helping a luxury watch brand drive up to 56% of landing page views in a traffic campaign.

Meta’s Stability and Instagram’s Longevity

As part of Meta’s advertising network, Instagram remains a dominant force in social media advertising–and it’s here to stay.

Meta’s resilience in the stock market reinforces its position as a leading platform, and with 47% of brands using Instagram for influencer marketing, its relevance will persist—especially as uncertainty around a potential U.S. TikTok ban continues to impact advertiser decisions.

Is Instagram more effective for influencer advertising than TikTok? The answer depends on campaign goals, target demographics, and engagement strategy. But before drawing conclusions, let’s analyze yet another major influencer marketing platform—YouTube.

YouTube

While YouTube might appear last on this list, its engagement, effectiveness, and video advertising impact are anything but last place. Known for brand awareness campaigns, YouTube is also a high-performing platform for action and conversion-driven marketing.

Why YouTube Influencer Marketing Works

YouTube’s advantages for influencer marketing agencies are strongly tied to its ability to deliver detailed, engaging, and authentic content—whether in short form or long form. Discover why you should consider YouTube for your social media influencer campaigns:

Long-Form Content for In-Depth Storytelling

YouTube stands out in influencer marketing for its ability to host extended video content, making it ideal for detailed product showcases and tutorials:

• Detailed Product Reviews: YouTube influencers spend 10–15 minutes (or longer) discussing a product’s features, benefits, and real-world applications, making it the top choice among U.S. consumers for product reviews and information.
• Step-by-Step Tutorials: 64% of viewers have reported making a purchase after watching an explainer video. And because there’s (basically) no length limit to the videos a YouTube content creator can create, they can go into detail on product tutorials, allowing viewers to understand better what they are recommending.

Full-Funnel Marketing Capabilities

YouTube also plays a crucial role in performance-driven marketing, helping brands achieve action-based results such as lead generation, website traffic, and direct sales.

• Action Campaigns: YouTube influencers excel in driving video views and audience engagement, with the help of Video Views Campaigns. The U.S. leads in YouTube influencer engagement with 28.4 billion interactions, and click-through rates peak during high-traffic ad seasons like Q4.
• Driving Conversions: From Strike Social’s data, a family entertainment brand achieved a 7.8x ROAS by using YouTube ads to drive in-store visits. Additionally, influencer-driven YouTube campaigns have been shown to generate up to 10 times higher conversion rates than organic traffic alone.

Trusted by Audiences

98% of online users trust recommendations from YouTube influencers—more than any other social media platform.

A strong example is MAC Cosmetics, which partnered with beauty content creators Ankita Chaturvedi and Naina Bhan for their YouTube Video Reach Campaigns. With the help of YouTube Shorts, their campaign achieved:

• 66% lower cost per view (CPV)
• 2.5x higher view-through rates than their standard YouTube ads

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Further Reading

Driving Conversions with YouTube Influencer Advertising

Don’t let assumptions about high costs and large ad budgets deter you from considering YouTube influencers for your campaigns. Collaborating with YouTube creators could be the key to fully integrating your ad funnel into this video-centric platform.

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Now that you have a clear understanding of how these social media influencer platforms work and how you can collaborate with content creators for brand campaigns, it’s time to assess your options. While these major platforms are the top choices for influencer marketing agencies, the right fit depends on various criteria that require careful evaluation.

Why Influencer Marketing Agencies Choose These Social Media Platforms

Influencer marketing agencies select TikTok, Instagram, or YouTube based on their unique strengths in audience engagement, creative content, placement strategies, and cost efficiency. Below is a condensed overview of each platform’s advantages:

Each social media platform has unique strengths that can enhance your influencer marketing campaigns. By aligning your campaign goals with the criteria outlined here, you can determine the best platform for your strategy.

Beyond platform selection, the influencer’s existing community is another critical factor. For example, if your brand performs well on TikTok but the influencer you’re targeting has stronger reach and engagement on YouTube, shifting your ad spend may be more effective. Likewise, if a YouTube influencer’s rates are too high, exploring Instagram influencers could deliver better results at a lower cost.

While each platform has its pros and cons, Strike Social’s data shows that a multi-platform influencer campaign can drive strong results while maintaining cost efficiency.

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Case Study:

A leading CPG brand partnered with Strike Social to drive high-quality traffic and engagement through influencer marketing across TikTok and Instagram while maintaining cost efficiency.

By aligning influencer-driven content with key audiences—homemakers, food enthusiasts, and younger consumers—the campaign achieved 43.2% cost efficiency, with Meta (Facebook and Instagram) contributing to 70% lower CPLC on Meta placements.

Further, capitalizing on the platform’s strength in interactive, trend-based engagement, 61% total engagements were driven by TikTok influencer ads.

Download the CPG Influencer Campaign Case Study

Connecting with More Engaged Audiences with Influencer Marketing

Choosing the right social media platform for your influencer marketing campaign is a crucial step in effectively promoting your brand. Each platform offers distinct advantages based on your goals, target audience, and budget—and when combined strategically, they can deliver even stronger performance and cost efficiency.

However, these platforms are just the mediums. Success in influencer marketing depends on aligning with the right audience, budget strategy, and content approach. Whether partnering with Instagram, YouTube, or TikTok influencers, integrating influencer marketing into your paid social strategy is now essential.

Ready to launch your influencer campaign? Contact our team for a personalized walkthrough on how we can activate and manage your influencer ads.

The post Which Social Media Platform Works Best for Influencer Marketing? appeared first on Strike Social.

Complete Guide to Moving TikTok Ads to YouTube Shorts Ads

If it’s a short-form domination battle between TikTok vs. YouTube Shorts, the former is the clear winner. According to Sensor Tower’s State of Mobile report, TikTok captures 55% of short-form video watch time in the U.S., while Instagram Reels holds 36% and YouTube Shorts at 26%.

However, TikTok’s future in the U.S. remains highly uncertain. After the app’s brief ban in January, concerns continue to grow among both creators and advertisers.

While U.S. content creators have started shifting to Instagram Reels and YouTube Shorts, advertisers see YouTube as the strongest TikTok alternative—offering a stable platform and a massive audience base.

If you’re considering moving from TikTok to YouTube Shorts ads, you’re in the right place. This guide will walk you through the transition, helping you navigate the platform differences, optimize your YouTube Shorts ads, and effectively tap into YouTube’s 200-million+ user base.

Why YouTube Shorts Is the Smart TikTok Alternative for Advertising

While YouTube Shorts may be YouTube’s response to the short-form vertical video trend, the platform as a whole offers far greater opportunities for advertisers. Backed by Google’s ad ecosystem, YouTube had just become the world’s second-largest search engine where audiences look for new products or research new brands.

If you’re only thinking about YouTube Shorts as a TikTok alternative, you might be overlooking the full potential of advertising on YouTube and its broad network. Here’s what you’re missing:

TikTok’s Uncertain Future

TikTok may be back in the app stores for new users to download, but for advertisers, there’s still some turmoil.

As concerns about a potential TikTok ban continue to rise, many brands have considered cross-platform strategies to safeguard their advertising investments. In fact, ad spend forecasts show a significant shift, with 10.7% moving to YouTube and 12.9% shifting to Connected TV (CTV) channels in the near future.

Realistically speaking, YouTube offers a more stable and secure option for U.S. advertisers, both technically and operationally:

• YouTube is owned by Google (Alphabet Inc.) and operates under U.S. jurisdiction, which mitigates concerns about foreign adversary risks—something TikTok can’t fully avoid.
  • Unlike TikTok, YouTube faces no immediate legislative threats, making it a much more reliable long-term platform for ad spend.
  • In response to TikTok’s uncertainties, YouTube has been proactively courting creators, encouraging them to shift to YouTube Shorts and “find your community” on the platform. This is part of YouTube’s strategy to acquire as many creators and advertisers as possible before the looming April 2025 deadline that could impact TikTok’s availability in the U.S.
• As some U.S. advertisers have explored, VPNs were briefly considered as a workaround to access TikTok during the ban. However, this approach is risky, as VPN usage can expose devices to malware, thus is not advisable.
  • YouTube, in turn, has only since expanded its reach, from the original website YouTube.com to the mobile app. Now, it has Connected TV reach as well, with Google TV and YouTube TV placements that advertisers can utilize to increase brand awareness.

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Further Reading

Here’s Why Google TV Ads Expand Your Reach Even Further

Many advertisers wonder, “Should I opt into Google TV?” If you’re running reach-focused campaigns, the answer is yes. Adding Google TV as a placement in your YouTube strategy enhances audience reach, giving your ads greater visibility across connected TV screens.

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YouTube Shorts’ Growth By the Numbers

YouTube Shorts has seen massive growth in the U.S., with monthly active users (MAUs) rising from 118.1 million in 2020 to 164.5 million in 2024. With YouTube’s expansion into Connected TV (CTV), this reach has extended further, adding 8 million users from YouTube TV screens.

As an official ad placement, YouTube Shorts has positioned itself as a strong competitor to TikTok in the short-form video advertising space.

Still mulling over whether YouTube Shorts ads are the way to go? Here’s what the numbers say:

• 5.91% Engagement rate – the highest among short-form platforms (TikTok 5.75%; Instagram Reels 5.53%
• 106.28% More likes than regular video content on YouTube
• 3x Increased ad RPM (revenue for creators)
• 43% U.S. advertisers already leveraging YouTube Shorts ads for promotions

Advantages of Advertising on YouTube Shorts

Transitioning your TikTok ads to YouTube Shorts unlocks a range of benefits, thanks to YouTube’s established presence in video advertising. With years of dominance in the space, YouTube provides a more stable and scalable platform—especially if TikTok is no longer a viable option for your brand.

Strong Creator Ecosystem

If influencer marketing is central to your TikTok ad campaigns, YouTube Shorts offers a powerful alternative. YouTube has its own thriving creator community, and studies show that 59% of content is shared across multiple social platforms—primarily TikTok, Instagram Reels, and YouTube Shorts. Before making the switch, check if your TikTok influencers have a YouTube presence—you may already have an existing audience to tap into.

To make partnerships easier, YouTube offers BrandConnect, a platform designed to connect brands and creators seamlessly. Announced during the Google Marketing Live Update, BrandConnect allows advertisers to:

• Find creators who have already tagged or reviewed your brand
• Propose collaborations for sponsored content
• Promote creator content directly in YouTube Shorts ads

Broader Audience Reach

TikTok’s user base skews younger, with 25% of its audience aged 18-24 and over 30% aged 25-34. While this is great for brands targeting Gen Z and Millennials, YouTube offers a more diverse audience, including older age groups with higher purchasing power.

Here’s a breakdown of YouTube’s U.S. demographic reach:

• Gen Z (25.1%) and Millennials (25.5%) make up the majority of users
• Gen X (19.9%) and Baby Boomers (15%) represent a significant portion of viewers
• YouTube Shorts’ audience mirrors this diversity, with:
  • 18-24 (15.7%)
  • 45-54 (12.9%)

This means that YouTube Shorts ads can reach not only younger audiences but also consumers with greater purchasing intent and spending capacity—a crucial factor for high-value brands and premium products.

By shifting your TikTok ad campaigns to YouTube Shorts, you’re expanding your reach to a wider audience with stronger conversion potential.

Expanding Reach with YouTube (and Google’s) Ecosystem

As part of Google’s extensive ecosystem, YouTube can be integrated with other Google platforms to maximize your campaign reach.

This allows advertisers to expand to multiple touchpoints within a single network, significantly expanding audience reach.

Thus, for advertisers transitioning from TikTok to YouTube Shorts ads, this can be challenging and overwhelming. Google offers a wide variety of campaign types, ad formats, and placements, making it easy to feel lost in the options.

While you might be tempted to explore display ads or Performance Max campaigns, YouTube is your best option if your focus is on video advertising.

Let’s break down how your TikTok ad campaign focused on reach can be expanded when shifting to YouTube Shorts or YouTube ads overall:

* For Efficient reach & Target frequency campaign sub-objective (includes bumper)
* For Non-skippable reach & Target frequency campaign sub-objective

TikTok ads are primarily limited to the app, appearing in the For You Feed, Following Feed, and Profile Feed. However, if you’re looking to expand your reach, you can also advertise through Pangle, TikTok’s ad network, which allows you to connect with audiences across 100,000+ global apps.

With YouTube Shorts, you can expand your audience reach and strengthen lower-funnel campaigns, allowing for precise targeting at different stages of the customer journey. Additionally, brand safety remains a top priority on YouTube, to make sure your ads appear alongside safe and suitable content. 

To avoid last-minute scrambling as TikTok’s future remains in flux, future-proofing your ads by transitioning to YouTube Shorts makes sense. While the shift from TikTok ads to YouTube Shorts ads may involve several steps, it will undoubtedly offer greater stability and benefits in the long term.

YouTube Shorts vs. TikTok Ads: What You Need to Know

Before making the shift from TikTok ads to YouTube Shorts video ads, you must consider key elements such as ad creatives, cost structures, and campaign setup. While both platforms focus on short-form video content, YouTube offers a wider range of placements compared to TikTok. 

This means that your video advertising strategy will need to be adjusted to ensure optimal performance on YouTube Shorts.

Format Considerations

Short-form video content is best viewed in the 9:16 vertical format, but both TikTok and YouTube Shorts offer flexibility in aspect ratios, allowing for a variety of creative approaches. For instance, if you want your audience to focus on a smaller creative, you can easily adjust. However, maximizing screen space with vertical videos remains the optimal choice for capturing attention.

Here’s a quick guide on ad creative specs, safe zones, and how TikTok vs. YouTube Shorts compare:

As shown above, YouTube Shorts supports a broader range of file types. This allows brands and influencer partners to repurpose existing video content more easily and tailor ads to different viewing experiences. Moreover, YouTube Shorts’ structure for headlines and text enables clearer messaging and calls to action (CTA), regardless of where your ad appears.

Ultimately, scaling your advertising from TikTok to YouTube Shorts can enhance your creative flexibility, allowing you to produce more engaging content for your audience.

Cost Comparison

Budget considerations will naturally be a key factor when shifting your advertising strategy from TikTok to YouTube Shorts. While YouTube claims a 6% higher share in ad spend compared to TikTok, you might assume this means higher advertising costs—but that’s not always the case.

We analyzed Strike Social’s U.S. YouTube and TikTok campaigns, focusing on clicks and actions to determine how campaigns would perform if transferred. The reason behind this is simple: YouTube’s diverse campaign formats and objective options allow for greater precision in targeting your goals.

Instead of being limited to just one video view format, such as YouTube Shorts, you can also take advantage of other placements where your ads could perform even better.

Here’s a quick breakdown of the costs for TikTok ads vs. YouTube ads, helping you make a more informed decision:

YouTube’s CPC and CTR, while fluctuating, tend to be more stable and predictable than TikTok’s. This makes budgeting and campaign planning easier, giving advertisers more confidence in their decisions.

While YouTube CPC levels are not immune to the holiday seasons, TikTok also shows a rise, especially during Q4. As seen above, even with YouTube ad costs rising, driving clicks is managed well, as long as brands are partnered with the right YouTube advertising agency. 

Differences in Campaign Setup and Management

If you’ve worked with other ad management platforms like Facebook or Snapchat Ads Manager, you’ll notice some similarities in system navigation.

However, if your experience is primarily with TikTok ads, transitioning to Google Ad Manager for YouTube Shorts may require additional guidance. Here are the key differences to keep in mind:

Campaign Goals

In TikTok Ads Manager, campaign objectives are straightforward and tied to specific goals, with a simple setup process and consistent feed placements.

As for Google Ad Manager, you’ll need to select the appropriate campaign objective and format tailored specifically for YouTube Shorts ads. Here are some of the relevant formats for YouTube Shorts:

• Awareness & Consideration
  • Demand Gen
  • Video (Video views, Efficient reach)
• Conversion Goals
  • Demand Gen
  • Video (selecting Video as a sub-objective would also direct to Demand Gen due to the transition from Video Action Campaigns)

Targeting Options

Apart from the usual audience targeting features such as location, age, and interests, you can create Custom Audiences or Audience Segments. While this feature is also available in TikTok through Saved Audience, you’d have to prepare your audience list in the TikTok Business Center as there’s currently no option to do it within the campaign setup page.

• For YouTube, you can use a previously saved audience list or create a new one immediately without leaving the setup page. 
• YouTube advertising now allows users to target Nielsen DMA regions. TikTok launched this feature in 2021, and Google followed suit in 2023.

Ad Placements

Did you know that with CTV views growing 130%, YouTube has been thriving on both short-form and now bigger screens? Thus, there’s no harm in being flexible with where your ads can appear.

Although there isn’t a specific option to exclusively place ads on YouTube Shorts, with proper optimization, you can focus your efforts on this placement. Achieving this is made easier with the right software and a skilled team to help maximize your performance while staying within budget.

For example, during the Q4 season, we helped an HVAC brand leverage the power of YouTube Shorts ads, achieving 59% cost efficiency and generating up to 5.3 million total video views during the campaign flight.

Shifting Gears From TikTok Ads to YouTube Shorts

Transitioning from TikTok ads to YouTube Shorts is a significant shift, especially if TikTok has been a primary source of leads or sales, delivering strong results for your brand. However, the uncertainty surrounding TikTok’s future in the U.S. raises questions about its long-term viability. Marketers and brands must adapt quickly, rather than waiting until it’s too late.

The good news is that your current TikTok ad campaigns can be successfully transitioned to YouTube Shorts, opening up copious opportunities. Ready to take the leap and thrive on a new platform? Send us a message below, and let us help you elevate your ad performance as you move from TikTok to YouTube Shorts ads.

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Guide to Transitioning Your TikTok Ads to Instagram Reels

If the TikTok ban proceeds without a resolution, advertisers will need a new platform to reallocate their ad spend. With 170 million U.S. TikTok users, now “TikTok refugees”, seeking a new home for short-form content, Instagram Reels is emerging as the top alternative.

Instagram Reels offers an experience that closely mirrors TikTok’s feed, making it a natural transition for audiences and advertisers. Plus, with Instagram’s foundation in photo and video content, brands gain expanded opportunities beyond short-form video.

For advertisers looking to move TikTok ads to Instagram Reels, the transition may seem straightforward. And with the right tools and strategy, it can be. This guide will walk you through everything you need to run ads on Instagram Reels and successfully make the switch.

Why Choose Instagram Reels

Did you know that Reels now make up 38.5% of the content on users’ Instagram feeds? That’s nearly on par with the platform’s original focus—photos, which account for 39.8% of shared content. Despite launching later in August 2020, the growth of this content format is surely not going unnoticed.

Rising Popularity and Engagement

In the plight of the news of TikTok restrictions from 2024, Reels was already the first choice of U.S. users. Based on MGH, Inc.’s survey, about 60% say they will jump to this platform if it totally closes down.

Instagram Reels can easily be seen as TikTok’s competitor, with its significant share of the short-form video audience. While TikTok leads with a 5.53% engagement rate, Instagram Reels is closely behind at 4.36%. The platform is also seeing consistent growth, with a 3.7% YoY increase in user count, further boosting its appeal.

For brands leveraging influencer marketing, Instagram has introduced new updates. One of which is Trial Reels, which allow content creators to A/B test their videos before releasing them to the public.

Additionally, Instagram Reels now allows videos up to 3 minutes long, providing more time for creators and advertisers alike to connect with audiences.

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Further Reading

Partner Up with Brilliant Instagram Creators with Partnership Ads

As you continue to utilize influencer content for your brand’s marketing, Instagram continues to innovate to ease up the process. Know how you can connect with more communities and audiences on Instagram using Partnership Ads.

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Meta’s Robust Ad Ecosystem

While TikTok captures about a third of the U.S. population, Meta’s dominance in social media advertising is unmatched. With Facebook and Instagram holding 77% and 56% of the U.S. social media market, respectively, TikTok trails behind in fourth place at 45%.

Meta also leads in digital ad spending with a 21.3% share in the U.S. and commands an even larger 74.5% of social media ad spend. This makes advertising on Instagram Reels a strategic move, allowing brands to tap into Meta’s extensive ecosystem.

Beyond Instagram Reels, advertisers gain access to Facebook video placements, Feeds, and Meta Audience Network, which extends its reach across over 10 million publishers.

Stability Amid Regulatory Challenges

With TikTok facing ongoing scrutiny in the U.S., advertisers need a reliable and stable platform to continue reaching their audiences. As part of Meta, Instagram offers a more secure advertising environment, backed by an established U.S. presence and strong financial performance—Meta stocks saw a nearly two-thirds increase by the end of Q4 2024.

Even before the January 19 TikTok ban, creators were already directing their audiences to Instagram as their new content hub. This shift underscores Instagram’s role as the primary beneficiary of ad spend reallocation and the trust and long-term stability the platform provides for brands and advertisers.

Is Instagram Reels the Right Choice?

TikTok has built a unique space in short-form video, but does Instagram Reels truly compare? If you’re considering shifting from TikTok ads to Instagram Reels advertising, it’s important to understand the similarities and differences.

Let’s break down how these platforms align for advertisers and what you need to consider when making the switch.

Audience Demographics

Instagram Reels ads reach users starting at age 18, and Instagram’s audience closely mirrors TikTok’s, especially among younger demographics. In fact, 78% of U.S. adults aged 18-29 use Instagram, compared to 62% on TikTok. Here’s how the two platforms stack up across different age groups:

While younger users are active on both platforms, Instagram has a notable advantage in reaching older demographics—particularly users 30 and above, such as parents, families, and professionals. This makes Instagram Reels a strong alternative for targeting a wider age range beyond Gen Z.

Diversifying Ad Spend

According to eMarketer data, Instagram is set to capture up to 22% of ad spend reallocation. This puts Instagram ahead of its partner app, Facebook (17%), and YouTube (10%), making it the top alternative for advertisers shifting budgets from TikTok.

But what about ad costs? Does transitioning from TikTok ads to Instagram Reels mean a higher cost with the incoming competition? Jump to our costs and budget discussion for an in-depth look at Strike Social’s ad cost data for TikTok and Instagram.

Instagram Reels vs. TikTok Ads: Key Differences to Consider Before the Move

You’ve noticed the similarities—where TikTok and Instagram overlap, the shared features, and the advantages you can leverage. Now, let’s examine how the actual campaign preparation and setup differ. We’ll explore the creative process, ad campaign setup, and optimization as you transition from TikTok to Instagram Reels advertising.

Creative Adjustments

While both TikTok ads and Instagram Reels use a 9:16 vertical format, their safe zones, ad specs, and text placements differ. Optimize your video ad creatives for Instagram Reels’ layout to ensure a smooth transition. For a clearer view, let’s visualize this:

A side-by-side comparison reveals that moving your ad from TikTok to Instagram Reels offers a larger safe zone. TikTok’s ad layout accommodates up to four lines of text, requiring additional space at the bottom—an area that should be kept free of calls to action (CTAs).

Additionally, primary text on Instagram Reels appears in a smaller font size compared to TikTok, providing more space when transferring your video ad.

Refer to the table below to make sure your TikTok ads are compatible with Instagram Reels’ specifications. It outlines the minimum requirements to guarantee that when you switch from TikTok to Instagram Reels advertising, you’ll maintain (or even improve) the visual resolution for your audience’s view.

With the data above in mind, you can now tweak your image or video ad creatives to be more compatible before you launch your paid ads on Instagram. Keep in mind that you are entering a more aesthetically coordinated type of content platform, and it’s important to make the right impression with your Instagram Reels ads.

Costs and Budget

As you finalize your transition from TikTok to Instagram Reels ads, ad spend and campaign budget will definitely be important factors to consider. Without understanding how competitive Instagram advertising can be, you might be concerned about the potential increase in costs when making the switch.

To help you make an informed decision, let’s take a look at Strike Social’s campaign data:

CPM and CTR Trends

Many brands are vying for brand awareness on TikTok, leading to historically higher CPMs on the platform. Although TikTok’s CPM for Q1 2025 is projected to drop to $4.20 due to the impending ban, you can also expect lower engagement, especially if your primary audience targeting is largely or exclusively U.S.-based.

This trend has already been observed at the end of Q4, when TikTok’s CPM began to narrow the gap with Instagram CPM. Strike Social’s data further shows that while TikTok’s click-through rates (CTR) have been higher, there is a noticeable drop as the January ban approaches. During the same period, Instagram’s CTR continued to rise, highlighting the growing effectiveness of Instagram Reels advertising and demonstrating that it can now compete on equal footing with TikTok.

As indicated in the data, if impressions and brand awareness are your primary goals, based on our data (and with the steady user growth on IG),  Instagram offers lower CPM trends compared to TikTok. While Q4 does show an uptick in rates—likely due to the holiday season—these higher CPMs are still relatively close to the previous month’s levels, rather than a drastic peak.

TikTok vs. Instagram Cost Benchmarks

To give you a better sense of the cost differences, here’s a quick comparison of cost benchmarks for various campaign types on TikTok and Instagram:

It’s clear that Instagram can now match TikTok’s cost levels, particularly in terms of CPM and CPV. While you’ll need to adjust your campaign budget for Instagram advertising, the data suggests it will ultimately be a more efficient investment.

However, competition is likely to increase as more brands consider making the switch, which could raise these costs over time. With the right agency partner, you can optimize your costs while ensuring campaign performance stays strong. Learn more about how we can help you make the switch by scheduling a personalized walkthrough of our AdTech services.

Ad Setup, Targeting, and Campaign Management

While ad management software is generally easy to understand once you’re familiar with how it works, there will be some unfamiliar terms and tools that differ from what you’re used to.

One basic thing, though, is that both TikTok and Meta Ads Manager funnel down starting from Campaign to Ad Groups or Ad Sets and Ads level. However, for instance, TikTok classifies views as 2-second views, 6-second views, and video view-through. For Instagram (Meta), the classification for video views goes from 2-second video plays to 3-second video plays and ThruPlay.

To help simplify your process, we’re going to give you some of the things you can adapt to while shifting your ads over from TikTok to Instagram Reels:

Ad Placements

• TikTok: Available ad placements include TopView (the first ad shown upon opening the app) and In-Feed (For You, Search, Profile). In TikTok Ads Manager, you cannot specifically choose which placement you want your ad to appear in. However, you can deselect the tick box if you do not want your ads to appear in the Search Feed or search results.
• Instagram: Available ad placements include Reels, Explore, and In-Stream (post-loop). In Meta Ads Manager, you can choose to promote exclusively on Instagram Reels or expand to other placements. If you select Advantage+, Meta will automatically determine the placements where your video ad will perform best within the Meta Audience Network.

Audience Targeting

• TikTok and Instagram Reels offer similar audience targeting options. Meta recently added DMA targeting (introduced in 2023), which was already available on TikTok since 2021.
• A key distinction lies in Custom Audiences:
  • TikTok requires a minimum of 1,000 users in a Custom Audience to begin targeting matched users.
  • Meta only requires a minimum of 100 users, making it easier to refine your ad audience with smaller lists.

Ad Monitoring and Management

• Both TikTok Ads Manager and Meta Ads Manager provide comprehensive ad monitoring tools designed for their respective platforms. For a quick comparison, here’s a side-by-side view of TikTok Ads Manager and Meta Ads Manager:

• Getting familiar with a completely new platform may take some time and require adjustment. Browse through our Meta Ads Manager guide to begin your learning.

Make the Switch to Instagram Ads Without Sacrificing Performance

TikTok is still very much active to this point, that much is true. But for U.S. advertisers, your local audiences can still be reached through other mediums that don’t compromise your costs and keep traffic and sales coming through. Your priority now is to never let your ad campaigns go dark, and moving TikTok ads to Instagram Reels may just be the best decision you make.

Simplify this transition by partnering with the right experts and using the right tools. Strike Social specializes in ad activation and management, easing the burden on your in-house advertising team and taking care of the heavy lifting for you.

Ready to make the move to Instagram Reels? Contact Strike Social today to get your Instagram ads up and running.

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The post Shifting From TikTok to Instagram Reels Ads Without Losing Performance appeared first on Strike Social.

A US Healthcare brand that raised awareness about critical healthcare services did that by honing in on an often-overlooked demographic: the 55+ age group. This strategic focus led to a 37% reduction in Cost-Per-Thousand Impressions (CPM), setting a new benchmark for cost efficiency and ad engagement in health-focused advertising.

How Targeting 55+ Audiences Boosted TikTok Campaign Efficiency

The primary goal was clear: amplify awareness of vital healthcare services through a powerful TikTok campaign. The strategy was to geo-targeting in-feed ads to men and women aged 25+, supplemented with carefully chosen health and wellness hashtags. This approach was designed to weave the campaign’s messaging seamlessly into broader conversations around health and wellness on the platform. With this approach, we seamlessly wove the campaign’s messaging into broader conversations around health and wellness on the platform.

The campaign utilized precise localized ad targeting, using specific zip codes to enhance ad relevance and engagement rates, effectively reducing wasted impressions. Furthermore, by including older demographics, specifically the 45 to 55+ age group, the campaign tapped into audiences that engage more deeply with content. This increased video completion rates and improved the campaign’s standing with TikTok’s algorithm, reducing the overall CPM.

A broad array of relevant hashtags—from #HealthAndFitness to #WellnessMotivation—was strategically employed to expand the campaign’s reach. This use of hashtags ensured the ads appeared in more relevant searches and feeds, attracting genuinely interested health and wellness viewers, significantly reducing ad costs.

This TikTok campaign case study demonstrates how much untapped opportunity exists with older audiences in the health and wellness sector. By strategically targeting the 55+ demographic, the campaign improved engagement and boosted efficiency and set a new standard for optimizing health campaigns’ reach and impact.

Interested in how Strike Social can help invigorate your health campaign with tailored social media strategies? Book a meeting today for a quick discussion about how we can transform your digital advertising efforts and achieve remarkable results.

The post TikTok’s 55+ Age Group Invigorates Health Campaign CPM by 37% appeared first on Strike Social.

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This post was updated in January 2025 to provide you with the latest information.

After News of the US TikTok Ban, How Can You Shift Your Social Media Ad Strategies?

The latest U.S. TikTok ban updates include a tentative shutdown date set for January 19, users migrating to another Chinese social app called RedNote, and incoming President-elect Trump planning to attempt saving the app after his inauguration.

Despite the challenges posed by the upcoming TikTok ban, it seems that the concerns primarily stem from lawmakers, attributed to their limited understanding of the technology, rather than from the US audience, which has shown remarkable composure. While significant and deserving of attention, the situation about the US TikTok ban presents an opportunity for us to prepare you for the inevitable and forthcoming shift.

The Uncertain Future Post-TikTok Ban

It all started in 2020 when then-US President Donald Trump viewed TikTok as a national security threat and announced that the government was considering banning the app. Fast forward to March 13, 2024, when the Senate passed the bill approving the legislation that forces TikTok to sell ownership from a Chinese-owned company to a United States-owned one.

While the TikTok app may not be a wholly foreign-owned enterprise (WFOE), ByteDance has a diverse ownership structure: 60% by global investors, including those from the U.S., 20% by its Chinese co-founders, and 20% by its employees, which includes thousands in the U.S.

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Further Reading

Map Out the U.S. TikTok Ban Timeline

Reflect on TikTok’s evolution in the US—from a platform for dance trends and viral skits to a centerpiece of national security debates. Explore the multifaceted story of the app’s rise and the controversies that have culminated in TikTok being banned from government access and potentially from US users entirely.

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What the Media is Talking About

Despite ongoing discussions and legislative actions in the works for months, TikTok’s popularity remains strong. However, the threat of the U.S. TikTok ban is a real possibility. This raises important questions for advertisers about adapting and preparing for a future that might change TikTok’s operations drastically.

What Does the Bill to Ban TikTok Mean for Future Campaigns?

Should it retain its affiliation with ByteDance, its Chinese parent company, the potential ban of TikTok in the United States presents a complex scenario for advertisers utilizing the platform. Here, we examine what such a scenario could mean for brands and advertisers capitalizing on TikTok views and engagement:

Reach and Targeting Challenges

• With the TikTok app banned, a primary consequence would be the immediate loss of the US audience demographic. Advertisers who have been targeting American users might find themselves asking, “Why can’t I target USA on TikTok ads?”
• The answer lies in the unavailability of TikTok within the United States, compelling those who wish to reach American consumers to pivot towards TikTok local ads. 

How Can TikTok Advertisers Adapt to the Change?

The possibility of TikTok being banned in the U.S. is becoming increasingly likely. Even if a request for another 270-day extension is approved, delaying the ban until October, TikTok advertisers in the U.S. must take proactive steps to adjust their strategies.

Below are key approaches to consider in light of the uncertain future concerning TikTok getting banned in the U.S.:

Adjusting your Audience Targeting Strategy

If the United States is no longer available for targeting, you can adjust your location targeting settings within TikTok Ads Manager. This is particularly useful for international brands, ensuring that budgets are not wasted on an unavailable US audience.

Alternatively, you can identify countries with significant US/American tourist populations as alternative targets. This approach helps maintain engagement with American users indirectly, for example, through their top travel destinations. For instance, the top 5 American travel destinations in 2024 that can be targeted on TikTok are United Kingdom*, Canada, Japan, Indonesia, and Italy.

* Targeting the United Kingdom (GB) is only available for managed accounts in Australia (AU).

Safeguarding Digital Assets

In anticipation of TikTok assets potentially becoming inaccessible, consider migrating them to alternative platforms like Meta and YouTube. Expanding to these platforms secures your assets and opens up new avenues for short-form video advertising.

• Reels is dominating on Facebook and Instagram, with users spending approximately two-thirds of their time engaging with video content. Moreover, Instagram alone is projected to account for over 50% of U.S. ad spend in 2025.
• Advertisers transitioning to Shorts in 2025 should note that 43% of U.S. ad buyers are already active in this space. Optimizing YouTube ad costs is achievable with the support of the right AdTech agency. By leveraging the flexibility to optimize across Shorts, feed, and even CTV, you can achieve high performance at competitive costs.

Keep producing vertical, short-form content to align with your audience’s established viewing habits and preferences, ensuring a consistent user experience across platforms.

Budgetary Considerations and Planning

Anticipate potential changes by formulating a plan that includes TikTok but also consider a strategic reallocation of your budget towards alternative platforms.

For instance, in planning a Super Bowl 2025 campaign where TikTok is a primary channel, consider reducing its budget while increasing allocations for Meta and YouTube. Here’s an example:

This strategy involves adjusting the advertising budget, initially allocating 50% to TikTok in Q3 2024, then reducing it to 40% by Q4 2024. To address anticipated changes proactively, the plan includes further decreasing the TikTok budget to 25% by Q1 2025. The funds saved from this reduction will be shifted towards YouTube advertising, capitalizing on its Shorts feature, which closely mirrors the short-form video format popularized by TikTok.

By proactively adjusting audience targeting settings, migrating digital assets, and reevaluating budget allocations, you can stay ahead and maintain your brand’s advertising strategies with minimal disruption.

What Opportunities Lie Ahead for TikTok Advertisers?

With the US TikTok ban on the horizon, it’s evident that adaptability is key. The risk of TikTok becoming inaccessible overnight highlights the need for proactive planning and strategic foresight. Being caught off-guard by TikTok’s potential exit from the US market could significantly impact your advertising efforts. Still, with the right tools, you can turn these challenges into opportunities for growth and innovation.

Collaborating with an advertising partner capable of navigating these uncertainties is crucial. Our experienced team offers essential insights for expanding your advertising to other platforms, preparing you for any outcome of the U.S. TikTok ban. Arrange a consultation with us to explore how your advertising strategies can continue to thrive.

The post Can Advertisers Overcome the Challenges of a Potential TikTok Ban in the US? appeared first on Strike Social.

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This post was updated in January 2025 to provide you with the latest information.

Restriction of TikTok in the United States & Marketers’ Next Move

The ticking clock on the restriction of TikTok in the United States grows louder each day. As US TikTok app users closer to the possibility of a ban, the platform’s vibrant community, encompassing a wide range of demographics, faces an uncertain future.

The concerns surrounding TikTok go beyond its user base, as marketers globally prepare for potential disruptions to advertising strategies and content creation if the full restriction of TikTok in the United States moves forward.

To fully grasp this complex debate, we must look back at TikTok’s evolution in the US. It’s a tale of transformation—from a hub for dance trends and viral skits to a focal point of national security discussions. Join us as we unpack the multifaceted narrative of the app’s ascent and the ensuing controversies that have led to increasing TikTok restrictions in the US.

See a snapshot of the pivotal moments that have shaped TikTok’s journey in the US, underscoring the app’s ascent and the controversies that have threatened its presence.

The evolving narrative around TikTok’s operational challenges in the US  speaks a broader conversation about digital privacy, national security, and the future of international tech companies on American soil.

For marketers who have found efficacy and opportunity on the platform, the looming question is not just hypothetical but pressing: ‘What are the next steps after hearing the news about the restriction of TikTok in the United States?”

Why Panicking Shouldn’t Be On Your 2025 TikTok Advertising Strategy

The motion for TikTok restrictions in US has caused fear and panic among many users, creators, and advertisers. Headlines scream “Ban TikTok!” while social media feeds are flooded with speculation and lists of “Here’s what to do”. But before hitting the panic button, let’s take a deep breath and separate fact from fiction based on the recent news about the restrictions of TikTok in the United States.

Focusing on Facts Rather than Fear

Unfortunately, the uncertainty surrounding TikTok getting banned has become a breeding ground of confusion and baseless decisions. Here are some common anxieties we’ll discuss and give light:

Complete TikTok Ban Imminent

• While the US House has proposed a nationwide ban in 2024, the enactment could take effect by January 19, 2025. The situation is constantly evolving, with ongoing discussions and investigations. There’s still many discussions going on, such as TikTok appealing to President-elect Donald Trump, showing his stats from the last election and how TikTok views boosted him amongst other candidates.
• However, shall the full restrictions of TikTok in the United States take effect, this would impact not only the general public but also government devices and all government contracts. This includes personal devices used for federal contract work. To determine if your company is exempt from these restrictions, consider conducting an EPLS search.

Data Vanishing Act

• Users worried about losing all their data can find some solace here. Since June 2022, TikTok claims to have transferred US user data to Oracle servers in the US. However, skepticism persists regarding China’s potential data access.

Safekeeping Content

• Similar to having a window to access the data, even in a scenario when complete TikTok restrictions take place, users can download their data –  photos, videos, and other content.

The Fall of the TikTok Influencer

• Geographical restrictions may not signal the end of influencer marketing fueled by TikTok Spark Ads.
• Many influencers and creators are already pivoting to alternative platforms and reshaping their strategies to cultivate fresh audiences from the ground up.

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Further Reading

YouTube Shorts vs. Reels: What’s the Next Go-To Short-Form Platform

With a potential TikTok ban looming in the US, advertisers should keep their options open. Between YouTube Shorts and Instagram Reels, which short-form platform should you turn to next?

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TikTok Community Adaptation

• If a ban happens, it’s unlikely to be immediate. The restriction of TikTok in the United States would give advertisers time to adjust their strategies and explore alternative platforms that might emerge to fill the gap.
• Businesses and creators should be ready to follow where the TikTok Nomads will eventually find their new home.

Short-Term Effects of Full TikTok Restrictions for U.S. Advertisers

Advertisers who have decided to stand still and tell their clients “Business As Usual” right after the news breaks out may reap their rewards.

Surge of Ad Costs on Other Short-Form Platforms

The ripple effect of TikTok restrictions in the US could catalyze a redistribution of ad budgets across paid social platforms.

Once ad money started to steer away from TikTok, advertisers might feel the tilt of price movement when comparing ad cost to other major short-form video platforms such as YouTube and Meta. This heightened activity might initially drive up ad costs.

Loyalty to TikTok May Still Pay Off

Moreover, the departure of brands who advertise on TikTok, anticipating a ban, opens up the floor for lower competition on the platform. This scenario creates a more open playing field for those who choose to stay, offering enhanced visibility and potentially higher engagement rates at lower costs.

Remember, the users did not leave the platform, and TikTok’s average time spent on the platform continues to rise. Isn’t that the land filled with milk and honey for the TikTok advertisers?

New Avenues to Discover when Diverting TikTok Ads

Lastly, the rise of emerging platforms in the wake of TikTok’s challenges could spotlight new advertising opportunities. These platforms will likely introduce innovative targeting options and deeper audience insights, offering fresh avenues to explore and capitalize on.

YouTube has developed its ad solutions by adding YouTube Shorts to its ad placements (Video Action Campaign, Video View Campaign, and Video Reach Campaign).

Further, Facebook is supercharging Reels by adding it to their sales-driven campaign objective, shopping ads.

How Do We React About The Restriction of TikTok in the United States

In today’s lens, the news of TikTok getting banned may seem like a hurdle, but it can also be an opportunity for growth and efficacy. Businesses that remain adaptable and embrace change will be well-positioned to thrive in the evolving digital landscape.

Advertisers should stay on their fingers about the latest developments surrounding the ban and potential timelines.  From a long-term perspective, advertisers can prevent TikTok doom’s day by diversifying their marketing strategies by exploring alternative platforms and tailoring content to each platform’s specific audience and format. Remember, strong content that resonates with your target audience is the backbone of any successful digital marketing campaign, regardless of your chosen platform.

For short sprints of TikTok ad campaigns, media buyers may see efficiency once the room filled with buyers starts emptying some space due to moving ad money away from TikTok. Remaining proactive, creative, and data-driven, you can transform uncertainty into a springboard for success in the ever-changing world of digital marketing.

If you want to talk more about the possible effects and what to do next about the news around the restriction of TikTok in the United States, feel free to contact our Strike experts.

The post Marketers’ Reaction to The Restriction of TikTok in the United States appeared first on Strike Social.

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This post was updated in February 2025 to provide you with the latest information.

How TikTok Shop Transformed Buying Habits From Discovery to Purchase

Social media advertising platforms have now transformed beyond mere communication tools to bustling centers for e-commerce activities. TikTok Shop, introduced to the US market in September 2023, has rapidly gained traction, generating $363 million in consumer spending by November 2023 — just two months after its launch. It’s remarkable how the platform has evolved from a simple music and video-sharing app to a magnet for brands seeking advertising opportunities.

Keep on scrolling to discover the surge of TikTok shops and their significance for advertisers. Get amongst the lineup and seize the opportunity to maximize the capabilities of your TikTok shop ads.

The Rapid Ascent of TikTok Shops

TikTok’s share for video ad spend is currently at 7.0%, lagging behind YouTube and Meta at 8.2% and 30.4%, respectively. Now, TikTok Shop emerges as another avenue to increase the platform’s total ad spend.

Brands are flocking to TikTok Shops to tap into its engaged user base and create shoppable channels directly within the app. Integrated seamlessly into the platform, TikTok Shop ensures users are exposed to e-commerce opportunities, whether through showcased brands or live streams. With just a few clicks, users can browse and purchase products, all without leaving the app.

TikTok’s UX Simplifies Shopping Without Leaving the Platform

TikTok Shop’s integration into the main tabs of the app underscores its significance as a core feature, with users able to effortlessly transition between content viewing and shopping within the platform. While the concept of shop integration has faced challenges on other platforms, TikTok Shop demonstrates its resilience by providing easy access to customers.

As an example, when we looked up NYX Cosmetics on TikTok, the top results appeared on the first page. Additionally, we can browse through shops offering NYX products, videos, hashtags, and users. By selecting the users tab, we found our way to the NYX Cosmetics main TikTok channel and viewed their content. Furthermore, since their TikTok Shop is linked, we got to browse through their products without needing to return to the search results. Overall, TikTok excels in user experience with this integration.

The #TikTokMadeMeBuyIt Movement

The surge of influencer marketing on TikTok coupled with the introduction of TikTok Shop has provided brands new opportunities to connect with consumers. With a quick search of the hashtag #TikTokMadeMeBuyIt, users can find genuine reactions, recommendations, and reviews of products that other users and influencers have purchased. TikTok’s integration of shop listings and affiliate links has opened new avenues for influencer marketing, with over 100,000 creators already tapping into TikTok Shop’s affiliate program.

Discover how #TikTokMadeMeBuyIt has empowered brands to collaborate with influencers and boost their presence on the TikTok shopping ad trends:

Dyson Airwrap

This hairstyling tool has become an instant sensation, accumulating over 5.1 billion views and sparking waves of enthusiasm from influencers and users alike. The Airwrap’s success lies in its ability to showcase its effectiveness through captivating video content.

L’Oréal

By utilizing the hashtag #TikTokMadeMeBuyIt, L’Oréal orchestrated its highest-volume sell-out to date by creating an exclusive box labeled with the hashtag and distributing it to 200 influencers. The campaign generated 4.5 million clicks and 1.7 million engagements.

Is Gen Z Redefining Consumer Behavior?

TikTok Shop and TikTok Live stand out as crucial features of the TikTok app where Gen Z’s preferences shape purchasing habits and brand perceptions. Here are key highlights of Gen Z’s dominance:

• Research suggests that Gen Z is more inclined to make purchases influenced by TikTok than any other channel. Moreover, 95% said that their last #TikTokMadeMeBuyIt purchase was worth the hype.
• Gen Z places high trust in TikTok influencers, surpassing other channels by nearly 40%.
• Evidence shows that products going viral on TikTok experience substantial growth, with one brand noting an 85% month-on-month increase in sales on Amazon.
• TikTok’s impact extends to eCommerce giants like Amazon, where dedicated features like Amazon Finds highlight products that have gained traction on TikTok, underscoring its influence throughout the customer journey.

TikTok Shop’s Growing Appeal to Buyers and Advertisers

As TikTok Shops gain momentum, the number of buyers continues to climb steadily. With an anticipated 35.8 million US social buyers in 2024, TikTok has quickly caught up to Facebook, with both platforms boasting a 37% user base making purchases. 

Here’s why the trend toward TikTok Shop purchases is expected to persist, and why brands should take note:

Valuable Insights from Actual Customers

• TikTok Shops offer valuable insights by showcasing how many people have purchased a product. This provides social proof to consumers and enables brands to evaluate market trends and competitors’ success.
• Integrated shop features allow customers to leave reviews after their purchase, providing prospective buyers with firsthand information about the product’s quality and suitability.

Affiliate & Influencer Marketing Opportunities

• Consumers tend to trust personalities they admire, which is why major brands often enlist top celebrities like Jennifer Aniston for their advertisements. Today, influencers have become equally influential choices for brands.
  • Affiliate marketing: Influencers can feature products in their video content and provide direct purchase links through their TikTok Shop basket, simplifying the buying process for their viewers and followers.
  • Influencer marketing: Brands can collaborate with influencers for video ads or live streams, effectively showcasing products and driving engagement. Another prevalent strategy is sending PR boxes to influencers, allowing them to feature products on their TikTok channels and reach a broader audience.

Drive More Views and Sales to Your TikTok Shop with These Strategies

Given TikTok’s primary focus on video content, it’s only right to capitalize on video ads to promote your TikTok Shop effectively. So, how exactly can you boost your TikTok Shop by seamlessly integrating ads into the platform’s video stream? 

Steal the spotlight with captivating video content

• The key to visibility on TikTok is consistent content creation. Showcase your products, business, and team in engaging videos. Incorporating human elements into your ads can significantly enhance their appeal.
• As an example, Cult Beauty leverages user-generated content (UGC) and hosts various series showcasing their products, like “Swatch This Space ”. In these videos, they demonstrate swatches of lip products and foundation palettes, helping buyers find the perfect color to match their preferences.

UGC: Unlocking great content

• While you create your own content, your customers can also do it for you! Engage with your community by featuring content created by your buyers and consumers. UGC not only builds trust but also extends your brand’s reach as it connects with the creators’ communities.
• NYX Cosmetics, for example, heavily relies on UGC to promote its brand, showcasing real users’ experiences with their products.

Utilize Video Shopping Ads

TikTok offers a range of advertising options designed to enhance your TikTok Shop and drive sales. Here’s how you can maximize these innovative ad formats:

Spark Ads

Take your existing videos to the next level with TikTok Spark Ads. By boosting your content, you can expand your reach beyond your current followers and tap into a broader audience.

Product Catalog

Get started on building your TikTok Shop by adding your products manually or using the provided templates.

TikTok Video Shopping Ads

These ads allow viewers to shop directly from captivating video ads featured on the For You page. Combining the best features of Collection Ads and Dynamic Showcase Ads, TikTok Video Shopping Ads offer an engaging and efficient shopping experience for users.

Is Your Brand Ready to Move to TikTok Shop?

Are you prepared to make the leap to TikTok Shop for your brand? Now that you’ve learned about the unique features and advantages of TikTok Shop, it’s time to consider integrating them into your marketing strategy. 

While transitioning to a primarily video-based platform like TikTok may seem daunting for e-commerce brands, adaptation is key. Remember, your consumers are your audience, and increased visibility builds trust in your brand. Ultimately, embracing new opportunities like TikTok Shop can enhance your brand’s reach and credibility, leading to greater success in the long run.

The post Exploring the Rise of TikTok Shop in Modern E-commerce appeared first on Strike Social.

TikTok has outpaced both Snapchat and Twitter to claim the 5th spot as the largest platform in ad revenue. Beyond the viral dance trends, TikTok dominated the era when most people stayed home and were mainly hopping between social apps. During this period, TikTok saw a staggering 5,000% surge in ad spending.

Today, TikTok remains the preferred content destination for brands and social video consumers. To fully leverage this potential, businesses need to understand how view metrics, such as View-Through Rates, can optimize their TikTok Campaigns and drive efficiency. Our TikTok VTR calculator can be a handy tool for TikTok View Through Rate calculation. Our VTR tool can be your guiding light in this endeavor, whether you’re a beginner or an experienced marketer.

Make Data-Driven Ad Strategies With The TikTok View Through Rate Calculator

Despite the expected moderation of ad revenue growth on TikTok from 170% in 2021 to 25.8% in 2024, the platform’s steady rise in overall ad spend continues to make it an attractive choice for marketers seeking to reach a broad audience. The platform’s appeal to brands remains strong.

As most advertisers know, TikTok users constantly scroll through endless engaging beauty trends or home makeover content in their For You Page (FYP). The challenge for advertisers now lies in capturing their attention efficiently. This article explores using the TikTok View Through Calculator and its potential to improve TikTok ad campaigns.

• Using The TikTok View Through Rate Calculator
• What Are The Elements of The TikTok VTR Calculation
• Analyzing Ad Insights from TikTok View Through Rate (VTR)
• Using the CPV Calculator for Different View Metrics
• Why Tracking VTR and CPV Should Be Your Priority

Using The TikTok View Through Rate Calculator

To analyze the effectiveness of your TikTok ads, we have built the TikTok View Through Rate Calculator for you. This calculator allows you to easily determine your TikTok VTR (View-through rate) by inputting the total number of views and the number of viewers who have seen your ad.

Using the TikTok VTR Calculator is straightforward. Just follow these steps:

1. You will need the total number of views (all views that are more than 1 Millisecond) and the total number of impressions (the number of times your ad appeared in users’ feed) of your TikTok ad campaign.
2. Enter the data into the respective fields of the TikTok VTR Calculator.
3. Click on the “Calculate” button. The TikTok VTR Calculator will instantly provide you with the VTR percentage for your ad campaign.

What Are The Elements of The TikTok VTR Calculation

Video ad views

Video ad views on TikTok are registered when your ad appears on a user’s ‘For You’ page and they decide to watch with it for at least longer than a millisecond. The duration of the view then determines its classification—2 Second View, 6 Second View, or 15 Second View. 

In the table above, you’ll notice that Ad 3, despite having fewer impressions, exhibited a higher 2-second view-through rate, but a lower VTR at the 6-second mark. In contrast, Ad 1 had a lower 2-second VTR but achieved a higher view-through rate with the 6-second views. This indicates that while Ad 2 captures initial interest within the first 2 seconds, Ad 1 maintains a higher level of viewer engagement at the 6-second mark.

Related article: TikTok Shopping Ads: Advertisers’ Solution to Creating Meaningful Digital Shopping Experience

Impressions

Impressions are calculated by adding up the total times your video ad was served (shown on FYP page or other TikTok ad placements). The higher the number of impressions, the more opportunities for your ad to be seen and watched by the TikTok community. Thus, a high view-through rate may signals ad effectiveness when capturing social eyeballs.

Analyzing the same example, it’s evident that Ad 1 maintains a higher view count up to the 6 Second View than other ad campaign. The creative was effective as it holds the attention of the viewer longer than other ad asset.

Analyzing Ad Insights from TikTok View Through Rate (VTR)

As discussed previously, TikTok View Through Rate (VTR) gauges the percentage of viewers who watch your ads without scrolling pastm but not all “Views” are considered equal. A strategy that will target a quick attention nudge vs. giving more reason to watch every second can be great use case of understanding spectrum of TikTok View metrics.

Related article: Exploring the Metrics: How TikTok Measures Video Views on Ads

Here are some things to consider why media buyers should closely monitor TikTok VTR:

1. Engagement Effectiveness: The VTR acts as a lens into the ad’s capacity to engage and hold viewers’ attention. A higher view rate signifies active engagement, suggesting a more potent connection with the audience. Understanding this TikTok View Through Rate can lead to better performance of your ads.
2. Content Insights: By analyzing the view-through rate, you can uncover patterns in TikTok user behavior. Do they watch the entire video or drop off at a certain point? This valuable data allows you to optimize your content, such as adjusting video length, format, or messaging, thereby enhancing your TikTok campaign analysis.
3. Cost Analysis: The view-through rate is closely tied with the cost per view (CPV). A robust VTR ensures efficiency across the view spectrum – views, 2-second views, 6-second views, and 15-second views. This is because you are only paying for views from people who are genuinely interested in your product or service, thereby understanding TikTok metrics better.

Using the CPV Calculator for Different View Metrics

In addition, we have developed a CPV Calculator to expedite your cost per view calculations. This calculator allows you to easily segment the CPV based on the duration of ad views.

Learn how to calculate CPV using our calculator with these steps:

1. Determine the total cost of your ad spend.
2. To calculate CPV based on the duration of ad views:
   a. Total Views: Get the number of all views.
   (Note: All views for more than 1 millisecond are classified as a view).
   b. Total 2-second Views: Number of times your ad played for at least 2 seconds.
   c. Total 6-second Focused Views: Number of times your ad was viewed for 6 seconds (or the full ad duration if it is less than 6s) or engaged with, whichever comes first.

Note:

• Ensure all fields are filled in the CPV Calculator. If your video is shorter than 6 seconds or 15 seconds, you may use dummy values for the Calculate function to proceed.
• We do not store any information entered into the CPV Calculator.

Why Tracking VTR and CPV Should Be Your Priority

The choice between tracking VTR or CPV hinges on your specific campaign objective:

If your goal is to captivate and retain the audience’s attention, VTR offers valuable insights into creative and asset creation. On the other hand, if cost efficiency and strategic bidding are your focus, CPV becomes crucial for ad spend strategies.

Engage Your Audience By Understanding TikTok VTR and CPV

As we’ve explored, the TikTok View Through Rate calculator is a handy and useful tool that can help media buyers remove the guesswork and gain valuable insights. By following TikTok tips for beginners and implementing growth hacks, advertisers can improve their TikTok VTR and increase view-through rate.

Improving TikTok VTR isn’t solely about escalating numbers. It’s about comprehending your audience, refining your content, and making data-driven strategic decisions. With the right tools and insights, you can harness the power of TikTok, driving growth and success for your brand.

The post How The View-Through Rate Calculator Helps Measure Ad Effectiveness appeared first on Strike Social.

Optimizing Campaign using TikTok View-Through Rate

Have you ever wondered if a TikTok View Through Rate (VTR) of 92.24% is a strong indicator of a successful campaign? Or perhaps, is there still room for further enhancement? As advertisers and media buyers, understanding the nuances of the VTR metric can be a campaign-changer.
The VTR is a metric that measures the percentage of viewers who watch the ads without scrolling past them. A high VTR, such as 92.24%, suggests that most TikTok users saw the ads and engaged with them. This level of engagement can be a strong indicator of a successful campaign.

This understanding can gain insights into how well the content resonates with the target audience and identify areas of improvement.

• What is TikTok VTR and How Does It Affect Ad Campaigns?
• TikTok VTR vs. TikTok VCR: Which Metric Matters More for Ad Campaigns?
• What Can TikTok VTR Teach About Your Ad Strategy
• Key Factors That Influence TikTok View Through Rate
• How To Measure And Track TikTok VTR

What is TikTok VTR and How Does It Affect Ad Campaigns?

Several key performance indicators (KPIs) can help evaluate the effectiveness of a TikTok ad campaign. Among these, the View Through Rate is a valuable metric that offers insights into how well video ads can capture and retain viewers’ attention.

What is Tiktok View-Through Rate?

TikTok View Through Rate (VTR) measures the percentage of viewers who watch the ads without scrolling through. To be recognized as a play, for at least a fraction of a second. This metric serves as a good indicator of how ‘sticky’ the creative assets are. In other words, are the ads effective enough to engage the target audience and prompt them to interact?

A high VTR indicates that ads are engaging and have captured target viewers’ attention. A great viewing engagement can lead to higher click-through rates, conversions, and brand awareness.

How to Calculate TikTok VTR

The View Through Rate (VTR) calculation involves determining the ad view ratio to the total number of impressions. Here’s the formula for TikTok VTR:

VTR = (number of ad views/number of impressions) x 100%

• Ad views: If a video plays for at least one millisecond, TikTok counts it as an ad view.
• Impressions: These represent the number of times TikTok serves an ad to viewers. Even if a user swipes through without playing the ad, TikTok counts it as an ad impression.

TikTok VTR vs. TikTok VCR: Which Metric Matters More for Ad Campaigns?

While the VTR focuses on users who have viewed the ads, the Video Completion Rate (VCR) gauges how many users completed watching them. The VCR metrics measure the percentage of users who watch a video from start to finish. Indicating the level of viewer engagement and the duration they remain interested in the content.

Take a look at the difference between TikTok VTR and VCR:

Related article: How Countdown Stickers Boost TikTok Live and Sale Events

What Can TikTok VTR Teach About Your Ad Strategy

By analyzing VTR data, media buyers can identify patterns, trends, and areas for improvement. TikTok advertisers can use this insight to refine creative elements, messaging, video lengths, and storytelling for higher view-through rates and engagement.

Here’s why keeping a close eye on the view-through rate of TikTok ads can be pivotal:

• Capturing viewers’ interest: A high TikTok view-through rate is a clear sign of compelling video content that keeps viewers hooked from start to finish. It’s a testament to the ads’ ability to forge a strong bond with the audience, keeping them engaged and invested in the content.
• Building brand awareness: The longer viewers watch the ads, the more likely they will remember the campaign messaging. A high VTR can lead to brand awareness and consideration, ultimately increasing sales.
• Optimizing ad strategy: By identifying which ads have a higher VTR and which are falling short, advertisers can refine the creative elements, messaging techniques, video lengths, and storytelling approaches. Media buyers can identify the most effective combinations and allocate ad spending accordingly.

Related article: Get More Clicks And Conversions With TikTok Interactive Add-Ons

Key Factors That Influence TikTok View Through Rate

Understanding the factors that may directly influence VTR metrics can save media buyers time and resources. Some factors can be video quality, length, and audience targeting. Advertisers can craft compelling and impactful ad experiences by creating a strategy around these elements.

Let’s breakdown down some factors that can sway the TikTok view-through rate:

Video Quality: Visually appealing, high-quality videos are more likely to capture viewer attention and hold their interest. 

Video Length: Research has shown that shorter videos have higher VTRs. Most advertisers are trying to capture the attention of an average social media user in under 1.3 seconds.

Target Audience: Tailor content-based target audience’s interests and demographics. Aligning with audience interests can increase the possibility of achieving a higher TikTok view-through rate.

How To Measure And Track TikTok VTR

To measure TikTok ad view-through rate, media buyers can make use of these various tools and methods:

TikTok Ads Manager: TikTok Ads Manager provides a comprehensive platform for managing and tracking ad campaigns on TikTok. It provides detailed analytics to monitor TikTok view-through rate and other key metrics for ad performance. TikTok Ads Manager provides real-time data, tracks VTR trends, and offers insights into ad effectiveness.

Custom Tracking URLs: Using custom tracking URLs, media buyers can embed tracking parameters in the ad links to monitor VTR. Integrate URL tracking codes like UTM parameters to track clicks, views, and conversions from TikTok ads. Tracking URLs enables advertisers to measure VTR and assess the ad impact on driving user engagement and conversions. 

Here are some examples of UTMs:

• yourwe bsite.com/tiktok_socialmedia_15second
• yourwebsite.com/tiktok_social_30secondad_yourproduct

Third-Party Analytics Tools: Marketers can also use third-party analytics platforms to measure and track the TikTok ad view-through rate. These tools provide more advanced analytics capabilities, allowing marketers to dig deeper into the ad performance metrics. Third-party tools like Google Analytics track view-through rates on TikTok and other advertising channels.

Campaign Lab: With our proprietary technology, Campaign Lab goes beyond traditional planning tools. It leverages years of machine learning, audiences, and data to forecast and monitor campaign outcomes. Our team of expert media buyers has fine-tuned this comprehensive system to deliver unparalleled performance and ROI for our clients.

From Attention to Conversion: Utilizing TikTok VTR to Optimize Ad Campaigns

TikTok’s unrivaled dominance in the short-form video market presents a golden opportunity for advertisers to maximize their ad reach. It is evident that TikTok’s growth is groundbreaking and has eaten a significant portion of advertising dollars from competing giant social media platforms.

By leveraging strategic advertising techniques and capitalizing on TikTok’s expansive reach, advertisers can tap into a vast pool of potential customers and enhance their brand visibility. With its unmatched dominance and promising prospects, TikTok is a game-changing platform for advertisers seeking to maximize their ad exposure and achieve optimal results.

The post Engage, Captivate, Convert: Learn About TikTok View-Through Rate appeared first on Strike Social.

TikTok Interactive Add-ons Bring New Ad Experience

• What are TikTok Interactive Add-ons
• What are the different types of Interactive Add-ons available on TikTok?
• Setting up TikTok Interactive Display Card
  • Setting up TikTok Interactive Voting Sticker
  • Setting up TikTok Interactive Gift Code Sticker
  • Setting up TikTok Interactive Countdown Sticker
  • Setting up TikTok Pop-Out Showcase
  • Setting up TikTok Interactive Gestures
  • Setting up TikTok Interactive Superlike

One notable success story involving a Countdown Sticker resulted in a 1.5x increase in CTR (click-through rate), 8.1 million video views, and nearly 5,000 viewers tuning in to the brand’s livestream. By utilizing interactive add-ons, brands can achieve higher levels of engagement, drive conversions, and create a captivating ad experience for their target audience. TikTok, a hub of creativity, encourages user engagement through trending content. It showcases the voices and actions of diverse communities.

In this article, we will explore TikTok Interactive Add-ons in greater detail, offering insights on countdown stickers, setup guides, and best practices for leveraging these features in your advertising campaigns.

What are TikTok Interactive Add-ons?

TikTok Interactive Add-ons are dynamic components that advertisers can seamlessly integrate into their video ads to engage and captivate their target audience. By infusing their TikTok ads with these interactive and creative elements, the add-ons draw users’ attention and stimulate engagement. This interaction significantly enhances the probability of viewers taking the desired action, such as visiting a website, purchasing, or sharing content.

Based on TikTok’s Internal Data, 73% of platform users feel a deeper connection with the brands they interact with. #TikTokMadeMeBuyIt study shared that two out of three viewers are inspired to shop for products on the platform. In essence, ad features like TikTok Interactive Add-ons that encourage layers of interactivity can kickstart a purchasing decision.

Related article: Reimagine e-Commerce with TikTok Shopping Ads

What are the different types of Interactive Add-ons available on TikTok?

Understanding TikTok’s diverse advertising solutions is essential for navigating its vibrant ecosystem. Each type of Interactive Add-on on TikTok is tailored to meet specific marketing needs and provides unique benefits that can be aligned with various campaign objectives.

Here’s a more detailed breakdown of the differences between the various TikTok Interactive Add-ons:

Each add-on has a distinct method of boosting user engagement and driving conversions, thereby optimizing advertising effectiveness and enhancing the overall ad experience. By understanding each add-on’s unique features and benefits, advertisers can craft a more engaging and successful TikTok ad campaign.

Setting up TikTok Interactive Display Card

Setting up Interactive Add-ons, like the Display Card, elevates the TikTok advertising experience. As an interactive pop-up visible during video ads, the Display Card enables advertisers to showcase essential brand or product details strategically. Whether announcing a sale or bolstering ad awareness, this captivating feature aims to amplify campaign outcomes. 

1. Begin by completing the necessary information for your campaign and ad group.
2. Navigate to the ‘Ad Creation’ page and proceed to ‘Ad Details.’
3. Look for the ‘Interactive Add-ons’ section and click the ‘+ Create’ button.
4. A new window labeled ‘Interactive Add-on’ will appear. Select ‘Display Card’ from the available options.
5. Here, you can utilize the default template provided by TikTok or upload your custom design for a personalized touch.
6. In the ‘Text Discount Card’ section, you will find several sub-sections:
   1. Discount % off: You can set a discount rate from 1% to 99%.
   2. Discount Description: You can choose between – “BIG SALE GET UP TO” or “LIMITED TIME ONLY.”
   3. Call to Action: There are several pre-set options available here – “SHOP NOW,” “LEARN MORE,” “DOWNLOAD NOW,” “VIEW NOW,” or “ORDER NOW.”
7. Card Display Name minimum display duration is 2 seconds.
8. Click Confirm and Submit.

*Interactive add-on: Display card uses the same destination URL set with the ad creation page.

Setting up TikTok Interactive Voting Sticker

TikTok Interactive Add-ons offer engaging tools such as the Voting Sticker, a preferred choice among advertisers on TikTok. This feature paves the way for lively interaction with your audience, presenting questions or options that stimulate participation. In essence, it turns TikTok advertising into a fun, interactive advertising experience. These add-ons spark conversations and provide crucial audience insights based on their voting preferences, transforming your TikTok ad campaigns into engaging social events.

1. Begin by filling in the necessary details for your campaign and ad group.
2. Proceed to the ‘Ad Creation’ page and move to ‘Ad Details.’
3. Upload your chosen video where you want to integrate the voting sticker.
4. Provide a title for your sticker, keeping the text under 65 characters for optimal readability.
5. Next, enter the text for Option A and Option B, ensuring each remains within 16 characters. Select one of the three available text colors – red, light blue, or dark blue.
6. Adjust the sticker display angle as needed. You can choose any angle from -180 to 180 degrees.
7. Position your sticker appropriately, keeping it within the safe zone for clear visibility.
8. You can specify the sticker’s position using the available X (79 – 180) and Y (169 – 493) coordinate ranges.
9. Adjust the sticker’s size within 60% to 110% per your preference.
10. Once satisfied with your settings, click ‘Confirm’ and then ‘Submit’ to finalize your interactive ad.

Setting up TikTok Interactive Gift Code Sticker

The TikTok Gift Code Sticker Add-on allows advertisers to attach redeemable codes to their ads, enhancing them with exclusive promotions. Essentially, this feature transforms video ads into more reward-driven engagement advertising efforts. TikTok ads enhanced with gift code stickers can drive engagement and sales by providing viewers with tangible benefits. This strategic tool can foster brand loyalty among their avid TikTok community members.

1. Provide the required information for your campaign and ad group.
2. Navigate to the ‘Ad Creation’ page and proceed to ‘Ad Details.’
3. Upload the chosen video where you plan to incorporate the gift code sticker.
4. Add a title for your sticker. Keep the text under 20 characters.
5. Input the gift code description, keeping it concise with a maximum of 56 characters.
6. Write the gift code itself, at most 21 characters.
7. Select a color for your sticker from the available options: shades of orange, pink, black, and purple.
8. Adjust the display angle of the sticker between -180 to 180 degrees, according to your preference.
9. Position your sticker within the safe zone using the X (79-222) and Y (169-585) coordinate ranges for precise placement.
10. Customize the sticker size anywhere within the 60% – 110% range.
11. Set the sticker opacity to your desired level, choosing from the 70% – 100% range.
12. Once satisfied with your settings, click ‘Confirm’ and then ‘Submit’ to finalize your interactive ad.

*Note: The Interactive Add-on: Gift Code Sticker uses the same destination URL on the ad creation page.

Setting up TikTok Interactive Countdown Sticker

TikTok’s Interactive Add-on Countdown Sticker is a dynamic feature designed to augment your advertising efforts by drawing more attention to events or upcoming promotions. It is embedded directly into the video ad, stirs a sense of urgency within viewers, and amplifies audience engagement. The strategic use of this vibrant sticker promotes anticipation among users, enhancing the effectiveness of each TikTok ad campaign. The Countdown Sticker is an interactive element that opens a new communication avenue to viewers. When combined with strong, relatable content, this feature can significantly contribute to the success of your TikTok advertising campaigns, ultimately leading to a stronger return on your advertising investment.

Related article: Why Live or Big Sale Events are Using TikTok Countdown Stickers

1. Enter the necessary information for your campaign and ad group.
2. Go to the ‘Ad Creation’ page and continue to ‘Ad Details.’
3. Upload the selected video where you intend to include the countdown sticker.
4. Choose the countdown sticker type:
   1. Add a reminder for a LIVE event
   2. Add a reminder for a non-LIVE event
   3. Direct to a landing page
5. Type the sticker title, keeping the text under 54 characters.
6. Set the LIVE start time or countdown deadline.
7. Pick a sticker color from available orange, black, blue, and red shades.
8. Adjust the display angle of the sticker between -180 to 180 degrees as desired.
9. Place your sticker within the safe zone using the X (50-61) and Y (141-473) coordinate ranges for accurate positioning.
10. Adjust the sticker size within the 60% – 110% range.
11. Set the sticker opacity between 70% – 100% based on your preference.
12. Offer viewers reminder time options: 1 minute earlier, 1 hour earlier, or 1 day earlier.
13. Set the destination URL, which viewers will visit when they click after the countdown ends.
14. Review your settings, click ‘Confirm,’ and then ‘Submit’ to complete your interactive ad.

Setting up TikTok Pop-Out Showcase

The TikTok Interactive Add-ons: Pop-out Showcase is designed to create a deeply immersive experience with its unique 3D-style item spotlight. The tool’s customizable feature enables the integration of brand assets and impactful calls-to-action text, effectively enhancing viewer interaction. In addition, the pop-out component is tailored to stimulate audience curiosity, boosting user engagement and potentially driving purchase decisions.

1. Enter the necessary information for your campaign and ad group.
2. Navigate to the ‘Ad Creation’ page and proceed to ‘Ad Details.’
3. Upload the chosen video where you plan to include the countdown sticker.
4. Upload your premium badge image. File size does not exceed 1MB. Image dimensions should be 448×448 px; the accepted formats are .png, .jpg, and .jpeg.
5. Type the Interactive guide text, keeping it under 27 characters.
6. Set the premium badge pop-up time, remembering that the first 3 seconds and the last 5 seconds of the video ad cannot be used as the start of the pop-up add-ons.
7. Adjust the display angle of the Premium Badge pop-up between -180 to 180 degrees as desired.
8. Position the Premium Badge pop-up within the safe zone using the X (125 – 515) and Y (200 – 710) coordinate ranges for precise placement.
9. Review your settings, click ‘Confirm,’ and then ‘Submit’ to finalize your interactive ad.

Setting up TikTok Interactive Gestures

TikTok’s Interactive Add-ons: Gestures present a dynamic way for advertisers to interact with their audience through video ads. Viewers can engage with the ads via interactive gestures like clicks and straight or curved slides. The use of this feature can enhance ad recall and foster user participation. The Gesture add-on brings excitement and interactivity to TikTok ads by guiding viewers to slide and unveil a product or enticing them to click to partake in a challenge.

1. Provide the required information for your campaign and ad group.
2. Go to the ‘Ad Creation’ page and continue to ‘Ad Details.’
3. Upload the selected video where you intend to include the Interactive Gestures.
4. Choose from three Interactive Gestures: Click, Straight, and Curved Slide.
5. Upload your Interactive Gesture pop-up card, keeping the file size under 3MB. The ideal image dimensions are 620x788px, and the accepted formats are .png, .jpg, .jpeg, and .gif.
6. The Interactive Add-on Interactive Gestures uses the same destination URL on the ad creation page.
7. Type the Interactive Gesture display text, limiting it to 27 characters.
8. Set the Interactive Gesture pop-up time, remembering that the first 3 seconds and the last 5 seconds of the video ad cannot be used as the start of the pop-up add-ons.
9. Position the Interactive Gesture icon within the safe zone.
10. Adjust the length of the icon, with a maximum length set at 365.
11. Set the Interactive Gesture icon angle to your preference.
12. Choose from 11 default TikTok Music options or upload your preferred sound bite. MP3 file size should not exceed 1MB.
13. Review your settings, click ‘Confirm,’ and then ‘Submit’ to complete your interactive ad.

Setting up TikTok Interactive Superlike

The Superlike Add-on on TikTok is a fun and remarkable feature that boosts viewer interaction. Brands can customize a “Like” icon by uploading images or logos. Audiences can see custom-shaped icons on their feed to create higher brand recall when they double-tap on video ads. Advertisers can create a custom pop-up window that will appear after the add-on. Engaged users will be led to a landing page after engaging with the ad.

1. Provide the required information for your campaign and ad group.
2. Go to the ‘Ad Creation’ page and continue to ‘Ad Details.’
3. Upload the selected video where you intend to include the Interactive Gestures.
4. Personalize your “Like” account by uploading a brand logo or image. The ideal file dimensions are 200 x 200 px. Acceptable image formats are .png .jpg, and .jpeg. TikTok offers in-app image editing with three cropping options: lasso, circle, and square. 
5. Add a Pop-up window after displaying the Superlike Interactive add-on. File size should not exceed 3MB. Ideal image dimensions should be 620 x 788 px. Available image formats are .png, .jpg, .jpeg, and .gif. 
6. The Interactive Add-on Interactive Superlike uses the same destination URL on the ad creation page.
7. Review your settings, click ‘Confirm,’ and then ‘Submit’ to complete your interactive ad.

The post Get More Clicks And Conversions With TikTok Interactive Add-Ons appeared first on Strike Social.

Exploring TikTok’s Effectiveness in Prioritizing Brand Safety and Suitability for Advertisers

• How does TikTok Uphold Brand Safety and Suitability for its Community and Advertisers?
• Understanding the Differences Between TikTok’s Brand Safety and Suitability Solutions
• Get To Know TikTok In-App Brand Safety Solutions
• Get To Know OpenSlate’s Brand Safety Solutions (DoubleVerify)
• Get To Know Zefr’s Brand Safety Solution
• Successful Implementation of TikTok Brand Safety and Suitability: Case Studies
• Mastering TikTok’s Safety Measures with Strike Social’s Expertise

With a global footprint spanning 150 countries and an anticipated ad expenditure projected to hit 1.77 billion U.S. dollars by the close of 2023, TikTok provides substantial opportunities for advertisers. Yet, given these promising opportunities, addressing brand safety concerns should be on top of the list.

This comprehensive will guide will discuss the nuances of TikTok Brand Safety tools to fortify your brand’s reputation.

How does TikTok Uphold Brand Safety and Suitability for its Community and Advertisers?

The importance of brand safety cannot be overstated. As proof, a Statista survey revealed that 80% of respondents actively expect ads to avoid harmful content. Avoiding any association with inappropriate material is critical to maintaining brand integrity and safeguarding advertising investments. Even a slight misstep can profoundly cost a brand’s reputation in today’s hyper-connected world.

Though TikTok is comparatively new to addressing brand safety concerns, the dynamic platform has introduced different tiers of solutions. One notable feature is TikTok’s recommendation systems. This safety filter aligns content to its eligibility-for-recommendation policies before being featured on the ‘For You’ Page (FYP).

Videos currently under scrutiny, newly uploaded content, and those suspected of artificially inflating engagement may not pass the recommendation criterion. Such precautionary measures prioritize user safety and contribute to the TikTok user experience.

Related article: Addressing brand safety measures for Google advertising

Understanding the Differences Between TikTok’s Brand Safety and Suitability Solutions

TikTok’s commitment to brand safety and suitability spans all advertiser categories. Their key focus is fostering a secure environment where video ads harmoniously run alongside safe and suitable content. The following sections will highlight the differences in TikTok brand safety and suitability tools.

Pre-bid solutions, such as OpenSlate, assess content before the ad is placed, providing a proactive shield against potential brand misalignment. Using machine learning, OpenSlate effectively categorizes content, assessing its suitability and aiding brands in navigating possible risks.

In contrast, post-bid solutions like Zefr scrutinize content following the ad campaign flight period. This solution offers actionable insights and reports on ad-adjacent content, helping advertisers better understand their campaign’s surrounding environment. Zefr’s safety standards align with all 44 GARM Brand Safety and Suitability standards.

How can advertisers access these tools and their ad format availability:

• TikTok Inventory Filter Ad Formats:
  • Brand Auction
  • Reach & Frequency

• OpenSlate Ad Formats:
  • Brand Premium In-Feed
  • Brand Auction
  • Reach & Frequency In-Feed Ads
  • Accessible Through TikTok Sales Team

• Zefr Ad Formats:
  • Reach & Frequency
  • Brand Auction
  • Accessible Through TikTok Sales Team

Advertisers should carefully evaluate Zefr, OpenSlate, and TikTok Inventory Filter.  By understanding these distinctions, brands can make informed decisions based on their needs and resources. 

Get To Know TikTok In-App Brand Safety Solutions

TikTok’s ongoing efforts to enhance in-app safety tools reflect its dedication to creating a brand-safe environment for all types of advertisers. The integrated app solutions are centered around three fundamental criteria: adherence to guidelines, brand alignment, and proactive moderation.

Guidelines Adherence: This ensures that all ads comply with TikTok’s community guidelines, promoting content policy adherence.

Brand Alignment: Using the GARM Brand Safety and Suitability Framework, advertisers can ensure that ads resonate with their brand ethos.

Proactive Moderation: Advanced machine learning identifies potential concerns and preemptively mitigates risks.

The centerpiece of these in-app safety solutions is the Inventory Filter. Built directly into the TikTok Ads Manager, it gives advertisers unparalleled control over their ad placements. With this tool, advertisers can dictate the type of content their ads appear next to, ensuring a secure and relevant advertising experience.

Furthermore, it allows advertisers to align their ads with preferred content environments, helping to evade categories such as:

• Violent Extremism
• Hateful Conduct
• Illegal Activities and Regulated Goods
• Dangerous Acts and Challenges
• Self-Harm, Suicide, and Eating Disorders
• Harassment and Bullying
• Adult Nudity and Sexual Activities
• Minor Safety
• Integrity and Authenticity
• Copyright and Trademark Infringement

Related Article: Guide To TikTok Inventory Filter: Safeguarding Brand’s Presence

Get To Know OpenSlate’s Brand Safety Solutions (DoubleVerify)

TikTok and OpenSlate, acquired by DoubleVerify, have established a strategic partnership focusing on brand protection, leveraging meticulous video analysis within TikTok’s in-feed solution. OpenSlate’s advanced analytics structure promptly identifies potential safety issues, preserving the brand’s integrity. TikTok’s integration of OpenSlate-verified videos assures advertisers of a comprehensive evaluation, building confidence for brands to engage their target audiences while safeguarding their brand image.

Benefits of OpenSlate for Brands and Advertisers

OpenSlate emerges as an innovative solution, offering numerous benefits to advertisers, including:

• Enhanced Brand Safety: Using advanced algorithms and detailed content analysis, OpenSlate ensures brand-safe ad placements, cultivating consumer trust and loyalty in a secure advertising environment.

• Performance Preservation: OpenSlate prioritizes both brand safety and high-performance campaigns. Advertisers can confidently engage their target audience and meet their objectives without sacrificing effectiveness or brand integrity.

• Actionable Insights: OpenSlate offers post-campaign reports, providing invaluable data and metrics that allow brands to measure the success of their campaigns.

Related article: Role of A.I. Marketing in Driving CTV Advertising Growth

How does OpenSlate Brand Safety Solutions work?

1. Pre-Campaign: Initially, TikTok shares curated videos with OpenSlate for brand safety analysis. Openslate then verifies brand-safe videos to enhance TikTok campaigns.

2. During Campaign: Ad adjacency to OpenSlate-verified, brand-safe videos is guaranteed by TikTok for brands employing the OpenSlate solution.

3. Post Campaign: Brands receive campaign reports detailing ad impressions, verified ad impressions, and the percentage of verified brand-safe content. Advertisers can learn any necessary campaign strategy that may help increase campaign effectiveness and brand safety.

Some important metrics included in the report are:

• Brand Safety Verification Report: This report verifies the implementation of brand safety measures throughout the campaign.
• Campaign Measured Ad Impressions: The total number of times an ad was served during the campaign, indicating the ad’s overall reach and exposure.
• Verified Ad Impressions: This metric focuses on the ad impressions delivered between two verified, brand-safe videos.
• Verified Brand Safe %: This metric is calculated by dividing the number of verified ad impressions by the total number of campaign ad impressions, indicating the percentage of ad impressions served in brand-safe contexts.
• Top 10 Videos Delivered: This section highlights the full 10 videos where the ads were delivered, providing insights into the ads’ performance alongside popular content.
• Videos Not Verified by Openslate: This section lists videos delivered before or after the ad impressions that OpenSlate did not verify.

By analyzing these metrics, advertisers can gain data-centric insights, assess brand safety measures, and optimize future TikTok ad campaigns. 

Get To Know Zefr’s Brand Safety Solution

Zefr’s post-bid solution offers robust insights in line with the 11 GARM categories, enabling advertisers to manage brand safety and suitability through a comprehensive dashboard. Combined with pre-bid solutions and TikTok’s Inventory Filter, Zefr provides independent video-level verification of content adjacencies on TikTok, assuring brand safety and suitability via patented Cognition AI, compliant with GARM standards.

With Zefr, advertisers gain precise insights into ad placements, enabling end-to-end campaign management and optimization. Mapping to GARM standards eliminates subjectivity, establishing a trusted framework for evaluating brand safety and alignment. This fortifies brand integrity and reduces the risks of inappropriate content adjacencies.

Zefr’s dashboard lets advertisers gain precise insights into ad placements, facilitating comprehensive campaign management and optimization. It eliminates subjectivity by aligning with GARM standards, providing a reliable framework for assessing brand safety and alignment. This solidifies brand integrity and reduces the risks of inappropriate content adjacencies.

How does Zefr brand safety solutions work?

To harness the full potential of Zefr’s post-campaign solution, a pre-campaign brand safety tool, such as TikTok’s Inventory Filter or a third-party alternative, is necessary. However, it’s important to note that neither pre-bid nor post-bid measurements can be applied once a campaign is live.

Furthermore, Zefr’s language-agnostic solution ensures seamless language support for both pre-campaign and post-campaign analysis. Regardless of your chosen language for the pre-campaign inventory, Zefr will accurately reflect it in the post-campaign analysis.

Understanding Zefr’s Post-Campaign Report

Zefr provides brands with comprehensive reports, delivering valuable insights spanning various categories, such as brand safety and suitability ratings.

Zefr’s solution offers brands greater transparency by letting them understand their ads’ precise placements. These placements map back to the Global Alliance for Responsible Media (GARM) risk categories, which include “No risk,” “Low risk,” “Medium risk,” and “High risk” content.

Such reporting enables brands to comprehend the context in which their ads appear. This information empowers brands to make informed decisions, ensuring their ads align perfectly with their desired brand positioning and values.

Free Gift: Get this TikTok Brand Safety and Suitability Tools Cheat Sheet, specially designed for TikTok Media Buyers by experienced advertising professionals at Strike Social. Explore our comprehensive list of essential tools, features, and strategies that empower you to proactively manage your brand’s presence on TikTok and maintain a safe and suitable environment.

Successful Implementation of TikTok Brand Safety and Suitability: Case Studies

Adidas conducted a brand auction campaign focusing on TikTok’s In-Feed Ads. Leveraging TikTok’s Inventory Filter and Zefr, Adidas gleaned valuable insights into media effectiveness, achieving an outstanding rating of 99.9% for brand suitability and safety.

Campaign Goals:

• Increasing views of In-Feed Ads as the central objective.
• Engaging a specific audience, aged 18-34, interested in sports.
• Upholding brand safety and ensuring brand suitability throughout the campaign.

Implemented Solutions:

• Brand Auction Campaign: Adidas executed a brand auction campaign on TikTok, concentrating on their In-Feed Ads. This approach allowed them to present engaging content directly to their target audience in TikTok’s dynamic setting.
• Audience Targeting: Adidas harnessed TikTok’s precise targeting capabilities to connect with sports enthusiasts aged 18-34. This strategic move amplified the campaign’s impact by directing ads to the most pertinent users.
• Emphasizing Brand Safety: Zefr’s measurement aligns with all 44 GARM and IAB Categories across 53 languages, enabling brands like Adidas to gain essential insights and measurement tools. With a focus on brand safety and alignment, Zefr ensures brands meet brand suitability standards.

Results and Success Metrics:

• Exceptional Brand Safety and Suitability Rating: With an impressive 99.9% rating for brand suitability and safety, Adidas demonstrated its dedication to protecting its brand image and ensuring a fraud-free content environment using TikTok’s measurement tools.
• Optimized Campaign Performance: The results reveal how Adidas leveraged TikTok’s AI insights to obtain critical data and optimization recommendations. Consequently, Adidas refined its campaign strategies, boosting performance and the views of its In-Feed Ads.
• Successful Audience Targeting: The campaign effectively reached sports enthusiasts aged 18-34, aligning the brand’s ads with the most relevant audience. This strategic move optimized engagement and potential conversions.

This case study underscores how TikTok’s measurement tools and Zefr’s Post-Campaign Solution can enhance campaign performance and safeguard brand reputation. As a leading sportswear brand, Adidas achieved significant results using TikTok’s brand safety tools, powerful AI insights, and precise targeting capabilities.

Related article: TikTok Analytics: Marketers’ Guide to Understanding TikTok Ads Targeting

Mastering TikTok’s Safety Measures with Strike Social’s Expertise

At Strike Social, we recognize the power of both in-app and third-party brand safety tools offered by TikTok. We leverage these resources to successfully manage intricate campaigns, achieving brand suitability and positive ad adjacency. Our team offers the utilization of advanced brand safety tools, campaign management expertise, and granular targeting via our proprietary tool.

We are dedicated to empowering brands with knowledge and data-driven insights, facilitating informed decision-making that considers all available options, third-party or in-app solutions.

Partnering with Strike Social will help brands navigate TikTok’s brand safety and suitability landscape. We provide optimal campaign performance by meticulously managing both in-app and third-party safety tools. Our expertise assures that your brand environment is protected, enabling you to leverage TikTok’s features fully.

Discover how we can help you leverage TikTok’s brand safety and suitability tools.

The post Everything You Need to Know About TikTok Brand Safety and Suitability Tools appeared first on Strike Social.

This post was updated in October 2024 to provide you with the latest information.

The past five years have shown us one clear trend in digital advertising: consumer behavior has shifted dramatically, with a significant rise in both social commerce and video consumption. Among all the social media advertising networks, TikTok has seen an unprecedented surge in video ad views, indicating a massive increase in user engagement.

Contrary to popular belief, the data so far shows that it’s not just the younger generation that is fixated on the #FYP; people of all ages and backgrounds are tuning in. With thousands of viral videos, from #BookTok to #CleanTok, TikTok has established itself as a formidable social video platform industry contender.

From 2-Second Views to Full Plays: Exploring TikTok’s Video View Ad Metrics

Despite concerns about TikTok’s future in the US, the app remains a highly popular and engaging platform. With its user-friendly interface and a wide range of creative features, individuals and brands have discovered innovative ways to captivate audiences and boost their presence on TikTok continually. This includes leveraging the TikTok video editor to create and edit captivating videos.

According to a recent report from Statista, TikTok is emerging as a strong competitor to the popular streaming service Netflix. US adults spend 56 minutes daily on TikTok, only 6 minutes less than on Netflix. This data indicates that TikTok has captivated the attention of the masses and become an integral part of their daily lives.

Knowing the pulse of a growing trend is imperative in the advertising industry, as well as the engagement rate to further deduce overall intention and resonate with audiences. The growth of TikTok presents a unique opportunity for brands and businesses to capitalize on trends and improve their ROAS. And as more TikTok users spend watch time on their FYP (For You Page), video views for TikTok ads will continue to skyrocket.

Comparing the Different Types of Video View Metrics on TikTok Ads

To make the most of this opportunity, it’s important to understand the nuances of TikTok video views metrics, precisely the difference between View, 2-second, and 6-second views. By mastering these metrics and knowing when to use each, advertisers can optimize their campaigns for maximum impact.

What is a TikTok Ad View? 

The term paid “view” can mean different things on different platforms. On TikTok, any video ad playback is counted as a view, even if it’s just for a fraction of a second. However, as the platform is home to a community of hyper-swiper users, some video ads may be skipped over quickly, resulting in an ad impression instead of an ad view.

So, what’s the importance of TikTok ad view metrics? One significant benefit is that they can help you understand the effectiveness of your audience targeting by looking at your TikTok View Rate (VR). This metric shows whether viewers are skipping or ignoring your TikTok ads. To calculate the view rate manually, divide the total number of video ad views (Views) by the total number of ads served (Impressions).

Let’s delve into an example of a TikTok view campaign. Our recent campaign had a View Rate of 92.24% and a Frequency of 1.29. With these metrics, we can infer that the campaign message effectively reaches most target demographics. Furthermore, we can deduce that most viewers are not quick-swipers, meaning they are more likely to consume the video ad content, ultimately improving the chances of driving conversions.

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Further Reading

Why Advertisers Should Take Advantage of TikTok’s Brand Awareness Objective

As various peak retail seasons unfold throughout the year, it’s essential to develop discovery and brand awareness campaigns to stand out in a competitive market. Despite being a relative newcomer to the paid social industry, TikTok has quickly emerged as one of the most powerful tools for building brand recognition.

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What is a 2-second view in a TikTok Video ad?

As advertisers compete for consumers’ attention on social media platforms, creating video ads worth the viewers’ time has become increasingly essential. At Strike Social, our team believes the 2-second Video View is a more valuable metric when calculating the TikTok Ads’ Cost Per View (CPV). According to a report by insiderintelligence.com, social media users have an average attention span of just 1.3 seconds when it comes to creative advertising opportunities. This is far shorter than TV consumers’ acceptable 30-second commercial attention span.

Using the 2-second Video View metric, advertisers can better understand how many viewers are engaged with their content beyond the initial impression. This can help them optimize their ad campaigns and reach the appropriate audience. Metrics like 2-second video plays can greatly influence the success of a video ad campaign, especially for those running on TikTok consideration objective, where both engagement and sustained views are essential for keeping audiences connected to the ad.

What is a 6-second view in a TikTok ad?

Being the center of internet culture and entertainment platforms, TikTok has proven its ability to produce viral trends and generate buzz around brands and businesses. TikTok ads deliver the same result as paid marketing efforts. The video-sharing platform treats viewership as equally important as other forms of engagement. The campaign successfully secures their undivided attention when viewers are determined to watch an ad for six seconds or more. This increases the ad’s memorability and drives top-of-mind brand recall.

The 6-second views metric is beneficial for brand campaigns to increase awareness and recall. Another metric that can complement the 6-second View in a TikTok ad campaign is the average watch time. It also effectively measures engagement, showing how many viewers are invested in the ad content beyond just scrolling past it.

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Further Reading

Turning TikTok Views Into Sales and Conversions

Short-form content has transformed the consumer journey, shifting from traditional product research to brand discovery, engagement, and loyalty-building. With TikTok’s highly engaging conversion-focused ad solutions, these evolving purchase behaviors are here to stay, even as more consumers return to physical stores.

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How Does TikTok Focused View Objective Compute Cost Per View?

In the third quarter of 2022, TikTok introduced a new video ad objective called Focused View. This new feature allows advertisers to connect with their target audience with a high intention to engage or watch the ad. Previously, video ads on TikTok were measured by Cost per Thousand Views (CPMV). But with the introduction of Tiktok’s Focused View, the platform switched to a Cost per 6-Second video view. This means advertisers only pay when a user watches the ad for at least 6 seconds or engages with the advertisement within the first 6 seconds rather than just seeing it.

Boosting Your TikTok Ad Campaigns with Video Ad View Metrics

TikTok is increasingly emerging as a significant player in the entertainment industry, demonstrated by its remarkable surge in organic and paid video views, causing it to compete with major platforms such as YouTube and Netflix.

The platform’s continuous rollout of new features, such as discovery and search, ticket retailing, and paywalled 20-minute videos, has kept users, creators, and brands engaged and involved. As more users spend time on their FYP, TikTok video views ads are expected to surge. Understanding each Video ad View metric and optimizing campaigns based on pacing can help businesses and brands capitalize on this trend and improve their return on ad spend (ROAS).

Strike Social has worked with TikTok since 2019, building and refining paid campaigns within TikTok’s Business Center. We have extensive experience using TikTok’s native audiences and contextual search targeting to guarantee impressive metrics for our clients’ local campaigns within the DMA and most City levels.

With our expertise and understanding of TikTok’s video views metrics, we can help your business achieve maximum impact and success on the platform. Contact us today to learn more about our services and how we can help your brand succeed on TikTok.

The post Exploring the Metrics: How TikTok Measures Video Views on Ads (2024 Update) appeared first on Strike Social.

The battle for dominance in the short-form video content space is currently being fought among three major platforms: TikTok, YouTube Shorts, and Reels. Although TikTok got the ball rolling, Instagram and YouTube quickly entered the fray with their versions. 

Advertisers should carefully consider which platform offers the most benefits for their budget and campaign goals.

The Future of Ads: TikTok, YouTube Shorts, and Reels

Short-form videos, such as those on TikTok, Shorts, and Reels, highlight the potential of this medium for advertisers, with over 50% of marketers already using short-form videos in their social media strategy. In comparison, 87% of businesses have reached new audiences through snackable videos. Therefore, it’s essential to understand the strengths and weaknesses of each platform.

At Strike, we compare and contrast the three major short-form video platforms- TikTok, Shorts, and Reels. We aim to help brands choose the most suitable one for their budget and campaign objectives. With our expertise, your brand’s short-form video ads will stand out and connect with your target audience, maximizing your ROI.

In a Nutshell: Comparing TikTok, YouTube Shorts, and Reels 

Each platform offers unique features, including a broad user base and the ability to reach a larger audience. However, selecting the right platform for advertising can be challenging because each has different characteristics; the table below compares them.

Snackable videos: Who started the short-form trend? 

TikTok’s massive success has answered the market’s call for bite-sized videos and firmly established it as a top and fast-growing social media platform. The app’s popularity soared after the discontinuation of Vine, and it has continued to maintain its fan base despite updates and modifications.

However, the app’s success has not gone unnoticed by competitors. In response to the trend towards short-form video content, Meta introduced Reels on Instagram and Facebook, enabling users to upload videos up to 60 seconds long on these platforms. This feature mirrors TikTok’s influence and reflects Meta’s desire to meet the growing demand for shareable and easily digestible content. YouTube has also joined the trend by launching its version of short-form video, YouTube Shorts.

TikTok’s contribution to the rise of short-form video content cannot be overstated. Its success has influenced competitors to incorporate similar features, creating a flow of shareable and engaging content for social media users. The trend toward short-form videos will likely continue, and brands and advertisers should pay attention to this trend to create more compelling and relevant content for their audiences.

How Short-Form Video Advertising Became So Popular Very Quickly

While TikTok’s success cannot be ignored, the entry of YouTube Shorts and Meta Reels into the short-form video content arena has introduced potential shifts in the dynamics of this industry. With their vast user base, these platforms have a significant opportunity to capture a substantial share of the market, which could potentially impact the dominance of TikTok.

Swipe, Scroll, Repeat: How Short-Form Algorithm Works

TikTok, Instagram, and YouTube Shorts are popular social media platforms for creating and sharing short-form videos. Each platform has a unique algorithm that recommends personalized content based on the user’s interests and behavior.

According to Eugene Wei, former Amazon and Oculus product exec, TikTok’s algorithm is designed to show personalized content to its users. Furthermore, TikTok’s fast-paced videos and tight feedback loop have contributed to its popularity and frequent sharing on other platforms, highlighting its powerful video editing tool.

YouTube Shorts’ recommendation algorithm, as explained by Pierce Velluci, YouTube’s Product Manager, matches uploaded Shorts with viewers’ profiles based on their watch history and engagement with accounts. Even new channels with low engagement can succeed if their Shorts are similar to successful content and gain engagement through views, likes, and comments. Building engagement is essential for Shorts to go viral.

On the other hand, Instagram has updated its algorithm to operate differently across its various segments. Hootsuite’s report notes that the Feed, Explore, and Reels sections’ algorithm is unique and based on how users interact with them. For example, the Explore page is where users find new content while viewing Stories from their closest friends.

According to Eugene Wei, former Amazon and Oculus product executive, TikTok’s algorithm is designed to show personalized content to its users. Furthermore, TikTok’s fast-paced videos and tight feedback loop have contributed to its popularity and frequent sharing on other platforms, highlighting its powerful video editing tool.

The algorithms of these three social media platforms vary in how they recommend personalized content to their users. Brands and content creators must understand these algorithms to optimize content and target specific audiences effectively. 

Like a Pro: Editing Tools

YouTube Shorts is at a disadvantage compared to TikTok and Instagram Reels due to the lack of a wide selection of special effects creators can use to enhance their videos. TikTok and Instagram Reels provide creators with various augmented reality (AR) options, green-screen features, and tools such as Duet/Remix, which enable them to add excitement and creativity to their video content. Additionally, these platforms offer a range of engagement tools such as stickers, polls, shout-outs, and hashtags to boost user engagement.

While YouTube Shorts is catching up by adding several TikTok-like features such as Voiceovers, Comment Stickers, Green screens, and Remix, it still lacks the breadth of options available on the other platforms. To empower creators, Bytedance, the parent company of TikTok, has further strengthened its ecosystem by owning the video editing tool CapCut. This tool makes it easier for creators to upload videos directly to the app and create, edit, and upload videos seamlessly, offering a one-stop shop for creators.

Trading Video Lengths: TikTok Stretches Out, While YouTube and Reels Shorten Up

As a leading platform for long-form video content, YouTube has recently shifted its attention towards Shorts, recognizing its potential as a crucial platform feature. The vertical video feed has become a significant factor in enabling over 50 billion daily views on the app. However, YouTube is not the only platform looking to expand its offerings to other spaces. According to Tom Alison, Head of Facebook, Reels are getting more than 140 billion views daily. 

TikTok is testing and launching several new features to increase its appeal to creators and expand into more YouTube territory. The features include video scrubbing thumbnails, full-screen, horizontal mode, increased character limits for video descriptions, and the ability to upload 10-minute-long videos. Its latest move introduced TikTok Series, allowing creators to upload videos for 20 minutes. By doing so, TikTok is making a solid case for creators to share longer-form video content. 

To achieve sustainable revenue growth, TikTok might focus on longer-form video content that captures and retains viewer attention, thus enabling the platform to sell more advertising space.

TikTok vs. Shorts vs. Reels in Revenue Sharing with Content Creators

Social media platforms compete for content creators whose loyalty and engagement attract large audiences. The bidding war highlights how important these creators are to the success of platforms.

To keep up with its competitors, TikTok launched its Pulse Program and offered qualified creators a generous 50% revenue share. However, only the top 4% of daily performers can monetize their content. 
On the other hand, YouTube Shorts announced a 45% ad revenue share based on the creators’ Shorts views. Under the YouTube Partner Program, creators with 1,000+ subscribers and 10M+ views in the past 90 days can now earn a share of the revenue from ads shown between Shorts videos. Aside from revenue sharing, YouTube also offers low-tier payments for micro creators.

To keep up with its competitors, YouTube Shorts announced a 45% ad revenue share based on the creators’ Shorts views. Under the YouTube Partner Program, creators with 1,000+ subscribers and 10M+ views in the past 90 days can now earn a share of the revenue from ads shown between Shorts videos. Aside from revenue sharing, YouTube also offers low-tier payments for micro creators. 

TikTok, on the other hand, launched its Pulse Program and offered a generous 50% revenue share to qualified creators. However, only the top 4% of daily performers can monetize their content. 

Additionally, Meta has Instagram Branded Content ads to simplify collaboration with influencers for businesses and creators. Currently, Meta is working on ad revenue share on Facebook and Instagram Reels as part of their focus this year. 

Ultimately, the battle for content creators is crucial to winning the short-form video market. TikTok, YouTube Shorts, Instagram Reels, and Facebook are all competing for the top spot, and the platform that can attract and retain the most creators will emerge as the winner. As the popularity of short-form video continues to grow, businesses must adapt to this trend and integrate it into their social media marketing strategy to stay relevant and competitive.

By The Numbers: Strike’s Case Study

Strike recently launched three campaigns for a brand across multiple markets on paid social placements, including TikTok, YouTube Shorts, and Reels, to increase brand awareness and drive user acquisition. The results of the case study are outlined below. Values per metric are shown as % total of all three campaigns, except for CPV.

After analyzing the cost efficiency of different platforms, it was found that TikTok had delivered the most cost-effective option with a 60% and 73% lower cost per view (CPV) than YouTube and Instagram, respectively. Furthermore, TikTok’s CPV was 61% lower than its projected cost. Regarding views, TikTok contributed 30.61% of the total views while only utilizing 20.92% of the overall budget.

However, regarding engagement activity, YouTube and Instagram campaigns generated 98.73% of the total engagements, indicating relatively low results on TikTok during this campaign. It’s also important to note that the creative’s nature suits the YouTube Shorts community, resulting in over 215% higher engagement than its benchmark and contributing to 53% of the total engagements across all campaigns.

Overall, the campaign’s success relied on finding the right creative, placement, and targeting social media strategy for each platform. Each platform had its strengths and weaknesses, and Strike’s campaigns utilized these to achieve their goals.

Continued Appeal of Short-Form Content in 2024

Heading into 2024, paid social media advertisers prefer short-form content when marketing to audiences and prospects. Statistics indicate that despite an anticipated plateau in growth, 58.8% of US adults still predominantly engage with videos and reels on social media platforms over other forms of online engagement. Additionally, 44% of consumers express a preference for short-form videos as a means of discovering new products or services.

However, as short-form content maintains relevance, the question remains: which platform will emerge as the preferred choice for short-form advertising in 2024?

Reflecting on last year’s trends, Instagram Reels outshone both TikTok and YouTube Shorts regarding viewership rates. Reflecting on last year’s trends, Instagram Reels outshone both TikTok and YouTube Shorts regarding viewership rates. However, in assessing engagement rates and preferences among marketers, TikTok leads the pack:

As you plan your content calendars, the decision on which platform to utilize should be influenced by the target audience’s preferences, the nature of the content, and the desired outcomes. The potency of video advertising remains clear, offering a dynamic and engaging way to connect with audiences via short-form content.

What Should You Use: TikTok vs. YouTube Shorts vs. Reels?

TikTok has disrupted the social media landscape with its unique connectivity approach, making it more popular than its competitors. The algorithm creates an endless stream of videos based on user engagement, providing over 100 million monthly active users in the US with a personalized experience. TikTok’s growth and cultural impact have propelled it to global fame, influencing global trends and pop culture. While the platform faces geopolitical scrutiny, it remains a dominant player in the digital platform. It gradually expands into the long-form content territory, further strengthening its impact on society and daily life.

However, TikTok is facing some uncertainty in the US, particularly with state and government-owned or managed campuses and the future of ad campaigns. Therefore, some companies may explore alternatives like YouTube Shorts or Instagram Reels. 

When choosing between these platforms, it’s essential to consider your target audience, budget, and marketing goals. TikTok has unparalleled popularity and cultural significance, while YouTube and Reels’ platforms offer wider audience reach and stability. Ultimately, the platform you choose should align with your business objectives, ensuring maximum return on investment and brand awareness.

Expand your expertise. Browse Strike Social’s blogs here:

Marketing to Gen Z: Social Media Strategies for Performance-Driven Brands

The complete list of YouTube ad specifications (2025 Update)

TikTok News and Updates Q1 2025: What Advertisers Need to Know

How to Build an Influencer Marketing Strategy That Drives Paid Social Results

YouTube Shorts Views Are Changing: How You Can Adapt Your Paid Ads Strategy

7 Social Media Advertising Trends You Should Know in 2025

The post Short-form Showdown: TikTok vs. YouTube Shorts vs. Reels appeared first on Strike Social.

This post was updated in October 2024 to provide you with the latest information.

A Guide To DMA Geo-targeting On TikTok: Reaching Location-based Audience

Like other social media giants, TikTok has adopted Nielsen’s DMA, giving advertisers the advantage of targeting specific regions or cities within the U.S. for more localized campaigns.

This guide will walk you through the basics of using TikTok’s DMA geo-targeting and provide a list of over 100 DMAs for your next marketing strategy.

What is DMA Geo-targeting?

Geotargeting is a marketing strategy that allows you to focus your paid content on a selected consumer’s DMA. With this, TikTok can target app users by matching behavior data on current and recent location visits.

You can target specific demographics when running a video ad campaign on TikTok. This is done by choosing an available area from the drop-down menus in the “location” section. TikTok will show your video ad to users in a particular city based on the IP addresses of their mobile devices.

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Further Reading

Strike Social’s Guide to TikTok Ad Creatives, Formats, and Specifications

We’ve outlined everything you need to ensure your TikTok ad creatives are spot-on and perfectly aligned with your audience’s devices. Explore the different ad formats, specifications, and dimensions essential for crafting a flawless TikTok campaign that captivates your viewers.

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Why Use TikTok DMA Geo-targeting?

TikTok’s ad targeting has traditionally focused on audience behavior, such as the content users engage with and the creators or brands they interact with or purchase from. With DMA geo-targeting, brands can take targeting a step further, honing in on specific geographic areas to ensure they’re reaching the most relevant audience.

Beyond this, geo-targeting will enable brands to tap into TikTok’s highly engaged organic content, creating more action for the ad.

TikTok DMA location targeting is most effective when: 

• Your business has one physical store and location-specific offers
• Each store location has different landing pages

Where To Locate TikTok Location Targeting Options

1. Create a campaign on TikTok Ads Manager.
2. Under Targeting, go to Demographics > Location
3. Type in a location, and then all the options for that location will come up.
4. You will see County, State, Market (DMA). Note: Some locations have trademarked “DMA” after them, and you can click to target them. 

How To Create An Effective Plan When Targeting By Location

A good advertisement targets the right people so that it appeals to their interests and behaviors. However, advertisers can also go wrong by setting their parameters too broad or too narrow.

Setting the parameters too broad runs the promotion to many unnecessary viewers. In other words, serving the ad to people with no interest can quickly drive up ad costs.

Second, if you set your parameters too narrowly, you may miss an opportunity to learn what works, and at the same time, campaigns may not run consistently due to the small size of the audience pool.

List of Available US TikTok DMA Geo-targeting

We’ve compiled a list of DMAs you can use for geo-targeting on TikTok. You can use these DMAs to reach a broader audience in a specific region.

Available TikTok DMA Geo-targeting by US City

Available TikTok DMA Geo-targeting by US County

Available US TikTok DMA Geo-targeting by Market 

Search among the list of available DMA targeting found inside TikTok Business Manager.

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Further Reading

Why TikTok Search Ads Should Be On Your Radar

TikTok has officially launched search ads, allowing advertisers to capitalize on user search terms to drive conversions. Explore how leveraging search keywords alongside engaging video content can boost your brand’s visibility and amplify user engagement on the platform.

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Tips for Creating Effective Geo-targeted Content

To successfully geo-target on TikTok, you’ll want to create content that appeals to the market in your specific target location.

1. Tailor your content to make it more relatable to the people in a particular city or area because
2. There are often many different market trends in each US state. 
3. When crafting a marketing strategy, it is essential to consider your audience’s demographics rather than looking at them state-by-state.
4. Using relevant hashtags can reach new consumers on TikTok
5. Laying down DMA regions on top of your existing targeting allows you to prioritize local audiences, focusing on the top market rather than a more general audience.

When to choose State, City, and DMA

• Target State if you want to cover a larger area
• Pick City if you wish to target a particular city in a State
• Choose Market if you want to target everyone in that area. For example, exclude Oklahoma City and Sherman if you wish to target Wichita Falls and Tulsa in Oklahoma on your TikTok ads campaign. You can geo-target each city by choosing the appropriate DMA.

TikTok offers great tool brands can use to deliver more personalized advertising messages, thanks to DMA geotargeting option. Marketers can find more opportunities for audiences across different demographics and geographies by including a more granular location targeting in their media plans. Matching target consumers’ location and the right messaging, campaigns are becoming relevant and exciting, resulting in a more desirable outcome.

You can scale your TikTok campaigns without compromising the efficiency and capabilities of your advertising team. Share your paid social media advertising needs with us, and we’ll guide you through our SWAS (Software with a Service) approach to help you achieve your goals.

The post A Guide To DMA Geo-targeting On TikTok: Reaching Location-based Audience appeared first on Strike Social.