How does TikTok Work? How to advertise on TikTok App

Tik Tok: The Ultimate Tik Tok App Guide

TikTok Advertising
TikTok Advertising

With 800 million active producers worldwide, TikTok, the social media network, is a marketer’s dream, but how does TikTok advertising work?

With this social media platform, are smaller businesses and brands advertising?

If you want to promote your products or services on TikTok but don’t know where to start, I’ve got you covered. At the same time, taking the time to write this based on our research, scientifically watching the videos, and putting together this useful guide to help you understand TikTok advertising campaigns, the social media platform’s Creator base, as well as the platform’s unique and numerous features and idiosyncrasies.

TikTok Advertising

Table of Contents - Tik Tok: The Ultimate Tik Tok SMS Marketing Guide

About the TikTok App

Douyin is a ByteMedia-owned app that was first released in September 2016. Douyin, using the same software as TikTok, was released around a year later. Following this, ByteMedia acquired the popular lip-syncing app in August 2018.

TikTok surpassed one billion downloads in February 2019 and has since gained another half-billion in less than eight months. Given that it only launched in 2016, these achievements are nothing short of remarkable for a Social Media Platform.

Understanding how strong the Social Media Platform is vital for those seeking to increase brand recognition, new customers, with over 2.8 billion downloads worldwide as of February 2020, with over 850 million downloads to date (April 2021), will help you in TikTok advertising use it.

TikTok App
TikTok App

TikTok Platform News

Dylan Vanas’s recent Entrepreneur post: Dylan Summarises this Social Media Platform Comprehensively and Accurately.

Compared to others, particularly Instagram, it looks that everyone lives a fantastic life without previous planning. Menswear, fancy dining, travel, and automobiles dominate Instagram feeds. On the other hand, Instagram Social Media Creators create stunning photographs. It’s quite formal, and I completely agree with Dylan.

These carefully produced Instagram photos have raised the bar so high that it has become a game of constantly lifting the bar without letting it fall.

TikTok Creators, on the other hand, is diametrically opposite to Instagram influencers. The Apps Creator material is created on the fly and is less staged.

Creating unplanned video material that appears impromptu is more comfortable with social media influencers, lending itself to Social Media marketing opportunities. This genuineness is appreciated by both the Creators and the Users. They can view the genuine persons they are following.

The length of TikTok videos will be increased from one to three minutes. Furthermore, the maximum video length on TikTok will be increased from one minute to three minutes. “Deeper storytelling and enjoyment” are possible with the new function.

TikTok debuted in 2018, with films limited to 60 seconds in length. “Over the following few weeks,” the software says.

In 2019, it was the second or fourth most downloaded non-gaming app. (Only just.) By 2020, it had likewise risen to the top of the rankings.

What Is the TikTok App and How Does It Work?

The primary function of TikTok is for producers to create videos of themselves lip-syncing, dancing, or acting out sketches. Videos, or TikToks, can be up to 15 seconds long, but they can also join multiple clips to record for up to 60 seconds overall.

The app’s content creators can also upload longer videos shot outside of the app. This Social Media Platform also contains capabilities for video editing and personalisation. Users, for example, can add songs, effects, filters, and sound bites to their videos from a library, which neither Facebook nor Instagram provide.

The “Duet” feature involves Content Creators/Influencers commenting on a video, resulting in a split-screen and an infinite amount of reactions. In addition, sound and lip sync can be added to customised videos.

TikTok App Navigation – Let’s go over how to navigate the app. When you activate the social network app for the first time, you’ll notice a navigation bar at the bottom. It provides shortcuts to the social networking platform’s five app pages:

When launching the app, you are directed to your home screen. On your phone’s screen, you can see two feeds: Following and For You. By pressing the desired feed, you can switch between them.

  • Accounts you already follow are displayed on the Following: screen. The For You tab shows trending TikTok videos and videos that the TikTok algorithm believes you’d want to watch based on your TikTok usage data and your likes and preferences.
  • Magnifying glass in the bottom menu to enter the Discover panel. This screen displays hot hashtag-tagged videos, but you can also use the search box to find individuals, videos, noises, and hashtag challenges.
  • Make a video: Locate the Create button at the bottom of your screen. This is where you may record a video, change its pace, apply beauty filters, and discover new ones. The site also includes a video-uploading option.
  • Effects button is to the left of the record button. This is where you’ll find a slew of effects to help you personalise the look of your content video.
  • Upload: You may also upload movies created outside of the Social Media platform directly from your phone gallery by pressing the Upload button to the right of the record button. Simply integrating video editing capabilities into the mix expands the potential for innovative TikTok productions.
  • Sounds and Music: button is located in the centre of the record screen. To improve your newsfeeds, the app provides a diverse assortment of noises and current popular tunes. You may either swipe through the sounds or use the search bar at the top of the screen to discover what you’re looking for.
  • Tools and Filters: Below the record screen, you’ll discover several video-editing tools and filters, including:
  • Speed: You can film your brand’s or business’s promotional movies at three different speeds: 3x, 5x, 1x (normal), 2x, or 3x
  • Inbox: Displays all activity on your videos. (To access your Direct Messages, tap the Envelope Icon.)
  • Me: Your Brands profile, which you and other users can view. Parts of it can be made private.

Users are encouraged to interact with one another as a result of this.

The platform videos result from the app’s features, which are designed to stimulate entertaining participation. For example, the Duet option allows users to share a split-screen with others or duet with an existing duet video.

This is a great and addictive feature that encourages involvement.

When influencers posts on Instagram, their objective is to acquire as many likes and comments as possible while also engaging and attracting new followers. 

TikTok, on the other hand, features celebrity and influencer duets with their audience and the opportunity to slip your product into the shot with product placement.

TikTok App User Demographics

According to the latest statistics (January 2021), there are 689 million monthly active users globally (DataReportal, 2021).

This popular Social Media site is the seventh-largest platform, much ahead of others that have been around for much longer, such as Twitter, Snapchat, and Pinterest.

So, who is paying attention to all of these random content creators? It’s largely individuals under 30. Notably, those from Generation Z — a whopping 41% of the social media users are between the ages of 16 and 24. And, with this age group’s increased purchasing power, understanding this platforms ads campaigns and techniques to boost your Brand’s awareness and growth becoming even more vital.

  • Males make up 53% of TikTok users, while females make up 47%.
  • This Social platforms global viewership is roughly 50% under 34, with 32.5 per cent aged 10 to 19. The United States has 100 million monthly active users.
  • 41 per cent of TikTok users are between the ages of 16 and 24.
  • Users are spending an avg of 52 minutes per day on TikTok.
  • The United States has 26.5 million monthly active users.
  • The number of adult TikTok users in the United States surged 5.5 times in less than 18 months.
  • TikTok users visit the app more than thrice every day, according to 90% of them.
  • ByteDance’s app portfolio, which includes TikTok, has over 1 billion monthly active users.

When it comes to the younger generation, TikTok has truly hit the nail on the head. These figures, however, are rapidly changing as the elder age learns the intricacies of the software.

In 2020, 62 per cent of TikTok platform users in the United States were between the ages of 10 and 29. (Statista, 2020).

Teenagers accounted for only 25% of total Apps users in March 2021, while those aged 20 to 29 accounted for 22.4 per cent. This means that just 47.4 per cent of total users in the United States are between the ages of 10 and 29. (Statista, 2021).

So, what is it about this social media platform that attracts the younger generation over its rivals like Instagram and Facebook? It is done on purpose. The app’s developers knew the younger generation well because their first target market was those aged 18 and under.

The app’s makers understood what the young ones craved because they researched habits and behaviours from the start. This survey provided TikTok with the opportunity to surpass other significant competitors such as Instagram as their favourite social media platform (marketing charts, 2020).

Only Snapchat is more popular among teenagers in the United States. Therefore, brands with products or services that appeal to this younger demographic would do extremely well, as long as they do not feel they are being sold.


Noteworthy Features TikTok App Over other Social Media Apps

What Are the Distinctive Features of the App That every business or Organisation Should Be Aware Of?

  • Direct Video Uploading

This is a one-of-a-kind feature of this application. TikTok allows you to submit recorded videos instantly to your account. You can then tweak those and apply any effects you want. Saving you time and effort because you will engage your followers even if video filming is not possible.

  • Duets

Are you interested in working with a friend to create videos? You may be hesitant since your friend is staying in a remote location. But, once again, the app has made things simple.

With your content creating friends living in another country, you can use this application to make high-quality duet movies. In addition, standard effects can be added to the videos. Furthermore, this capability can assist you in adding diversity to your feed, which can assist you in gaining more followers.

  • Slideshows Maker

Brands can, however, create a one-of-a-kind collection by inserting numerous memories in the form of videos in such videos. 

Creating slideshow movies is more difficult on other social media platforms. The TikTok app, on the other hand, makes it simple and really cost-effective, and you can easily share those on your feed.

  • Timer for Video Recording

Making lip sync videos is fun – learning how to keep time while also focusing on the video and be a great feature to your products or services.

Once you have the hang of it, you can do it in minutes using the app. The timer feature allows you to focus on the video content. Select the timed option and then wait for the recording to begin automatically.

  • Outstanding Video Editor

This social media platform has yet another distinct and high-quality function. This feature will help you edit videos such that the lip-sync is good, even if the recording does not go as planned. This option is not available in other similar programmes. Do you want to collaborate on video projects with a friend?

There is no problem with the location. Once again, the software simplifies life. You can, for example, use this tool to make high-quality duet movies even if your friend lives in another country. In addition, standard effects can be added to the videos. Furthermore, this capability can assist you in adding diversity to your feed, which can assist you in gaining more eyes on your product or service.

How to create SMS Marketing and TikTok Ad Campaigns for Your Business

TikTok advertising is still evolving, has been available in its current form since late 2018. While there may be considerable modifications in the future, the following are some of the current ways a company could use the app for marketing:

  • Creating a TikTok Profile

The greatest low-budget TikTok marketing strategy is creating a profile, producing content, and cultivating an audience. Creating films that not only promote your brand but also attract viewers, on the other hand, is a delicate art.

Because users do not use the app to watch TikTok commercials, many brands and organisations interested in using the platform should first understand popular content before creating an account.

  • Making your very first TikTok video

Let’s make your Brand first video.

Tap the Plus symbol to start a new video. Next, select the camera orientation, speed, effect, and recording time. You’re ready to record once you’ve configured your settings.

To record, press and hold the red button in the lower centre of the screen. To stop the app while it is recording, tap the button again. You can also use the timer on the right side of the screen. Instead of using the app’s record button, you can upload a video or photos.

Although most users record images and videos vertically, you may choose to create a horizontal video simply by holding your phone sideways. Then, when you’re done filming and editing your video, tap the checkmark to approve it.

From the Preview page, you may apply filters, effects, change your video, add voice effects, record a voiceover, and add sounds, text, and stickers.

When you’re through editing your video, click Next to move on to the Post screen. You’ll add your video title, relevant hashtags, and any friends you wish to tag on the Post screen. You can also limit who views your video, turn off comments, and enable duets/reactions.

By pressing Drafts, you may either post your made video or save it to your draughts.



What exactly are TikTok ads? Purchasing TikTok Advertising

When it comes to TikTok commercials, this appears to be the logical option, but it is presently only available in a few countries and comes at a premium cost. This social media platform advertising, on the other hand, can be acquired in a variety of ways, including:

  • Pre-roll advertisements are videos that play before the app is activated.
  • Advertisements in the feed: Videos that appear as users scroll down the website.
  • Hashtag challenges that have been marketed include videos that use a special hashtag to stimulate user participation.
  • Effects with a brand: A custom effect filter for artists to use in videos, similar to the Snapchat and Instagram platforms, but with brand-specific information.
  • Furthermore, as previously stated, TikTok commercials can be costly if you have $50,000 to $100,000 to spend on ads or $150,000 to purchase a promoted hashtag challenge.
  • An excellent storyboard of the Ad Campaign your company wants to promote on the platform is a good place to start.
  • Begin with curated content from your Organisation and user-generated content to test the waters with users.

TikTok Advertising - How to Promote Your Business Products or Services

  • Collaboration with Platform Influencers

Working with a well-known, relevant TikTok influencer to market your product is a decent compromise between spending thousands of dollars on advertisements and developing your own content. This is something that a wide range of firms and organisations have begun to do, from huge corporations like Elf Cosmetics and Petco to small entrepreneurs trying to promote a single product.

However, because TikTok video captions are not permitted to include clickable URLs (shoppable video yet sees below for update),

Currently, it is not always possible to direct traffic from these films to websites. You can avoid this by having influencers link to your store in their profile or the video comment box, but as you can see, this adds an extra step that discourages follow through.

  • Shoppable Videos on TikTok – coming soon.

You may have heard that TikTok, like Pinterest, Facebook, and Instagram, offers shoppable videos. This is a brand-new option being tested by a few TikTok influencers, but it has been available on TikTok’s sibling app, Douyin, for some time.

Shoppable videos will enable users to easily connect a URL to their videos, directing them to your Organisation’s store by simply tapping the video.

TikTok has verified that the feature is being tested. Unfortunately, it has not been revealed when – or if – it will be made available to a wider audience, so shoppable videos are not yet a viable choice. However, if this feature becomes available on a worldwide scale,

Allowing this shoppable feature will make influencer marketing more accessible and make it easier to sell directly from your company’s profile.

How TikTok advertising works

TikTok’s self-service platform makes it easier for marketers to create in-feed advertising. The majority of the other options, on the other hand, will necessitate interaction with a TikTok ad account manager. As a result, I would propose that you begin by experimenting with the app – and then assessing what is receptive to the User on the platform – before committing to a content creation budget.

  • Advertisements in the feed

For small and medium-sized businesses, this is a low-cost solution. Using the self-service platform simplifies things, and certain advertisements are less expensive than others. For example, TikTok advertisements appear in the app’s “For You” stream.

  • Brand Takeover

These advertisements are more intrusive than native advertisements. When users launch the TikTok app, it appears for a few seconds before transitioning into an in-feed commercial. TikTok prohibits brand takeovers for obvious reasons.

  • Hashtag Competitions Using Branded Hashtags

TikTok’s hashtag challenges have grown in popularity. An opening video instructs viewers to perform a specific act, film themselves, and upload their films to the website. Branded hashtag challenges are created in the same way that regular TikTok users and influencers are, but they are paid for by sponsors and prefered by TikTok. Retailers can also have a shoppable component.

  • Personalised augmented reality/effects content

TikTok filmmakers employ branded lenses, stickers, and other things, such as 3D/AR material from brands, to create their videos.

TikTok Advertising Costs Estimated

TikTok advertisements were initially exorbitantly priced. As a result, only major corporations placed ads on the site. TikTok now has in-feed adverts as well as a self-service platform.

You can choose your digital advertising budget, and TikTok’s AI will bid for you, similar to Google Ads. The final cost per ad is determined by various criteria, including your Brand’s digital marketing objectives, targeted keywords, audience size, time of day and week, and competition for advertising in people’s feeds.

TikTok’s limited advertising slots may continue to make it unsuitable for small businesses looking to use it as a marketing tool. 

I recommend that you consider generating your own original content and recycling your branded assets. Things that you may already have, and seeing whether they are garnering likes and views.

For in-feed advertising, the minimum campaign budget is $500, while the minimum ad group budget is $50. When compared to traditional advertising, social media marketing is far less expensive. For example, brand takeovers cost $50,000 per day, hashtag challenges cost $150,000 for six days, and branded lenses range from $80,000 to $120,000 for different lens designs.

Tiktok Advertising - Sponsored Stories An Example

Brand Awareness Campaign for Stella McCartney’s 2021 Collection

  • The Brand’s Objective

Stella McCartney OBE is one of the world’s most well-known sustainable fashion brands, and TikTok boosted broad brand awareness and dedication to the new Summer 2021 collection in the UK and US.

  • Optimised Solution

Stella McCartney has collaborated with well-known worldwide businesses such as Adidas, which has garnered a lot of attention. This campaign made use of TikTok’s well-known In-Feed Ads. They contain an external link that leads to a website or profile where they can continue their adventure.

This article is written in the TikTok manner, “Tell me it’s summer, without telling me it’s summer.”

It teamed with famous creators to front the creative, all while dressed in the Stella McCartney Summer 2021 collection, of course.

  • The End Results

More than three million impressions and 20,000 clicks were achieved as a result of the campaign. The advertisements definitely piqued the public’s curiosity. As a result, they conducted additional research. As a result, Stella McCartney garnered nearly 8,000 new TikTok followers, boosting her organic presence on the platform. This fashion house posed for the camera, and the community took note.

TikTok Advertising

TikTok App SMS Marketing Tool for Professionals

  • Sharing Your Personal Story 

Forget about the media we’ve grown accustomed to seeing on social media. Instead, be yourself as a professional, and you will connect with your audience more effectively.

  • Finding Trends Using Social Media Listening

Investigate the types of videos that have been successful, and then create your own video with your unique spin. This can assist you in gaining traction.

  • Using hashtags connected to business

Look for hashtags that can assist you in locating a business audience. #makemoneyathome, for example, has more than 3.4 million views, #digitalmarketing has more than 125 million, and #SEO has more than 5 million.

Don’t use more than 30 hashtags in your videos. It’s ideal to limit yourself to a few hashtags that are relevant to the topic of the video you’re posting. Then, if the “For You” page receives enough interaction, your other videos will be seen.

  • Serving Others

Brands that provide services can use the powerful tutorials highlighting your Brand’s capabilities while demonstrating how to do something useful. 

For example, using digital tools to manage your work, create helpful content highlighting discounts on products or services or display step-by-step walk-throughs that are basic enough for novices to follow.

Update your tutorials regularly (i.e., short and easy to understand). Consider using coloured text for easier comprehension and recall. Make use of comedy in your tutorials where appropriate.

  • As a backdrop, use popular or featured Music.

TikTok’s social networking platform features popular trends. For example, choosing a famous song for your video can boost your chances of appearing on the “For You” page, which is great for highlighting your products and services to a catchy tune.

However, keep in mind that your video may have audio problems or be rejected if you use a song that isn’t in the TikTok music database.

I recommend avoiding copyrighted songs in your Social media marketing campaign videos, even if they are licenced for use on TikTok. Additionally, a loss of audio might see a drop in viewer engagement, as audio may not be available in some regions.  

  • Images with eye-catching thumbnails

Thumbnail photographs are important on TikTok because people are more likely to notice and engage with videos that include an eye-catching thumbnail image. Consider using bright colours and unusual movements, subtle product placements.

Before you begin filming, go through your thumbnail and include something visually appealing.

Tiktok App – The Ultimate Guide To Social Media Marketing and Tiktok Advertising Key Takeaways

Whatever Social media Marketing option you choose, you’ll still need a relevant and compelling advertisement to have an impact. Because the bulk of TikTok viewers grew up in the internet age, they are aware of advertising and do not want to watch anything obvious. This is not to say that they are against advertising; it simply needs to fit in.

So, what is the best TikTok marketing plan for brands? First, make use of the app’s unique features and user culture.

16 TikTok Feature Hacks to Help You Advance in Your TikTok Game

  • How to Create a Slideshow Without a TikTok Template
  • Text Appearance and Disappearance Timing
  • Creating a TikTok Vlog or Voiceover
  • TikTok Clip Adjustment
  • Utilising Music from Other TikTok Videos
  • How to Make Your Own TikTok Audio
  • Putting a Name to Your Audio for Search
  • Saving a TikTok without the TikTok Logo to Your Phone
  • Hide Your Favorite TikTok Videos
  • Activating Restricted Mode
  • Including TikTok in Your Favorites
  • Changing the Language of a TikTok Video
  • Putting Together a TikTok Duet
  • Making a Video Reaction
  • Making a GIF from a TikTok video
  • Finally, translating a comment.

TikTok demonstrates that it can reach millions of people even if your business currently only has a small following. These pros don’t have to spend years cultivating a fan base to display their expertise. 

With consistent and high-quality content on your products and services, your Brand can gain an audience quickly and start creating your personal brand. So it’s the perfect time to start using TikTok as a fun app and a great digital marketing channel.

Whether you’re one of the most successful TikTok influencers or want to become one, the TikTok hacks and TikTok hidden features I have given here will help you improve your Business Views and Impressions. 

I strongly advocate experimenting with the app and saving numerous drafts—the more you use it, the better your material will be. Also, don’t be hesitant to experiment with third-party TikTok marketing solutions to supplement your marketing efforts.

If you need more information on using TikTok for your Business Enterprise, please send me an email.

News & Updates

Get updated with the latest news about our company’s achievements and activities


For any inquiries please email

Grow with confidence