In the Digital Marketing industry, most especially as a B2B PPC agency, we’ve begun to see the potential of TikTok. More specifically, Tik Tok as an interesting platform to help us grow businesses, especially if you’re looking to reach a young audience.

Getting your brand in front of a wide audience is as critical as ever and as an advertiser you need to understand where users spend their time online to get new customers. At the moment TikTok is the most popular social platform among young users. People spend more and more time on it and that trend is not going to slow down any time soon!

So, what exactly is TikTok?

TikTok is a social network where million of users worldwide interact together creating, uploading and sharing short and exciting videos. The platform is a place where different cultures meet global trends and where video content can go viral in few hours, reaching a wide audience.

What makes this platform so special, is that it inspires others. A Marketer’s content can quite quickly, become part of TikTok community without being alienated from more traditonal styles of content. Users sometimes even make their own version of marketing campaigns, growing an expressive community worldwide and bringing value to users experience! TikTok is the social app that reached billion users faster than any other social app to date.

Due to its impressive growing rate, TikTok became more desirable in the business world, which led the app to launch a new platform for business called “TikTok For Business” to meet the growing needs of businesses. The platform provides advertisers with tools to manage their own PPC campaigns, giving them access to tools for creative works and precise targeting. They’re able to manage budgets adaptably and monitor their ads performance in real-time!

I mean, what more could you ask for?

What kind of Ads can you launch on TikTok?

TikTok offers many options when it comes to ad format. All you will need, is a TikTok ad account manager to set them up (except for the in-feed Video ads which can be created on the self-service dashboard)!

  • Brand Takeover Ads appear right when users open TikTok.
  • In-Feed Ads are native ads that appear at the bottom of a video or in the middle of TikTok’s news feed on the “For You” page while users scroll through videos.
  • Branded AR Ads appear as stickers or any other 2D/3D/AR content that users can use in their videos.
  • Custom Influencer Package where the ads appear as contents sponsored TikTok users who have a certain influence in your market.
  • Hashtag Challenge Ads are created by partnering with the TikTok’s Team to set up a challenge encouraging users to participate to it by interacting and sharing brands’ contents. These ads appear on the “Discovery” page and are an unbeatable way to go viral for a brand.

Is this platform right for your business?

TikTok’s users are predominantly under 30 years old so if your business targets older audiences, you might have guessed it, this isn’t the right platform for you. On the contrary, if your business targets young audiences, you should definitely consider investing in TikTok ads!

While TikTok is currently favored by audiences that are predominantly young, it could tend to be adopted by older audiences over time. So, even if this platform is not a good fit for your company at this time, don’t lose hope, it could be at another stage in the future!

How much Budget should you expect to set?

As the “TikTok for Business” platform is new and the TikTok ads are rare, they come at a high cost, and you would need to invest at least £400 for each campaign, which makes it less affordable for small companies.


As people tend to switch platforms over time, you need to keep an eye on user trends and what platforms they spend most of their time on. This way, you can ensure that your ads reach enough people, the right people. You may even discover new targeting opportunities! Even if Facebook still has the majority of users, as advertisers you should closely follow user trends and TikTok should not be underestimated. This platform is most certainly becoming tremendously popular worldwide.

If you do believe that TikTok ads are worth investing in for your business, the first thing to think about is content. You need to have fantastic and creative assets that will make your business stand out from the crowd, creating interactions with the audiences you’re targeting. Not forgetting considering your budget. Ensure that you have enough budget to test this new and costly advertising platform.


Polaris is an award-winning SEO agency in London specialising B2B, paid social, e-commerce and the healthcare industry.

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