TikTok Marketing 101: How to Get Started

TikTok has taken the world by storm with its popular social media platform, and there are plenty of opportunities for savvy marketers.

TikTok is over one billion monthly usersand in the United States, users spend approximately 52 minutes per day on the app.

With this level of reach and engagement, TikTok offers many unique ways for businesses to present themselves to potential customers.

In this article, I will describe the benefits of advertising on TikTok, how to create a business profile on TikTok, how to navigate its ads manager, and what types of ads work well on the social app.

What is the advantage of TikTok advertising?

TikTok continues to improve its marketing effectiveness and ability to generate revenue.

In 2022, approximately 24% of marketers have found the app effective for their business goals.

The progress is not going to stop anytime soon.

In 2021, TikTok users spent around $2.3 billion on the app vs. $1.3 billion in 2020; that’s a 77% increase in revenue!

And since TikTok ads reach so many people, it’s pretty easy to pitch your product to the right audience.

How to create a TikTok profile for your brand

Curious about how to create a tiktok business profile?

Follow these five simple steps.

Step 1: Create your connection

Visit the TikTok Ads Manager registration page and fill in the boxes with your business credentials.

Click “Send Code” and enter your verification code.

After verifying your account, you will be given the option to “Register” to create your login.

Step 2: create your account

Once your account is verified, you will need to fill in your basic business information.

This includes indicating your business location and currency preferences.

Here you will also add your business name.

Step 3: Add business information

When you first log in, you’ll see a pop-up form where you add more details about your business and billing information.

Entering your URL correctly is essential to ensure that your site works properly.

To pass the account review, the website will need to contain all the business information you have entered previously, clearly list the products you are displaying, and be relevant to what you want to promote.

Step 4: Indicate your payment preferences

In your account, you will choose whether you prefer manual or automatic payments.

Once you have selected your preference, you cannot change it.

Step 5: Submit your account

Once you are done adding your account information, you will click “Submit” and within 24 hours you will know whether your account has been approved or not.

Rejected? Here are the common reasons for rejection

  • Check the format of your URL. Make sure it follows the recommended format.
  • Your website does not promote the product you listed, or your landing page was not displaying the product correctly.
  • Your product or service may be banned in your market. Exam TikTok Advertising Guidelines for more information.

How to Navigate the TikTok Ads Manager

There are four main areas that you can navigate to from your TikTok Ads Manager:


The dashboard quickly provides insight into your data and performance trends.

You’ll see a high-level overview of active campaigns, budget spend, and graphs that track ad performance over time.


When you visit the campaign page, you will see all the campaigns, ad groups, and ads that have been created.

You can make changes on a micro and macro scale for all your ads and easily create new campaigns.


The assets page stores all of your ad assets, including events, creatives, audience data, and your catalog.

Your Assets page will also be the primary source for creating and managing third-party tracking pixels, website pixels, and audience managers.


Here you will be able to create custom ad reports that you can share with your team members. You can customize each column as you see fit, or you can take advantage of one of the predefined templates.

What types of ads can you run on TikTok?

There are a variety of different ads you can run on TikTok. Understanding the different ad types is key to determining if the format is effective for your business goals.

Here are the five types of TikTok Ads:

  • Ads in the feed.
  • Brand recovery.
  • Top view.
  • Branded Hashtag Challenge.
  • Brand effects.

TikTok Ads: In-Feed Ads

In-feed ads have a similar feel to the Instagram ads you encounter when scrolling through endless Instagram stories. They appear among other videos on your “For You” (FYP) page.

They are meant to seamlessly integrate with your TikTok experience. They usually have a 9-15 second format and feature a unique call to action (CTA) which can vary.

To maintain the attention of end users, these advertisements must be eye-catching and engaging. This will help improve the likelihood that the end user will continue to engage with your ad.

TikTok ads: brand takeover

As soon as you open the app, an ad may be immediately presented to you. It would be a brand takeover announcement.

If you want to generate brand awareness among a large audience, this type of ad will be the best to achieve that goal. Once the ad has been presented to the user upon opening the app, it will also appear on the FYP.

If you’re a small business or new to TikTok ads, this might not be the most effective ad template. These ads can be quite expensive due to their high reach.

Reviewing your KPIs and your performance will be crucial in deciding which format to use.

TikTok Ads: TopView

Building on brand takeover ads, TopView ads are similar, but instead of the ad appearing immediately when the user opens the app, it’s featured in your feed after three seconds.

TikTok Ads: Branded Hashtag Challenge

Looking for an ad type unique to TikTok? Consider using a Branded Hashtag Challenge ad.

When you create this type of ad, you encourage users to create self-generated content using the hashtag of your choice.

When an end user clicks on your sponsored hashtag, they’ll be taken to a TikTok landing page with your logo on it, your website link, and a description of your challenge.

This information sets the stage for your end users to get creative.

It is important to remember that these ads require the creation of very clear goals before the ad launch.

You need to indicate whether you want this hashtag challenge to build awareness for your products, generate leads, or improve brand awareness.

Having the details ironed out will help you set clear standards for your hashtag challenge.

TikTok Ads: Brand Effects

Like Snapchat, TikTok allows brands to advertise using shareable stickers and filters.

These ads can last up to 10 days and encourage end users to interact directly with your brand.

What kind of content works well on TikTok?

Each social platform has a style of content that will work better than the others.

Understanding the types of content that drive engagement will help you maximize your key performance indicators (KPIs) and help you avoid the trap of only sharing purely promotional content.

Below, we detail three types of content that drive engagement on TikTok:


Why are end users gravitating towards TikTok?

They are looking for entertainment and a brief escape. Brands can effectively reach this audience through humor.

Presenting a problem in a light-hearted way and how your product solves it can be a unique way to present your product and your solutions.


Have you ever been tagged in a “TikTok tricks” or “TikTok hacks” video? Probably too many times to count.

The reason is that these videos are very informative and intriguing.

Following a similar format can benefit your brand. You can show how your products will help your prospects solve problems in a memorable and meaningful way.


Building a strong working relationship with influencers in your industry can help you speak directly to your target audience.

Influencers have the unique ability to build a relationship of trust with a large number of followers.

This trust is very valuable because they have the opportunity to provide candid review and endorsement of your product.

They can speak to your audience’s pain points and be seen as a genuine, authentic source of information.


TikTok is expected to continue its unprecedented growth.

With new advertising opportunities becoming increasingly available and constant platform updates, the potential for growing your business with this platform will only increase dramatically.

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Feature image: Kaspars Grinvalds/Shutterstock