Digital Advertising

TikTok Ads: The Future of Advertising

TikTok Ads: The Future of Advertising

If you have not seen or heard of TikTok before, then you have been clearly living under the rock all this while.

Recognised as one of the world’s most downloaded apps in 2020, the rising social media app TikTok has shaken up the digital landscape, toppling down other social and messaging applications like WhatsApp, Facebook, and Instagram among others.

The explosive growth of the Bytedance-owned social media platform has certainly grabbed the attention of global marketers aiming to explore TikTok ads.

Actual Domino TikTok ads and a TikTok influencer video by Ridhwan Azman

Actual Domino TikTok ads and a TikTok influencer video by Ridhwan Azman

Why TikTok Ads?

TikTok has apparently risen to the top of the most downloaded apps worldwide in January 2020. As seen in the statistics below, TikTok is the front-runner in terms of non-game app downloads in the App Store, Google Play, and overall.

Top Apps Worldwide for January 2020 by Downloads (Non-Game)
Top Apps Worldwide for January 2020 by Downloads (Non-Game) | Photo credit: SensorTower

Here are more TikTok statistics you need to know:

HootSuite, Social Media Trends 2020

Photo credit: HootSuite, Social Media Trends 2020

  • No. 1 downloaded app in Google Play Store and Apple App Store with 1.5 billion downloads in November 2019, according to Sensor Tower
  • 800 million monthly active users (MAU) spending an average of 46 minutes per day for consuming 15-second videos
  • Ranked Top 5 in downloads in Southeast Asia (SEA) with an estimated 67.5 MAU in the region
  • Globally, 69% of TikTok users are 16-24 years old
  • In Southeast Asia, 57% of TikTok users are 18-35 years old

TikTok: The Social Media App for Gen Z

Based on the above figures, TikTok has truly skyrocketed among teens and young adults who belong to Generation Z. This so-called Gen Z users, born between 1997 and 2007, are more attached to their mobile phones than any other generations, with 98% of them owning a smartphone.

Gen Z’s Attention Span & Spending Power

Although Gen Z users spend 10 hours on devices each day, they have a shorter attention span of only 8 seconds compared to the 12-second attention span of Millennials.

Furthermore, ‘Gen Zers’ have a strong spending power both online and offline. A survey in the Asia Pacific (APAC) showed that Asian teenagers and young adults are more willing to shop online. Across nine countries in the APAC region, “many of them are more willing to use those devices, not only to keep themselves connected to friends and up to speed with the latest issues but increasingly as a way to shop,” according to an Al Jazeera article.

In a Wunderman Thompson survey, 76% of APAC’s Gen Z say they are “comfortable making online purchases.” Nearly 73% use their mobile phones for online shopping, and when they do, approximately a quarter of them look for the least-expensive products.

@wengieMy mom told me to save money so I did♬ This aint the original sound my bad – 1k.lili._03

Wengie (@wengie) is a famous Aussie-Chinese TikTok influencer based in Singapore with nearly 5 million followers. She is also a YouTube star and a music artist known for her song Empire.

TikTok Short-Form Video Feature for Gen Z’s Short Attention Span

TikTok has clearly seen a solution to Generation Z’ 8-second attention span – short-form videos. The social media platform is known for its short-form video feature extending from 15 to 60 seconds max only.

@linhbarbieCó Redmi Note 9S rồi thì ảnh siêu xịn xò nha 😍@Xiaomi Vietnam ##MiFanFestival2020, ##Sốngphongcáchsắmthôngminh, ##RedmiNote9S♬ nhạc nền – ✨ Linh Barbie ✨

Linh Barbie (@linhbarbie) is a popular TikTok influencer in Vietnam with almost 8 million followers. In this post, she is seen promoting the newest Xiaomi Redmi Note 9S as part of the Mi Fan Festival 2020 event from 7 to 9 April.

Apparently, Gen Zers loved this TikTok feature, gaining more traction among the new generation compared to established social media apps like Facebook and Instagram. Ultimately, TikTok has become the generation’s favourite social media platform across the globe.

TikTok Ads Offer Huge Digital Marketing & Advertising Opportunities

Seeing the impact of TikTok in the new generation, the ByteDance product has developed into a valuable platform for digital marketers and advertisers. With the introduction of TikTok ads, more and more businesses started to realise its huge influence in the digital and e-commerce realm. This is why many global and regional business began investing heavily in TikTok ads.

For instance, famous brands like Nike, Grubhub, and Apple Music have turned into TikTok ads to advertise their brands on the social media platform.

@nikeHe can keep those ##MagicBoots 😉♬ “WOAH!” – Cashino

Bear in mind that with Gen Z in the driver’s seat, TikTok is an invaluable source of insight into the taste and social trends of the next generation. More than just a social media app, TikTok is also a quintessential infographic for marketers aiming to win digital marketing with TikTok ads.

TikTok Ads: Formats, Definitions & Examples

1. Brand Takeover

A brand takeover ad is a simple 3- to 5-second static image or soundless video that appears immediately after users open the TikTok app. This TikTok ads format supports the brand’s landing page. It can be measured with clicks, impressions, and unique reach.

2. Top View

Top View is a 5- to 60-second video with audio that showcases your brand when users launch the TikTok app. Besides supporting the brand’s landing page, it also enables user engagement such as likes, comments, shares, and follows. Top View advertising can be measure based on impressions, clicks, video views, and video engagement.

Below is an example of a TikTok Top View ad:

An actual Top View TikTok ads by Shopee Malaysia

3. In-Feed Ads

In-Feed Ads are somewhat similar to Top View. However, it is embedded under the “For You” section. The advertising metrics is also similar to that of Top View.

4. Branded Effect

Typically known as “Filter Lens”, a Branded Effect ad can be supported by 2D, 2D Pro, and 3D formats.

5. #Hashtag Challenge

The hashtag challenge is probably the most prominent TikTok ads format now in the digital market. It is constantly used by TikTok influencers and celebrities to promote a certain brand.

Shilpa Shetty joins the #LifebuoyKarona Hashtag Challenge on TikTok

Indian celebrity Shilpa Shetty doing the #LifebuoyKarona handwashing challenge on TikTok | Photo credit:

Example: TikTok Hashtag Challenge #LifebuoyKarona in India Reaches 20B Views in >1 Week!

Ace the Digital Advertising Competition with TikTok Ads!

Are you ready to be successful in TikTok ads? Let us help you launch a TikTok ads campaign in no time!

IH Digital is an official sales partner of ByteDance for Southeast Asia, allowing us to provide premium TikTok ads services to businesses in the region.

Touch base with our agency today to get started with TikTok ads.

Contact Us

IH Digital is a 360 ° digital marketing agency headquartered in Singapore, with offices across Southeast Asia and Greater China. We offer a comprehensive range of digital marketing services, including TikTok ads. Talk to our marketing expert today to learn more about our services.

IH Digital, IH Singapore, and Digital 38 are members of the IH Digital Group.