In 2019, the top two most downloaded apps worldwide were WhatsApp and Messenger. Can you guess what the third most downloaded app across the world was? You may be quick to guess Facebook, Instagram, or Snapchat, but in fact, it was none of these apps! The third widely downloaded app was actually TikTok.

Created in 2016, TikTok is a social media site where users share videos. Today, over 1 billion users from over 150 different countries around the world are spending over 52 minutes per day on the app. Like other social media apps, there are opportunities to advertise on this platform. You can make use of two different ad forms: Brand Takeover Ads and In-Feed Videos. With a Brand Takeover Ad, your video will be the first thing a TikTok user sees upon opening the app. As for In-Feed Videos, these videos appear in a user’s normal feed on the app.

While these ads can certainly be beneficial for your business, they come at a great cost. Brand Takeover Ads cost around $50,000 per day, and even less expensive In-Feed Videos will still empty your pocket of a few thousand dollars. If your business is smaller, this could understandably well exceed your marketing budget. Fear not, you can still take advantage of TikTok and the vast user base it has to offer without breaking the bank. Here’s how you can advertise on the app with a regular user account for your business:

Show How Your Product Works

Being an all-video platform, TikTok grants you a new way to show off your product. You can create videos to show consumers exactly how your product works or how to use it. Encourage customers to share their own videos of how they use the product! Users can “duet” your video, meaning their created video will play side by side with yours, or they can post their own video and tag your account.

Showcase Different Ways to Use Your Product

If your product has multiple uses, you can create TikTok videos to showcase the various ways to use it! If you’re a clothing company, you can post videos that detail different ways to style the fashion pieces you offer! You can call out other users to show uses for the product they have developed.

Promote Sales

You can use TikTok to advertise when you are having a sale! By showing the products on sale or even posting a video each day to countdown to the end of a sale, you can build hype around the promotion and persuade users to check it out.

Create Fun Videos of Your Office Life

Show your followers some behind the scenes action by creating fun videos of day-to-day happenings in your office. Posting videos like this gives your brand a personal image and will allow users to better relate to you.

Hire an Influencer

Influencers are users on the app who have an incredibly large following. When their followers see these people using your products, they will feel inclined to purchase your product to emulate their favorite influencers. Influencers can cost between $600 and $1,000 per post, but they are a great way to get your brand out there to a large, impressionable audience.

Target a New Population

TikTok users are between 16 and 24 years of age. If Gen Z is your target market, this is certainly the app for you to reach them on! If this age group is typically not your customer, it may be a good idea for your business to penetrate a new market by advertising to this generation on TikTok!


TikTok offers you a unique opportunity to stray from the traditional marketing campaign and try something new! The content you create on TikTok can be directly shared to your other social media platforms, so you will continue to engage those customers while directing them to your TikTok to grow your following on the app. With over a billion users and counting, the TikTok user base cannot be ignored. Create your next ad campaign on TikTok to utilize this large audience!

About the Author

Gina Lizzo

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