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 has over a billion monthly users, and in the US, users spend about 52 minutes a day on the app.

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

In this post, I’ll break down the benefits of advertising on TikTok, how to create a business profile on TikTok, how to navigate their ad manager, and what types of ads work well on the social app.

What is the benefit of TikTok advertising?

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

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

Progress will not stop any time soon.

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

And since TikTok ads reach so many people, the opportunity to get your product in front of the right audience is pretty easy.

How to create a TikTok profile for your brand

Curious about how to create a TikTok business profile?

Follow these five easy steps.

Step 1: Create your login

Visit the TikTok Ads Manager registration page and fill in the boxes with your company’s personally identifiable information.

Click “Submit Code” and enter your verification code.

Once you have verified your account, you will be given the option to “Sign Up” to create your login.

Step 2 – Create your account

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

This includes indicating your business location and currency preferences.

Here, you will also add your company name.

Step 3: Add business information

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

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

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

Step 4: Indicate payment preferences

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

Once you select your preference, you will not be able to change it.

Step 5 – Submit your account

Once you’ve finished adding your account information, you’ll hit “Submit” and within 24 hours you’ll hear whether or not your account has been approved.

Refused? Here are common reasons for rejection

  • Check the format of your URL. Make sure you follow the recommended format.
  • Your website does not promote the product you indicated, or your landing page did not properly display the product.
  • Your product or service may be banned in your market. Please review the TikTok Advertising Guidelines for more information.

How to Navigate TikTok Ads Manager

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


The dashboard quickly provides a snapshot of your performance data and trends.

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


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

You can make macro and micro scale edits to all your ads and create new campaigns with ease.


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

Your asset 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’ll be able to customize each column as you see fit, or you can take advantage of one of the pre-built templates.

What types of ads can you run on TikTok?

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

These are the five types of TikTok ads:

  • Ads in the feed.
  • Brand acquisition.
  • Top view.
  • Brand Hashtag Challenge.
  • brand effects.

TikTok Ads: In-Feed Ads

Ads in the feed have a similar feel to the Instagram ads you experience while tapping through endless Instagram stories. They appear among other videos on their “For You” (FYP) page.

They are meant to feel integrated into your TikTok experience. They are typically 9-15 seconds long and have a unique call-to-action (CTA) that can vary.

To hold the attention of end users, these ads need to 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

Immediately when you open the app, you may be presented with an ad right away. That would be a brand acquisition announcement.

If you want to build brand awareness for a large audience, this type of ad will be best for achieving that goal. After the ad has been presented to the user upon opening the app, it will also appear in the FYP.

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

Reviewing your KPIs and performance benchmarks will be crucial when deciding which format to proceed with.

TikTok Ads – Top View

Building on Brand Takeover Ads, TopView ads are similar, but instead of the ad showing up immediately when the user opens the app, it shows up in their feed after three seconds.

TikTok Ads: Brand Hashtag Challenge

Looking for an ad type that’s exclusive to TikTok? Consider using a Branded Hashtag Challenge ad.

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

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

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

It’s important to remember that these ads require clear goals to be created before launching the ad.

You must designate whether you want this hashtag challenge to generate awareness for your products, generate leads, or improve brand awareness.

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

TikTok Ads: Brand Effects

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

These ads can run for up to 10 days and encourage end users to engage directly with your brand.

What type of content works well on TikTok?

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

Here’s a breakdown of three types of content that drive engagement on TikTok:


Why do end users gravitate towards TikTok?

They are looking for entertainment and a short escape. Brands can speak to this audience effectively through humor.

Lightheartedly presenting a problem and how your product solves it can be a unique way to present your product and solutions.


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

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

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


Establishing 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 trust with a large following.

This trust is invaluable as they have the opportunity to provide an honest review and endorsement of your product.

They can speak to the pain points of their audience and be perceived as an authentic and genuine source of information.


TikTok is poised to continue its unprecedented growth.

With new advertising opportunities becoming more available and constant updates to the platform, the potential to grow your business with this platform will only increase substantially.

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Featured Image: Kaspars Grinvalds/Shutterstock

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