{"id":4385125,"date":"2021-04-01T13:05:05","date_gmt":"2021-04-01T11:05:05","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/a-new-advertising-opportunity-has-arrived\/"},"modified":"2025-12-08T13:48:03","modified_gmt":"2025-12-08T11:48:03","slug":"a-new-advertising-opportunity-has-arrived","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-in\/insight\/a-new-advertising-opportunity-has-arrived\/","title":{"rendered":"TikTok – a new advertising opportunity has arrived"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tTikTok – a new advertising opportunity has arrived\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
\n\t\t\t\n\t\n\t
\n\t\tJoanna Trippett\t\t
\n\t\tCEO EMEA\n\t\t\t<\/div>\n<\/div>\n\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t1 April 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
\n\t
\n\t\t\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t\tThe video application TikTok is currently unavoidable, in particular, when it comes to targeting Generation Z. At the moment there seems to be no way for advertisers and marketers to bypass this platform. But what is it exactly and what advertising opportunities does it offer companies and agencies?\t<\/h2><\/div><\/div>\n\n
\n\t\tTikTok was founded in 2017 after its parent company, Bytedance, took over the $800 million online karaoke platform Musical.ly and merged it with its predecessor, Douyin. It currently has over 680 million monthly users globally and is the fourth most downloaded app globally as of 2018, surpassing Instagram and Snapchat. The app itself allows users to film videos of themselves lip-synching or acting out comedy sketches of up to fifteen seconds. Next, the user can choose from a database of songs and visual effects which include Augmented Reality (AR) filters to further customise their video before publishing it. Thanks to the playful and creative approach of the platform, it\u2019s most popular amongst young adults aged 16 to 24. Because of the large numbers of users who can otherwise be difficult to reach, companies and agencies should not ignore TikTok when it comes to advertising strategies.\t<\/p><\/div><\/div>\n\n
\n\t\tWhat are the options within TikTok advertising?\t<\/h2><\/div><\/div>\n\n
\n\t\tCurrently, TikTok\u2019s commercial platform is only available in beta mode for select companies. However, the self-serve ads will be accessible to all shortly. When this happens, companies will have six options to choose from:\t<\/p><\/div><\/div>\n\n
    \n\t
  • Hashtag Challenge<\/li>
  • Brand Takeover<\/li>
  • In-feed native video<\/li>
  • Top View<\/li>
  • Branded Lenses \/ Effect<\/li>
  • Custom Influencer<\/li><\/ul><\/div><\/div>\n\n
    \n\t\tHashtag challenge\t<\/h2><\/div><\/div>\n\n
    \n\t\tAs a user you can launch a \u2018hashtag challenge\u2019; you do so by creating a video, choosing a song to accompany that video, and then you challenge users to add their own individual touch to the most popular hashtag challenges by recording themselves dancing to popular songs and editing their videos to often hilarious effect. Brands can also offer their own hashtag challenges, but if they choose to offer an organic one, they run the risk of it not going viral. Thus, the app offers brands the possibility to sponsor their challenges. This means that the brand\u2019s challenge is placed on the discovery page for six days, providing the opportunity for maximum reach and engagement.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t