ADVRT is a marketing agency based in Southampton. We specialise in lead generation, with a particular focus on landing page effectiveness and PPC campaigns. We take care of everything from start to finish – find out more about how we work here.

TikTok is a popular social media platform that allows users to create and share short-form videos. With more than 1 billion active users worldwide, it has become a popular platform for brands to reach and engage with a younger audience.

The content tends to lean toward being more casual and creative, with an emphasis on transparency for the younger audiences who value honesty and ethics.

Here are the fundamentals and intricacies of TikTok paid ads:

Ad Formats:

They offer several ad formats to choose from, including in-feed ads, brand takeovers, hashtag challenges, and branded effects. In-feed ads are similar to Instagram and Facebook ads and appear in the user’s feed, while brand takeovers appear when a user first opens the app.

Hashtag challenges encourage users to create and share content around a specific hashtag, while branded effects allow brands to create custom filters and effects for users to add to their videos.


TikTok offers several targeting options, including age, gender, location, interests, and behaviours. You can also create custom audiences based on website traffic or customer data. The platform’s algorithm also uses machine learning to deliver ads to users who are most likely to engage with them.

Ad Management:

TikTok’s ad manager is similar to Facebook’s Ads Manager, allowing you to create and manage campaigns, ad sets, and ads. You can set budgets and bids, create custom audiences, and track ad performance.

Ad Performance:

They provides several metrics to track ad performance, including impressions, clicks, CTR, video views, and engagement rates. You can also track conversions and set up conversion tracking.

Comparing TikTok with Facebook and Instagram ads:

Target audience:

It has a younger user base than Facebook and Instagram, with nearly 40% of users between the ages of 18 and 24, and around 32% of users being 25 to 34. Facebook and Instagram have a wider age range that’s more evenly distributed, with users ranging from teenagers to older adults.

Ad formats:

While they offer unique ad formats like brand takeovers and hashtag challenges, Facebook and Instagram have more traditional ad formats like photo, video, and carousel ads.

Ad management:

The ad manager is similar to Facebook’s Ads Manager, but TikTok has a simpler interface and fewer ad options than Facebook and Instagram. The benefit to this, however, is the ease and speed of getting an ad campaign up and running.

Ad performance:

TikTok provides similar metrics to Facebook and Instagram, but the algorithm is less mature, and the platform has less data available for targeting and optimisation.

In summary, TikTok paid ads can be a great way for brands to reach and engage with a younger audience. With unique ad formats and targeting options, it offers a fresh perspective on social media advertising. However, it’s important to consider the differences between all social media platforms when creating a comprehensive advertising strategy.

Book your FREE TikTok Discovery Call

We’re currently looking for new, forward-thinking, exciting brands to work with.

Ready to learn more about how we can offer Tiktok ads to your business? Click the button to learn more about our totally managed solution.

Jack Purdie