Once known mainly for viral dances and trending audio, TikTok has rapidly evolved into one of the most powerful platforms for paid social advertising. With highly engaged users, creative-first formats and an algorithm that rewards relevance over budget size, TikTok has become a serious channel for brands looking to increase awareness, engagement, and conversions.
For businesses willing to embrace a more authentic, content-led approach, advertising on TikTok offers a unique opportunity to reach audiences in a way that feels natural rather than disruptive. In this blog, we’ll explore what TikTok advertising is for business, the benefits it offers, and the most effective ways to advertise on TikTok successfully.
What is TikTok business advertising?
TikTok business advertising essentially refers to paid video placements that allow brands to promote products, services, or brand messages directly within the TikTok app. These ads are designed to blend seamlessly into users’ ‘For You’ feeds, appearing alongside organic content rather than standing apart from it.
Unlike traditional paid social formats, TikTok advertising prioritises creativity and relevance over polished production or overt sales messaging. The platform’s algorithm is designed to surface content that resonates with users, regardless of whether it comes from an individual creator or a brand.
Through TikTok’s ad platform, businesses can:
- Target users based on demographics, interests, and behaviour
- Deliver short-form video ads optimised for mobile viewing
- Tap into trending sounds, formats, and cultural moments
- Drive users to websites, landing pages, or in-app destinations
Whether you’re an ecommerce brand driving sales, a service provider building awareness, or a business launching something new, TikTok offers a flexible and scalable advertising solution.
What are the benefits of advertising on TikTok?
There are several reasons why TikTok has become such a compelling platform for brands investing in paid media, including:
A highly engaged audience
TikTok users spend a significant amount of time on the platform, often engaging with it multiple times per day. This level of attention creates a strong opportunity for brands to capture interest, particularly when content feels entertaining, useful, or culturally relevant.
Unlike platforms where users may scroll passively, TikTok encourages interaction through likes, comments, shares, and recreations, helping ads gain momentum beyond their initial placement.
Creative freedom that drives recall
TikTok’s creative-first environment gives brands room to experiment. Ads don’t need to look like traditional adverts to perform well – in fact, content that feels authentic, lo-fi, and creator-led often resonates more strongly.
This freedom allows brands to test ideas quickly, adapt to trends, and build campaigns that feel part of the platform rather than imposed on it.
Cost-effective reach and awareness
In many markets, TikTok still offers relatively competitive Cost-per-Milles (CPM) compared to more saturated platforms. Combined with strong organic-style distribution, this makes TikTok business advertising particularly effective for awareness and upper-funnel campaigns.
Brands that understand how to work with the algorithm – rather than against it – can often achieve impressive reach without excessive spend.
Cultural relevance and trend amplification
TikTok isn’t just a social platform – it’s a cultural engine. Trends, sounds, and challenges shape what people watch and share, and brands that tap into these moments can benefit from organic amplification.
This makes TikTok especially valuable for brands looking to stay relevant, modern, and visible to younger or trend-aware audiences.
6 ways to advertise on TikTok successfully
Success on TikTok doesn’t come from repurposing ads from other platforms. It comes from understanding how users behave and designing campaigns that feel native, engaging, and timely.
Here are six of the most effective ways to approach TikTok advertising.
1. In-feed ads that feel native
In-feed ads appear directly in users’ ‘For You’ feeds and are one of the most flexible formats available. They autoplay with sound and allow users to like, comment, and share, just like organic content.
For your in-feed ads to perform well, ensure you:
- Capture your users attention in the first 1-2 seconds
- Keep your videos short, punchy, and visually engaging
- Use on-screen text to reinforce the message
- Avoid overly corporate or scripted delivery
Remember, the goal here is to blend in, not stand out as an ad.
2. TopView and Brand Takeover campaigns
For brands looking for maximum visibility, premium placements such as TopView and Brand Takeovers offer immediate, full-screen exposure when users open the app.
These formats are great for product launches, major announcements, seasonal campaigns, and high-impact awareness pushes. While they require larger budgets, they deliver instant scale and visibility.
3. Branded hashtags challenges
Hashtag challenges are one of TikTok’s most recognisable advertising formats. They invite users to create content around a branded theme, encouraging participation rather than passive viewing.
When executed well, these challenges can help generate large volumes of user-generated content, drive awareness, and create strong emotional connections with a brand. But remember, success relies on a clear concept, simple instructions, and alignment with existing platform behaviour.
4. Branded effects and AR experiences
Custom filters, stickers, and augmented reality (AR) effects allow brands to become part of the content creation process. These tools give users a reason to interact with your brand visually and often leads to repeated exposure as content is shared. Branded effects work best when they’re fun, intuitive, and tied to a broader campaign or message.
5. Creator partnerships and influencer-led ads
Collaborating with TikTok creators allows brands to leverage established trust and platform expertise. Creators understand what works, how to hook attention, and how to communicate in a way that feels natural.
Rather than heavily scripting these partnerships, the most successful campaigns give creators creative freedom with clear brand guidelines. This approach helps maintain authenticity, which is a key driver of performance on TikTok.
6. Retargeting and funnel-based campaigns
TikTok supports advanced audience strategies, which allows brands to retarget users who have viewed videos, engaged with ads, visited websites, and taken specific actions.
By layering retargeting with prospecting and awareness campaigns, you can build full-funnel strategies that nurture users over time rather than relying on single-touch conversions.
Creative best practices for TikTok advertising
To get the most from advertising on TikTok, creative execution is just as important as your strategy. Here are some best practices to keep in mind:
- Start strong – the opening seconds are critical, so use movement, intrigue, or bold visuals immediately.
- Lean into authenticity – TikTok users value real, human content over perfection.
- Use sound intentionally – music and audio play a huge role in engagement.
- Design for mobile – vertical video, large text, and clear visuals are essential for success.
- Test and iterate – TikTok rewards experimentation and frequent testing helps you uncover what resonates.
Brands that treat TikTok as a creative playground rather than a traditional ad channel tend to see the strongest results.
Ready to make TikTok advertising work for your business?
TikTok has huge potential, but getting real results takes more than just launching ads. It requires a strong understanding of the platform, audience behaviour, and creative best practice.
At Fifteen, we help brands plan and deliver TikTok advertising that feels native, engages the right people, and supports clear business objectives – from awareness through to conversion.
If you’re ready to advertise on TikTok with confidence and want expert support from a team that understands both creativity and performance, get in touch with us today. We’ll help you build a TikTok advertising strategy that cuts through the noise and delivers meaningful results.
