TIKTOK ADS FOR BUSINESS

How to leverage your business with TikTok

Mai Le (Mia) – Senior Partnership Manager

Tuyetmai.le@bytedance.com
AGENDA

1. What is TikTok?

2. TikTok in Vietnam

3. TikTok Ads solutions for brand

& showcases
What is TikTok?
• TikTok is the world's leading destination
for short-form mobile videos
• Available for iOS and Android
• Mission is to capture and present the
world's creativity, knowledge and
moments that matter in everyday life
• Empowers everyone to be a creator
directly from their smartphones, and is
committed to building a community by
encouraging users to share their passion
and creative expression through their
videos.
User Interface

For You Feed Discovery Page Creative Shooting Profile Page

 Global
Footprint 5.4m
8.4m
5.5m Russia
UK
Germany

75+ 31m
12m
Turkey
10.2m
Japan
Languages Covered US
10m 18.9m
6.6m Thailand Vietnam

150+ Saudi
4m
Markets Covered Malaysia
17m
Indonesia
0.6m
450+ million Singapore

Global MAU

48+ million
Videos created per day
Source: internal data, Sep. 2019
 One of The Most Downloaded Apps in SEA

NO.5 NO.4 NO.3 NO.4 NO.4

Downloads in Indonesia Downloads in Malaysia Downloads in Vietnam Downloads in Malaysia Downloads in Singapore
(iOS & android) (iOS & android) (iOS & android) (iOS & android) (iOS & android)

Source: Sep 2019, App Annie

 Various Ways To Record Life With Innovation Technology

Face Hand Expression Makeup Hair Color

Multi-screen Ar Games
Recognition Tracking Recognition Change Change
 TikTok
in VIETNAM
 Top viewed content
Hot Topics in categories in VN
Comedy
Vietnam Drama
Comedy remains the top content. Talent
Drama replaced Vlog as No.2.
Education
Example: Drama Video
Views: 65M Pets
Likes: 6M

Data Source:
TikTok Internal Data, Oct-Dec 2019
Hot Influencers in Vietnam

@ Linhbarbie @ htchannel

Category: All-in Category: Drama

Followers: 6.4 M Followers: 2.9 M

@ annhien_boiboi @ tranvandu

Category: Comedy Category: Comedy

Followers: 3.1 M Followers: 1.7 M

@ tra.dang.904 @ haotho512

Category: Talent Category: All-in

Followers: 2.2 M Followers: 2.7 M
How to Leverage
Your Brand on
TikTok?
New Challenges, New Answers
Less time, more screens. Given all the choices people have, how can we make audience really care about our brands & marketing?

Care about your brand

Feel your brand
Know your brand

Stage 1: TVC Stage 2: Online video Stage 3: UGC video

View，Watch time Like, Comment, Share Co-create
TikTok Is The Answer To Making Audiences “Care”

Watching videos in Discovering more Creating new Interacting with Co-creating with
‘For You’ feed in Hashtag videos with special brand videos brands
Challenge effects
 Grow Your Business on TikTok

Brand
Takeover
Hashtag
Challenge
高效
Effective Effective
触达
TopView
Reach Engagement
Brand
Effect

In-Feed Ads

Note: All product description and sales policy should be based on the latest rate card or ad specs due to product updates. For more details please contact our sales.
Reservation Ads
. Brand Takeover
. TopView
. In feed Ads
Brand Takeover
Features
A full-screen takeover that
● Display your ad on the first thing that users see
increases brand awareness and when opening TikTok, a noise-free environment
maximizes your ad’s impact ● CPD buying model, enjoy 100% SOV on the
splash screen
● 3-second image or 3-5 second video
(sound-off)
Buying ● Supports external and internal landing
Ad Type Highlight
Model page conversion

All UV exposure;
Takeover CPT 100% SOV on splash
screen
Remark: For more details please check our Ad Specs.

Regular Flexible purchase;

CPM
Takeover Support targeting
 Features

● Display your ad on the first screen that users

TopView see when opening TikTok, a noise-free
environment
● CPD buying model, enjoy 100% SOV on the
A video ad format that splash screen
● 5-60 seconds video with auto-play, sound-on
showcases your brand (optimized for 15 seconds)
immediately when users ● Support user engagement from like, comment,
open TikTok to reach and share, follow, etc.
● Support external and internal landing page
engage audiences in a conversion
visually impactful way ● Significantly enhance ad performance

Remark: For more details please check our Ad Specs.


In-Feed Ads
(Account)
A storytelling video ad
embedded within the ‘For
You’ feed, designed to drive
users to engage with your
Business Account
Features
● Up to 60 seconds, full-screen video, set to
auto-play with the sound on
● Users can engage from like, comment, share,
follow your business account, create videos with
your soundtrack
● Receive additional organic impressions
upon campaign completion
● Supports external and internal landing pages,
as well as APP downloads.
● CTA button included with 26 copies
● CPT (One Day Max) and CPM (Brand Premium)
buying supported
Remark:
1. One Day Max: CPT buying, the first In-Feed Ad and
displays fourth from ‘for you’ feed in all day; Brand
Premium: CPM buying, display randomly among the
first 130 videos, flexible buying and targeting.
2. For more details please check our Ad Specs;
 Features

In-Feed Ads ● Up to 60 seconds, full-screen video, set to

auto-play with the sound on
● Users can engage from like, comment and

(Diversion) share
● Strongly traffic users to the very landing
page with multiple touchpoints
● Easy to create; no need to build an
A storytelling video ad account first
embedded within the ‘For ● Supports external and internal landing pages,
You’ feed, with multiple as well as App downloads.
● Strong and clear CTA with 26 copies
clickable elements to ● CPT (One Day Max), CPM (Brand Premium),
increase conversion CPC, oCPC buying supported

Remark:
1. CPC & oCPC buying are served on TikTok Ads self-serve
platform.
2. For more details please check our Ad Specs.
Ad metrics

Brand takeover TopView In-Feed Ads

Impression Impression Impression
Click Viewable Impression (>2s) Viewable Impression (>2s)
Unique Reach Click Click
Skip Ads & Skip Rate CTR CTR
Reach Reach
Skip Ad Video View/Unique Video View
Total Video View 3-sec/10-sec Video View/Unique Video View
3-sec/10-sec Video View Video Played to 25%/50%/75%
Video Played to 25%/50%/75%/100% Video/Unique Video Watched at 100%
Average Watch Time Per Video Total Watch Time
View/Impression/Person Average Watch Time Per Video View/Per
Total Engagement Person/Per Impression
Engagement Rate Played Impression
Likes Engagement (Like/Comment/Share)
Comments Engagement Rate
Shares Homepage visits
Follows Follows
Music Clicks Music Clicks
Hashtag Challenge Clicks Hashtag Challenge Clicks
Homepage Visits
Third-party Measurement
Content Ads
. Brand Effect
. Hashtag Challenge
 Features

Branded Effect ● Customized Branded Effects powered by

intelligent video recognition technology

Leverage user engagement ● 20+ gestures and facial expressions applicable

with fun and interactive to trigger an effect
Branded Effects, boosting
● Encourage a deeper level of user engagement
your brand among mobile- and higher quality UGC
first audience

Remark: For more details please check our Ad Specs.

 Branded Effect Overview

Formats Package Enhanced Function

Standard ● Production & setting ● Branded Effect set

Filter new
● ● Panel placement ● In-video conversion
● 2D hand/ foreground/ facial ● Effective duration ● In-camera conversion new

● Branded Effect page ● Must-buy mode new

Premium
● Facial Distortion
● Cosmetics
● Hair Dye
● Rain Control
Deluxe
● 3D Head
new

Branded effect can be purchased separately or with brand takeover, in-feed ad and hashtag challenge.
 Format
Standard Effect
Formats
• Filter
• 2D foreground

• 2D facial

• 2D hand

Why this format?

• Easy to participate

• Shorter production time and lower cost

2D facial + Foreground 2D Hand

(JP – Coca-Cola) (EU – Nike)
 Format
Premium Effect
Formats
• Cosmetics
• Face Distortion
• Hair Dye
• Raindrop Control

Why this format?

• Cosmetics and Hair Dye effect will maximize color
accuracy and authenticity, offering a more nature
and real look

• Allow users to virtually try-on your product and

stimulate purchase

2D Foreground + Cosmetics Cosmetics

(MENA – Hongguan Games ) (JP - Listerine )
 Format
Premium Effect
Formats
• Cosmetics
• Face Distortion
• Hair Dye
• Raindrop Control

Why this format?

• TikTok users like to explore new looks, even
quirky ones like Facial Distortion
• Raindrop Control can be changed to brand
elements, giving users a full-screen experience

Raindrop Control
(can change to other elements)
 Format
Deluxe Effect new

Formats
• 3D Head

Why this ad format?

• 3D Head effect can offer more lifelike details
and textures

3D HeadAR Character
Branded Effect Package
Effect Production Panel Placement (6 days) Duration (2 months) Branded Effect Page (2 months)
Effect designed and set Day 1-3: 4th Placement Users can click the magic icon on Customized effect page
by TikTok Day 4-6: 15th placement UGC videos to enter the effect information, all videos with effect
page will be displayed
Branded
Values For Your Brand
Hashtag
Challenge Reach mass audience

A unique engaging format to
generate mass exposure and
attraction around your brand,
by inviting users to generate
content with branded theme.
Generate interactions
(like/comment/share)
Generate UGC at scale
Follow the brand and reengage
in the future
Hashtag Challenge
User Flow

Brand takeover Video Shooting For You Page Discover Page

TopView Saw the featured brand In-Feed Ads or video posts of Brand banner in the carousal
music or effect in music page the participants or brand hashtag in the
or trending effect trending hashtag list

Challenge Page
Incentives and details of
branded hashtag challenge
 Hashtag
Values For Your Brand
Challenge +
Effect Reach mass audience

Generate interactions
Integrate brand message into (like/comment/share)
creative effect to record
memorable moments and generate
more brand-related conversations.
Generate more brand exposure

Follow the brand and reengage

in the future

Remark: Express Effect Package (with 2D foreground Branded Effect) can increase video post by 20% (data
compared Hashtag Challenges with and without Branded Effect in Japan, 2019.)
 Hashtag
Values For Your Brand
Challenge +
Clickable Effect Reach mass audience

Generate interactions
The Clickable Effect enable to leverage (like/comment/share)
UGC endorsement to have a strong
CTA and convert more targeted
audiences into brand page visitors,
sales leads, or customers. UGC drives conversion

Follow the brand and reengage

in the future

Remark: Express Effect Package (with 2D foreground Branded Effect) can increase video post by 20% (data
compared Hashtag Challenges with and without Branded Effect in Japan, 2019.)
 Hashtag
Values For Your Brand
Challenge
Plus (Add an Explore tab) Reach mass audience

Encourage the participants to explore

Generate in-depth interactions
more with an extra tab on your challenge (survey, offline visit, etc.)
page. The seamless and customizable
experience can boost the brand
engagement to another level
UGC drives conversion

Customizable with interactive components:

1. Discover Banner 4. Offline Store Follow the brand and reengage
in the future
2. Product Carousel 5. Related hashtags

3. Instant Survey

Remark: Only available in JP, US, IN, UK, FR, IT, DE, ES, MY, VN, TH, ID, KR markets
Global
Hashtag
Challenge
Enable real global reach and launch your campaign
across different markets simultaneously, to assure one-
brand, one-voice while appealing to your audience with
localized creatives.

Branded Effect, Hashtag descriptions and Branded

Sounds are automatically rendered according to a user’s
language setting on TikTok, offering global reach with
localized assets.
Hashtag Challenge: Enable a Full Funnel Campaign
Awareness Consideration Conversion Loyalty

Generate
Generate in-depth Follow the brand
Reach mass Generate UGC at Generate more interactions UGC drives
interactions (survey, and reengage in
audience scale on brand UGC (like/comment/sh conversion
offline visit, etc.) the future
are)

HTC √ √ √ √

HTC Plus √ √ √ √ √ √

HTC+ Effect √ √ √ √ √

HTC+ Clickable
Effect √ √ √ √ √ √
Ad metrics

Hashtag Challenge Branded Effect

Total video view Impression of branded effect on effect panel
Total reach Unique users that view the branded effect on effect
User-generated videos panel
Banner clicks Clicks of branded effect on effect panel
Banner impressions Number of unique users that click on the branded
Hashtag page views effect on effect panel
Hashtag page clicks Number of videos using branded effect
Challenge page view Views of videos using branded effect
Challenge video view Likes/comments/shares of videos using branded
User video posts effect
Pinned official video view Page view of branded effect page
Likes
Comments
Shares
Number of videos post with brand music
“Discover” tab clicks (HTC Plus only)
“Discover tab view (HTC Plus only)
Brand Lift Study
 Features
Brand Lift ● Selectable survey partners, TikTok or third-

Study
Measuring and optimizing
your TikTok campaigns, by
TikTok or third-party
partners
Ad Format
●
party
Comprehensive investigation of standard ads
and non-standard ads
● Mandatory + optional questions to better
measure campaign objective
● 48hrs timely collection
● In-depth analysis and optimizing
Campaign
Suggested Spending
minimum
Threshold
impressions

Vietnam: $12k,
Malaysia: $5k or
Standard Ads 3M
include 2 days
brand takeover

Vietnam: $40k and

Hashtag above,
/
Challenge Malaysia: $30k and
above

Remark: Only available in Vietnam and Malaysia

Showcase
Viettel | Hashtag Challenge #Viettelcongcong | Vietnam
Background
As Vietnam’s largest telecom operator, Viettel’s latest product, Viettel++ just
launched. In order to gain more exposure for this new product, Viettel decided to
conduct a hashtag challenge on TikTok. They invited a famous singer & football
player to dance with their branded music, which greatly led the trend.

Highlight

Video Views CTR ( Takeover ) UGC Videos Unique Publishers

39M+ 10.27% 20K 15K+

Official Video 1 Official Video 2 Takeover UGC Video 1 UGC Video 2 Banner
Lotteria | Hashtag Challenge #Mozzaria | Vietnam
Background
Lotteria is a well-known fast food brand, which is famous for its burger. As the new
cheese burger launched, Lotteria conducted a hashtag challenge together with a
brand effect from July 26th July 31st to promote its premium burger which had
endless cheese from Mozzarella burger.

Highlight

Video Views CTR ( Takeover ) UGC Videos Unique Publishers

19M+ 11.76% 26.9K+ 21K+

Official Video 1 Official Video 2 Takeover UGC Video 1 UGC Video 2 Banner
 TikTok Confidential
No photos

Cocoxim | Hastag Challenge #SayCocoxim

Challenge
Discover Page Music Page Official Videos
Page

Total video
Challenge Rule: Catchy brand music + Easy dance move
Total VV
submissions • The product was placed in official videos as a magic coconut juice to bring happiness
17M+ 17K+ and cool the hot weather, which raised exposure and deliver product messages in a
vivid and interesting way.
Total engagement Total video • Client used customized music which is very catchy to get more engagements.
publisher Moreover, the dance is very easy to follow.
731K+ •
13K+ If there applied a brand effect would be much easier to get engagements
 Meet Your Various Objectives

• Brand Takeover (CPT)

Reach Brand Awareness • TopView (CPT)
• In-Feed Ads (CPT: One Day Max)

• In-Feed Ads (CPM: Brand Premium)

• Super Like / Interactive Card / Voting Card /
Engagement Display Card
Consideration / Interaction • Hashtag Challenge (Fixed price)
• Branded Effect (Fixed price)

Direct Response
Conversion • In-Feed Ads (CPC / oCPC)

Follow • In-Feed Ads (Account)

Loyalty • Brand Page
Growing Up
With TikTok
Growing Up With TikTok

Non-stop and Long-term Solutions

Everyone can
be a creator
and co-create
with brands
Reach new and
unique users

Hold a TikTok event with

partners to maximize
Optimize content influence
and improve
Immersive and
interactive performance.
content to leave
a deep
impression
Best Practice

Background
Club Factory is a new and cross-border fast-fashion
ecommerce platform in India. They hoped to reinforce
their fast-fashion credentials and raise awareness of
their brand amongst a core, young, fast-fashion,
audience.
 Growing Up With TikTok

Step 1
June 13 & 15, 2019

Display ads ( CPT ) to reach a new audience and

build brand image.

234.9M 16.69%
Impression for 2 days Avg CTR

Data source:
TikTok internal data, Jun 2019
 Growing Up With TikTok

Step 2
Jun 08 to 15, 2019

Invite influencers to make creative videos and

make a deeper impression.

177.7M 7.59s
Impression for 7 days Avg watching time
per user
Data source:
TikTok internal data, Jun 2019
 Growing Up With TikTok

Step 3
Jun-Jul 2019

Launch a Hashtag Challenge with a creative idea to

encourage users to co-create with brands and expand brand
influence.

2.07B 2.06M
Official video UGC videos Video views UGC videos

Data source:
TikTok internal data, Jul 2019
 Growing Up With TikTok

Step 4
Aug 2019

Display ads to boost the big promotion and drive conversion.

Aug 08 Aug 10
219M 15.5%
Impression Avg CTR

Data source:
TikTok internal data, Sep 2019
 Growing Up With TikTok

Step 5
Sep - Dec 2019

Long-term performance ads to promote the products

and get brand followers.

CTR increased by

20%
Data source:
TikTok internal data, Jan 2020
Growing Up With TikTok

Step 6
Jan 2020

Retargeting followers based on the audience group

reaches highly engaged users, driving higher ROI
for the brand.
 Changed The Market
Club Factory Another Top-3 ecommerce brand in India

TikTok involved Interest levels exceeded

in Jun competitor in Oct

Data source:
Google trends in India, Jan 2019 to Jan 2020
Thank you