“There is a 90 percent chance that TikTok’s advertising service will be available in Estonia from August 1,” said Aleph Holding, an advertising agency. Currently, TikTok users can only boost their personal posts, but the new service will allow them to register a separate advertising account where they can post videos for advertising and monitor competitors’ activities.
Why advertise on TikTok already in August?
- Nearly 400,000 monthly users in Estonia.
- TikTok is an entertainment platform that isn't just visited briefly; the average user watches videos for 100 minutes per day.
- Ads will start appearing as every fourth or fifth video in the feed, meaning that out of the average 100 minutes of viewing, 20–25 minutes are available for watching ads.
- You are among the first, thanks to which your ads get more space and attention
What should you keep in mind when it comes to promotional materials?
All ads can be skipped (skippable), meaning the user is not obligated to watch the ad to the end, which is why marketers need to put extra effort into creating engaging ads.
Use 9:16 format 15-30 second videos, where within 6 seconds you highlight the campaign's main value proposition.
The video must be designed to be listened to with sound - use music, dubbing, ASMR, or sound effects.
Do not use irrelevant buttons and "Swipe Up" calls to action, but add a call to action (CTA) both in the video and as a button that is truly relevant from the ad's point of view and commercially important.
Follow the safe area, meaning do not add important information to the area where the video description and buttons are displayed.
What is important to know before advertising?
Initially, only the following buying models will be available: traffic, web conversion, lead generation, and app promotion.
Create one account for the client, under which there are 3-5 ad groups (as different as possible), under which, in turn, there are 3-5 ads (update them constantly).
Start targeting as broadly as possible, especially in a small market like Estonia.
The daily budget must be 10-20 times the expected CPA price. For example, if you buy CPC and its price is €0.50, then the daily budget must be at least €5-10.
TikTok is one of the platforms with the strictest advertising policies - political ads, sex services, alcohol, tobacco, and other illegal or harmful activities are prohibited there.
Use the Creative tools of the TikTok ad account, where you can see currently popular trends, competitor ads, create videos, and collaborate with content creators.
TikTok Shop is not coming to Estonia in the near future.
Although the date of August 1st is not yet set in stone, it is worth preparing for advertising on TikTok in advance. Familiarize yourself with trends and platform features and think about what type of ads you want to run there. Especially since CPM is reportedly twice as cheap as in Meta channels.
