From Takeovers to Topview ads, what it costs to advertise on TikTok
A lot of marketers talk about advertising on TikTok, but few can afford to do it let alone during a recession.
Ads start at $8 per cost-per-thousand-impressions in the U.K. Also, they require advertisers to spend a minimum of $25,000. The platform isn’t for those advertisers looking for cheap viral marketing campaigns. Rather, it’s a premium media buy for those with deep pockets.
TikTok’s premium is in part because the bulk of its ads are managed on behalf of media buyers by its own sales team. Ads on the social network are also new, which means it can get away with hefty ad prices safe in the knowledge that advertisers won’t ditch it for cheaper inventory on the likes of Snapchat and Instagram.
Here’s a breakdown of what it costs to advertise on TikTok in the U.K., per the latest rate card it has shared with media buyers.
Takeover ads
This format replaces the user post someone would normally see when they open the app with either a three-second image or a three to five-second video from an advertiser. Only one specific advertiser can take over a category each day. Cost: The minimum spend for this format is $53,000 per day, which buys 8.9 impressions.
Topview ads
Similar to Takeover ads, Topview ads appear when the app is opened. Unlike those ads, however, Topview ads are videos that last up to 60-seconds with the sound on. Advertisers can turn a Takeover ad into a TopView one by paying the difference. Cost: For 7.4 million impressions, advertisers must fork out $65,000 per day.
In-Feed Video — One Day Max
These are five to 15 seconds long video ads are shown in-feeds for one day only. The ad is the fourth in-feed video shown to users. Cost: The starting price for this format is $26,000 for 3.6 million impressions.
In-feed Video — Brand Premium
Unlike the other in-feed video format, this one is randomly placed among the first 130 in-feed videos someone watches on the app. Cost: The minimum spend for this format is $25,000.
Hashtag Challenge
TikTok’s flagship format lets advertisers create bespoke dance or comedy challenges under a hashtag that works like a call to action for people to create their own versions over six days. unsurprisingly, tt’s one of TikTok’s more expensive formats. But in exchange for their cash, advertisers get a wealth of options including official music to accompany the hashtag and special content protection to avoid videos being restricted from the challenge. Both Brand Takeover and One Day ads are included in this package. Cost: This format is worth $130,000.
Hashtag Challenge Plus
This package gives advertisers the banner, hashtag, challenge page, special content protection, and ad formats they get with the standard package, plus additional features like directing people to their store within the app. Cost: The enhanced Hashtag Challenge costs $160,000.
Branded Effect
The format lets advertisers add 2D animated lenses to their views that can be triggered by face and hand movements. The effects are created by TikTok’s in-house creative team. Cost: The format costs $45,000 for 30 days
While TikTok’s high-impact placements are pricey, there are other, cheaper options to test the waters. It’s why there’s so much interest in TikTok’s influencers via its Creator Marketplace, which is the official platform for brand and creator collaborations on TikTok.
“Influencers are the only way to advertise on TikTok because all the best viral content on the platform is made by them,” said Jide Maduako, CEO of the influencer platform Yoke Network. “Advertisers need to be paying closer attention to the consistency of views of influencers. It’s a strong indicator as to how successful your video will be when brokering deals.”
TikTok provides the following information in regards to the creator packages:
Mid-tier package
This package consists of five creators, all of whom have less than a million followers on the app. Cost: It costs advertisers $12,000 to work with these influencers.
Top-tier package
Similar to the mid-tier package, except these five influencers all have between one and five million followers. Cost: This group of influencers will set advertisers back $35,000.
Value Hybrid Package
This smorgasbord of talent includes two top-tier creators and three mid-tier creators. Cost: This package costs $20,000.
Premium Hybrid Package
This mix of influencers includes one ‘VIP Creator’, who has more than 500 followers as well as two top-tier creators and two mid-tier creators. Cost: This selection of influencers is worth $30,000.
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