Social media marketing
TikTok is growing fast. Is your business on TikTok, or should it be? Let us go through when TikTok works and how to do it right.
In brief
- TikTok works in B2C when your audience is under 40.
- Minimum budget for sensible testing: €500/month of media.
- Ad images versus UGC-style videos — the latter converts 3–5× better.
- Click prices: €0.10–0.80.
- TikTok Shop is expanding, and online stores should prepare.
Who does TikTok work for?
- TikTok works for any B2C brand whose audience is 18–40.
- Especially well: fashion, cosmetics, food and drink, travel, entertainment.
- Poorly: high-end B2B and expensive expert services.
Ad formats on TikTok
- In-Feed Ads: a traditional video ad in the feed. The most common type.
- TopView Ads: appears when the app opens. More expensive, large visibility.
- Spark Ads: boosting an organic post as an ad.
Producing the ad creative
- Studio videos do not work on TikTok: the algorithm rejects them immediately.
- A UGC video at €150–500 each is the best value for money.
- A tip: do not use the manufacturer’s brand messaging — write your own scripts for the creators.
Frequently asked questions
How much budget does TikTok need?
€500/month is the minimum for sensible testing. €1,500–5,000/month for established advertising.
How quickly will I see results?
The first clicks in 1–2 weeks, settled results in 4–6 weeks.
Does every B2C brand need TikTok?
No. If your audience is over 40, put the money into Meta.
Related reading
Read these related articles and service pages too:
External sources:
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