TikTok, the fastest growing brand in 2022

TikTok, the leading platform among Z Gen, has achieved the most unattainable success in recent times, since becoming the fastest growing brand in 2021-2022.

On January 26, 2022, Brand Finance, the leading brand ranking consultancy, named TikTok as the world’s fastest growing brand, with 215% growth, tripling its brand value in three years from $18.7 billion to $59 billion.

The TikTok revolution and its content creators already rank 18th in the top 500 most valuable brands in the world, and as we might say – quickly!

TikTok’s advertising strategy

Now that you see these figures… do you still think your brand has no place on TikTok?
The brand, defined as pure digital entertainment, has managed to get big brands to get involved with the community and create content related to their values. Easy to digest content, entertaining, creative, unlocking… are some of the adjectives that define this platform.

We will help your brand to find your opportunity on TikTok through advertising!

In this article you will find an overview of the formats you can use on TikTok:

Available formats:

It is the most common ad format on TikTok is in In-Feed App, and are those that are displayed in the “For You” feed, with a maximum duration of 60 seconds. It allows to register interactions such as likes, shares, comments and followers. In addition, you can save the audio of the announcement to create your own TikToks.

All the formats listed below are in the app’s feed:

  • TopView: displayed when the user opens the app and in their feeds, occupying the entire screen. They last a maximum of 60 seconds and can be skipped after a few seconds.
  • Hashtag Challenge: viral challenges that brands can create, inviting users to participate and create content about the campaign. Average engagement is estimated at 8.5% and it usually last 6 days.
  • Brand Takeover: promoted content displayed on the home page, occupying 100% of the screen. Unlike others, it includes clickable links and even hashtag challenges.
  • Shopping features: TikTok included in 2021 a Shopping section within the app, so two ad formats have been created for this section: product links and LIVE Shopping, where brands can include dynamic product links within the live.

Specifications for In-Feed App formats:

  • Composition: brand name, video, ad image and short description.
  • Video length: 5-60 seconds, short videos between 9-15 seconds are suggested.
  • Technical specifications:
    • ratio of 9:16, 1:1, or 16:9
    • Video resolution should be ≥540*960px, ≥640*640px, or ≥960*540px.
    • File type: .mp4, .mov, .mpeg, .3gp, or .avi
    • File size: ≤500 MB

Apart from the formats named above, TikTok offers new placements for ads in its new app feeds, called News Feed App Series Placement. These are display ads that can be inserted in different spaces – BuzzVideo, TopBuzz, NewsRepublic and Babe.

TikTok uses Artificial Intelligence to launch personalized ads in the main feeds, and I recommend using image and video format. The ads will also be distributed in video or article format. You can see different examples here.

Specifications for News Feed App Series Placement formats:

  • Composition: brand name, creative video and short description.
  • Video length: no limitations, short videos between 5-60 seconds are suggested.
  • Technical specifications:
    • 16:9 or 1:1 ratio
    • Unrestricted resolution
    • File type: .mp4, .mov, .mpeg, .3gp, or .gif
    • File size: ≤500 MB

About the buying model and costs, it can be at CPM (cost per thousand impressions), CPC (cost per click) or CPV (cost per view), always connected to your campaign objective!


Did you find this post interesting and do you think that your brand can have a place on TikTok? Write us to start working on your digital strategy on this platform!