TikTok is a rapidly growing platform for creative short videos that has become the most downloaded app worldwide. It stands out as a leader in the trend of short video content that is easy to understand, concise, and entertaining.

         This platform offers a new way to create content that enhances online marketing for modern brands, effectively addressing brand needs through TikTok to generate awareness and engagement (awareness) and (engagement) between brands and the new generation of target audiences, quickly becoming a viral trend with a unique advertising approach.

         TikTok fosters interaction between brands and target audiences through challenges and various campaigns, focusing on vertical short video content that aligns with the behavior of the generation consuming concise video content on mobile devices. As a marketing and advertising platform, TikTok is positioned as a new weapon for online marketing that deserves attention with an advertising format that breaks the traditional advertising rules.

Currently, TikTok has two types of advertising formats:

1. Advertising for Reach or Accessibility

Brand Takeover: An advertising format that can achieve the highest reach of up to 100% to create awareness before users enter their Feed.

Top View: An advertising format positioned at the top that can generate Reach (accessibility), Traffic (number of visitors to the platform), and Consideration (decision-making). This format has a high number of views and impressions, reaching millions daily.

In-Feed Ads: An advertising format that appears while users watch various videos in their Feed.

2. Advertising for Engagement or Interaction

Hashtag Challenge: An advertising format that organizes campaigns to encourage participation, creating massive engagement between users and brands in the form of User-Generated Content.

Branded Effect: An advertising format where brands can create various effects, both visual and audio, for users to incorporate into their videos, enhancing brand recall and deeper interaction.

      Consumer survey data regarding brands marketing on TikTok revealed that from a survey of 100%, 74% felt that the brand's image improved positively and became more interesting after marketing on the platform. This includes 37% who believe the brand appears more open and modern, 13% who see the brand as more unique and different from others, and 24% who find the brand more interesting and creatively appealing, while 26% felt there was no significant change.

          For both types of advertising formats, they can create a significant difference in the advertising industry today. Advertising on TikTok in Thailand can be done in two ways: 1) Buying ads on a flat-rate basis and 2) Targeting ads based on interests. Brands can purchase ads on TikTok through two channels: directly contacting TikTok's sales team or self-service ad purchasing.

            TikTok not only serves as a new platform that transforms the online marketing landscape through unique advertising formats but also provides a space for brands to adapt their advertising strategies in a new dimension, creating fun and modern content that effectively connects with the new generation of target audiences, distinct from other platforms.


Source: TikTok