How to Thrive in the New TikTok Reality: Welcome TikTok Ads!

TikTok has been gaining significant traction across the Baltics, captivating both local creators and brands. The platform is no longer a niche platform, it’s influence extends far beyond entertainment. It’s becoming a powerful tool for discovery, with younger generations increasingly turning to TikTok instead of traditional search engines. This shift presents a golden opportunity for brands to connect with their target audience in a more authentic and engaging way.

The introduction of TikTok ads in the Baltics marks a new era for marketers. To succeed, brands must understand the platform’s unique dynamics and create content that resonates with the TikTok community.

Why TikTok?

TikTok stands out from other social platforms due to its highly engaging nature. Unlike scrolling through Instagram or Facebook, where distractions are common, TikTok users are fully immersed in the content. This full-screen, sound-on environment presents a unique opportunity for brands to capture undivided attention and create meaningful connections.

Across Latvia, Lithuania, and Estonia, TikTok boasts hundreds of thousands of users. This isn’t just a platform for dance videos anymore; it’s a hub where diverse content thrives — from DIY projects and fashion tips to local comedy and much more. Each user’s feed is a reflection of their interests, providing marketers a dynamic way to deliver targeted advertising.

One of the biggest reasons why TikTok influences purchasing decisions so strongly is the platform’s authenticity. Users often see real people using products in real-life settings, which builds trust and stirs curiosity. If an ad on TikTok shows how a lipstick looks on an actual user, it’s more likely to resonate than a polished, studio-shot ad on other platforms.

Advertising Options on TikTok

To start advertising on TikTok, businesses need to set up a verified company ad account and ensure their TikTok Pixel is correctly configured. While currently focused on lower-funnel activities — like driving website traffic or conversions — TikTok is expected to roll out more features soon, broadening how brands can engage with audiences.

The minimum advertising budget can be €50, we recommend keeping the budget similar to Meta ads.

Anyone can launch an ad campaign on TikTok, whether you’re a seasoned advertiser or new to the platform. It’s essential, however, to understand the legal advertising restrictions that apply to your products or services, similar to other major platforms.

Where Will Your Ads Appear?

In the Baltics, TikTok ads appear in users’ “For You” feeds. Videos can be up to 60 seconds long, but if you’re promoting an organic post, you might go longer. Users have the option to skip the ads.

Creating Effective TikTok Ads

The best TikTok ads don’t feel like ads at all. They blend seamlessly into the user’s feed and offer entertainment value.

Tips for Creating Effective TikTok Ads

• Prioritize entertainment: Remember, TikTok is primarily a platform for entertainment. Your ad should be engaging and fun.
• Capture attention quickly: The first 3 seconds are crucial. Make a strong impression immediately.
• Leverage audio: TikTok is an audio-centric platform. Utilize music, sound effects, and engaging speech patterns to enhance your ad.
• Keep visuals simple: Use clear and concise visuals with minimal text. Highlight key information in the first few seconds.
• Authenticity is key: Avoid a traditional ad approach. Strive for genuine and relatable content.
• Stay on-trend: Incorporate popular TikTok trends to increase visibility and appeal to your target audience.
• Include a clear call to action (CTA): Encourage desired behavior by prominently displaying a CTA.

Next Steps

If you’re curious about TikTok but haven’t dived in yet, start exploring. Check out the TikTok Creative Center for inspiration, test different strategies, and analyze what resonates with your audience.

Unsure where to begin? Your digital marketing specialist can help map out your TikTok advertising journey.