Is it worth advertising on TikTok?

January 19, 2025, will be remembered in U.S. history as the day TikTok went offline nationwide due to government sanctions, impacting approximately 170 million American users. Although the ban was lifted shortly after, such actions inevitably create uncertainty for both users, who rely on the platform in their daily lives, and brands, which increasingly use TikTok as a key advertising channel.

TikTok Ads: an opportunity for businesses

Despite the challenges TikTok has faced in the U.S., the platform remains a powerful advertising tool, especially in markets like Brazil, where influencer culture is deeply ingrained. With a highly engaged user base, innovative ad formats, and influencers boasting exceptional engagement rates, brands have the chance to connect authentically with their audiences.

Why advertise on TikTok?

If you’re wondering whether TikTok is worth the investment, here are some key reasons to consider advertising on the platform:

• Wide Reach: TikTok has millions of active users consuming content daily. This provides brands with a broad and diverse audience, allowing for detailed targeting based on user interactions with TikTok ads.
• High Engagement: The platform’s dynamic, interactive, and fast-paced nature drives impressive metrics, including high engagement rates, video views, and click-through rates. This creates meaningful connections between your brand and users.
• Diverse Ad Formats: From static ads and carousels to sponsored videos and influencer collaborations, TikTok offers a variety of advertising formats. These options allow you to choose the format that best aligns with your goals and budget.

How to create TikTok Ads

Launching a TikTok ads campaign is simpler than it seems, but attention to detail is essential. Here’s how to get started:

1. Create a TikTok for Business Account: Sign up on TikTok for Business to access advertising tools.
2. Define Your Goals: Set clear objectives for your campaign, whether it’s boosting brand awareness, generating leads, or driving sales.
3. Understand Your Target Audience: Use TikTok’s segmentation tools to reach users that match your desired profile.
4. Develop Creative Content: Leverage TikTok’s Creative Center for inspiration and design ads that resonate with your audience.
5. Monitor and Optimize: Track the performance of your ads and make adjustments as needed to maximize results.

New tools to boost your TikTok ads

To enhance ad quality, TikTok recently launched Symphony Creative Studios, an AI-powered video creation platform available globally to advertisers. This tool helps brands and creators produce high-quality, engaging content efficiently, elevating the effectiveness of their campaigns.

So, is TikTok Ads a good fit for my business?

In short: Yes, advertising on TikTok is absolutely worth it!

While the platform faces challenges in some markets, as seen with the temporary U.S. ban, it continues to offer valuable opportunities for advertisers of all sizes. By leveraging its tools and understanding audience preferences, brands can create impactful campaigns and achieve their marketing goals on TikTok.