TIKTOK ADS FOR BUSINESS

How to leverage your business with Tiktok

Tram Le – Partnership Manager

tram.le@tiktok.com
AGENDA

1. What is TikTok?

2. TikTok in Vietnam

3. TikTok Ads Solutions for Brand

& Showcases
What is TikTok?
• TikTok is the world's leading destination
for short-form mobile videos
• Available for iOS and Android
• Mission is to capture and present the
world's creativity, knowledge and
moments that matter in everyday life
• Empowers everyone to be a creator
directly from their smartphones, and is
committed to building a community by
encouraging users to share their passion
and creative expression through their
videos.
User Interface

For You Feed Discovery Page Creative Shooting Profile Page

 Global 17.5m
10m
Footprint
Russia
UK 7.8m
Germany

15m 11.3m
Turkey Japan
54m
75+ US
12.8m
Thailand
18.9m
Vietnam
Languages Covered 10.2m
Saudi
4.3m

150+
Malaysia
27m
Indonesia

Markets Covered 0.9m

Singapore

560+ million
Global MAU

Source: internal data, Jan. 2020

 TikTok Confidential and Proprietary

A Platform That Is Loved By The World

Most Downloaded
App during Feb 2020

According to Sensor Tower,

TikTok was installed 113 million
times globally in February
2020, showing a 96% year-on-
year increase and marking a
new monthly download record.

Source: Store Intelligence Data Digest, Sensor Tower, Feb. 2020

 Various Ways To Record Life With Innovation Technology

Face Hand Expression Makeup Hair Color

Multi-screen Ar Games
Recognition Tracking Recognition Change Change
 TikTok
in VIETNAM
 TikTok Confidential
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Next Big Audience

GEN Z- The New Internet Users

GENERATION Z
GENERATION X MILLENNIALS

Born between Born between Born between

1965-1979 1980-1995 mid-1990s
40-54 years old 25-39 years old to
mid-2000s

Source: Wikipedia
 TikTok Confidential
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“SINC”: 4 KEY WORDS TO ENGAGE GEN Z

Note1: quoted from The Guardian

 TikTok Confidential and Proprietary

Rising Content

Top Trending Hashtags

& Categories
Entertaining
Gamify Content
Dancing
Interactive
#ruoiduky #ngavandep #thuthachbieucam
Visual Change
203.3M Video Views 217.6M Video Views 342.9M Video Views

#lauguongbienhinh #sunglasseschallenge
399.4M Video Views 345.8M Video Views

Source: TikTok internal data based on video creation, Jan.1 - Mar 14.2020
Hot Influencers in Vietnam & TCM
https://creatormarketplace.tiktok.com/

@ Linhbarbie

@ annhien_boiboi

@ tra.dang.904

@ htchannel

@ haotho512
How
Brands/Agencies
Make Audience
“Care”
 Visual Change Entertaining

#motculua #hattocbienhinh #dungvoitin #diduongquyen

(một cú lừa) (hất tóc biến hình) (đừng vội tin) (đi đường quyền)
Which one has the highest view and video creations?

Visual Change Entertaining

245M 189.1M 206M 746.3M

Video Views Video Views Video Views Video Views
Being Inspired by Organic Trend
Adapted by Lazada with
‘Miễn phí giao hàng’ message
Organic Inspiration
Being Inspired by Organic Trend
Adapted by Lazada with
‘sale 90% & freeship’ message
Organic Inspiration
How to Leverage
Your Brand on
TikTok?
 Meet Your Various Objectives

• Brand Takeover (CPT)

Reach Brand Awareness • TopView (CPT)
• In-Feed Ads (CPT: One Day Max)

• In-Feed Ads (CPM: Brand Premium)

• Super Like / Interactive Card / Voting Card /
Engagement Display Card
Consideration / Interaction • Hashtag Challenge (Fixed price)
• Branded Effect (Fixed price)

Direct Response
Conversion • In-Feed Ads (CPC / oCPC)

Follow • In-Feed Ads (Account)

Loyalty • Brand Page
 TikTok Confidential
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TikTok Ads Family = Auction Bidding

= Reservation Ad

Standard Ads (Effective Reach) Content Ads (Effective Engagement)

In-Feed Ads Brand Takeover Top View Hashtag Challenge Branded Effect
 TikTok Confidential
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Branding Solutions Flow

Highlights: Highlights:
● Topview/Takeover are formats that every user sees when ● Served within the "For You" Feed, In-feed Ads help drive
they open the TikTok app engagement
● Brands can enjoy 100% SOV ● With multiple CTA features, In-feed Ads helps drive
● Topview/Brand Takeover great for building awareness, drive action
telling brand stories or impactful messages
Integrated Marketing Solutions

Marketing Objectives Standard Ads Content Ads

Brand
Catch Takeover
(CPD) TopView
(CPD) Branded
Branded
Hashtag
Effects
In-Feed Challenge
Ads
(CPD/CPM
Connect /CPC/oCP
C)

Convert
Connect
Standard Ads
. Brand Takeover
. TopView
. In feed Ads
TopView KEY FEATURES
• The First
• Full-screen video

TikTok’s premium video ad format that • Sound on, Auto Play

showcases your brand immediately • 5 to 60 seconds (10 to 15 secs

when users open TikTok. TopView is recommended)
the best way to reach and engage • Premium placement
audiences in a visually and auditory • One day 100% SOV
impactful way.
• Skippable
• User engagement from like, comment,
Note:
● No App Deep links share, follow, etc.
● No hashtags in captions without • Support immersive external web and
commercial HTC
● CPT buying model internal landing page
● No targeting options • Up to 25 call-to-action buttons to
● Has both Account and Diversion
formats choose from
● Frequency Cap: up to 5 per day
● 3rd Party click & Impression tags
available*
 Brand Takeover
KEY FEATURES
An entry into a full-day, first view • The First, Full-screen 3 sec image or
takeover. Incredible reach that increases
3 to 5 seconds video
brand awareness and maximizes your
messaging. Comparing to Topview, Brand • One day 100% SOV
Takeover is shorter and quiet (sound-off), • Skippable
that is attention grabbing even in the first • Support external and internal
3 seconds.
landing page conversion
• Autoplay, sound off

Note: • Up to 5 frequency cap

● No App Deeplinks
● CPT buying model
● No targeting options
● 3rd Party click & Impression tags
available*
In-Feed
One Day Max
Be the first In-Feed ad on the ‘For You’ page
KEY FEATURES
(4th video placement). Own the day with • Full-screen, sound on video
guaranteed impressions and take over the • Up to 60 seconds
• Sound on, autoplay
slot for 24 hours to land your brand • Users can engage from like, comment, share
messaging in an impactful and native • Account format allows following business
account, create videos with your soundtrack
manner. • External & internal landing pages
• 26 possible CTAs
• Guaranteed impressions in one day with
Notes:
● Hashtags in ad captions not allowed unless guaranteed delivery
there is commercial HTC • Cost-per-day (CPT) buy
● External: App deeplinks, install, webpages • Frequency of 1 per day
supported
● Choose between Account or Diversion
format
● Internal pages: TikTok Account, Commercial
HTC Page, BE Page, Music
In-Feed
Brand Premium
KEY FEATURES
• Full-screen video
In-feed Brand Premium ads will deliver in the • Up to 60 seconds
first 130 videos in the ‘For You’ feed at • Sound-on, Autoplay
• Users can engage from like, comment, share
random. Be amongst the first videos on TikTok
• Account format allows following business
with flexible buying and targeting options. account, create videos with your soundtrack
• Support external & internal landing pages
• Up to 26 CTA options
• Guaranteed delivery
• Multiple interactive cards available
Notes: • Frequency of 1 per day
● Hashtags in ad captions not allowed unless there • CPM Buy
is commercial HTC • Flexible buying and targeting options by
● External: App deeplinks, install, webpages demographics, location, device, and basic
supported interest levels available
● Choose between Account or Diversion format
● Internal pages: TikTok Account, Commercial HTC
Page, BE Page, Music Page
● Minimum order US$800
● Currently only available for VN, TH, ID, MY
 Internal
Internal

In-feed Diversion // Drive Action In-feed Account // Drive Engagement

No need TikTok account Need TikTok account

For clients who:
For clients who require higher CTR
● Promote with KOLs (Need Video Code)
to landing pages
● Require more followers to their Business Accounts
● Promote own authorized music to end users
 Confidential
In-Feed Ads Targeting Capabilities ( 1-1 meetings
only )

Geo Device Device Mobile Languag Network Trending

Age Gender Interest OS*
(States) Price Brand Carriers e * Content*

Vietnam √ √ √ √ √ √ x √ √ √ √

Malaysia √ √ √ √ √ √ √ √ √ √ √

Thailand x √ √ √ √ √ x √ √ √ √

Singapore x x x x x x x x x x x

Indonesia x √ √ √ √ √ √ √ √ √ √

Remark:
• Targeting only applies to In-Feed Ads – CPM buying (i.e. Brand Premium).
• OS/Network targeting traits can be displayed to clients in closed-door meetings only.
• “Trending Content” ensures videos before and after the ad will be high quality*, as well as reviewed and approved by machine and content control team. (*High quality: the video is ranked 5% in terms of Video
View among all videos displayed in ‘For You’ feed of the day.)
Ad metrics

Brand takeover TopView In-Feed Ads

Impression Impression Impression
Click Click Click
Unique Reach CTR CTR
Skip Ads & Skip Rate Reach Reach
Skip Ad Video Views
Total Video Views 2-sec/6-sec Video Views
2-sec/6-sec Video View Video Played to 25%/50%/75%
Video Played to 25%/50%/75%/100% Video/Unique Video Watched at 100%
Average Watch Time Per Video View/Person Average Watch Time Per Video View/Person
Total Engagement Engagement (Like/Comment/Share)
Engagement Rate Engagement Rate
Likes Homepage visits
Comments Follows
Shares Music Clicks
Follows Hashtag Challenge Clicks
Music Clicks
Hashtag Challenge Clicks
Homepage Visits
Third-party Measurement
Content Ads
. Brand Effect
. Hashtag Challenge
 Features

Branded Effect ● Customized Branded Effects powered by

intelligent video recognition technology
Leverage user engagement ● 20+ gestures and facial expressions applicable
with fun and interactive to trigger an effect
Branded Effects, boosting
● Encourage a deeper level of user engagement
your brand among mobile- and higher quality UGC
first audience

Remark: For more details please check our Ad Specs.

 Branded Effect Overview

Formats Package Enhanced Function

Standard ● Production & setting ● Branded Effect set

● Filter ● Panel placement ● In-video conversion new
● 2D hand/ foreground/ facial ● Effective duration ● In-camera conversion new

● Branded Effect page ● Must-buy mode new

Premium
● Facial Distortion
● Cosmetics
● Hair Dye
● Rain Control
Deluxe
● 3D Head
new

Branded effect can be purchased separately or with brand takeover, in-feed ad and hashtag challenge.
 Format
Standard Effect
Formats
• Filter
• 2D foreground
• 2D facial

• 2D hand

Why this format?

• Easy to participate

• Shorter production time and lower cost

2D facial + Foreground 2D Hand

(JP – Coca-Cola) (EU – Nike)
 Format
Premium Effect
Formats
• Cosmetics

• Face Distortion
• Hair Dye

• Raindrop Control

Why this format?

• Cosmetics and Hair Dye effect will maximize color
accuracy and authenticity, offering a more nature
and real look

• Allow users to virtually try-on your product and

stimulate purchase

2D Foreground + Cosmetics Cosmetics

(MENA – Hongguan Games ) (JP - Listerine )
 Format
Premium Effect
Formats
• Cosmetics

• Face Distortion
• Hair Dye

• Raindrop Control

Why this format?

• TikTok users like to explore new looks, even
quirky ones like Facial Distortion

• Raindrop Control can be changed to brand

elements, giving users a full-screen experience

Raindrop Control
(can change to other elements)
 Format
Deluxe Effect new

Formats
• 3D Head

Why this ad format?

• 3D Head effect can offer more lifelike details
and textures

3D HeadAR Character
Branded Effect Package
Effect Production Panel Placement (6 days) Duration (2 months) Branded Effect Page (2 months)
Effect designed and set Day 1-3: 4th Placement Users can click the magic icon on Customized effect page
by TikTok Day 4-6: 15th placement UGC videos to enter the effect information, all videos with effect
page will be displayed
Branded
Values For Your Brand
Hashtag
Challenge Reach mass audience

A unique engaging format to
generate mass exposure and
attraction around your brand,
by inviting users to generate
content with branded theme.
Generate interactions
(like/comment/share)
Generate UGC at scale
Follow the brand and reengage
in the future
Hashtag Challenge
User Flow

Brand takeover Video Shooting For You Page Discover Page

TopView Saw the featured brand In-Feed Ads or video posts of Brand banner in the carousal
music or effect in music page the participants or brand hashtag in the
or trending effect trending hashtag list

Challenge Page
Incentives and details of
branded hashtag challenge
 Hashtag
Values For Your Brand
Challenge +
Effect Reach mass audience

Generate interactions
Integrate brand message into (like/comment/share)
creative effect to record
memorable moments and generate
more brand-related conversations.
Generate more brand exposure

Follow the brand and reengage

in the future

Remark: Express Effect Package (with 2D foreground Branded Effect) can increase video post by 20% (data
compared Hashtag Challenges with and without Branded Effect in Japan, 2019.)
 Hashtag
Values For Your Brand
Challenge +
Clickable Effect Reach mass audience

Generate interactions
The Clickable Effect enable to leverage (like/comment/share)
UGC endorsement to have a strong
CTA and convert more targeted
audiences into brand page visitors,
sales leads, or customers. UGC drives conversion

Follow the brand and reengage

in the future

Remark: Express Effect Package (with 2D foreground Branded Effect) can increase video post by 20% (data
compared Hashtag Challenges with and without Branded Effect in Japan, 2019.)
 Hashtag
Values For Your Brand
Challenge
Plus (Add an Explore tab) Reach mass audience

Encourage the participants to explore

Generate in-depth interactions
more with an extra tab on your challenge (survey, offline visit, etc.)
page. The seamless and customizable
experience can boost the brand
engagement to another level
UGC drives conversion

Customizable with interactive components:

1. Discover Banner 4. Offline Store Follow the brand and reengage
in the future
2. Product Carousel 5. Related hashtags

3. Instant Survey

Remark: Only available in JP, US, IN, UK, FR, IT, DE, ES, MY, VN, TH, ID, KR markets
Global
Hashtag
Challenge
Enable real global reach and launch your campaign
across different markets simultaneously, to assure one-
brand, one-voice while appealing to your audience with
localized creatives.

Branded Effect, Hashtag descriptions and Branded

Sounds are automatically rendered according to a user’s
language setting on TikTok, offering global reach with
localized assets.
Hashtag Challenge: Enable a Full Funnel Campaign
Awareness Consideration Conversion Loyalty

Generate
Generate in-depth Follow the brand
Reach mass Generate UGC at Generate more interactions UGC drives
interactions (survey, and reengage in
audience scale on brand UGC (like/comment/sh conversion
offline visit, etc.) the future
are)

HTC √ √ √ √

HTC Plus √ √ √ √ √ √

HTC+ Effect √ √ √ √ √

HTC+ Clickable
Effect √ √ √ √ √ √
Ad metrics

Hashtag Challenge Branded Effect

Total video view Impression of branded effect on effect panel
Total reach Unique users that view the branded effect on effect
User-generated videos panel
Banner clicks Clicks of branded effect on effect panel
Banner impressions Number of unique users that click on the branded
Hashtag page views effect on effect panel
Hashtag page clicks Number of videos using branded effect
Challenge page view Views of videos using branded effect
Challenge video view Likes/comments/shares of videos using branded
User video posts effect
Pinned official video view Page view of branded effect page
Likes
Comments
Shares
Number of videos post with brand music
“Discover” tab clicks (HTC Plus only)
“Discover tab view (HTC Plus only)
Brand Lift Study
 Features
Brand Lift ● Selectable survey partners, TikTok or third-

Study ●
party
Comprehensive investigation of standard ads
and non-standard ads
● Mandatory + optional questions to better
Measuring and optimizing measure campaign objective
your TikTok campaigns, by ● 48hrs timely collection
● In-depth analysis and optimizing
TikTok or third-party
partners Ad Format Campaign
Suggested Spending
(Reservation minimum
Threshold
Ads) impressions

TikTok / Vietnam: $16K

Nielsen / Vietnam: $80k

Remark: Only available in Vietnam and Malaysia

 TikTok Confidential
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How It Works
Brand Lift Study Methodology

Divide Study Groups Collect Responses

Respondents are divided into At least 100 samples of each group are
control/exposed groups, only different in collected to ensure the significance of
research results
whether they saw your campaign
Send Invitation Process Data
3 Results are processed and
1 Both groups answer the same survey
analyzed into a report
questions
4
2

· Active users on TikTok

· Saw sponsored contents of
this campaign

· Active users on TikTok

· Didn’t see any sponsored
contents of this campaign
(Note: The actual sample number
cannot be guaranteed as respondents
are uncontrollable)

(Sample)
Showcase
Viettel | Hashtag Challenge #Viettelcongcong | Vietnam
Background
As Vietnam’s largest telecom operator, Viettel’s latest product, Viettel++ just
launched. In order to gain more exposure for this new product, Viettel decided to
conduct a hashtag challenge on TikTok. They invited a famous singer & football
player to dance with their branded music, which greatly led the trend.

Highlight

Video Views CTR ( Takeover ) UGC Videos Unique Publishers

39M+ 10.27% 20K 15K+

Official Video 1 Official Video 2 Takeover UGC Video 1 UGC Video 2 Banner
Lotteria | Hashtag Challenge #Mozzaria | Vietnam
Background
Lotteria is a well-known fast food brand, which is famous for its burger. As the new
cheese burger launched, Lotteria conducted a hashtag challenge together with a
brand effect from July 26th July 31st to promote its premium burger which had
endless cheese from Mozzarella burger.

Highlight

Video Views CTR ( Takeover ) UGC Videos Unique Publishers

19M+ 11.76% 26.9K+ 21K+

Official Video 1 Official Video 2 Takeover UGC Video 1 UGC Video 2 Banner
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Cocoxim | Hastag Challenge #SayCocoxim

Challenge
Discover Page Music Page Official Videos
Page

Total video
Challenge Rule: Catchy brand music + Easy dance move
Total VV
submissions • The product was placed in official videos as a magic coconut juice to bring happiness
17M+ 17K+ and cool the hot weather, which raised exposure and deliver product messages in a
vivid and interesting way.
Total engagement Total video • Client used customized music which is very catchy to get more engagements.
publisher Moreover, the dance is very easy to follow.
731K+ •
13K+ If there applied a brand effect would be much easier to get engagements
THANKS
Appendix
 TikTok Confidential
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Brand Safety
Guidelines Solution
The TikTok Community Guideline is an important code of conduct for a TikTok has put in place protective measures by combining content
safe and friendly environment. Violation of the guidelines may result in moderation technology with a robust human moderation team
your account and/or content being removed.
We have a robust content moderation system with several layers of tools and process including
automated classifiers, user reports, viewership threshold and more.
Inappropriate Content Category
Videos uploaded to our platform
Nudity or sexual activity

Child safety violation Proactive Detection Technology

allows us to identify questionable content
Harassment or cyberbullying Dedicated Monitoring Queue
ensure swift and scalable responses to reported content. 24/7
Discrimination or hate speech moderation with multi-language support on all monetized markets

Harmful or dangerous content Issue Specific Abuse Team

enables precision safety on nuanced issues
Intellectual property infringement

Impersonation, spam, or other misleading content Ads Displayed

 TikTok Confidential
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Trending Content Targeting

A new targeting feature that enables brand’s In-Feed Ads to be placed in between the TOP 5% most viewed videos on TikTok

Noted: Example of the ad placement when users scroll down their video feed on TikTok

Top 5% Top 5%
User User Viewed Viewed User User User
Content Content User AD User Content Content Content
Content Content

Align with popular content

Put your ads immediately before/after the most
popular videos on TikTok

Enhance user attention

Tap into positive user sentiments with spill-over effect
from most popular videos

Note: CPM, for the specific purchase level, please confirm with our sales manager based on the delivery date.