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2024 TikTok Ads Study Presentation

2024 TikTok Ads Study Presentation

Welcome to our 2024 TikTok Ads Study Presentation! In this study, we dive into the data to explore how brands and social media managers are using TikTok ads to achieve their marketing goals. We analyzed over 5,000 campaigns from 730 advertising accounts, with a total investment of $ 5 million, over a 90-day period from December 1st, 2023 to February 29th, 2024.

Campaign Objectives

On TikTok, advertisers can choose different campaign objectives based on their goals. We found that the most used campaign objective was video views, followed by engagement, traffic, web conversions, reach, lead generation, and app promotion. Video views campaigns were the clear favorite among advertisers, given TikTok's video-centric platform.

Investment and Results

When it comes to investment, video views campaigns had the highest average investment per single campaign. This suggests that advertisers are willing to spend more to increase video views and reach on TikTok. Web conversions campaigns ranked second, followed by engagement campaigns with the lowest average investment.

In terms of results, video views campaigns generated the most impressions, followed by engagement campaigns. However, traffic campaigns had the highest number of clicks, indicating their effectiveness in driving website traffic. Video views campaigns also had the highest average CPC (cost per click) and CPM (cost per thousand impressions), making them the most expensive campaign objective on TikTok.

Comparison with Other Platforms

We also compared TikTok ads with ads on Facebook and Instagram. On Facebook, interaction and traffic campaigns were the most favored objectives, while app promotion campaigns had the highest average investment. Compared to Facebook, TikTok ads generally had higher CPC and CPM rates, especially for video views campaigns.

Key Findings

  1. Brands and social media managers prefer campaigns related to increasing views on TikTok.
  2. Traffic campaigns dominate in terms of clicks, indicating their effectiveness in driving website visits.
  3. Video views campaigns have the highest average spend per campaign, making them the most expensive objective on TikTok.
  4. TikTok ads, in general, have higher CPC and CPM rates compared to Facebook and Instagram ads.

Keywords

TikTok ads, campaign objectives, video views, engagement, traffic, web conversions, reach, lead generation, app promotion, investment, impressions, clicks, CPC, CPM, comparison, results.

FAQ

  1. What was the most used campaign objective on TikTok?

    • Video views campaigns were the most used campaign objective on TikTok.
  2. Which campaign objective had the highest average investment per single campaign?

    • Video views campaigns had the highest average investment per single campaign.
  3. Which campaign objective generated the most impressions on TikTok?

    • Video views campaigns generated the most impressions on TikTok.
  4. Which campaign objective had the highest number of clicks?

    • Traffic campaigns had the highest number of clicks on TikTok.
  5. How do TikTok ads compare to ads on Facebook and Instagram?

    • TikTok ads generally have higher CPC and CPM rates compared to Facebook and Instagram ads.

That concludes our 2024 TikTok Ads Study Presentation. If you have any further questions or would like to download the full study, feel free to reach out to us. We're here to help!