A Guide to Doing TikTok Ads in the Philippines

TikTok’s rapid growth in the Philippines has made it one of the most powerful platforms to reach and engage with a dynamic audience.

With over 56.1 million Filipino users, the video-sharing (now also a shopping and live-streaming) platform has gone beyond being just a social app.

It’s become a space where trends take root and brands engage with customers more casually and conversationally, which in turn provides a phenomenal opportunity for marketers. 

The social media giant’s potential for creativity and virality allows brands to tap into a younger and more diverse audience. Its algorithm even helps over 2 million local small businesses reach massive audiences, leveling their playing field with industry giants.

Don’t miss out on this opportunity to maximize your reach. Let’s take a closer look at how to leverage TikTok ads in the Philippines, with some insights into why it’s a marketing must-have for Pinoy entrepreneurs.

What is TikTok Advertising (And How Does It Work)?

TikTok advertising refers to the paid marketing opportunities you can use on TikTok to promote your products or services.

The primary goal of using this platform is to capture users’ attention and drive engagement via relatable video content, hoping to compel viewers to perform a specific action.

Now, how does it work? TikTok ads operate via an algorithm that helps you aim for specific audience segments based on their demographics, interests, and online behavior.

The platform has several ad formats, such as in-feed and TopView ads, allowing you to blend seamlessly into users’ content feeds. We’ll elaborate more on them later.

What’s more, TikTok also has a self-serve ad platform to set up and manage campaigns. Here’s how to use it:

Source

1. Visit Advertising on TikTok.
2. Input your email and preferred password to create an account. You may also click Sign up with TikTok to use your existing account instead.
3. Input your business information on the next page.
4. Read and agree to its terms and conditions, then click Register.
5. Set up your billing information. Finally, click Go to Ads Manager.

Due to how easy it is to advertise on TikTok, it doesn’t come as a surprise that the platform has sustained a 23.2% quarterly growth in ad reach locally, with a potential audience of 49.09 million Filipinos. In fact, the Philippines comprises 11.64% of TikTok Shops.

Top 9 Reasons Marketers in the Philippines Should Prioritize TikTok Ads

Now that you’re familiar with how TikTok ads work, what exactly can they do for your business besides boosting visibility? 

1. Interactive ad formats

Tired of bland banners? TikTok offers a slew of ad formats that users can interact with, making your brand more memorable and engaging in the long run. Some popular choices include:

• In-feed ads: They appear as any other video users see on their For You Page (FYP) or recommended feed. As such, they typically get the most in-app engagement—likes, comments, and shares. It also includes a CTA button that can lead to your website or other landing pages.
• Spark ads: Similarly, they appear on the FYP page like any other video. What sets them apart from in-feed ads is that they can come from your non-ad video, removing your need to create ad-specific content. You could even use another creator’s video if they permit it!
• TopView ads: The problem with in-feed ads is that users might simply skip through them. Thankfully, TopView ads are unskippable for the first three seconds, securing you a short time to capture your target audience’s attention.
• Brand takeover ads: This full-screen ad format places your brand front and center by greeting users who have just opened their app. It’s the perfect place to launch new products and keep your brand on top of mind.
• Branded filters: TikTok has arguably always been at the forefront of trendy stickers, augmented reality (AR) filters, and lenses. You may participate and create your own elements via Effect House, enabling you to spread awareness for a marketing campaign in a more engaging way. 
• Branded hashtags: Like any other social platform, TikTok uses hashtags to categorize posts and draw attention to trends. You can easily incorporate a hashtag into your ads and watch your views skyrocket.

2. Cultural relevance and trend creation

TikTok is where many trends begin, and you can jump on them by creating relevant content that resonates with Filipino culture. Is there a new dance or challenge?

Record your team participating in them to increase brand awareness and connect with your audiences on a deeper and more relatable level. 

It might seem outside of traditional marketing practices, but remember that 91% of consumers want fun, less serious brands.

3. Hyper-engaged community

Recent data reveals that Pinoy TikTok users spend roughly 40 hours a month watching, liking, commenting, sharing, and simply scrolling through TikTok—1.5 times longer than they do on Facebook, the most-used social media platform in the country.

This level of engagement gives you a chance to build solid relationships with your audiences, with the potential for virality and a sizeable reach.

4. Authenticity and creative freedom

TikTok creates a space for anyone to showcase their personalities genuinely. It also applies to companies and brands—most people (88%) want brands they can trust, and the best way to achieve it is through authenticity.

So, prioritizing content that speaks to a general audience is essential. You may also experiment with unconventional ads that might not work on other platforms to resonate with your audience better.

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