| 6 min read

How to Promote TikTok Videos

Promoting your brand on TikTok makes sense for a lot of businesses. What’s more, TikTok offers promotion tools they say, “...help you get more people to discover your videos, guide more people to your website, and improve your chances to get followers.” 

The Promote feature is only available to public videos and can only include original sounds or sounds that can be used for commercial purposes. You can’t use Promote if your video includes otherwise copyrighted sound. Fortunately, TikTok offers more than 500,000 commercial sounds you can use in a video you may want to promote.

This tool is only available to help make your video more visible but will help you ramp up:

  • The number of video views

  • The number of likes, comments, follows, and shares your video gets

  • How many people visit your website

  • The age and gender of the people who interact with your video                                                                                                                                                                                                                   

How much does it cost to promote your video on TikTok?

There is no fixed budget for promoting a TikTok video, but there is a minimum daily spend requirement. You can spend as little as $3 per day or as much as $1,000 per day. You can also choose how many days you want to promote your video.

Once you’ve set your budget and timeline, TikTok will give you an estimate for the number of video views you can expect to see. Remember though, the audience you’re targeting can impact the number of views you’ll get. In other words, broader targeting will generate more video views, but the more specific your targeting, although fewer views, you can dial into a higher quality viewer.

How to reach new audiences with TikTok promote

If you want to target an audience that you are having trouble attracting organically, it’s relatively straightforward to target them via promotion. You can choose from a number of different categories like:

  • Age

  • Gender

  • Geographic Location

  • Interests

You can also build more than one custom audience and save it so next time you decide to promote a video it is readily available.

Additionally, you can allow TikTok to promote to a broader audience.

Once your promotion is complete, you’ll be able to see how it did. TikTok provides some basic analytics that will tell you how many video views, likes, comments, and shares the video received during the time it was promoted. It will also give you the total amount of time people collectively watched your video along with the average watch time.

Additionally, you’ll be able to tell how many times people watched the entire video, the total number of unique users have seen your video, and what location they are in.

What does it mean when a TikTok promotion is not approved?

Anytime you intend to promote a TikTok video it is reviewed before the promotion starts. The primary reason a video might be rejected is because you are using a copyrighted “sound.” In other words, music that is not authorized for commercial use. 

If you are publishing an advertisement, there are a handful of reasons your promotion might be rejected. They include:

  • Your ad makes exaggerated or misleading claims

  • There are spelling or grammatical errors

  • Your ad has distracting capitalization or uses symbols in place of letters

  • The video, image, or audio quality is poor

  • The products or prices your video is promoting isn’t consistent with what you’re actually selling

  • The website you’re pointing people to isn’t working

  • Your ad includes an unauthorized third-party logo

  • Your ad includes shocking or graphic content

You can cancel a promotion

If, for whatever reason, you decide you aren’t happy with your promotion or simply want to cancel it before you’ve run the complete timeline, you can easily cancel the promotion. You will only be charged for the number of days the promotion actually ran.

Is promoting a TikTok video worth it?

If your target audience is on TikTok it can be a great place to introduce your brand, your products, or services to potential customers. Taking advantage of the promotion tools can help you reach your target audience by deliberately putting  your brand front and center. It can also help you find additional people that might not find you with a strictly organic approach.

Because there is no spend requirement, you can also promote your videos relatively inexpensively to test the waters for  yourself. Then, if it looks like something you’d like to expand and be more aggressive with, you can increase your budgets.

Part of whether or not it’s worth it for you will be determined by what you’re trying to promote and the quality of your video.

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