With 800+ million global active users and the most copied app of 2021, TikTok now is the most powerful ad platform for all brands. This article’s TikTok ad policy is a complete TikTok brand guideline for you.
TikTok offers a wide range of ad formats for its users. Each ad formats have a distinct purpose and you must use their distinct way. So knowing how each ad can be used to meet desired campaign goals is crucial.
Throughout this article, I’m going to dig into TikTok marketing, TikTok ad specifications, how to create a TikTok business account, and tips for TikTok marketing to increase your brand awareness and boost sales.
TikTok Ad Policy | TikTok Ad Specifications
TikTok ad policy & TikTok ad specifications are mostly the same as Facebook. However, TikTok’s execution is a little bit different. Let’s see how to market a product on TikTok and what restrictions to consider;
Prohibited Practices
TikTok’s theory- the less hurtful content is the best. This logic applies to all their content including TikTok ads. Below is a small specification of the TikTok ad practices along with the chronicles to avoid;
TikTok Listed Prohibited Practices
- Odious Behavior– Any sort of hateful behavior including fading a group based on their communal attribute.
- Shock Value– Make sure your ad contents are not containing any type of shocking and violent feature.
- Bullying– It is strictly prohibited on TikTok ads. It’s like telling somebody they are not good at somewhat.
- Overstepping Content– TikTok is very sensitive about copywriters. Make sure your ad does not contain any overstepping issues. Besides all the data in your ad must be amenable to copyright rules.
- Pornography– You must make sure your ad image does not contain or signifies pornography.
- Minor in Danger– Your ad should not show any unsafe or dangerous behavior.
- True Information– Your ad must not contain any false or confusing data and directed appropriately.
Prohibited Things
TikTok was intended to be a joyful platform and works hard to remain the same. Therefore, putting any dubious subject is left out of the picture. Also, some TikTokers might become a bit anxious; so ad policy must contain this helpful feel.
For instance, the matters of life and death theoretically should be avoided as they might put stress on TikTok viewers. See more details to keep this joyful platform upright and showcase your product/service;
Sex
Any type of selling, marketing, solicitation, or enabling of access to sex-connected products/services is severely prohibited on TikTok ads. This condition applies to dating sites and, oddly abundant, breast increase processes, etc. So, ads with a nurse’s Halloween clothes or push-up bras are permitted to show.
Animals
You are allowed to make ads on pet care, pet adoptions, pet training pet cleaning, and pet products like toys, food, and accessories, but not selling a pet. Generally, animal goods as well as leather, fur, and wool are prohibited to advertise. This rule also applies to cross-species breeding advertising.
Gambling
Any type of gambling like deals of casino props or materials even bingo is prohibited to advertise on TikTok.
Drugs
Drugs, drug images, people speaking on drugs, or images that contain people taking drugs, illegal drugs, orderly drugs, homoeopathy, prescriptive drugs, drugs for recreation, weight losing or performance boosting drugs, etc. are prohibited to advertise.
Weapons and Military Tackle
Military uniforms, handcuffs, vests, or even boots are not allowed to advertise on this platform. Additionally, any self-defence weapons, fireworks, and sharp objects are prohibited to sell on TikTok.
Smoking
Smoking, puffing, vaping, inhaling, or smelling, and anything instead of fresh air is prohibited to show. These conditions are also applicable to devices, papers, filters, pipes, and even old-fashioned snuffboxes.
Music
Music was continuously in the heart of TikTok as it started as a dumpy dance and lip-sync place. A full article in TikTok for Business source is keen on music in Business accounts. But you must pay to play.
Politics
Posting ads in favor or against any political (acting or former) person or group is not allowed on TikTok. Ads on NGOs or government agencies may that will go through a careful review by TikTok.
Piracy
TikTok has a “fake products” category that includes fake Birkin bags and Monet paintings to digital plagiarizes of copyrighted items.
Apart from the above, there are some more policies that you must comply with to start your ads on TikTok;
Ads Landing Pages
- Landing pages have to be live, not expired or under construction.
- Your landing pages must come with a responsive design.
- The landing page shouldn’t want visitors to download other apps or input their info to access the main landing page content.
ECommerce Ads Policy
- Your eCommerce ads on TikTok must lead to a page that shows the right business data like company name, address, details, etc. And it must display real product prices in the right currency with privacy, refund, and clear delivery policies.
Leads Ads
- For the leads ad campaign, you must declare a privacy policy on the landing page clarifying how the visitor’s data be collected, shared, and run.
TikTok Image Ads Specification
TikTok supports both image and video ads. Please refer to the link here for the image ad specifications that apply to the Global App Bundle and Pangle Placements.
TikTok Video Ads Specification
Preferably, your TikTok video ad must follow the below specifications;
- Duration: 5-60 seconds.
- Aspect ratio: 9:16 or 16:9.
- File size: 500 MB maximum.
- Your brand name: 2-20 characters.
- File type: mp4, 3gp, avi, mov, or mpeg.
- Description: 100 characters without any emoji.
- Resolution: 540 x 960 px or 640 x 640 px.
Reviews and Disputes
After submission, TikTok will review your ads to make sure they comply with their existing ad policies. Image, caption, audio, video, target age groups, geo-setting, etc. also must go through the review process. Typically, it takes 24 hours.
After that, you’ll get a notice about whether your ad has been approved or not. If unfortunately your ad got rejected, you can start editing it to comply with their ad policy. The process of editing is described here.
Or, if you think your ad was mistakenly rejected, you can dispute their decision and appeal using the TikTok ad manager.
Complete TikTok Brand Guidelines & Tips for TikTok Marketing
Learning what is vital for your business to dance on the TikTok platform is the key to success for both marketers & advertisers. Below are the detailed brand guidelines on TikTok marketing;
Post Video Content at the Right Time
First, find the benchmark on the best time to post a video. Then post videos at a time when your target audience is more active. It helps to improve your ad performance by increasing visitor engagement.
Create Enjoyable Content for Your Target audience
Create and post enjoyable fun content particularly for the young group as TikTok’s users are mostly young. Also, make sure that your content should end up interesting and educational. It will help you to improve your brand’s positive image and boost product visibility.
Team-up with Influencers
Team-up with the influencer is the most practised and effective way to improve your brand awareness. It also enhances the possibility of your brand reach to the target audience. Team-up with an influencer who is relevant to your niche/industry is a good idea in this case.
You can use TikTok’s “Creator Marketplace” feature. It connects the brand with influencers that are related to their industry. Here are over 1,000 influencers you can search, select and connect with for your TikTok ads.
Follow the Trends
Trends are always hot on TikTok to go viral. It helps to increase followers & engagement. So follow the trending music, hashtags, and filters to reach more people to get more views and likes.
Curate User Generated Content (UGC)
Typically on TikTok, User Generated Content (UGC) drives more engagement than content created by the brand. So try to inspire your viewers to share their videos using your product or services.
And the most practiced & efficient way to curate user-generated content is starting a hashtag trend. It will inspire your followers to share their content using a branded hashtag you have made.
Popular branded hashtags can create millions of views and huge reactions. The most attractive part of using a branded hashtag is that you can track the audience’s ideas easily.
Be Regular
The TikTok algorithm favors brands that post regularly relevant content on the platform. It helps TikTok to show your audience’s feed consistently. So you will get more views, likes, and engagement.
Cross-promote Your TikTok Content
Cross-promoting TikTok ad content will help to increase your ad performance. Resulting increase followers and improved brand awareness on the TikTok platform. So upload your videos on social media like Instagram while uploading them on TikTok.
It is too easy to use your TikTok app. You can simply download your videos directly to your camera roll. After saving, you can share the video wherever you want.
Frequently Asked Questions
What Is TikTok Marketing?
TikTok marketing is the way of using the TikTok platform and TikTok audio, video & image content to promote brands, products, or services. TikTok marketing focuses just on TikTok by making a short-form video that engages your viewers and helps to show your business offers.
How To Create a TikTok Business Account?
Creating a TikTok business account is pretty simple. You can create it by following the below steps;
- Download the TikTok app on your device and create a new account.
- Go to your TikTok profile and tap the hamburger menu in the top right corner.
- Go to Settings and Privacy, and then tap Manage Account.
- Now, tap Switch to Business Account.
- Select the category that best relates to your business type.
And you are done!
TikTok Ad Policy | To Sum Up
If you want to reach your target global audience fast, a TikTok ad is the best way to go. It is available in 150+ countries. This complete TikTok brand guidelines article will help you to comply with the TikTok ad policy, market on TikTok, and reach your global audiences.