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Annie Everill

Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

TikTok has rapidly transformed from a platform for viral dance trends into a major advertising channel for ecommerce brands and beyond. With its highly engaged user base and powerful algorithm, TikTok offers a unique opportunity for businesses to reach their target audience in a creative and authentic way through the use of organic video content, 

In this guide, we’ll explore how TikTok ads work, the benefits they offer, which businesses can get the most out of them, and how they are reshaping 

TikTok’s advertising platform operates on a bidding system, similar to 

 and Google Ads. Advertisers set campaign objectives, choose targeting parameters, and bid for ad placements. The platform provides various ad formats designed to engage users in a natural, non-intrusive way.

TikTok’s algorithm is designed to push relevant content to the right audience, making it easier for brands to go viral. Unlike traditional ad platforms, TikTok’s content is discovery-driven rather than follow-based, meaning brands can reach new audiences more effectively without needing them to actively follow them or keep up with the brand on a regular basis.

TikTok ads can be more cost-effective than Facebook or Instagram ads, particularly in terms of engagement. The platform also allows brands to start with small budgets and scale up based on performance so they can decide what is and isn't working, and work their budget around it.

With features like TikTok Shopping and seamless integrations with ecommerce platforms such as 

, TikTok enables a direct path from discovery to purchase, simplifying the customer journey and making it easier than ever for customers to purchase their products on the go.

TikTok thrives on creativity and authenticity, making it ideal for brands that want to showcase their products in a relatable way. 

 has proven to be a powerful driver for brand trust and conversions as it shows real life people, using real life products. Not only does this type of content display items in a natural and accurate way, but it also gives room for opinions, advice and feedback. Businesses can then reuse content created by others, taking away the need for them to constantly develop new marketing materials.

TikTok’s ad platform allows businesses to target users based on demographics, interests, behaviour, and even lookalike audiences, ensuring your ads reach the right people and those who are most likely to engage with your brand and products. 

Businesses that would benefit from Tiktok ads

Are you an e-commerce brand wondering whether or not to invest in tiktok ads? If your brand thrives on visual storytelling, creativity, and engagement, then TikTok Ads are well worth exploring. Whether you’re looking to drive brand awareness, 

, or tap into a younger, highly engaged audience, TikTok’s advertising platform offers a unique opportunity to grow your ecommerce business.

TikTok isn’t just for Gen Z—it now attracts a wide demographic of users, and a variety of different business types can benefit from introducing ads into their next marketing campaign:

Wattbike

the human-led tech-enabled ecommerce agency

TikTok Ads: How they work and why ecommerce brands should pay attention