8 Essential Tips for TikTok Advertising in 2025

In 2024, TikTok boasted more than 1 billion monthly active users and offered brands an incredible platform for reaching new and engaged users. Initially viewed as the new kid on the block among social platforms, TikTok is now a hub for marketers eager for new advertising channels. Thanks to massive reach, engaging format, and customisable content options, TikTok Advertising is ripe with opportunity. However, standing out on TikTok requires a thoughtful strategy and growing resources. If you’re looking to up your TikTok Advertising game, this blog offers eight crucial tips to help you get the most out of your TikTok marketing plan in 2025.

1. Know Your Audience

TikTok’s appeal lies in its broad audience–from Gen Z to millennials and beyond. To get the most from your TikTok ads, you will need a deep understanding of your target demographics. Consider their behaviors, interests, and the type of content they naturally engage with on TikTok and other platforms. Before you jump into TikTok Advertising (and start putting significant budget behind your ads), be sure you develop a strategy. TikTok offers built-in analytics so brands can experiment with a range of ad targeting options. Be sure to research your customer’s demographics, interests, and behaviors. Leverage any data you have from other platforms and channels (such as Meta, Google Ads, or Amazon) to ensure your ads are tailored to your audience.

2. Set an Effective Budget

TikTok Ads require as little as £10 per day. But creating ads with meaningful impact will require a bigger commitment. TikTok recommends a daily budget of around £100 to achieve real visibility in its dynamic bidding landscape, where higher ad spends generally correlate with better visibility and higher customer engagement. Different goals and strategies will also require different budgets, so align your spending with your objectives. 

Need the low-down on TikTok Advertising basics? TikTok offers flexible bidding options so you can control your spending per view, impression, or click. Various bidding methods are available, including CPV (cost per thousand views), CPM (cost per thousand impressions), oCPM (optimized cost per thousand impressions), and CPC (cost per click).

Are TikTok Ads worth it? If your goals include brand awareness or reaching specific audiences, you can experiment and find out. Different businesses will have different goals, which can range from growing followers and enhancing brand visibility to driving direct product conversions. To help you achieve what you need, TikTok Advertising supports brands with three main ad types:

• TikTok Ad: A single video ad that promotes a product, service, or offer.
• TikTok Ad Group: A set of ads based on a shared theme, useful for brands with multiple related products, like a clothing line with various styles.
• TikTok Campaign: The most elaborate format, encompassing multiple ad groups under a broader promotional goal, ideal for brands with diverse offerings.

3. Keep Your Content Fresh

As a platform, TikTok is all about novelty and capturing interest with lightning-fast engagement. Your ads need to capture a potential customer’s attention within the first few seconds. Experiment with using eye-catching visuals, trending sounds, or intriguing hooks to draw users in. You can research this by looking at what other businesses in your niche are doing, or what other creators are seeing success with. TikTok favors fresh and frequent content, so post regularly and consistently. Keep videos short, authentic, and engaging—TikTok users respond best to content that feels real rather than overtly “ad-like.”

4. Test and Analyse for Optimal Performance

With resource-heavy content creation, testing is essential, especially if you’re looking to scale up your advertising budget. Test your ads on TikTok to determine which ad formats, visuals, and messages resonate best with your audience and goals. Try A/B testing with various video lengths, messages, or call-to-actions (CTAs) to identify winning elements. Regular testing and tweaking can lead to significant performance gains over time. Remember, TikTok isn’t a set-it-and-forget-it platform. Results may be slow, but if things haven’t improved after 90 days, consider contacting an agency like eCommerce Nurse for support. 

5. Leverage TikTok’s Spark Ads and Creator Collaboration

One of the main benefits of TikTok is the ability to organically integrate creator and affiliate content into your feed. Consider collaborating with TikTok creators who align with your brand. Creator partnerships not only expand your reach but also give your ads a level of authenticity that resonates with users. Once you get the hang of this type of content, TikTok Spark Ads allow you to boost content that’s already performing well organically on the platform. This format is particularly effective because it feels more native to users, enhancing ad engagement and highlighting authenticity. 

6. Take Advantage of Product Shopping Ads (PSAs)

Selling your products directly on TikTok (as opposed to having users click external links that drive them away to another shopping site) can be a game-changer for businesses looking to go omnichannel. Product Shopping Ads (PSAs) are a unique TikTok feature that showcase product listing images within the shop tab and search results. This display makes it easy for users to explore and impulse buy. Be sure to use high-quality, attention-grabbing product images in your shop, as these will show on PSAs. Customers should be able to quickly tell what the product is and interest them in potentially purchasing without too much digging.

7. Experiment with TikTok Live Streams

TikTok LIVE shopping is another TikTok feature that integrates live selling into the platform. TikTok live streams allow brands to showcase products in real-time and directly interact with potential customers. TikTok Live requires a TikTok Shop and offers the ability to pin products during discussions, making it an effective way to create dialogue and follow-up on successful ads. This type of ad may funnel in new customers and can be pivotal for taking your business to the next level on TikTok.

8. Measure Success and Adjust Accordingly

Tracking and analysing your TikTok ad performance is crucial to understanding what’s working and what needs an overhaul. TikTok offers metrics like view rate, engagement, click-through rate (CTR), and conversions to help you gauge performance. TikTok’s Ads Manager also offers real-time analytics to track key metrics and make informed decisions. Keep a close eye on the data, and don’t be afraid to change your strategy if something isn’t working—2025 is all about being nimble and responsive to your audience’s needs. TikTok also rapidly changes, so it’s imperative you keep a close eye on trends and platform updates to reap the most benefits from the platform.

Need More Help? 

TikTok advertising in 2025 is all about dynamic content, creativity, and smart targeting. By setting a realistic budget, testing often, collaborating with creators, and keeping a close eye on performance, brands can unlock TikTok’s full potential. These eight tips should have you well-equipped to start TikTok Advertising. If you’re looking to make a memorable impact on TikTok and drive higher-level results, consider working with us. At eCommerce Nurse, we can embrace the creativity and adaptability that TikTok demands. Contact us to discuss your specific needs so we can help your brand grow and thrive.