How to set up dynamic ads on TikTok for your e-commerce?

Why should you care about your brand visibility on TikTok?

Let’s face it – TikTok is becoming a more and more relevant player on the Social Media market dominated by huge players. But it seems that TikTok is here to stay for a long time. After the initial boom the number of users settled on pretty hefty levels, but what is most interesting for most advertisers is the current demographics.

The majority of TikTok's audience is aged under 24, with almost 20% of that group consists of users aged between 13 and 17. That gives the platform a brilliant foundation to build upon, as it looks to establish itself as a key contender in the social media stakes. Enabling users to build such strong connections and personal networks within the app, at such young age brackets, will position TikTok for ongoing expansion and growth, as these users age-up.

This presents a rather unique opportunity for all the advertisers to secure a good foothold for a very young audience. On top of that, this demographic despite having rather low purchase power, has great influence on decision making for older clients. 

E-commerce tools available on TikTok

As probably most of you already know, TikTok is known in China as “Douyin” (抖音) and is leading social media platform on Chinese market. It’s worth mentioning that Douyin generates most of its revenue from in-app commerce. That’s why we can expect that the set of tools available for ecommerce advertisers will be expanding or getting upgraded over the incoming months or even years.

As of right now (June 2021) TikTok self-service ads options are pretty limited in most of the world – most of ad formats are restricted to partnerships of a limited group. Nevertheless we have already scooped the format that historically is the most interesting for most ecoms – that would be product feed. 

Setting up a TikTok product feed

TikTok product feed right now consists of only a few basic parameters such as: sku_id, title, description (up to 5000 signs), availability, condition, price, link, image_link, brand – for now this is a pretty basic setup similar to initial Facebook shop specs.

You can easily prepare this file manually on any given spreadsheet tool that gives you the “publishing” option for .csv files. Though as usual – simple and manually prepared options have their downside – those are rather tedious and slow solutions. If you are interested in managing your feeds smartly we recommend that you try out our feed management tool for free. With our set of rules and management possibilities you can easily automate your marketing campaigns on TikTok and get your business booming :)