TikTok’s rapid growth in the Philippines has made it one of the most powerful platforms to reach and engage with a dynamic audience.
With over 56.1 million Filipino users, the video-sharing (now also a shopping and live-streaming) platform has gone beyond being just a social app.
It’s become a space where trends take root and brands engage with customers more casually and conversationally, which in turn provides a phenomenal opportunity for marketers.
The social media giant’s potential for creativity and virality allows brands to tap into a younger and more diverse audience. Its algorithm even helps over 2 million local small businesses reach massive audiences, leveling their playing field with industry giants.
Don’t miss out on this opportunity to maximize your reach. Let’s take a closer look at how to leverage TikTok ads in the Philippines, with some insights into why it’s a marketing must-have for Pinoy entrepreneurs.
What is TikTok Advertising (And How Does It Work)?
TikTok advertising refers to the paid marketing opportunities you can use on TikTok to promote your products or services.
The primary goal of using this platform is to capture users’ attention and drive engagement via relatable video content, hoping to compel viewers to perform a specific action.
Now, how does it work? TikTok ads operate via an algorithm that helps you aim for specific audience segments based on their demographics, interests, and online behavior.
The platform has several ad formats, such as in-feed and TopView ads, allowing you to blend seamlessly into users’ content feeds. We’ll elaborate more on them later.
What’s more, TikTok also has a self-serve ad platform to set up and manage campaigns. Here’s how to use it:
- Visit Advertising on TikTok.
- Input your email and preferred password to create an account. You may also click Sign up with TikTok to use your existing account instead.
- Input your business information on the next page.
- Read and agree to its terms and conditions, then click Register.
- Set up your billing information. Finally, click Go to Ads Manager.
Due to how easy it is to advertise on TikTok, it doesn’t come as a surprise that the platform has sustained a 23.2% quarterly growth in ad reach locally, with a potential audience of 49.09 million Filipinos. In fact, the Philippines comprises 11.64% of TikTok Shops.
Top 9 Reasons Marketers in the Philippines Should Prioritize TikTok Ads
Now that you’re familiar with how TikTok ads work, what exactly can they do for your business besides boosting visibility?
1. Interactive ad formats
Tired of bland banners? TikTok offers a slew of ad formats that users can interact with, making your brand more memorable and engaging in the long run. Some popular choices include:
- In-feed ads: They appear as any other video users see on their For You Page (FYP) or recommended feed. As such, they typically get the most in-app engagement—likes, comments, and shares. It also includes a CTA button that can lead to your website or other landing pages.
- Spark ads: Similarly, they appear on the FYP page like any other video. What sets them apart from in-feed ads is that they can come from your non-ad video, removing your need to create ad-specific content. You could even use another creator’s video if they permit it!
- TopView ads: The problem with in-feed ads is that users might simply skip through them. Thankfully, TopView ads are unskippable for the first three seconds, securing you a short time to capture your target audience’s attention.
- Brand takeover ads: This full-screen ad format places your brand front and center by greeting users who have just opened their app. It’s the perfect place to launch new products and keep your brand on top of mind.
- Branded filters: TikTok has arguably always been at the forefront of trendy stickers, augmented reality (AR) filters, and lenses. You may participate and create your own elements via Effect House, enabling you to spread awareness for a marketing campaign in a more engaging way.
- Branded hashtags: Like any other social platform, TikTok uses hashtags to categorize posts and draw attention to trends. You can easily incorporate a hashtag into your ads and watch your views skyrocket.
2. Cultural relevance and trend creation
TikTok is where many trends begin, and you can jump on them by creating relevant content that resonates with Filipino culture. Is there a new dance or challenge?
Record your team participating in them to increase brand awareness and connect with your audiences on a deeper and more relatable level.
It might seem outside of traditional marketing practices, but remember that 91% of consumers want fun, less serious brands.
3. Hyper-engaged community
Recent data reveals that Pinoy TikTok users spend roughly 40 hours a month watching, liking, commenting, sharing, and simply scrolling through TikTok—1.5 times longer than they do on Facebook, the most-used social media platform in the country.
This level of engagement gives you a chance to build solid relationships with your audiences, with the potential for virality and a sizeable reach.
4. Authenticity and creative freedom
TikTok creates a space for anyone to showcase their personalities genuinely. It also applies to companies and brands—most people (88%) want brands they can trust, and the best way to achieve it is through authenticity.
So, prioritizing content that speaks to a general audience is essential. You may also experiment with unconventional ads that might not work on other platforms to resonate with your audience better.
5. Powerful algorithm and targeting
TikTok’s algorithm is one of its greatest assets. It personalizes content for each user based on their preferences and behavior, ensuring your ads appear in front of the right people at the right time.
As a result, it becomes easier to connect with your audience and achieve your marketing goals. FYPs always match their users, so it’s no wonder Filipinos spend so much time on TikTok!
6. Unique audience base
The social media app’s user base tends to be younger, with 64% of Gen Zs and 49% of millennials using it to look up information. As such, you’ll do well to target these demographics.
It’s not to say older generations are off the platform; there’s been a 57% increase in baby boomers on TikTok, making it a goldmine for marketers looking to target a broad range of consumers.
7. Opportunities for influencer collaboration
There are countless Pinoy influencers on TikTok with whom to partner. Are you a kitchenware brand? Reach out to Abi Marquez or Ninong Ry for a partnership.
In doing so, you tap into the trust and engagement that they’ve built with their followers and organically introduce your offerings to new audiences. The creator’s authenticity might even give you a credibility boost!
8. Cost-effective ad spend
Compared to other platforms, TikTok ad costs in the Philippines offer a budget-friendly way to advertise, enabling small businesses to achieve impressive reach and engagement.
Take TopView ads, for example. It operates on a cost-per-mille (CPM) basis, so you can adjust your ad spend depending on how many users engage with your posts.
9. In-app shopping functionality
TikTok has recently integrated in-app shopping features into its platform, allowing users to browse and buy items without leaving the app. Such a seamless shopping experience makes it easier for brands to convert viewers into customers.
The Philippines has become a key market for TikTok Shops in Southeast Asia, giving Pinoy marketers an excellent opportunity to drive sales right on the platform.
7 Strategies for a Successful TikTok Ad Campaign in the Philippines
You need a well-thought-out plan to create a successful TikTok ad campaign in the Philippines. So, consider implementing these practices into your strategy:
1. Analyze competitor campaigns
Start by reviewing your competitors’ ads. Begin by analyzing the type of content they produce, the ad formats they employ, and how their engagement rates go to refine your strategy.
Many businesses partner with local influencers to create authentic, creative ad content. Take a look at Jollibee and Davao Conyo’s collaboration below.
The first half seems like a typical video reflecting a shared Filipino experience, but Davao Conyo seamlessly blends in an ad for Jollibee delivery in the latter half.
Another common ad strategy is to play on people’s fear of missing out (FOMO) by using a caption about regretting purchases after a big sale, then add a sad song like December Avenue’s Huling Sandali.
2. Create simple but compelling CTAs and captions
Don’t overcomplicate your message. While TikTok is all about fun and engaging content, remember that a clear and compelling CTA is still essential for driving conversions.
So, keep your CTAs simple and direct, but make sure they’re enticing enough to encourage users to take the next step. A simple “Shop Now” or “Learn More” will be enough to keep up with TikTok’s fast-paced and at-a-glance platform.
Captions are a great place to reinforce your CTA and give additional information. That said, avoid cluttering your captions with too much information and keep them short and sweet.
3. Use TikTok’s ad formats creatively
As we’ve discussed earlier, TikTok offers a variety of ad formats—each with unique features that help boost your engagement and visibility. However, remember to ensure your ads appear naturally.
You want in-feed ads to feel like typical FYP videos, so ensure they’re just as authentic and part of the platform rather than feel “salesy.” Hashtags should also be creative to encourage users to use them.
4. Leverage local trending music and values
TikTok thrives on trends, and engaging with local jokes and challenges could make your content more relatable to Filipinos. So, stay on top of trending hashtags and challenges and incorporate them into your campaign to boost engagement.
Just take a look at this video from Jomar Yee, which uses a seemingly unrelated but undeniably comedic transition to catch its viewer’s attention off guard.
5. Optimize for mobile
Keep in mind that TikTok is a mobile-first platform. Since nearly all users access the app through their smartphones, you want to create ad content with mobile viewing in mind.
In other words, make sure to film videos vertically and keep your text easily readable on small screens. It’s also essential to keep your content short and to the point to prevent users from simply scrolling past them.
6. Target the right audience
TikTok’s algorithm gives you access to users of any demographics and online behavior.
It’s tempting to cast a wide net and be done with it, but try to use this opportunity to deploy highly targeted content instead.
In doing so, you ensure you don’t waste time and resources on low-quality leads and, instead, appear in front of those who are most likely to purchase.
Let’s say you’re marketing beauty products. In this case, you may target users who follow beauty influencers or interact with beauty-related content.
Don’t forget to refine your strategy as your campaign progresses and generates more data to ensure an effective use of your budget.
7. Create authentic content
Users gravitate toward content that feels genuine, as opposed to overly polished ads. It’s especially important in the Philippines—Filipinos value relatability, after all.
So, instead of producing traditional commercials, focus on creating content that resonates with the everyday Pinoy or taps into their local culture. As a start, you could show your brand’s human side by participating in trends or challenges.
Maximize Your TikTok Visibility
TikTok is a powerful way to engage with online audiences, especially Filipinos. Its innovative tools and expansive reach can position your brand ahead of the curve.
So, if you’re not yet using TikTok ads in your strategy, now is the time to jump in. The platform has a chokehold in the Philippines, and the right approach enables your brand to ride this wave and achieve incredible results.
We’ll guide you through executing your ad strategy on TikTok and other social media platforms.
Spiralytics, a leading advertising agency in the Philippines, has helped countless brands succeed in social media marketing, and we can do the same for you. Contact us today!
