How to advertise on TikTok Malaysia?

TikTok advertising has been made available for brands in Malaysia recently. 3 ad formats to choose from: Brand Takeover, In-Feed & #Challenge.

Besides YouTube, Facebook, Instagram, LinkedIn and Twitter, TikTok has quickly added itself into the top list of social media platforms in Malaysia.

With 4 million TikTok users in Malaysia, it is becoming another mainstream social platform for brands and advertisers to consider, especially for those who are targeting the younger audience.

Shopee with #ShopeeSharkMY and McDonald's with #BigMacTikTok campaign are among the first advertisers who ride on the TikTok's wave in Malaysia. Guardian and Watsons followed suit too.

Similar to its speed of growth, TikTok is quick to introduce its advertising solutions. The offering and pricing could vary by country, read on the find out what is currently available for advertisers in Malaysia.

TikTok advertising solutions

TikTok advertising solutions

There are 3 TikTok ad formats available:
  1. Brand Takeover
  2. In-Feed
  3. #Challenge

#1. Brand Takeover

TikTok advertising: Brand Takeover

This is an exclusive placement:
  • Full-screen exposure (when TikTok is launched)
  • One advertiser per day
  • Direct users to a brand's landing page or hashtag challenge on TikTok

Costing & deliverables for Brand Takeover:

#2. In-Feed

TikTok advertising: In-feed intro

In-Feed is a native ad format:
  • Vertical video ads with 5-15 seconds in length showing up in "For You" page
  • Supports call-to-action, like app downloads (both App Store and Google Play) and site visits

In-Feed: One Day Max vs Brand Premium

TikTok advertising: In-Feed options

There are 2 types of In Feed ads: One Day Max and Brand Premium

One Day Max:
  • Daily exclusive
  • The 1st in-feed ad
  • RMX,XXX total 
  • USD2.5 CPM
  • 500,000 guaranteed impressions

Brand Premium
  • Show ad within the first 80 videos
  • 4 advertisers per day
  • 300,000 - 400,000 impressions per day, enjoy more flexibility
  • USD2 CPM

In-Feed: Direct Native Ad

TikTok In-Feed: Direct Native Ad

This requires an official brand TikTok account and a brand homepage:
  • Clicking on the profile photo direct users to your brand homepage
  • Clicking on the bottom banner direct users to your landing page or app download page
  • Suitable for generating engagement

In-Feed: Direct Diversion Ad

TikTok In-Feed: Direct Diversion Ad

TikTok Account and In-App brand homepage are not required:
  • Clicking on the profile photo or bottom banner directs user to the landing page or app download page
  • Suitable for generating traffic to website

In-Feed: Direct Native Ad vs Direct Diversion Ad

TikTok In-Feed: How to choose?

Basically, both Direct Native Ad and Direct Diversion Ad are able to generate video views to boost your brand awareness.

However, go for Direct Native Ad if your priority is video views and engagement, otherwise Direct Diversion Ad if you intend to drive app installs or traffic to an external URL.

#3. #Challenge

TikTok advertising: Challenge

There are 3 types of TikTok #Challenge:
  • Official #Challenge: Commercial availability only in USA, Japan and Taiwan, scheduled to be available in Malaysia by Q1 2019
  • Mini #Challenge: Just being released in Malaysia after USA, Japan and Taiwan
  • User #Challenge: Non-commercial 

#Challenge: Mini #Challenge

TikTok advertising: Mini Challenge

#Challenge is the DNA of TikTok so without a doubt, this is the main advertising product being offered like what we have witnessed via Shopee and McDonald's x TikTok campaigns.

With Mini #Challenge:
  • #Challenge title is allowed to be added to the ad caption
  • The #Challenge will not be deleted during the campaign delivery period
  • Account protection: The advertiser's account will not be reset due to auditing or user complaints during the delivery period

Advertisers can opt to book Brand Takeover and / or In-Feed ads to promote Mini #Challenge campaign.

Hope you have a better idea by now on how TikTok advertising works. Contact us if you wish to explore further on TikTok campaign.



Silver Mouse: How to advertise on TikTok Malaysia?
How to advertise on TikTok Malaysia?
TikTok advertising has been made available for brands in Malaysia recently. 3 ad formats to choose from: Brand Takeover, In-Feed & #Challenge.
Silver Mouse
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