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Brand Mission Ads on TikTok are an innovative advertising format that enables businesses to connect more deeply with their user community through creator-generated content. Instead of simply conveying a one-sided message, this format encourages users to participate in campaigns, share their perspectives, and thereby spread the brand’s mission authentically and organically. In this article, Adsupport will explore the concept and effective ways to run brands advertising on tiktok.
Branded Mission, also known as Brand Mission Ads, is an innovative ad format launched by TikTok to connect brands advertising on TikTok with the creator community in a natural and highly interactive way. Unlike traditional advertising that relies on pre-made content by businesses, Branded Mission encourages the TikTok community to create videos based on a brief from the brand. The unique aspect of Branded Mission is that businesses can select user-generated content (UGC) videos to transform them into official paid ads on the platform. This not only increases organic reach but also provides an authentic, relatable feel, creating an emotional connection between the brand and consumers.
The process for running a Branded Mission campaign follows clear steps, ensuring both brands advertising on TikTok and creators have the opportunity to maximize their potential:
When launching a Branded Mission campaign on TikTok, brands advertising on TikTok must create a content brief for the creator community. These requirements will define the type of video creators need to produce to be eligible for the campaign.
When initiating a Branded Mission campaign, businesses are required to select at least one general requirement from the list provided by TikTok. These requirements serve as guidelines for content creators and cannot be changed once the campaign has been published. Specifically, you can require creators to use official music provided by the brand, ensuring consistency in the content.
Additionally, you can demand the use of an official hashtag – a specific hashtag you provide to boost the campaign’s reach. Another common requirement is to mention the brand’s official TikTok account to increase followers. You can also mandate that creators activate or use a Branded Effect, which helps enhance recognition and interaction. If you want to foster creative engagement, you can request collaborations with a specific video by providing at least one sample video that creators can duet or stitch with.
In addition to the mandatory requirements, TikTok also allows businesses to add brand-specific requirements to increase visibility and recognition within the creative content. A typical example is requiring the brand logo to appear in the video for at least 1 second. To do this, you need to provide your brand logo in standard formats like PNG, JPG, or JPEG, with a size not exceeding 10MB and a minimum resolution of 1000×1000 pixels.The logo name should also be concise, no more than 20 characters. Besides the logo, you should provide 1 to 5 supporting images to serve as illustrative material for creators. These images, though not directly displayed on the Mission Details page, still help the review team evaluate the content and ensure creators understand the brand message. If you’re using Quick Effects, you’ll also need to provide 1 to 10 design images for TikTok to create sample effects – this is a good option if you’re not integrating your own Branded Effect. All images should have a minimum size of 100×100 pixels and a maximum of 1000×1000 pixels to ensure display quality.
Beyond universal creative guidelines, TikTok also allows you to add up to three specific requirements to promote diversity and interactivity in video content. For example, you can request dancing to music, a popular and easily viral format on the platform. Similarly, you can ask creators to lip-sync to background music, increasing relatability and entertainment. Another option is to request outfit changes within the video, creating a surprise effect or engaging transitions. Finally, you can also require creators to show their faces in the video to enhance authenticity and personal connection with the brand. These requirements don’t necessarily need accompanying assets, but you must clearly state them in the brief so creators understand the specific goals the brand wants to convey.
Here are the steps to effectively optimize your brand’s advertising on TikTok:
The first step to launching your brand promotion campaign on TikTok is to log in to the TikTok For Business platform via https://ads.tiktok.com. Once logged in, you need to access TikTok Ads Manager – this is the central tool for setting up, monitoring, and optimizing your ad campaigns. If your business hasn’t used this platform before, create a business account by providing complete information, including your company name, email address, phone number, and appropriate payment details. Once completed, you’ll be ready to start building your first brand advertising campaign on TikTok.
Next, within the Ads Manager interface, select the Branded Mission ad type. This ad format allows businesses to leverage the power of the TikTok creative community to spread their brand message in the most authentic and natural way. You need to carefully consider your communication objectives (increasing awareness, encouraging engagement, or boosting conversions) to choose the appropriate Brand Mission. Additionally, consider your target audience and geographical area to personalize the campaign and maximize its effectiveness.
After selecting the ad type, you’ll begin setting up your Brand Mission by filling in key parameters such as campaign description, video format, duration, budget, and creator compensation method. This is also where you’ll input mandatory assets, including: official music, brand hashtags, special effects (if any), illustrative videos, or product images. Furthermore, you need to list content requirements for creators, such as showing their face, dancing to music, mentioning the official account, etc. All these elements will help shape the content creators produce, while ensuring consistency for the entire campaign.
Once your Mission is created and published, TikTok will notify eligible creators, specifically those who are 18 or older, have at least 1,000 followers, and maintain stable recent video views. You can either manually select creators who align with your brand’s style or allow TikTok to automatically suggest them based on its algorithm. Choosing the right creators is crucial, as the content they produce will be the “face” of your campaign. Prioritize creators with an authentic style, high engagement, and a follower demographic that matches your target customers.
As creators begin to upload their video submissions, you can select the best-performing videos for further promotion through In-Feed Ads. This ad format appears naturally in users’ feeds, helping videos attract more views, engagement, and shares. Transforming user-generated content (UGC) into paid ads not only saves production costs but also increases your brand’s credibility in the eyes of consumers. Crucially, you can leverage TikTok Ads Manager to monitor the performance of each promoted video, allowing you to adjust budgets, retarget audiences, or experiment with new content.
Advertising your brand on TikTok is an effective strategy for businesses to reach younger generations with short, creative, and authentic content. With flexible ad formats and a powerful creative ecosystem, TikTok offers significant opportunities to build brand image and increase engagement on digital platforms.
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Frequently Asked Questions
Brand vision is the long-term direction a business sets for its brand in the future. It articulates the grand objective the brand aims to achieve and the role it aspires to play in the minds of customers or society. Brand vision acts as a guiding compass for all brand development strategies, helping to shape the brand’s identity, communication, and core values.
The purpose of the TopView ad format on TikTok is to help brands maximize their visibility by appearing in the very first position when a user opens the app. With a full-screen display lasting 3–5 seconds before transitioning into an In-Feed video, TopView creates a powerful impression from the initial moment, capturing attention and effectively increasing engagement and conversion rates.
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