Part of Digital campaigns
TikTok advertising
We advertise where an ad can't look like an ad.
The channel with the lowest price and the highest demands. What works here looks like someone filmed it themselves. We set up the campaigns and say honestly whether your brand has any business being there.
What you get
Reach that isn't for sale elsewhere, at a price that doesn't exist elsewhere, and an honest answer on whether it fits you.
What is TikTok advertising?
TikTok advertising is paid advertising on TikTok, where ads work best when they aren't recognised as ads. WIT.agency sets up and manages those campaigns: we decide who you reach, set requirements for the creative, guard the refresh rhythm, and measure what it delivers. We also say when your brand is better off not advertising there.
It's also called TikTok Ads or short-form video advertising. It differs from YouTube advertising: there you can buy a minute of attention, here you have three seconds and need a different kind of creative. And it differs from Meta advertising, since creative that works on Instagram usually falls flat here.
Marketing agency based in Belgium · Works locally, nationally and internationally · For businesses and for agencies
This is why they call us.
“Our audience is there, but our brand doesn't belong there.”
We advise against this more often than elsewhere. Not because it doesn't work, but because the creative it needs isn't something every brand wants to make.
What we look at
Four parts. And one honest question upfront.
TikTok is the only channel where we regularly advise against it. Not because it doesn't work, but because the creative it needs is something most brands don't have and don't want to make.
Audience
Is your audience really there?
It hasn't been just young people for a while, but it isn't everyone either. We look at your numbers before assuming anything.
Creative
Can you make what works here?
Vertical, fast, unpolished, and ideally someone talking. Whoever doesn't want to or can't doesn't belong here.
Rhythm
Can you sustain it?
Creative wears out faster here than anywhere. One good video is a start, not a campaign. Without supply, it stalls within weeks.
Measurement
What is a cheap click worth?
Clicks are dirt cheap here, and that tempts wrong conclusions. We measure what happens afterward, not the cost per click.
What it comes down to
From cheap reach to reach that leads somewhere.
What's there now
Existing creative goes online, cost per click is a fraction of elsewhere, and the report looks fantastic. Nothing got sold.
Cheap attention is still attention you have to earn.
What's there afterwards
Creative that fits where it lives, with a rhythm you can sustain and measurement that looks beyond the click.
Sometimes the outcome is that you shouldn't be here. That's a result too.
Illustrative example, not from an actual client.
The deliverable
Here's what it looks like when it's done.
Campaigns that run, plus the honest conversation about whether they should run for you.
- 01A judgment on whether this channel fits your brand
- 02The audiences we target
- 03Creative requirements, with examples of what works
- 04A refresh rhythm you can sustain
- 05A conversation every month about what happened and what's next
How it usually goes
A fixed way of working. No fixed package.
This is the usual sequence. Where we go deep and where we keep it short gets decided during intake.
Judgment
We ask the questions and say whether this channel fits you. If not, it stops here and we say which channel does.
answer honestly
Setup
Audiences, campaign structure, ads and measurement. Before anything goes live, we explain what's there.
supply creative
Management
Checking weekly, shifting budget, and saying in time when new creative is needed.
keep the supply going
Where it varies
If you have someone in-house making this kind of creative, it goes fast and cheap. If you don't, creative becomes the deciding factor.
Where it never varies
We advise against this channel when it doesn't fit, and that happens more often than with any other channel.
What it costs
No rate card. One number.
A short promotion with existing creative is a different job than an ongoing campaign with weekly supply. That's why there's no fixed price tag.
What there is: once the approach is set, the number is fixed. No hourly billing, no extra costs halfway through.
What determines the scope
How often new creative is needed.
Creative wears out faster here than on any other channel.
Whether you can make your own creative.
Someone in-house, or bringing in a creator each time.
How many markets or languages.
Each market needs its own creative, not just subtitles.
How long the campaign runs.
A peak around a date, or something that keeps running.
Honestly
Sometimes you need something else.
Your audience is business-focused.
Look at LinkedIn advertisingYou have creative that can take longer.
Look at YouTube advertisingYou first want to know what you have to say on social media.
Look at Social media strategyYou're looking for a report to justify a decision that's already made.
Then we're not the right fitFrequently asked questions
What people ask before they start.
What does TikTok advertising cost?
There's no fixed rate, since it mostly varies how much creative is needed. Price depends on the refresh frequency, whether you can make your own creative, the number of markets, and how long the campaign runs.
Is TikTok only for young audiences?
No, that hasn't been true for a few years now. The question isn't whether your audience is there, but whether your brand can make creative that belongs there.
Can we use our existing footage?
Rarely. Anything polished stands out as an ad here and gets scrolled past. It can work with existing raw material though.
Our clicks are very cheap. Is that good news?
Not automatically. Cheap clicks are normal here and say little about what it delivers. That's why we measure what happens after the click.
Do you make the videos?
No. We say what needs to happen and why, and work with creators or with whoever already does that for you.
How often do we need new creative?
More often than elsewhere. Count on something new every few weeks, and more as the budget grows.
Our leadership doesn't think it fits. Now what?
Then that's a real argument, not a detail. We'd rather look at a channel where you can be yourself.
Do you ever advise against this?
Regularly, more often than with any other channel. Usually because the creative that works here can't or won't be made.
The fit question first. Then the campaign.
The call where we work out whether TikTok advertising makes sense for you takes thirty minutes and costs nothing.
Book a 30-minute call