TikTok has evolved from a Gen Z entertainment platform to a powerful advertising channel with over 1 billion monthly active users worldwide. With 23 million UK users spending an average of 52 minutes daily on the app, TikTok represents a massive opportunity for businesses in Birmingham, Coventry, Leicester, and across the Midlands.
At Prebo Digital, based in Rugby, Warwickshire, we've helped UK businesses tap into TikTok's engaged audience. This guide covers everything you need to know about TikTok advertising in 2025.
Why Advertise on TikTok in 2025?
TikTok offers unique advantages for UK advertisers:
- Massive reach: 23+ million UK users
- High engagement: Average 52 minutes daily usage
- Diverse audience: Now reaches 25-54 age groups, not just Gen Z
- Lower CPMs: Often 50% cheaper than Facebook/Instagram
- Viral potential: Organic reach still possible
- E-commerce integration: TikTok Shop driving sales
UK Audience: While TikTok started as a Gen Z platform, 36% of UK users are now aged 25-44. This makes it increasingly relevant for Midlands businesses targeting working professionals.
TikTok Ad Formats Explained
In-Feed Ads
Native video ads appearing in the For You feed:
- 9-60 seconds (15 seconds recommended)
- Full-screen, sound-on format
- CTA buttons available
- Most accessible format for small businesses
TopView Ads
First ad users see when opening TikTok:
- Up to 60 seconds
- Guaranteed first impression
- Premium placement, premium pricing
- Best for brand awareness campaigns
Branded Hashtag Challenges
Encourage user-generated content around your brand:
- Custom hashtag page
- 6-day campaign duration
- High engagement potential
- Best for brands wanting viral moments
Spark Ads
Boost organic content (yours or creators'):
- Amplify existing TikToks
- Maintains authentic feel
- Can boost creator content with permission
- Best for leveraging proven content
TikTok Shop Ads
Direct e-commerce integration:
- Product showcases in videos
- Live shopping features
- In-app checkout
- Growing rapidly in UK market
Targeting Options for UK Campaigns
Demographics
- Age: 13-17, 18-24, 25-34, 35-44, 45-54, 55+
- Gender: Male, Female, All
- Location: UK-wide, by region, city targeting
- Language: English, other UK languages
Interest & Behaviour Targeting
- Interest categories (fashion, food, tech, fitness)
- Video interactions (likes, comments, shares)
- Creator interactions
- Hashtag engagement
Location Targeting for Midlands
Target specific areas:
- Birmingham and West Midlands
- Coventry and Warwickshire
- Leicester and East Midlands
- Radius targeting around your location
Custom Audiences
- Customer file upload (email/phone)
- Website visitors (via TikTok Pixel)
- App activity
- Engagement audiences
- Lookalike audiences
Creative Best Practices
The TikTok Mindset
TikTok ads should feel native, not like traditional advertising:
- Don't make ads, make TikToks: Embrace the platform's style
- Sound on: 93% of users watch with sound
- Vertical video: 9:16 aspect ratio only
- Fast-paced: Hook viewers in first 3 seconds
- Authentic: Polished but not overly corporate
Video Structure That Works
- Hook (0-3s): Grab attention immediately
- Problem/Solution (3-10s): Address pain point
- Social proof (10-15s): Show results/testimonials
- CTA (15-20s): Clear next step
Trending Content Styles
- Behind-the-scenes content
- Before/after transformations
- Tutorial/how-to content
- Day in the life
- Trending sounds and effects
- User-generated content style
Setting Up Your First Campaign
Step 1: Create TikTok Ads Manager Account
- Visit ads.tiktok.com
- Complete business verification
- Add payment method
- Install TikTok Pixel on your website
Step 2: Choose Campaign Objective
- Awareness: Reach, Video Views
- Consideration: Traffic, App Installs, Lead Generation
- Conversion: Conversions, Catalogue Sales
Step 3: Set Budget and Schedule
- Minimum daily budget: £20
- Recommended starting budget: £50-100/day
- Allow 7-14 days for learning phase
Step 4: Build Ad Group
- Define target audience
- Choose placements (TikTok, Pangle, etc.)
- Set bidding strategy
Measuring Success
Key Metrics to Track
- Impressions: Total ad views
- Reach: Unique users reached
- Video views: 2-second, 6-second, full video
- CTR: Click-through rate
- CPC: Cost per click
- CVR: Conversion rate
- ROAS: Return on ad spend
TikTok-Specific Metrics
- Average watch time: How long users watch
- Video completion rate: % watching full video
- Engagement rate: Likes, comments, shares
- Profile visits: Users visiting your profile
Key Takeaways
- TikTok reaches 23+ million UK users with high engagement
- Create native content—don't make traditional ads
- Hook viewers in the first 3 seconds
- Use Spark Ads to amplify organic content
- Start with £50-100/day budget
- Target by location for Midlands businesses
- Measure video completion and engagement, not just clicks
Need Help with TikTok Advertising?
At Prebo Digital, we're social media specialists based in Rugby, Warwickshire. We help businesses across Birmingham, Coventry, Leicester, London, and the Midlands create TikTok campaigns that drive results.
