TikTok Advertising Formats for the Southeast Asian Market

Southeast Asia is one of TikTok's fastest-growing regions. Its unique cultural diversity, varied user habits, and highly active e-commerce ecosystem offer brands numerous advertising opportunities. Below are some effective TikTok ad formats tailored for this vibrant market:

In-Feed Ads

Features:

Appears in the "For You" feed, blending seamlessly with user-generated content. Supports links to websites, app downloads, or TikTok Shopping.
Includes interactive features like likes, comments, and shares to boost engagement.

Industries:

E-commerce: Drive direct sales for products such as fashion, beauty, or home essentials.
Apps: Increase app downloads, particularly gaming and financial services in the region.

Brand Takeover Ads

Features:

A full-screen ad displayed immediately when users open TikTok, available as static images, 3-5 second videos, or GIFs.
Provides unparalleled exposure, ideal for short-term brand awareness campaigns.

Industries:

FMCG (Fast-Moving Consumer Goods): Perfect for promoting new products or limited-time offers during regional festivals.
Travel and Hospitality: Drive bookings around peak holiday seasons, like Thailand's Songkran Festival.

Tips: Ad frequency is limited to once per user per day, making it best suited for large brands with substantial budgets.

Hashtag Challenges

Features:

Encourage user participation through brand-themed challenges, generating extensive UGC (user-generated content) and amplifying reach.
Often paired with Top View and In-Feed Ads for a comprehensive strategy.

Industries:

Fashion & Entertainment: Inspire users to create unique videos, such as dance or style transformations.
Food & Beverage: Local-themed challenges, like Malaysia's "Bubble Tea Making Contest."

Top View Ads

Features:

Displayed 3-5 seconds after opening TikTok, taking the topmost position on the homepage. High viewability ensures excellent performance.
Video durations of up to 60 seconds allow rich storytelling and impactful visuals.

Industries:

Luxury & Electronics: Attract affluent users through premium-quality content.
Seasonal Campaigns: Establish brand recall during special periods, like promoting togetherness during Ramadan.

Influencer Marketing

Features:

Collaborate with local influencers (KOLs or KOCs) to integrate branded content seamlessly into their TikTok creations.
Resonates with users due to culturally relevant, localized messaging.

Industries:

Local Services: Promote education or healthcare services by leveraging influencer trust.
Cross-Border E-commerce: Reach niche audiences through influencer reviews and demos.

TikTok Live Shopping

Features:

Combines live streaming and e-commerce, creating an interactive and seamless shopping experience.
Well-suited for flash sales, limited-time offers, and coupons, popular among Southeast Asian users.

Industries:

Fast Fashion & Electronics: Demonstrate products in real-time, driving impulse purchases.
Local Specialty Stores: Showcase craftsmanship and cultural appeal to boost sales.

Integrated Advertising Strategy

Brand Awareness: Use Brand Takeover or Top View Ads to establish a strong initial presence.
Engagement: Launch Hashtag Challenges to encourage user participation and generate UGC.
Conversion: Leverage TikTok Live Shopping for a smooth transition from interest to purchase.

TikTok Influencer Marketing Payment Solution: PhotonPay Card

PhotonPay Card is a multi-currency card jointly launched by PhotonPay and renowned international card networks and issuers. It covers all online and offline consumption scenarios through Mastercard / Discover® Global Network. With PhotonPay Card, businesses can spend for Media Buying, OTAs, B2B Procurement, Supply Chain Management, Freelancing and more. PhotonPay Card empowers enterprises to complete global payments efficiently and cost-effectively.

PhotonPay Card Key Features:

Instant Use / Pay Directly

Connect to PhotonPay's Global Accounts, spend as much as the balance has.

*Subject to transactions/balance limits.

Just-in-time Funding

Convert available balances from accounts in real time.

Expense Management

Customize spending limits and set budgets to reduce the risk of overspending.

Dual Authentication

Enhanced protection, ensuring spending and preventing attempts to misuse the card.

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