TikTok Reach And Frequency Campaign

When compared to Facebook, Twitter, and even Instagram, TikTok’s average engagement rate of 5.95% is more than five times higher. Meanwhile, other social media behemoths are seeing annual declines, this one is steadily increasing. Because of this, digital advertisers see TikTok as a promising new market, and many popular brands are competing to reach its users. In order to meet this need, TikTok has released new ad features and buying options, such as the TikTok Reach and Frequency campaigns.
TikTok is the first major social media platform to offer this method of payment, but it has been available for some time on other platforms like Snapchat and Facebook. It’s perfect for marketing agencies that want to offer their clients a regulated and consistent experience when purchasing digital media. Reach & Frequency is an effective tool for advertisers, according to Eli Harris, EVP of Global Digital Partnerships and Media Responsibility at MAGNA Global.

A Reach and Frequency Campaign on TikTok is What?

Advertisers can prioritise either the total number of impressions or the number of times the same users see their ad in Reach & Frequency campaigns. Once the advertiser has selected a KPI, TikTok will optimise the campaign to achieve that goal, a feature previously unavailable. Advertising partners will be able to “book campaigns in advance with predictable, optimised reach and controlled frequency,” as TikTok puts it.

TikTok Ads Manager allows advertisers to set their budget and impression goals, and then receive a reach prediction before launching their campaign. This will allow advertisers to more accurately gauge the success of TikTok campaigns and set more reasonable goals moving forward.

Some of the Most Important Aspects of a TikTok-Based Reach and Frequency Campaign

TikTok’s Reach and Frequency campaigns are very much like programmatic in many respects. TikTok employs algorithms to target users who are most likely to be interested in displaying your advertisement. However, there are a few notable distinctions between Reach and Frequency:

  • You have far more say over when your ad will be displayed because you can schedule it up to 225 days in advance.
  • You can choose to spend a set amount, buy impressions, reach, or a percentage of reach. This allows you to modify the campaign to meet your requirements and objectives.
  • TikTok Ads Manager allows you to see how well your campaigns are doing in real time, giving you more say over your ads and helping you see what’s working.
  • R&F campaigns can be used to increase views on hashtag challenges and the branded effects page on TikTok. It’s a fantastic strategy for boosting TikTok user interaction with your brand.


With TikTok, you can narrow your focus on specific subsets of your audience, such as those who are interested in…

  • Location
  • Gender
  • Language
  • Interests

Cost and Specification of Operating System and Device

  • Kind of Link
  • Carrier
  • KPIs

After launching your campaign, the TikTok Ad Manager dashboard will provide you with real-time access to a variety of key performance indicators. Some examples of these are:

Number of people who watched your video for at least two seconds (or six) and how much it cost to reach them.
Some TikTok advertisers can conduct a Brand Lift Study to get responses from users who have seen their ads. To do this, in typical TikTok fashion, we use a musically-enhanced and visually-stimulating in-feed poll.

Reach and frequency campaigns target specific audiences

If you’re an advertiser looking for consistency in your TikTok marketing, the best option is a Reach and Frequency campaign. With an R&F campaign, you can predict how often and how many people will see your ads. It’s a huge help when it comes to setting financial limits. Marketing goals at the top of the sales funnel or expanding brand recognition are ideal for this type of effort. Ads can be scheduled months in advance, making this method ideal for rolling out seasonal campaigns or new products.

However, Reach and Frequency may not be the best choice if you want to use TikTok for lead generation.

A Comparison of Auction Size and Reach

You may be curious to know how TikTok Reach and Frequency campaigns compare to TikTok’s other ad purchasing options. It’s a plus that you can limit how often the same person sees your ad. Traditional advertising theory holds that in order to successfully increase brand awareness, your target audience must be exposed to your message at least three times. Many factors specific to your campaign will determine the ideal frequency percentage.

Although a high frequency percentage can be useful for some campaigns, it can backfire if your efforts bring about ad fatigue.
Where to Begin

Self-service Ads Manager on TikTok allows you to launch a reach and frequency campaign with the assistance of an account manager. TikTok’s ad-making interface provides the following features:

  • Make a new ad or ad set.
  • Pick a Payment Method
  • Pick your demographics carefully.
  • Pick a spending limit
  • Timing is everything, so plan your campaigns accordingly.
  • You can tailor your reach and frequency campaign to your specific needs by selecting from three distinct goals: exposure, video plays, and clicks.

After launching your campaign, you can monitor its performance in real time with TikTok Ads Manager. Your ad’s overall performance can be tracked and analysed with the help of this dashboard. This consists of metrics like audience size, reach, frequency, video views, impressions, and CTR.

Find Guidance for Running a Successful R&F

Reach and frequency campaigns can seem complicated to set up if you’re new to advertising on TikTok. Your best bet is to hire a marketing firm that has established a solid rapport with TikTok. We can assist with every aspect of your Reach and Frequency TikTok campaign, from influencer outreach and content strategy to the management of your ads.

You should pay attention to reach and frequency because, as mentioned earlier in the article, 82% of CMOs think these are the most important metrics to consider when reducing ad waste.