Overview of Reach and Frequency advertising on TikTok
The Reach and Frequency (R&F) advertising model is often used in combination with other ad formats to maximize audience reach and engagement. This approach helps brands gradually become “top-of-mind” in consumers’ awareness.
So, who should use Reach and Frequency ads, and how can they be optimized for the best results? Let’s explore in this article!
What is TikTok Reach and Frequency Advertising?
Reach and Frequency (R&F) is a TikTok advertising model that allows you to control the reach of your target audience and the frequency of ad impressions at a fixed bid price.
R&F is available in the TikTok Ads Manager, but not everyone can use this ad format. To run an R&F campaign, you must switch to a TikTok Agency account, which is provided by official TikTok partners like buybm365.
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Benefits of Reach and Frequency Ads
R&F advertising provides several advantages for advertisers, ensuring effective campaign control from the setup stage. With R&F ads, you can:
✔ Control audience reach and ad frequency at a fixed cost
✔ Balance two key objectives: increasing reach and maintaining ad frequency
✔ Drive traffic to Branded Hashtag Challenge pages, Brand Effect pages, TikTok profiles, and product pages on TikTok Shop
✔ Leverage unique ad features to tell your brand story in a distinctive TikTok style, enhancing engagement and creativity
When Should You Use Reach and Frequency Ads?
As the name suggests, Reach and Frequency ads maximize audience reach while maintaining a consistent ad frequency based on a fixed TikTok ad budget.
This format is ideal for campaigns that require high audience reach, such as:
- Movie/game promotions
- New product launches
How Reach and Frequency Works
To get started, you need to provide TikTok Ads Manager with:
- Target audience details
- Advertising objectives
- Budget and maximum spend
Based on this information, the system estimates:
- Number of people your ad will reach
- CPM (Cost Per 1,000 Impressions)
You can refine these estimates by adjusting one of four key metrics:
- Bid price
- Impression frequency
- Audience reach
- Ad frequency per user
Brands with an established audience should use R&F ads to reduce redundant ad impressions while maximizing audience reach. Unlike other ad formats, which may repeatedly show ads to the same users without conversion, R&F ensures broader reach and minimizes overexposure to uninterested users.
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4 Tips to Optimize R&F Ads
According to TikTok’s Brand Lift Study, which analyzed 101 R&F campaigns in the Asia-Pacific region, here are four tips to enhance your R&F campaign performance:
Run campaigns for at least 3 weeks
R&F campaigns lasting 3+ weeks increase ad recall by 18% compared to shorter campaigns.
Target audiences above 50% reach
Ad recall improves by 26% when businesses target at least 50% of their audience.
Show ads at least twice per week
Higher ad frequency leads to better brand recall. Campaigns that display ads 2+ times per week show at least a 40% improvement in recall.
Conclusion
TikTok Reach and Frequency ads help businesses control target audience reach and ad frequency, ensuring effective brand messaging.
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