TikTok has grown into one of the most popular platforms, gaining billions of users since its introduction in 2016. By 2024, its audience has reached 1.06 billion users, securing its place among the top five social networks globally. TikTok has long been a key platform for affiliates, including those who work in the iGaming niche. With support from 888STARZ Partners, today we’ll explore effective strategies for running advertising campaigns on TikTok to maximize the promotion of gambling offers.

The Specifics of iGaming Advertising on TikTok

TikTok’s short-form, dynamic video format requires marketers to deliver key messages within 15-60 seconds. This necessitates the use of bold, eye-catching elements to grab and retain viewer attention quickly.

Advertising iGaming on TikTok comes with its own set of unique characteristics. While the platform offers vast opportunities, it also presents certain challenges. It’s worth noting that TikTok’s audience is maturing, and more financially capable users are turning into loyal customers for brands. The majority of TikTok’s audience is made up of users between the ages of 18 and 24 (almost 35%), and 25 to 34 (34%). At the same time, age figures show that the most part of gamblers are between the ages of 16 and 35 (38% of the overall population).

As we see, the TikTok audience primarily consists of young and active users. Understanding their behavioral patterns and preferences is essential for crafting content that resonates with the target demographic and allows iGaming brands to fine-tune their ad campaigns for potential customers.

Creativity plays a central role in iGaming advertising on TikTok. Leveraging current trends, challenges, and popular audio tracks can attract a broader audience while ensuring the content seamlessly integrates with the platform’s unique style and user expectations.

Interestingly, webmasters have successfully leveraged TikTok in emerging markets, particularly in Africa, to promote casinos and sports betting. At 888STARZ Partners, we’ve seen this trend firsthand, with webmasters achieving impressive results in these regions. 

However, TikTok enforces strict rules regarding advertising, particularly for industries like iGaming. This includes limitations on specific types of content and adherence to international and local regulations. The platform’s robust content moderation policies make it challenging to implement practices like cloaking or white-hat techniques that may be viable elsewhere. Additionally, the high competition and sheer volume of content on TikTok make it difficult for ads to stand out and capture audience attention.

How to Launch iGaming Ad Campaign on TikTok

TikTok offers immense potential for iGaming traffic, but navigating the platform comes with challenges. Content bans and restricted views due to repeated material or improper IP configurations are common hurdles. However, with a strategic approach, marketers can overcome these obstacles and successfully leverage TikTok’s short-video format to drive traffic effectively.

Now let’s look at the main steps for successful iGaming promotion. In general, it consists of 2 stages, so let’s start from the first one:

Account registration:

1. Register accounts using a U.S. IP address, as this GEO is more lenient toward gambling content;
2. Factory reset your device and configure all settings (IP, language, time zone) to the U.S.

Account farming:

1. Warm up the account: Simulate regular user behavior for several days;
2. Gather 1,000 followers to unlock live-streaming capabilities.

Create unique content:

1. Use content from bloggers, Twitch streams, or YouTube Shorts as inspiration;
2. Modify frames, add filters, and adjust brightness and contrast to avoid detection.

After the accounts and creatives are finally ready, we can move on to the second stage, which includes following methods of generating traffic to iGaming offers:

Driving traffic directly to the affiliate link:

1. Use cloaking tools to mask your affiliate content, presenting a «white version» of the page to moderators;
2. Ensure the cloaked content adheres to the platform’s advertising policies to avoid bans.

Running traffic through a pre-landing page:

1. Create neutral pre-landing pages with engaging, general-interest material that avoids mentions of gambling or monetary units;
2. Focus on lifestyle tips, trends, or viral topics to capture a broad audience.

Redirecting the audience to Telegram:

1. Drive TikTok traffic to Telegram channels for more flexible content sharing;
2. Post reviews, forecasts, or articles while carefully aligning with brand requirements to avoid classification as «scheme» traffic.

Collaborating with influencers:

1. Partner with TikTok influencers whose audience matches your target demographics;
2. Encourage influencers to promote offers naturally through authentic and engaging content.

Use these approaches to build effective campaigns: direct affiliate links, pre-landing pages, Telegram traffic redirection, and influencer collaborations. Adapting strategies to platform requirements while ensuring compliance will help you scale and sustain iGaming traffic effectively.

Conclusion

With its trending short-video format, TikTok has proven to be a promising platform for driving traffic to iGaming offers. Despite the challenges and restrictions, the platform offers substantial opportunities for affiliates. By understanding the algorithms, employing a strategic approach to content creation, and analyzing performance, high results can be achieved. Additionally, there are always ways to navigate around restrictions if you stay updated on TikTok’s rules and policies.

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