What is TikTok in three words?
Real. Short. Videos. And, real short videos.
The video-sharing platform has taken the digital world by storm with its immensely growing popularity. The app recently passed 1 billion users. TikTok has solidified itself into one of the social media powerhouses. It is a one-stop destination for all – creators and marketers. At a global virtual event ‘TikTok World’, it introduced a range of new ad solutions, product updates, and initiatives. The aim is to help brands of all sizes to buy ads on their platform, track performance, and scale the most effective ones.
Blake Chandlee, President, Global Business Solutions said –
“So when businesses of all sizes come to TikTok, we’re excited to help them connect with their community, market their products, and build their brand in a way they can’t do anywhere else.”
At the TikTok world event, the platform announced a package of new features for brands. They can run ‘effective, predictive, and transparent’ campaigns on TikTok. This will help brands reach out to a larger volume of users and boost their impressions by choosing into higher frequency for their ad placements.
TikTok Marketing: Rewriting The Narrative With New Elements
During the TikTok world event, the social media giant provided an insight into all the key elements. Here are some of them –
Facilitating Brand/ Creator Partnership
The first key element is the – brand-creator partnership – to maximize brand performance. The study suggests, 61% of users find advertising on TikTok is unique from any other platform. The data proves that users enjoy TikTok ads.
The highlight of the brand-creator partnership was the updated version of the self-serve portal TikTok’s Creator Marketplace. Brands can discover creators of the same interest with ease.
The new version includes more performance insight, sorting tools, and monitor the campaign in real-time. This helps brands to track their influencer campaign progress and maximize the ROI.
TikTok Creator Marketplace API
Another key element is TikTok Creator Marketplace API (application-programming interface). It provides access to TikTok’s first-party marketplace data to creator marketing experts including Captiv8, Influential, and Whalar.
Open Application Campaigns
Another element of TikTok marketing for brands is Open Application campaigns. It enables brands to list their campaigns on TikTok Creator Marketplace for interested creators to self-apply. It is another opportunity for brands and creators to broader monetization efforts.
TikTok Creative Exchange
Complimenting the TikTok Creator Marketplace is the launch of a new initiative is the ‘The TikTok Creative Exchange’. A portal helps brands match with creative experts to generate high-performing ads that meet the objectives.
Another feather in the TikTok marketing cap is the new creative center. It is designed to help advertisers analyze the performance of the campaigns in real-time. Brands can explore top-performing ads, identify trends and be more creative using TikTok’s audio library.
Branded Content Toggle
TikTok’s marketing strategy for brands and creators also includes branded content toggle. It allows creators to make videos and disclose commercial content without any disruption in the flow. Brands can also create a customized landing page that loads in seconds- 11x times faster than standard mobile pages. Isn’t that amazing?
Interesting Read: TikTok: A Digital Ecosystem For Content Creators To Earn Extra Income!
Measuring The Effectiveness of The Creative Tools
In order to leverage the entire TikTok marketing strategy, the company announced brand safety tools and ad measurement tools.
To measure its value and impact, it teamed up with DoubleVerify and MOAT for ad viewability. Furthermore, it will collaborate with Integral Ad Science (IAS), OpenSlate, and Zefr to ensure brand safety.
It is also working coherently with Kantar and Nielsen for Brand Lift Studies. TikTok introduced an inventory filter to enable advertisers to gain more control over what type of content their ads will run adjacent to TikTok.
Interesting Read: Taboola And Double Verify Partners For Brand Safety
Let’s Go TikTok Shopping
In this new era of TikTok marketing, these creative and innovative tools will attract ad spend. However, eCommerce is a promising platform. The company is expanding its investment in Social Commerce. The hashtag #TikTokMadeMeBuyIt received over 5 billion views. A survey by Material suggests TikTok users are 1.7 times more likely to purchase products they discover through the app than they are on other social networks.
TikTok detailed TikTok Shopping suite of advertising tools and solutions to empower brands and merchants.
TikTok shopping includes direct integration for merchants to tap full commerce from product upload to fulfillment. Sellers can also opt for third-party integration via commerce partners. TikTok has rolled out new shopping partners like Square, Ecwid, PrestaShop beyond pilot partner Shopify. Wix, SHOPLINE, OpenCart, and BASE are to be added soon.
Another tool of TikTok’s marketing strategy is developing Product links. Merchants can include multiple product links directly in an organic TikTok video to drive users to the product detail page.
Brands on TikTokk can connect with users in real-time via Live Shopping. It can share dynamic links to products and services while streaming. Walmart was the pilot partner for this feature.
Interesting Read: TikTok To Move Into Social Commerce Game, Partners With Shopify
TikTok marketing gambit offers a trio of in-feed ad products for shopping: Collection Ads, Dynamic Showcase Ads (DSAs), and Lead Generation.
Collection ads allow brands custom, swipeable product cards in their In-Feed video ads.
Dynamic Showcase Ads allow merchants to serve users multiple products SKU’s via personalized, targeted ads based on their interests.
Lead Generation is available within in-feed video ads that allow brands to collect TikTok user information using online forms. The partnership with Leadsbridge and Zapier will help to connect a brand’s CRM in real-time to TikTok for lead generation campaigns. This will eliminate the need to download data manually.
Interesting Read: A Panoramic Perspective Of Amazon’s Advertising Business!
The innovations are just the beginning of the new TikTok marketing era. There’s a heap to take in here as TikTok scales its ad business. The new tools and partnerships paves way for better opportunities especially as we head towards the holiday season. The roadmap of TikTok world is fairly clear. eCommerce is the primary focus providing monetization opportunities for both brands and creators.
It will be interesting to witness the next milestone as the story of the new TikTok marketing has just unfolded!
- Neha Mehta
- Neha started her journey as a financial professional but soon realized her passion for writing and is now living her dreams as a content writer. Her goal is to enlighten the audience on various topics through her writing and in-depth research. She is geeky and friendly. When not busy writing, she is spending time with her little one or travelling.
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