TikTok is offering new features to advertisers to help them sell more on the platform.
Three new ad formats are indeed available.
What are these new ad formats?
How can they be used?
Is the roll-out planned on a global scale or reserved for a small number of users?
Let’s take a look at what’s new on the Chinese social network.
WHAT ARE THE THREE NEW AD FORMATS FOR TIKTOK?
Three new ad formats for Tiktok
VIDEO SHOPPING ADS: VIDEO SHOPPING ADS
With Video Shopping Ads, businesses can promote their products by creating videos that are then displayed on the « For You » page.
How do Video Shopping Ads work?
When you post a video shopping ad, a product insert is embedded in the bottom left corner of the screen.
A CTA (call to action) then redirects the user to a product page that is hosted directly by TikTok.
If the user is interested in the product, he or she can then be redirected to the website of the company that sells the product, in order to make the purchase.
Are you an advertiser?
Your videos can be designed to deliver a product-specific message, or they can be designed more broadly to address a brand value and build brand loyalty.
From the end of 2022, Video Shopping Ads will gradually replace Collection and Dynamic Showcase Ads.
Video Shopping Ads in fact combine both features.
Agency note : The more Video Shopping Ads you run, the more data TikTok will collect to optimise the performance of your campaign. The platform will choose the best conversion bias.
CATALOG LISTING ADS: CATALOGUE ADS
TikTok allows brands to promote entire catalogues on the platform.
It is not necessary for companies to create video ads.
All they need to do is publicise their products through a simple feed.
This ad format is not immediately available to all advertisers.
Only US-based brands or companies targeting the US market will be able to take advantage of Catalog Listing Ads.
LIVE SHOPPING ADS
With Live Shopping Ads, businesses can promote their Live Shopping events.
By clicking on the ads on the « For You » page, users will be automatically redirected to a live shopping event.
The live shopping ads will be offered to users who are most likely to be interested in such events.
It therefore seems highly likely that Live Shopping Ads will contribute to increasing traffic to the live shopping events of the brands concerned.
TIKTOK: HOW TO TAKE ADVANTAGE OF THESE NEW AD FORMATS ?
To take advantage of these new features, advertisers need to reach « Level 1 », both by integrating advanced signals, but also by implementing their product catalogues in TikTok’s Business Center.
The social network provides a PDF guide that explains the process.
If you want to advertise your purchases, you don’t have to use TikTok Shop. You can choose between a redirection to the platform’s Shop page or to an external site.
The new advertising formats are accessible in your ad manager.
Click on the purchase objective « Product sales ».
Can TikTok be used for your prospecting on social networks ?