TikTok Shopping Ads: a novelty for brands

TikTok has announced the launch of a new e-commerce integration called “Shopping Ads.” These new ads will give brands more ways to promote their products on an ongoing basis.

In fact, 67% of participants in a recent study said that ads on TikTok are capturing their attention - a 10% increase compared to other platforms. It is therefore quite natural that TikTok undertakes to offer additional Ad options for all brands who want to take advantage of this commitment.

The TikTok Shopping Ads platform is currently testing three new ad formats dedicated to the sale of products:

• Video shopping ads
• Catalog subscription announcements
• Ads to buy live advertising.

Made available progressively for advertisers who have uploaded their product feed to the TikTok Business Center, these new TikTok ad formats will be accessible via the lens”Product sales”.

In addition, advertisers will be able to, use these new purchase ads for their e-commerce, regardless of whether they have a TikTok Shop section associated with their account or not.

What is TikTok Shopping Ads?

As TikTok explains, this new Shopping Ads platform is: “a simpler, smarter, and more advanced advertising solution. It should help brands meet buyers wherever they are along the buying journey, by driving demand and driving sales..”

An inspiring platform

TikTok is a content platform that allows creators to let their imagination run wild. Users appreciate the spontaneity and creativity of videos. Quite logically, advertising formats adapt to this logic and are also considered to be inspiring by consumers of the TikTok app. It is a opportunity for brands to sell their products naturally.

Optimized ads

TikTok is primarily an entertainment platform. But it is also a source of inspiration and knowledge. Users come to the social network to discover video content that brings them something positive. Ads are also a way to distribute this positive added value that consumers appreciate.

Beyond their positive emotional charge, the different advertising formats existing on TikTok are fully part ofuser experience. Some types of Ad are even collaborative. This is the case, for example, with Branded Hashtag Challenges, which invite brand customers to create content on the social network themselves.

The TikTok algorithm focuses particularly on viewing time. This is a key data to perform on the platform. This means that to gain visibility, you must succeed in capturing the attention of users and keeping them engaged throughout your video. The social network interface is itself designed to be the most immersive and to keep consumers' attention for as long as possible.

In addition, the platform announced that Top View Ads are the most popular TikTok ad format by its users. It seems that this type of Ad is the most natural in terms of location, with a full screen display that starts as soon as the application is opened. This type of Ad also has the advantage of not cutting off the viewing of the “For You” thread between two TikToks, as is the case for In-feed ads.

For all these reasons, the ads on the TikTok app are more engaging and therefore convert significantly more than the ads on other social networks.

So TikTok Shopping Ads may turn out to be an interesting opportunity for all brands who are already used to launching ads on this social network, or who want to develop their marketing strategy there.

However, there is several key elements to keep in mind when you want to launch ads on this social network, regardless of the type of advertising campaigns you plan to launch. For more tips on TikTok ads and how to optimize them, feel free to consult our guide on the subject !