During its “Commerce Keynote 2022” conference in September, TikTok announced the arrival of 3 new formats for advertising campaigns. The objective of these new features is to offer companies several formats to communicate about their products.
The high-performance algorithm based on personalized recommendations will also be used and reinforced to serve ads to the most relevant audiences. The 3 options will be available on the “for you” page, which will allow to directly discover products while scrolling.
These new formats are necessary to allow ads to grow on the platform. Trends like “TikTok make me buy it” have proven that purchasing based on influencer campaigns on the platform is very important. The application also took advantage of its conference to specify that 70% of users find it very easy to buy via the app, and 56% claim to have discovered products or brands through network advertisements.
Impactful and reassuring statistics for all brands that would like to get started on TikTok and use the new Ads formats available.
With this option, it is no longer necessary to refer users in the bio to find the link to the site of the partner brand. From now on, a banner will be available at the bottom of the video, allowing you to refer to the product card present in the TikTok catalog. All information about the product will be mentioned, and it will even be possible to go to the website to make the final purchase.
This format makes it possible to combine creative videos directly with the product catalog in order to promote traffic to the brand’s website and conversion.
This option allows you to group all product catalogs in one place. A product page made by TikTok will appear in their “for you” section, encouraging you to go to the “recommended products” page. Users will then be able to visit the product cards of different brands, discover them and find all the information on the goods.
Brands can make a proposal of the products they would like to share in this tab. The selection criteria by TikTok have not yet been detailed for this format.
This feature makes it possible to present the products and interact with the public during a Live directly on the platform. This appears in the “for you” page of the target audience, inviting them to click to join the Live. From this Live, the products presented in it will be displayed at the bottom of the screen. Similar to shopping videos, attendees will be able to discover item information. TikTok product catalogs represent a showcase for brands to easily generate traffic to their e-commerce website to complete the transaction.
This option can be integrated into an influencer marketing system to bring more visibility and engagement to the Live.
For the moment these options are only available in test for certain companies, but they will arrive very soon on the whole platform.
These formats will be easily accessible since brands will simply have to link their product catalog to the application’s Business Center. It will therefore be directly available on a new profile tab.
