TikTok Shopping Ads: a new feature for brands

TikTok has announced the launch of a new e-commerce integration called "Shopping Ads" . These new ads will offer 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 capture their attention - a 10% increase over other platforms. So it's only natural that TikTok is moving to offer more Ad options for any brand that wants to capitalize on that engagement. 

The TikTok Shopping Ads platform is currently testing three new ad formats dedicated to product sales:

• Video Shopping Ads
• Catalog Listing Announcements
• Buy ads directly from us.

Made available in a phased manner to advertisers who have uploaded their product feeds to the TikTok Business Center, these new TikTok ad formats will be accessible via the "Product Sales" objective.

Advertisers will also be able to use these new shopping ads for their e-commerce, whether or not they have a TikTok Shop section associated with their account.

What is TikTok Shopping Ads?

As explained by TikTok, this new Shopping Ads platform is "a simpler, smarter and more advanced advertising solution. It should help brands meet shoppers wherever they are in the shopping journey, 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 the videos. Logically enough, advertising formats adapt to this logic and are also considered inspiring by TikTok consumers. This is an opportunity for brands to sell their products naturally.

Optimized Ads

TikTok is above all 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 of theuser experience. Some types of ads are even collaborative. This is the case, for example, of the Branded Hashtag Challenge, which invites the brand's customers to create content themselves on the social network.

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

On the other hand, the platform has announced that Top View Ads are the most popular TikTok ad format among 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" feed between two TikToks, as is the case for In-feed ads.

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

TikTok Shopping Ads can therefore be an interesting opportunity for all brands already used to launch ads on this social network, or who wish to develop their marketing strategy on it.

However, there are several key elements to keep in mind when you want to launch ads on this social network, no matter what type of ad campaigns you plan to launch. For more tips on TikTok ads and their optimization, don't hesitate to consult our guide on the subject!