Over the past few years, we’ve seen communities on TikTok push the boundaries of the entertainment and marketing industries and what it means to engage with an audience. Brands have become a core part of this entertainment experience by embracing storytelling, community, and creativity.
As foundations for the next era of advertising are laid, the short-form video platform is excited to unveil new solutions and research at this year’s TikTok World. These will give brands and marketers the tools to reimagine engagement with the TikTok community and deliver real impact for businesses of all sizes.
Like other TikTok features, the app’s ad products are designed to enhance the experience of the community of users, inspire creativity, and bring joy. Through studies, TikTok has learned that people spend more time viewing ads on its platform compared to ads on other platforms.
- 73% of TikTok viewers say they feel a deeper connection to the brands they interact with on TikTok.
- Brands are remembered 40% more on TikTok than on other platforms.
- TikTok is now the fastest-growing channel for discovery with 15% of product discoveries across media channels, emails, and word of mouth.
- TikTok’s Sales Lift partner, NCSolutions, sees the platform’s campaigns consistently delivering strong incremental sales outcomes, with an average Return on Ad Spend (ROAS) nearly 2x compared to NCS campaign performance benchmark.
TikTok wants to build ad solutions that get brands discovered in a fun and community-first way, make ad campaigns more cost-efficient and effective, and meet customers wherever they are throughout their purchase journey.
You can learn more about these findings during the TikTok World event, with some more of the not-to-miss highlights as follows:
Supercharging brand growth with authentic creativity only found on TikTok
On TikTok, creativity delivers performance. Through a study with Hotspex, it was discovered that 71% of the TikTok community says that it’s a creator’s authenticity that motivates them to buy from a brand.
The platform’s recent study with Kantar shows that working with creators to produce TikTok creatives will have a higher chance of gaining a significant brand lift and doubling engagement rate and watch time. As TikTok continues working with its community of creators, partners, and users, it’s committed to building solutions that bring even more creators into the ecosystem, making it easier for brands and creators to work together.
As the official platform for branded content collaborations on TikTok, TikTok Creator Marketplace (TTCM) connects brands and agencies with over 800,000 qualified creators around the world.
TikTok World will also shed light on several updates to TTCM that will enable brands to find creators more efficiently, activate creators at scale, and measure and optimise campaign performance.
As part of the TikTok for Developers programme, that platform has also introduced Profile Kit, which allows users to integrate their TikTok accounts to display their content on third-party apps. Linktree is the first partner to activate the Profile Kit integration, empowering creators to showcase their TikTok content directly on their Linktree page, with additional options to engage and encourage audiences to navigate to their TikTok profile.
Engage your audience with a new campaign objective: Focused View
What truly sets TikTok apart is the high level of engagement and attention. TikTok is an immersive, full-screen, and sound-on experience, where users give their undivided attention. Not only do they spend more time watching TikTok every day, but they are also more engaged on TikTok than on any other platform. 46% of users engage with content on TikTok without distractions or multi-screening. Engagement is TikTok’s superpower and an opportunity for brands.
To help brands stay focused and drive impact, TikTok is introducing Focused View. Focused View is the next generation of the current Video View campaign objective on TikTok Ads Manager. With Focus View, brands only pay when users have voluntarily watched an ad for at least six seconds or when they interacted with the ad within the first six seconds (whichever comes first). This means that ads are shown to users who are truly paying attention and voluntarily engaging with the brand.
Focused View has delivered great results during the testing stage with its global brand partners. In an ever-changing digital marketing world where returns on ad spend are increasingly valued, Focused View offers a way for brands to engage with their audiences more effectively and cost-efficiently.
Closing the deal with solutions tailored to your audiences
Communities are the new demographics on TikTok. People come to TikTok every day to be entertained and inspired by diverse communities, along the way they also participate, create, and share. This is how culture is created, moments turn into trends, and industry paths get reshaped. #TikTokMadeMeBuyIt now has over 25 billion views. The top 100 gaming-related hashtags on TikTok receive more than 40 billion video views per month.
With more and more industry marketers turning to TikTok, it is committed to continuously innovating and introducing solutions designed specifically for brands in different industries to best showcase products and services and convert customers.
The launch of Shopping Ads, which will also be presented in full during TikTok World, is a smart, simplified solution that maximises the potential for sellers’ product catalogues, supercharges e-commerce campaigns, and helps brands connect with communities on TikTok and meet shoppers wherever they are throughout the purchase journey.
Building for the future
TikTok is building for the future of entertainment with responsible innovation at the heart of it all – where discovery, community, and culture create unique opportunities for creators and brands to drive meaningful impact. TikTok is a place where businesses of all sizes can connect with audiences, grow their customer base, and drive revenue.
It will be exciting to see how brands continue to connect and create more cultural moments with the TikTok community using this new diverse set of advertising tools. Remember, TikTok World takes place next week, and there may even be an event in your city…