Today in Digital Marketing

TikTok: From New Ad Formats to Viral Content Capitalization 

Jun 22, 2023 | Industry Articles

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Today in Digital Marketing

TikTok has launched a new ad feature called ‘Interactive Add-Ons’ that lets brands add interactive elements to their in-feed ads to drive engagement. 

These add-ons include stickers, pop-ups, and other visual elements that invite people viewing them to engage with the campaign.

There are two types of add-ons available: Standard and Premium.

👉 Standard Add-Ons

Standard add-ons are designed to generate clicks and conversions for lower-funnel marketing objectives.

These add-on options include:

  • Display Card – which highlights key brand messages and offers
  • Gift Code Sticker – which offers incentives for engagement
  • Voting Sticker – for conducting polls quizzes, or feedback forms in your ad
  • Countdown Sticker – to highlight upcoming events

⭐ Premium Add-Ons

Premium add-ons are aimed at upper-funnel goals, like brand awareness. 

These options include: 

  • Pop-out Showcase – which lets brands highlight their products
  • Super Like 2.0 – which incorporates ‘eye-catching' floating icons and a pop-up card after the Super Like effect appears
  • Gesture – which reveals additional product insights based on a viewer’s actions

🛒 In-Stream Shopping

Meanwhile, the company continues its push to social commerce, with the launch of a new in-app product showcase called ‘Trendy Beat’. This is a new space which displays products sold by TikTok. 

The Financial Times reports that in recent weeks, UK consumers have started to see the new shopping feature in the app, offering them items that have been popular in videos, like tools to:

  • Extract ear wax, or
  • Brush off pet hair from clothing

All the items advertised are shipped from China, and sold by a business owned by ByteDance, TikTok's parent company. 

Sources say the project uses TikTok’s knowledge of items going viral on the app, letting ByteDance acquire or make those items itself. The company then heavily promotes its Trendy Beat products over rival sellers on the platform. 

TikTok says it uses a network of suppliers to produce items for its Trendy Beat offering.

Images: TikTok

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