TikTok has been used as a medium of advertising for a while now. On Thursday, Tik Tok launched ‘Tik Tok For Business’ ,exclusively for marketers, which aims at giving marketers a platform to showcase their brand or product in a creative manner and tap a larger audience through their ad campaigns. The platform will offer a range of already existing marketing tools and solutions in its various ad formats such as in-feed videos, brand takeovers, branded lens and hashtag challenges under one single roof.
In-Feed videos are videos that can be up to 60 seconds long, with sound playing in the background. Brand Takeover is one of the most expensive ad-purchasing options. It’s a full-screen ad that appears whenever a user opens TikTok for the first time. A brand takeover can either be a three-five second GIF or even an image or a video. Next, the Hashtag challenge helps the TikTok community to create content around a hashtag of their choice. Hashtags are majorly being used to obtain outreach on Social Media. This even includes Hashtag Plus, which adds a shopping feature. Lastly, coming to Branded Lens, it allows the user to add a brand or product to a video in a 2D, 3D or even AR format, either as a background or in the foreground. Branded lens bring 3D objects and face filters to users. Lenses have been a core feature of Snapchat. The new AR Brand Effect has been added to TikTok for Business that is expected to pose a challenge to the Snapchat Sponsored Lens and World Lens AR formats.
In addition to the new AR Brand Effect, the App has also added e-learning resources that will help marketers to learn about new ad offerings which will include product guide, learning materials and best practices that will aid in the launch of a successful ad campaign along with the ability to track performance in real-time.
TikTok presented the new platform at IAB’s NewsFronts. It pitched the idea by claiming that TikTok is a place where culture and trend is created and shared globally which holds the power to make the content viral in hours across diverse groups. Additionally, TikTok is also testing a new platform, Creator Marketplace , in limited regions. This was introduced last year and allows brands to identify and partner with TikTok creators on paid campaigns.
The pricing of the ad tools will be based on what the brand wants to achieve and the scope that the campaign holds. The website specifies the budgeting requirements of carrying out a campaign. TikTok for business is only available as a website as of now and isn’t included either in the Apple App Store or Google PlayStore, but it can be expected to be, as the company is working on adding new features to the new platform.