TikTok plans to launch new advertising formats focused on online sales

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TikTok plans to launch new advertising formats focused on online sales

TikTok plans to improve its ad formats to boost social commerce and facilitate the conversion of ad campaigns. Among the news that list your phone number Insider has leaked are the inclusion of direct purchase links and the possibility of retargeting users. In our article today, we analyze the evolution that TikTok has had as an advertising platform and the changes that are coming for brands that are committed to investing in advertising in the app.After an unstoppable rise in users, TikTok now seeks to seduce brands
In 2020, TikTok not only became the most downloaded app of the year , but also launched its advertising platform, TikTok for Business , as a first approach to brands . The video ad formats were focused on branding to take advantage of the popularity of the app among younger users ; something ideal for brands that want to reach the most active generations online . Not surprisingly, 42% of TikTok users are in the 18-24 age range and 17% are in the 13-17 age range.
This year, the ByteDance app continues to post excellent active user growth data. According to SensorTower , in March 2021 it added 58 million new users and was crowned first in the ranking of the world’s most downloaded apps. Without a doubt, the next step for TikTok is to find new advertising formats that are focused on conversion to attract retailers .
Source: SensorTower. Most downloaded apps
In addition, TikTok officially announced its alliance with Shopify at the European level in February, so that e-commerce that are built with this platform can now create, manage and measure the campaigns they launch in the app directly from their control panel in Shopify .

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It is not the only platform with which TikTok can be integrated. In the official presentation¬† gulf email list¬† of its newly released Lead Generation Ads , it has revealed that it is also possible to integrate the app with the company’s CRM systems so that the data collected in the native forms reaches the brand directly with the advantages that it supposes.TikTok, to conquer social commerce with new ad formats
According to the leak of a TikTok presentation to agencies echoed by the specialized publication Social Media Today , the new ad formats would be available throughout 2021. They are the following:
Collection Ads : with this format, brands can include cards in their branded videos to highlight the products that appear and link to a purchase page.
Dynamic Product Ads : These ads are intended for brands with an extensive product catalog. In this way, it is possible to retargete users depending on the online behavior they have had in the e-commerce or in the brand’s app. The objective is to show those products that have attracted your attention the most in order to increase conversion.

Promo Tiles : allow advertisers to add promotions and special offers to the ads they promote in the feed to direct users to the purchase landing page.
Showcase Tiles : in this case, it is the content creators or tiktokers who can include the purchase links of the products they show in their videos.
TikTok is looking for new ways to become a reference app for advertisers
Live-streaming e-commerce also grows on TikTok
TikTok aims to rival Instagram also in social commerce , since the latter app is much more advanced than its rival in terms of integrating Shops and sending traffic to e-commerce through advertising campaigns. But TikTok is also studying other ways to differentiate itself from Instagram, whose Reels have taken advantage of the pull of micro-videos to slow down the push of the ByteDance app .In this sense, it should be noted that TikTok is testing new formulas to gain relevance in the retail sector betting on live broadcasts. The first tests of live-streaming e-commerce broadcasts pose a promising future for the format.This type of event brings together brands and influencers who present and test live products that the audience can purchase. In the United States, Walmart has already carried out two retransmissions of this type (one in December 2020 and another in March 2021 ) and, although the American retailer did not communicate specific data, the fact of repeating the format is revealing .
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