Dive into TikTok's new solutions👀
🎞️ Meta has made Branded Content Tags available to all Facebook Reels Creators
TikTok has recently held its second annual TikTok World event, where it shared a range of ad tips, insights, and previews of new promotional features that will open up new opportunities for marketers in the app. Here’s a delve into the new solutions TikTok announced at the event: Creator Marketplace Match Firstly, TikTok announced it will be adding ‘Creator Marketplace Match’, to its Creator Marketplace platform, which now facilitates connection to over 800,000 qualified creators around the world. The new recommendation functionality will be able to automatically generate lists of potential creative partners based on a brand’s brief – ’in under 10 seconds’. That could make it much easier for brands to find the right influencers for their campaigns – and with 71% of the TikTok community noting that a creator’s authenticity is what motivates them to buy from a brand, it’s worth considering the potential of such in your marketing process. Focused View TikTok also revealed a new ad objective called ‘Focused View’, which will see advertisers charged based on attention and engagement. As explained by TikTok: "Focused View is the next generation of our current Video View campaign objective on TikTok Ads Manager. With Focused View, brands only pay when users have voluntarily watched an ad for at least 6 seconds or when they interacted with the ad within the first 6 seconds (whichever comes first). This means that ads are shown to users who are truly paying attention and voluntarily engaging with the brand." This is very similar to how YouTube charges for ads, so it's not revolutionary, but it does offer a way for brands to engage with their audiences more effectively and cost-efficiently and it could be a valuable consideration for brands on TikTok.
TikTok also shared a range of research reports and insights, including these data and trend notes:
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
Some good opportunities and ad features to help brands maximise their performance and presence on TikTok. It's definitely worth considering how you might be able to use these new options in your marketing. And if you are looking to find the right creative partners and tools, check out TikTok’s new playbook for its various creative solutions and options.