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The Changing Landscape of Advertising on TikTok

When it comes to social media apps, TikTok is one of the most popular among young people. This short-form video-sharing platform is a great place for marketers to get a handle on what’s trending among Gen Z and Millennials and also a great place to build brand awareness. 

By tapping into your brand’s creative side, you can reach many new prospects, many of whom engage with their mobile devices for several hours a day. When you use well-targeted ads, TikTok is one of the best platforms for audience engagement. Engaged audiences lead to better advertising outcomes.

Advertising on TikTok

On TikTok, your company can produce its own videos without high production or editing costs. Posting short, engaging videos helps users to recognize your brand and products. In-feed paid ads allow you to publish ad content that blends in with other content. Since users are in a discovery mindset when scrolling the For You feed, they’re receptive to inspirational videos which can include demonstrations of a product in action.

Like other forms of social media advertising, it is expected that this platform has a changing landscape. TikTok recognizes that it needs more tools, ad options, and potential for profit if it hopes to remain competitive with other platforms such as YouTube and Instagram, where creators have the potential to earn more money.

Beta Testing for Ads in Search Results

TikTok is currently beta testing ads in search results.  Eventually, this will give marketers another way to reach prospects based on the search terms they use. These new ads are tagged with the word “Sponsored” and typically appear within the first four search results displayed. This is above those under “others searched for”, which allows marketers to target those searching for specific terms who may have a higher interest level and purchase intent.

Another part of the beta testing is that TikTok will provide advertisers with a list of the terms that drove clicks on a campaign. This helps you to build a database of the most popular search terms and helps to guide your content creation. 

More Changes Ahead

TikTok continues to work on revenue options for its ad suite. They may add in longer videos to make it simpler for businesses to form eCommerce partnerships. Without expanding its options, TikTok runs the risk that exclusive content deals may be offered by other apps which may prevent some from posting on TikTok.

The landscape of online advertising continues to evolve, and advertising campaigns must evolve along with it. Keeping up with changes in the world of social media marketing can be challenging and many marketers find that working with experts in the field of online marketing can help lead to better and quicker results. Softline Solutions has helped hundreds of companies to succeed online, and we are here to help you too. Read some of our case studies to learn more about the real results we’ve achieved for real clients. Contact us today and let us help you grow your online presence.