TikTok is still the app everyone is talking about, even two years after its initial boom. Given its continuous growth and popularity, TikTok is an obvious platform for advertising to audiences of all ages and interests. People go to TikTok for the latest trends, discover new products and brands, and to be entertained by creators.
Over the years, TikTok has introduced various advertising solutions for brands, including (but not limited to) In-Feed ads, Brand Takeovers, Top View, Branded Hashtags and Branded Effects. Recently, TikTok has launched new advertising solutions that enable brands to more effectively target their desired audiences.
TikTok Pulse is the new contextual advertising solution that allows advertisers to place their brand next to the top content in the For You Feed. The solution is intended to keep brands on the pulse of entertainment and culture on the platform. By advertising in Pulse, brands will appear among the top 4% of all videos of TikTok in 12 categories, including beauty and personal care, fashion, cooking and baking, automotive, and gaming, to name a few.
Not only will brands appear by top performing content, they can also be confident that they will appear alongside verified content. To ensure brand sustainability, TikTok’s proprietary inventory filter will create a safe environment for brands to promote within.
Brands are not the only ones benefiting from the new advertising solution. Pulse will be TikTok’s first exploration into advertising revenue sharing with creators, public figures and media publishers. Creators with at least 100K followers are eligible to receive a reward from partnering with brands in Pulse—the split is currently 50/50 of revenue earned.
TikTok has launched a new programme, Branded Mission, which will allow creators to make money by taking part in branded content challenges. Brands will select clips submitted by creators for their promotional campaigns.
TikTok says, “This new form of two-way engagement between brands and creators enables the TikTok community to have a creative hand in the ads that are a part of a brand campaign and helps brands discover emerging creators broadly across TikTok.”
Brands can set up a Branded Mission on the platform, and creators with over 1K followers can decide which ones they want to participate in and submit up to three videos. Brands will then select their favourite videos from the submissions and amplify them through promoted ad traffic.
The chosen creators then receive a cash payment, though the payment amounts, at least at this stage, won’t vary based on individual video performance—each Mission will list earnings potential based on how much the brand is willing to pay.
The new Mission helps TikTok solve its issue of paying creators; the app has been repeatedly criticised by creators for not offering enough compensation for their efforts on the platform.
Updated Creator Centre
TikTok has added new insight elements to its Creative Centre platform, which provide data on trending songs, hashtags, regional performance stats, key influencers and more. The new insights provide significant research value, helping marketers dig deeper into top trends in the app.
The new updates offer insights into trending song performance, including popularity over time and the specific demographics using said sound and their selected interests.
In addition, you can look up trending hashtags and access their popularity by region, alongside which creators are aligned with each.
The advanced insights can be helpful in guiding your own TikTok content approach, and determining key influencers you may want to work with to help amplify your TikTok campaigns.
TikTok has partnered with WooCommerce to offer merchants the opportunity to connect their stores to the platform. Merchants can sync their product catalogue to TikTok and unlock specific ad formats including Collection and Dynamic Showcase ads.
Users have access to advanced TikTok Pixel to target ads to the right shoppers, optimise campaign results and maximise return on ad spend.
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