TikTok launches new tools to drive greater creator brand engagement

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TikTok is launching a raft of new solutions with its creator community in mind, that it claimed will push the boundaries of the entertainment and marketing industries and what it means to engage with an audience. 

The announcements came as part of TikTok World, the platform’s second global product summit for brands to connect, co-create, and work with creators.

These include updates to the TikTok Creator Marketplace; the introduction of Focused View in its Ads Manager; new solutions TikTok Showtimes to drive cinema-goers to ticket providers; and its recently launched Shopping Ads tool.

“TikTok users feel a deeper connection with the brands they interact with on the platform, so matching great creators with brands more easily is the key to unlocking future potential”, said Jorge Ruiz, Global Head of TikTok’s Marketing Science unit.  

Creator Marketplace 

As the official platform for branded content collaborations on the video sharing platform, TikTok Creator Marketplace (TTCM) connects brands and agencies with over 800,000 qualified creators around the world. 

It’s now introducing several updates to TTCM that will enable brands to find creators more efficiently, activate creators at scale, and measure and optimise campaign performance. 

  • With improved search capability and integrations of a brand’s campaign insights, TTCM now provides better creator-matching results with precise and granular keyword searches. 
  • TTCM Match, a new recommendation functionality, can automatically generate lists of creators based on a brand’s brief almost instantly.
  • Open Application Campaigns, available in all markets soon, allows brands to post details of an upcoming campaign on the TTCM platform for creators to proactively apply.
  • Gaming Anchor enables creators working with mobile gaming companies to add iOS or Android app store links to download the game to their content.
  • Comment Anchor allows creators to add and pin a clickable link at the top of comments for viewers to learn more about the product or service in the video. 
  • Enhanced post-campaign reporting: TTCM offers new branded content metrics including audience overlap, audience interest distribution, Spark Ads campaign dates, and more, that help advertisers better analyse campaign performance and video audiences. 
  • Profile Kit: As part of its TikTok for Developers program, the company also introduced Profile Kit, which allows users to integrate their TikTok accounts to display their content on third-party apps. 

It’s partnered with Linktree on the first Profile Kit integration, empowering creators to showcase their TikTok content directly on their Linktree page, with additional options to engage and encourage audiences to navigate to their TikTok profile.

“These updates makes it much easier for brands to directly connect with creators, and this is really at the heart of our monetising strategy,” said Adrienne Lahens, Global Head, TikTok Operations for TikTok Creator Marketing Solutions.

She also told Mediashotz that TTCM Match is being rolled-out in the US first, and would likely hit the UK and Europe in early 2023.

Focused View

TikTok has also introduced Focused view, to help brands stay focused and drive impact. This it said is the next generation of its current Video View campaign objective on TikTok Ads Manager.

With Focus 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.

In an ever-changing digital marketing world where returns on ad spend are increasingly valued, Focused View offers a way for brands to engage with their audiences more effectively and cost-efficiently.

TikTok Showtimes

With 52% of people discovering a new show, movie, or actor on TikTok and 1 in 4 people who saw an entertainment ad having bought a ticket, TikTok powers discovery and reinvents entertainment marketing.

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To help movie studios connect with these engaged communities, we have created TikTok Showtimes, a new native experience optimised to drive movie-going intent directly from TikTok to ticketing partners to complete purchases.

  • Showtimes allows movie studios to promote their latest film by showcasing a full trailer to generate interest, and then seamlessly provides showtimes and theatre information based on the users’ location.
  • Through the Showtimes ad, users can easily click out to ticketing partner(s) to complete their ticket purchase.

TikTok Showtimes is currently only available to invited movie studios in the United States.

Shopping Ads

TikTok recently launched Shopping Ads, which it said is a smart, simplified solution that maximises the potential for sellers’ product catalogs, supercharges e-commerce campaigns.

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It also helps brands connect with communities on TikTok and meet shoppers wherever they are throughout the purchase journey.

  • Shopping Ads makes it easier to convert demand into sales, and it comes with a new “Product Sales” objective in TikTok Ads Manager, so brands can do all of the planning and buying for e-commerce campaigns in one place.
  • Shopping Ads provides three engaging ad formats: Video Shopping Ads, Catalog Listing Ads, and LIVE Shopping Ads, which maximise the potential for merchant’s catalog and extend campaign reach beyond the TikTok For You feed.