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TikTok took a major public-facing step with respect to its ad business today with a new website dubbed TikTok For Business, where marketers can review all of the platform’s ad products, make purchases, track their spending, and glean information about best practices.
This is the first time that TikTok is laying out advertising resources in one global hub, and the site boasts a thematic call to action: ‘Don’t Make Ads, Make TikToks’. “Over the past year, brands have found success resonating with the TikTok community not because they had the glossiest ad or the biggest names in their campaign, but because of their ability to creatively engage and connect with users through feelings, actions, and sounds,” Katie Puris, the company’s managing director of global business marketing, wrote in a company blog post.
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In tandem with the site, TikTok also announced today a new ad format called Brand Scan. TikTok is partnering with leaders in 2D and 3D development — including Bare Tree Media, Subvrsive, Tommy — to produce AR effects for brands, such as a logo or products, that creators can then integrate their own user-generated their videos.
In the blog, Puris also shared that TikTok continues to test its Creator Marketplace, which launched in beta in Sept. 2019. This influencer marketing initiative acts as a matchmaking services between creators and brands. Advertisers can access the platform for free and search for prospective creator partners according to their TikTok handle, follower count, content topics, and other audience analytics. Currently, Creator Marketplace is available in the U.S., U.K., Germany, India, Japan, Korea, Taiwan, Southeast Asia, Russia, and Australia.
‘TikTok For Business’ components
On the new website, advertisers can create an Ads Manager account to purchase ads as well as track the performance of their existing spend in real-time. The company notes that ads can be budgeted in two ways — per daily or lifetime spend.
TikTok also highlights the features that set it apart from other platforms — such as its hashtag challenges that spread like wildfire — and the company furnishes a selection of case studies for brands with whom it has already successfully collaborated, including Guess and Universal Pictures.
Beyond TikTok, advertisers can also purchase ads on other Bytedance-owned apps via TikTok For Business, including Vigo Video, Helo, Babe, TopBuzz, BuzzVideo, and NewsRepublic.
Techcrunch notes that TikTok currently vends a number of different ad products, including TopView (which appears when the app is first launched), Brand Takeovers (a three to five-second video or image ad), In-Feed Videos (up to 6 seconds with sound), Hashtag Challenges (which invite users to create content around a hashtag), Hashtag Plus (which adds an ecommerce component to Hashtag Challenges), and Branded Effects (which allow a brand or product to be added into the foreground or background of a video in 2D, 3D, or AR).
“The [TikTok] experience is real, light-hearted and fun, and as we’ve seen over the course of these dynamic times, users and brands have the ability to make a meaningful and positive impact on their communities,” Blake Chandlee, TikTok’s VP of global business solutions, said in a statement. “We’re excited to…continue building products, services, and resources for marketers to engage their communities in a new and innovative way, and show them how TikTok is a creative and valuable marketing platform.”
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