TikTok introduces new ad products

With new tools like Comment Anchor, Gaming Anchor and Focused View, the social platform is leaning into the power of creators

TikTok launched several new new ad products today at TikTok World, aimed at making creator-brand partnerships easier, faster and more effective on the social platform.

Most of solutions the company launched today revolves around TikTok’s platform for branded content collaborations, TikTok Creator Marketplace (TTCM) and gives brands tools to find creators more efficiently, reach creators at scale and measure and optimize the performance of their campaigns.

The first set of tools introduced by the company aims to improve creator discovery on TTCM. These include Open Application Campaigns, a tool that allows brands to post the details of an upcoming campaign on the TTCM for the creators to apply, improved search capabilities, which allow brands to use TTCM’s search engine to input keywords that best describe the creators they want to collaborate with and TTCM Match – a recommendation tool that brands can use to input a creative brief and generate a list of creators that best match the campaign’s requirements. The company stated that initially, TTCM Match will only be available in the US, but it’s expected to roll out in the UK in early 2023.

Second set of tools include Invite Links, which allows any brand or agency to work with any creator over the age of 18 on TikTok. Previously, TTCM worked as a close environment, where brands that used TTCM could only partner with creators on TTCM. Invite links allows brands to work with any creator on TikTok while still using the benefits of TTCM. TikTok also introduced Comment Anchor, which allows creators to add a clickable link at the top of the comments for viewers to learn more about the advertised product or service, and Gaming Anchor, a tool that enables creators working with mobile gaming companies to add iOS or Android app store links to download the game to their content.

Finally, the company introduced improved measurement tools that brands can use to understand a campaign’s performance and audience.

Focused View

TikTok also introduced Focused View today, an improvement to the Video View campaign objective on TikTok Ads Manager that allows brands to only pay for when users have voluntarily watched an ad for at least 6 seconds or interacted with the ad within the first 6 seconds.

TikTok’s ad business is growing. The social platform’s ad business reached $3.88 billion in 2021 and is expected to hit $11.64 billion this year and $23.58 billion by 2024. Moreover, research from the company revealed that 73% of TikTok users feel a deeper connection to brands they interact with on the platform and 63% say that TikTok encouraged them to shop even when they weren’t looking to do so, with 71% stating that creators’ authenticity motivates them to buy from a brand.