TikTok launches new shopping ads feature

Recently, TikTok announced that it will launch a new business advertising feature called "shopping ads" to encourage brands to place more ads on the platform. TikTok is currently testing three types of shopping ads, namely video shopping ads, catalog listing ads, and live shopping ads.

In new video shopping ads, advertisers can highlight one or more products, making it easier for users to discover the products and generate purchasing intent.

TikTok said that video shopping ads will display dynamic content based on users' shopping intentions, and this feature will be achieved using an intelligent advertising delivery system.

Video shopping ads usually deliver advertising videos to users who are more willing to shop. This type of ad will also automatically create a landing page, which can better predict the user's shopping intention. Shopping video ads have now entered the internal testing stage.

TikTok’s catalog listing ads allow advertisers to insert their own product catalogs into many places on TikTok and expand advertising reach beyond the recommended page.

With catalog listing ads, advertisers can promote their products on shopping interfaces such as "recommended products" or "related products" on TikTok. Catalog listing ads are currently being tested in the United States.

Finally, live shopping ads can push the seller's live broadcast room directly to the majority of TikTok users through the recommendation page, thereby increasing traffic to the live broadcast room. Currently, live shopping ads are only being tested in regions where the TikTok store function is open, including the United Kingdom, Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

TikTok said in a recent statement that 56% of platform users believe that advertising allows them to discover new products and brands. 48% of users are likely to make a purchase three months after discovering a new product. 71% of users believe that shopping through TikTok ads is very convenient.

It is understood that in the past few months, TikTok has been optimizing its advertising system, and the above three types of advertisements are the results of the latest research and development.

In May this year, TikTok launched a feature called "Branded Mission" to build bridges between creators and brands. Brands can crowdsource content to creators and then select the best performing content to make ads.

Also in May, TikTok launched an advertising solution called TikTok Pulse, which allows advertisers to place ads alongside the platform’s most popular content.

TikTok has always claimed to be an e-commerce platform, so it is natural that it has been committed to developing its advertising system.

This is naturally good news for cross-border sellers. As one of the hottest apps at the moment, TikTok has nearly 1 billion monthly active users worldwide. Sellers who keep an eye on the latest developments of the platform and make relevant arrangements in advance will surely achieve rapid development.

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