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TikTok mixes content, commerce with shopping ads

ICT Tac introduced “Shopping Ads”, which the social media platform says is designed to help brands “meet shoppers wherever they are in the buying journey” to drive demand and sales .

According to a Thursday (August 18) blog post, the solution comes with three offerings that brands can adopt and combine. The first option, a video shopping ads feature, allows brands to place “hyper relevant and shoppable videos” on the “For You” page, encouraging users to learn about a company’s products. This offer is now available for testing worldwide.

Additionally, “Live Shopping Ads” are designed to drive For You Page engagement to a brand’s LIVE moments and introduce their products to shoppers who are most likely to buy. This service is available for testing in locations where TikTok Shop is available, including the UK, Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam. Guest accounts in the United States can also participate.

Finally, the “Catalog Listed Ads” service allows brands to promote their “large-scale product catalog with new placements on TikTok”, without the need for video assets. This service is available for testing in the United States and for advertisers targeting the United States

The news comes a day after reports that Amazon was testing a TikTok-style feature on its app that shows customers a video and photo feed of products.

Read more: Amazon hopes to ‘inspire’ consumers to buy the TikTok way

The portal is being tested under the name “Inspire” and shows users a feed with a feed of product images and videos. From there, buyers can like the products, comment on them, or purchase them instantly.

An unnamed source told the Wall Street Journal that a handful of Amazon employees can view the test. Daniel Buchuk, researcher at Watchful Technologies, told the Journal that Insworse “could become the kind of really sticky social media browsing medium”.



About: Results from PYMNTS’ new study, “The Super App Shift: How Consumers Want To Save, Shop And Spend In The Connected Economy,” a collaboration with PayPal, analyzed responses from 9,904 consumers in Australia, Germany, UK and USA. and showed strong demand for one super multi-functional app rather than using dozens of individual apps.