TikTok is adding a range of new ways to encourage engagement with your in-stream ads, with new “interactive add-ons” that, as they sound, integrate interactive elements into your video promotions.
As you can see from these examples, TikTok’s interactive add-ons provide a range of engagement features that invite users to take action on your ad, inviting them into the experience.
As by TikTok:
“Interactive add-ons offer a unique way to attract engaged viewers with popups, stickers, and other visuals. Viewers who have shared, liked or commented on a TikTok branded video are 150% more likely to purchase a product or service. Grabbing the attention of active consumers is made easier with these creative new enhancements. »
I mean, that’s probably a slightly misleading statistic in this context, because it’s based on current usage trends – i.e. people who are currently interacting with TikTok ads, not the ones you’re inducing to interact with these features.
You would think that people who engage with generic TikTok ads are more likely to buy than those who engage because of these new triggers, but even so, it could be a good way to elicit a response and build momentum. brand booster, with an interesting range of options to consider in your TikTok marketing approach.
As you can see here, add-ons are categorized into “Premium” and “Standard” add-ons, which aren’t about ad spend levels, but about your specific goals.
“Standard add-ons provide a way to achieve lower-funnel marketing goals, like driving clicks and conversions. Premium add-ons provide a way to achieve upper-funnel goals, like brand awareness and community building. Both give you a unique chance to capture people’s attention in a format that resonates with them.
That said, not all of these options are available to all advertisers yet, with notes on TikTok’s help page indicating they’re still in testing. and not available for all accounts.
But they soon will be, and it offers a range of new options to consider in your TikTok marketing process, including some great ad prompts that can help boost your response rates.
The true effectiveness of these will depend on how you use them and how you can leverage the right triggers to encourage the next steps you want your potential customers to take.
This will take some experimentation and testing, but now you have a whole new range of options to try, which could open up great opportunities for your endeavors.
If nothing else, they certainly look interesting, and there will be some really interesting creative uses for these options that improve the performance of TikTok ads.
Definitely worth considering – you can read more about the new TikTok Complementary interactive ads here.