TikTok Shopping
TikTok has recently launched a series of Shop LIVE events. Hugely Popular for videos, the platform is now dipping its toes into something entirely different: e-commerce.
TikTok has over a billion active users globally, and it can be useful for businesses looking to showcase their brand and market to a younger audience.
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These have been hugely successful, with their recent Summer Sale event experiencing over 276 million LIVE views and nearly 135 million views on associated hashtags.
TikTok has primarily been known as a social media platform, but according to the company it plans to present the ultimate convergence of content and commerce with unique shopper entertainment experiences for all.
There are three different formats to choose from, you can now run shopping ads:
a. Video shopping ads
b. Catalog listing ads
c. Live shopping ads
TikTok has primarily been known as a social media platform, but according to the company, social media is also one form of word-of-mouth marketing.
With over 18 billion views and counting on #TikTokMadeMeBuyIt, it is clear that TikTok’s take on digital word-of-mouth marketing is here to stay. TikTok Shop presents the ultimate convergence of content and commerce with unique shopper entertainment experiences for all — where we aim to empower businesses of all sizes to authentically and impactfully engage with our TikTok community and enhance our users’ experience to discover and engage with what they love.
– Ng Chew Wee, Head of Business Marketing in APAC
What small businesses should know about selling on TikTok Shop
Types Of Shopping Ads On Tik Tok
Using Three different formats to choose from, you can now run shopping ads on TikTok.
This new feature is an attempt to improve the eCommerce services offered by tik tok as it pushes ahead with its eCommerce integrations
You can implement these features in your account of the shopping ads with or without an e-commerce store on TikTok.
The three ad types include:
- Video shopping ads
- Catalog listing ads
- Live shopping ads
The new advertising formats are accessible in TikTok Ads manager through buying objective ‘Product Sales.’
As explained by TikTok:
“Shopping Ads is a simpler, smarter, and more advanced ad solution that helps brands meet shoppers wherever they are in the purchase journey, sparking demand and boosting sales. It’s a three-in-one solution with new formats to adopt and combine: Video Shopping Ads, Catalog Listing Ads, and LIVE Shopping Ads.”
You can see the three new formats in the examples above.
TikTok has also shared this overview of how to implement Shopping ads, with merchants that are already utilizing approved eCommerce platforms able to skip the initial steps. Their interactive nature of live selling makes it perfect for almost any type of product – from jewelry, accessories, luggage
Video shopping ads
This feature ad type combines features from existing TikTok ads — collection ads and dynamic showcase ads.
The new Video Shopping Ads allow advertisers to highlight one or more products in their in-feed video ads in a way that amplifies product discovery and purchase intent. TikTok says video Shopping Ads provide dynamic experiences based on the shopper’s intent to purchase, with smart targeting and optimized ad delivery.
Catalog listing ads
TikTok’s new Catalog Listing Ads allow advertisers to scale their product catalogs across the app and expand advertising reach beyond the For You Page . Catalog Listing Ads, advertisers can promote their products across shoppable surfaces like “Recommended Products” or “Related Products” on TikTok, where users with relevant interests and higher purchase intent can discover and buy them.
Live shopping ads
LIVE Shopping Ads enable advertisers to direct users from the For You page to their LIVE Shopping event so that they can join in and learn about their products.
LIVE Shopping Ads boost traffic to a brand’s event and are designed to get their products in front of shoppers who are more likely to buy them.
Other new features introduced include the ‘Order Center’ panel in the app, which tracks any products that you’ve purchased, looked at, or even, potentially, may be interested in, in the app.
Tap on it and you’ll be taken through to a dedicated eCommerce display, where you can track all aspects of your TikTok shopping experience, including payment details, items you’ve tagged, recommendations, order status, etc.
