In the age of digital technology, brands often look to emerging platforms to reach out to their customer base and promote their products and services. The latest platform to join the marketing mix is the popular short-video app, TikTok. Recently, TikTok rolled out a new ad format that allows brands to buy ads that appear in the app’s search results.
This announcement – dubbed ‘Branded Search’ – is a major milestone for brands on the app. It gives them the ability to reach a wider audience and offer them more relevant content, without costing an arm and a leg. Brands are able to target ads to specific audiences based on user interest as well as video category. The ads can be served up when someone searches for a specific keyword, phrase, topic, or hashtag.
For example, if a brand specializes in computer hardware, they can purchase ads that will show up when a user searches for something related to computers. This gives brands the opportunity to present their products right when users are searching for similar items.
Ads on TikTok are limited to three seconds, so it’s important to make good use of the time and ensure that the message is clear and meaningful. The platform also has strict rules and regulations when it comes to how ads can be placed and what their content is, to ensure users have the best experience possible.
The beauty of Branded Search ads on TikTok lies in their ability to generate the highest return on investment due to the wealth of user data they have access to. Android users are especially lucky, as the platform can analyse their search history to tailor ads even more accurately.
TikTok’s ‘Branded Search’ ad format marks a major milestone for brands, and will allow them to reach even more customers within the platform. With the right strategy in place, brands can leverage this novel ad format to build their customer base and boost their bottom line.
