TikTok has gone from just another social media platform to a content discovery platform, to the current robust marketplace and search engine.
Amidst these advancements, advertisers now have to effectively navigate TikTok’s new features, balancing the promise of enhanced engagement with the challenges of evolving monetisation models and shifting user behaviours.
While we’ve previously written about best practices for brands on TikTok, in this article, we discuss the platform’s most recent features in general – from the multifaceted potential of TikTok Shop to the growing importance of searchability.
1. TikTok Shop
TikTok Shop represents a really powerful new way for brands to drive their e-commerce offering. Ultimately, TikTok Shop is a one-stop shop (no pun intended) for users who are highly engaged with the platform, and who can now discover, search and buy products all in one place.
The benefits to advertisers of this are multifaceted. Conversion rates vs. web checkout flows are likely to be higher given that a user buying through TikTok Shop does not need to leave the platform to purchase. This means things like website speed, UX and confusing checkout flows won’t get in the way of your audience converting.
There’s also the huge advantage over signal loss. Advertisers that can have their customers checkout in-app are not prone to the same level of signal loss that they would be by driving customers to purchase on a website due to the iOS14 privacy update. This makes budgeting and overall attribution much less complicated, with clearer results available.
⚠️ However, advertisers should be careful. TikTok Shop recently announced they would be increasing their commission for products sold on the platform. This means brands need to weigh up the ROI and whether it is better to point users to a website where no commission is taken and risk buyers dropping off, or get used to commission potentially rising as high as 8%!
2. TikTok Search and Searchability
When TikTok first launched, it was primarily a platform for content discovery. And while this is still true to a significant extent, the last year has shown a shift in the way users (particularly younger ones) use the app.
What this means for advertisers is that they need to shift their focus to be creative first and build out their organic offering. This involves not only building Tiktok-style content (think: shorter, infotaining and native to the platform) but also aligning with what people are looking for, be it recipes, DIY, exercise tips, and so on. Brands that can do this by churning out strong content will have a competitive edge over those that don’t.
Searching on TikTok and TikTok Shop also go hand in hand. With users now able to discover content relevant to them through search, advertisers can benefit from this by including shoppable products in their content. This means that a user who went to TikTok initially to find a recipe might end up buying a viral/trending cooking utensil.
This is where authentic content really comes into play because users don’t want to feel as though they are being sold to. Advertisers that can integrate their product offering into native and authentic TikTok content will be the ones to capitalise the most from both TikTok Shop and the increased search functionality on the platform.
Searchability on TikTok has become so important that the platform has recently launched Creator Search Insights, giving creators insight into the topics people are searching for or topics that are often searched but only have a limited number of videos currently available. And then they’re rewarding creators based on the search value of the content they create with the new Creator Rewards Program.
TL;DR
The evolution of TikTok from a content discovery platform to a thriving marketplace and search engine presents both opportunities and challenges for advertisers. With the introduction of TikTok Shop and enhanced search functionality, brands have the potential to engage with highly active users and drive e-commerce sales directly with the platform.
However, careful consideration is required to navigate the nuances of these new features, including commission structures and the need for authentic content that resonates with users. As TikTok continues to innovate and adapt, advertisers must remain agile and creative to capitalise on the platform’s dynamics and maximise their impact.
