TikTok Says Search Ads Campaigns Drive 2x Purchase Lift

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TikTok says its Search Ads campaigns help drive big increases to both engagement and purchases as its search engine grows in popularity. Since their launch in September, the search ads have helped advertisers claim high-value opportunities on search results with high purchase intent. 

In new data from the company, the campaigns contributed to significantly better performance than mid-funnel campaigns without search ads, including:

  • 2.0x higher purchase lift compared to TikTok initiatives without search campaigns.
  • Enterprise advertisers saw 2.2x purchase lift compared to initiatives without search campaigns. 
  • Enterprise retailers received 1.9x purchase lift and notably higher return on ad spend compared to those without search campaigns. 

While data from social networks themselves will likely always paint a rosy picture, these numbers suggest that Search Ads Campaigns are effective at capturing the attention of high-value searchers and turning those into purchases for advertisers. 

Why It Matters

TikTok is rapidly growing as not just a major social network, but also as a search engine. Younger internet users are increasingly turning to social search engines like one offered by the social network rather than using Google. Recent numbers indicate that TikTok is now processing billions of searches every day – including many with high purchase intent. 

Sissi Xu, TikTok’s Search Ads Product Strategy Lead, says this shift is driven by a desire for more perspectives and more diverse sources compared to traditional search. 

“Every query on TikTok is not only ‘What’s the Answer?’ but also ‘Whose take can I trust?’ Users scan a chorus of creators, friends, experts, and brands before deciding what resonates.”

This mindset may speak to why the company’s data drives 61% more action than other search tools and why 75% of TikTok search users think TikTok is the best place to discover new brands and products.

Search Ads Campaigns are one of TikTok’s first steps into search advertising, and it is already showing to be a powerful tool for those looking to capitalize on the popularity of TikTok search.

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TikTok Adds AI Tools To Create Videos Off Text Or Product Images

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TikTok is rolling out new generative AI tools that will allow brands to create unique video content based on just their product images or short text prompts. 

The new tools are a new part of the social platform’s Symphony suite, a collection of AI tools aimed at brands and content creators. Along with the existing Symphony suite features, TikTok introduced image-to-video and text-to-video options that allow you to create 5-second branded clips and a new Showcase Products feature. 

The text-to-video and image-to-video features are built directly into TikTok, but are also being integrated with Adobe Express and WPP Open. 

The Showcase Products feature is built into the TikTok app and lets you create lifelike videos featuring AI avatars that can hold products, demo apps, or model clothing. All it takes to create one is a visual of the product and a brief description. 

Why Does This Matter

These new tools give brands the flexibility to create short but detailed marketing materials that would typically require an entire team and a sizable marketing budget to create. By integrating with other platforms, TikTok is giving brands more than just new ways to market on their platform – they are giving brands freedom to create for anywhere their brand needs. 

Extra Details

TikTok says that all videos created with its AI tools will be clearly labeled and go through several rounds of reviews to ensure that unsafe or inappropriate materials are not being created. 

Notably, these tools were released right as TikTok was facing a June 19th deadline to sell or divest from parent company ByteDance or be banned from the United States. However, President Trump extended the deadline by 90 days, giving the company more time to find a buyer.

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New Study Shows Gen Z Leaving Google For Instagram and TikTok

A new survey highlights the growing rift between how older and younger consumers shop online. The study makes it clear that while Millennials and older generations still largely rely on Google for finding and purchasing products, Gen Z and other young consumers are shifting towards relying on Instagram and TikTok. 

About The Study

For https://grin.co/pdf/the-power-of-influence-ebook/the study, researchers from the marketing company GRIN polled over 1,000 US consumers over the age of 18. 

While much of the survey focused on how people engage with influencers and their influence on shopping behavior, it also contained some more broad questions that brands should be aware of. 

The biggest reveal of the survey is that Gen Z shoppers are often making every step of their purchasing journey over social media, from discovering products to researching them and even making purchases directly from social platforms. 

Perhaps most revealing were the responses from 18- to 27-year-old consumers when asked “Where do you most often discover new products online?”

  • Instagram: 30.4%
  • TikTok: 23.2%
  • Google: 18.8%
  • YouTube: 14.5%

Meanwhile, older age groups still largely relied on Google to find products. Google was the top choice for discovering new products among Millennials (42.4%), Gen X (41.1%), and Boomers (55.9%).

Adapt Now To Maintain Reach With Younger Consumers

This is not the first study to suggest that younger consumers are gradually ditching Google in favor of a social media-led shopping process. Gen Z has already made significant moves away from the search engine and even younger generations seem to follow their lead. 

If you want today’s consumers to discover and purchase your products, it is increasingly important to invest in a significant social media presence including a social store, running ads, and engaging directly with consumers.

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Meta Tests Running Ads On Threads

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Meta is gradually introducing the ability for accounts to run ads on its Threads app, allowing brands to reach the app’s 300 million monthly active users with their promotions. 

The move lets select advertisers easily bring ads from other Meta-owned platforms like Instagram and Facebook over to the newer Threads platform. The limited test is the first step towards fully introducing ads to the app. 

How It Works

Selected advertisers in the US and Japan can now start running ads on Threads using Ads Manager by simply checking a box in their campaign. 

Those with access are currently limited to promoting image ads within users’ home feeds. 

You can see what this looks like below:

According to a support page, the ads will be targeted based on user activity across Threads and Instagram, including the posts you interact with, data related to your email address, and “your data from off Meta technologies.” 

Why You Should Care

While this is limited to a select number of advertisers, it is the first step towards full ad offerings for Threads as it cements itself as a viable alternative to X. 

In its announcement. Meta said, “As we learn from this test, we will monitor to see how it’s going before filling out more broadly.”

Meta also says that its internal data shows that three out of four users on Threads are already following at least one business. This indicates that they are receptive to branded content and discovering new brands on social media.

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Study Shows LinkedIn Videos Get 3x The Reach of Text Posts

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LinkedIn’s increasing focus on video content appears to be paying off, providing better engagement and new opportunities for marketers on the platform to reach their audience. 

Since expanding its options for video content, LinkedIn has claimed that videos get five times the engagement of text posts. While a new analysis from AdWeek expert Caroline Giegerich doesn’t quite back up those claims, it does show that videos reach more users – especially if they are short (under 5 minutes) and posted in the morning. 

The Findings

In her 90-day analysis of LinkedIn content, Giegerich found that:

  • Videos consistently get further reach than written posts
  • The lowest-performing video included in the analysis still received nearly triple the impressions of top-performing text posts
  • Videos included in the study averaged around 250,000 views

The top-performing videos were:

  • Under 5 minutes
  • Filmed and uploaded directly to the camera with little-to-no editing
  • Posted in the morning between 9-11 AM EST

Here’s what Giegerich had to say about her videos and posting schedule:

“In terms of the content itself, I keep my videos under 5 minutes and speak directly to the camera about technology in terms everyone can understand to make it accessible.

I also post in the morning between 9 – 11 AM EST. If Gossip Girl covered tech, she’d be me. Over time, I added fun sound effects and captions with Capcut.”

Text Posts Still Have Value

While videos typically reached more users, Giegerich says that they were most effective for “top of funnel” marketing, while text posts were more effective for reaching users further down the sales funnel. 

There are a few reasons this may be. One reason, Giegerich notes, is that text posts were largely shown directly to her network of connections, while videos were more likely to be shown to users outside that network.

As Giegerich says:

“One format is more targeted to my network and the other is being heavily fanned by the LinkedIn algorithm to an audience outside of my immediate network.”

The Takeaway

While video continues to be one of the most powerful content formats to reach users today, Giegerich’s analysis emphasizes that videos aren’t the best option for everything. Both formats provide benefits for most effectively reaching people at different points of the sales journey. If used strategically, both can be useful for initiating potential customers to your business and gradually advancing them towards making a purchase. 

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TikTok Officially Introduces Search Ads

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TikTok is taking advantage of its growing popularity as a search engine with Search Ads designed to seamlessly reach users searching for content on the platform. 

As the company announced this week, it is officially launching Search Ads in the U.S.. While the company has let some select brands place ads on its search results in the past, these ads were limited and more generic. The new, widely available, search ads allow for more customization and are designed to fit in organically with other search results delivered by the platform. 

How TikTok Search Ads Compare To Other Search Ads

TikTok’s Search Ads are unique from those offered by other search engines like Bing and Google in a few ways. 

The most obvious difference is that TikTok’s ads allow for videos to be included in the ads, which makes sense given that the app is largely video-centric. 

Additionally, TikTok’s Search Ads are less distinct from other non-paid content on the app which may make some ad-averse users more likely to engage with the advertisements when they may not engage with search ads on other platforms. 

As a new ad format, the goals you set with these ads are more limited. Currently, only Traffic and Web Conversion goals are available to advertisers, though these will likely fulfill the majority of advertisers needs. 

TikTok’s ads are also highly targeted, allowing you to reach your ideal audience based on traits including demographics, behaviors, and interests. 

Who Is Using TikTok Search?

Increasingly, Gen Z and some Millennials are moving away from established search engines like Google and Bing in favor of those that they feel provide more authentic and relevant results. 

Social-based search engines like TikTok are considered more community-driven and deliver products and content more tailored to users’ specific needs and interests, making them more attractive to younger users. 

What About The TikTok Ban?

While the U.S. Government formally passed legislation that would ban TikTok in the U.S. starting in January, the social app is trying to fight back. The company has asked a federal appeals court to overturn the ban, arguing that banning the app could violate the first-amendment rights of users in the U.S. 

So far, a ruling has not been delivered and it is difficult to gauge what direction the judges overseeing the case might be leaning based on their statements in court. However, the justices did seem empathetic to the fact that millions of Americans use the app to express their thoughts and feelings every day.

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Instagram Introduces New ‘Sends Per Reach’ Ranking Signal

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Instagram has significantly shifted how it ranks content across the platform. Head of Instagram, Adam Mosseri recently revealed that the platform has created a new ranking signal that measures the sends per reach content receives.

Sends per reach measures the number of times people share posts with friends through direct messages compared to the total number of viewers that content sees. The more people who share, the more likely the content is to be shown to other users. 

With this in mind, Mosseri encourages profiles to create content that people want to share with friends and family to improve their overall reach.

Here’s Mosseri’s full statement from a recent Instagram reel:

“Some advice: One of the most important signals we use in ranking is sends per reach. So out of all the people who saw your video or photo, how many of them sent it to a friend in a DM? At Instagram we’re trying to be a place where people can be creative, but in a way that brings people together.

We want to not only be a place where you passively consume content, but where you discover things you want to tell your friends about.

A reel that made you laugh so hard you want to send it to your brother or sister. Or a soccer highlight that blew your mind and you want to send it to another fan. That kind of thing.

So, don’t force it as a creator. But if you can, think about making content that people would want to send to a friend, or to someone they care about.”

Overall, this shouldn’t be a major shakeup for content creators. The path to the largest reach on social media has always been through creating and post shareable content that draws engagement. 

That said, this is something to keep in mind – especially if your Instagram reach has been declining lately. 

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TikTok Tests Allowing Users to Share Hour-Long Videos

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Despite facing a ban in the United States in the coming months, TikTok continues to expand its features and content options, including longer and longer videos. 

After already extending video lengths to up to 30 minutes earlier this year, TikTok is now testing allowing users to upload and share hour-long videos without forcing creators to split long-form content into multiple parts.

More Than Short Clips

TikTok made its name by starting out with bite-size videos that were just 15 seconds long. As time has passed, the platform has consistently increased these limits to allow for more types of content. 

With the content on the platform gradually becoming more varied, the number of creators having to work around the length limitations has grown. This move gives creators more flexibility to provide long-form content such as cooking demos, beauty tutorials, and educational lessons without breaking up the flow of their content. 

What This Means For Brands

Along with allowing for more flexibility when uploading branded content, this move will potentially allow for more advertising options such as pre-roll and mid-roll ads. 

At the moment, however, TikTok remains quiet on what type of ad formats it may allow with these long-form videos. 

Still Just a Test

Hour-long videos are currently just being tested and are only accessible to a limited number of users. Currently, the company has “no plans” for a wider rollout. Given the reception of previous tests to increase video lengths, however, this is one test we expect to see become available to the general public before too long.

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What’s The Deal With TikTok and Congress?

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This week, the United States House of Representatives overwhelmingly voted to ban TikTok unless its owner, Chinese company ByteDance, gives us control of the company.

While this does not mean the wildly popular social network is banned yet, it raises the heat on a long-brewing showdown between Congress and TikTok. Let’s explore why Congress is so concerned with TikTok, where the platform stands currently, and what will happen next.

Why Congress Wants To Ban TikTok

Since it started getting popular in the US, politicians have expressed concern about potential security issues that could put information on US citizens in the hands of the Chinese government. 

During Trump’s administration, the former president repeatedly railed against the company and pushed for it to be banned. (The former president has now switched his stance and opposes any efforts to ban TikTok following a closed-doors meeting with a major Republican donor who is also a ByteDance stakeholder.)

Since TikTok is owned by ByteDance, which is based in Beijing, the app is subject to Chinese law. Most notably, it is required to give over any information requested by the government, including data on American users.

What Happens If The Bill Becomes Law?

If signed into law, ByteDance would have six months to divest its ownership of the platform. However, ByteDance would need permission from the Chinese government to go through with selling the platform and China has stated it will oppose any sale of the platform forced by foreign governments. 

If ByteDance does not divest its ownership of TikTok, the platform will become inaccessible through US servers and will not be allowed on app stores for devices. 

This would be a major hit for brands in the US who market to Gen Z, given that the platform draws in primarily younger users and creates a unique opportunity for advertisers to reach this generation where they are most receptive. 

What’s Next?

Although the House overwhelmingly passed the bill, it faces a less certain future in the Senate. Members from both sides of the aisle have expressed concern for a variety of reasons. 

Notably, some warn about potentially increasing tensions between the US and China, while some Democrats have also expressed worry about losing influence among younger votes – especially ahead of a major election. 

Ultimately, we will have to wait and watch as the Senate has yet to schedule a vote on the bill. If it is passed through the Senate, President Joe Biden has already said he intends to sign the bill into law.

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Apple Wants To Charge You To Boost Facebook and Instagram Posts

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Apple is poised to attach a fee when advertisers boost posts on Facebook or Instagram iOS apps, but Meta is offering a loophole.

Apple’s Plans To Charge For Boosted Posts

Starting later this month, Apple will begin handling billing when advertisers use the Facebook or Instagram iOS apps to boost their posts. This isn’t just a change in billing processors though. When Apple handles billing for online transactions, they attach a 30% fee on the total payment (excluding taxes). 

Since the iOS Facebook and Instagram apps often include exclusive features and new features before the Android or desktop versions of the platform, this could potentially mean Apple would be charging advertisers for access to these features.

Additionally, when Apple takes over billing it will change how advertisers pay for boosting posts. Instead of being charged after the boosted post has run, brands using iOS apps will be forced to pay upfront using prepaid funds added to their account. 

Meta Offers A Way Around Apple’s Hurdles and Fees

Thankfully, Facebook and Instagram’s parent company, Meta, has provided a way for advertisers to avoid these changes by ensuring all the features available in their iOS apps are also available in browsers and on desktop devices. 

This means that advertisers can avoid the fees, even when using iOS devices, by boosting their posts through their browser instead of the native app. 

As Meta said in the announcement:

We are required to either comply with Apple’s guidelines, or remove boosted posts from our apps. We do not want to remove the ability to boost posts, as this would hurt small businesses by making the feature less discoverable and potentially deprive them of a valuable way to promote their business.

We are committed to offering businesses flexible and convenient options to help them navigate this change and maximize the results of their ad spend. As part of our efforts to do this, we have invested in alternative ways to boost posts.

Specifically, advertisers can access Facebook.com and Instagram.com on both desktop computers or a mobile web browser to boost their content. When doing this, they will have all the same features as boosting posts from the iOS apps, except now they will avoid the Apple service charge.

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