Tag Archive for: TikTok

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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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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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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New Social Media Survey Gives Insights To Reach Your Audience

A new nationwide survey conducted by the Pew Research Center shows that YouTube and Facebook may still be the most widely used social media platforms by adults, but TikTok is continuing to grow significantly.

Based on the survey results, YouTube and Facebook remain the most widely used social media platforms across the US. More than three-fourths of American adults (87%) reported using YouTube, with 68% saying they used Facebook.

Most other platforms have retained approximately the same level of usage from past surveys, with the largest (Instagram) seeing use from around 50% of adults.

TikTok, however, saw a jump from 21% of US adults using it in 2021 to 33% of adults in the latest survey.

Age Continues to Influence Social Media Use

Just as in past surveys, Pew found notable differences in social media use depending on age.
For example, adults under the age of 30 were significantly more likely to say they used Instagram, Snapchat, and TikTok compared to older adults.

YouTube and Facebook, however, were more likely to be used by adults of all ages – leading to their overall dominance. At the same time, Pew noted that both platforms were still more likely to be used by younger adults than older respondents.

Demographics Also Influenced Social Media Usage

  • Along with age, the Pew survey identified notable differences in the demographics that used each platform:
  • Instagram: More usage among Hispanic and Asian adults, women, and people with some college education.
  • TikTok: Increased usage rates among Hispanic adults and women.
  • LinkedIn: Most widely used among Americans with higher educational attainment.
  • Twitter (now “X”): More likely to be used by those with higher household incomes.
  • Pinterest: Still most popular among women.
  • WhatsApp: Receives more usage by Hispanic and Asian adults.

Why It Matters

As a business, you must know where to reach your audience where they are already spending time. When scrolling social media, adults tend to be more likely to engage with branded content, connect with unfamiliar brands, and discover products that they will later purchase. By making sure you’re there when your ideal audience logs on, you can give yourself the best chance to turn strangers into followers and followers into customers.

For more insights you can use to target your audience on social media, check out the full Pew report here.

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TikTok Continues to Become a Search Engine Alternative

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New research from Adobe indicates that more and more people are turning to TikTok to find information, music, recipes, and other things we used to rely on traditional search engines for. 

Analysts have increasingly been noticing that a growing number of people have been using TikTok as not just a social network but as an alternative to search engines like Google and Bing. 

This latest study, which surveyed over 800 consumers and 250 business owners, emphasizes that this trend is accelerating and that brands that are taking advantage of this shift are increasingly being rewarded.

Younger Audiences Are Drawn To TikTok as a Search Engine

Overall, the research shows that 40% of consumers regularly use TikTok to search for topics and information. Unsurprisingly, this trend skews heavily toward younger users.

Gen Z in particular has been driving this trend, with 64% using TikTok for search. 

Millennials have also been adopting this behavior, with almost half (49%) of millennial consumers using TikTok as a search engine. 

Interestingly, TikTok searchers aren’t looking for any particular type of information. Instead, they are looking up a variety of topics including cooking recipes, music, fashion, and DIY ideas. 

While TikTok users are increasingly seeing the platform as a way to find information, they aren’t quite giving up Google yet. Only 10% of Gen Z users said they preferred TikTok over traditional search engines. 

How Businesses Are Responding

As more businesses take note of the popularity of TikTok and its viability as a search engine, more are investing their time and marketing budget to promote their brands. 

The survey found that approximately half of businesses are using TikTok to promote their products and services, averaging 9 posts per month. 

As part of their marketing efforts, many of these brands (approximately 25% of small businesses surveyed) are partnering up with influencers to better reach their audience on the platform. 

When it comes to what type of content these brands are creating, the obvious lead was creative tangential content (43%), followed by product reviews (36%), and instructional videos (35%).

Why This Matters To Your Business

TikTok has proven it is here to stay, consistently increasing its already large user base and diversifying its options for brands to market and advertise on the platform. It is no surprise that users are finding surprising ways to use the platform as it has evolved and these shifts introduce opportunities for brands that are quick to take advantage of them. 

If your brand’s audience tends to be Millenials or Gen Z, we strongly recommend investing in establishing your presence on the site and optimizing your content for its search engine. If you act now, there’s a chance you’ll reach a large number of people before your competitors have a chance. 

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TikTok Shop is Officially Here For US Brands

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TikTok is finally making its foray into e-commerce with the official launch of TikTok Shop for businesses and users in the United States. 

The new feature has been in beta since at least April, but now all US-based brands can set up their own shops within the app.

To make it easy to set up your own shop, TikTok Shop is integrated with the most widely-used e-commerce platforms including Shopify, WooCommerce, BigCommerce, Magento, and Salesforce Commerce Cloud. 

Additionally, TikTok has made it possible to easily add apps like Zendesk, Printful, Yotpo, EasyShip, and more to expand the features already available in TikTok Shop. 

What Can TikTok Shop Do For Your Business?

TikTok has already proven it can be a highly influential platform for e-commerce brands hoping to be the next big thing. With a US user base of over 150 people, the app is well-positioned to connect brands with engaged consumers who are likely to spread the word of your brand even further. 

Now, the app is streamlining the process of discovering and purchasing a new brand or product by allowing brands to set up stores in a dedicated “Shop Tab” to promote and sell their products without leaving the app. 

Along with product listings, TikTok Shop also allows users to read and leave reviews to promote trust in your brand. 

Interestingly, the platform also includes options for affiliate sellers such as influencers or creators with over 5,000 followers to sell and promote TikTok Shop products. 

For more, read the full announcement from TikTok here.

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Study Suggests TikTok Is Losing Ground In 2023

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Fewer people are using TikTok compared to last year and the social network is losing ground as an e-commerce search engine, according to a new study from CivicScience. 

Meanwhile, Amazon is reconnecting with younger generations and growing as the main starting point for people looking for products online. 

In the study, CivicScience asked U.S. online consumers this question: “When shopping for a product online, where do you typically start for product searches and research?” The survey then compared the responses from this year’s survey against those from 2022. 

TikTok gained some attention last year when analysts noted that it was driving a surprising amount of e-commerce-related search traffic – particularly from younger users. This led the company to announce it intends to develop a $20 billion e-commerce business. It is unclear if recent trends have changed those plans or not. 

It is no surprise that Amazon and Google continue to dominate the e-commerce search market. No other challengers have come close. However, Google did see a slight dip in the number of e-commerce searches being made on its platform. 

The most notable shift from this year’s findings may be the increasing popularity of Amazon among younger age groups who had been previously moving away from the shopping platform. 

Compared to last year, Amazon increased its popularity among younger age groups including 18- to 24-year olds (up 45%) and 25- to 34-year-olds (up 44%). 

For more, read the findings from CivicScience here.

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TikTok Prepares to Introduce Sponsored Search Ads, Becoming a Competitor to Google and Microsoft

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TikTok is quickly becoming more than just a social media app for teens to showcase their dance moves and lip-syncing skills. It is becoming a lucrative platform for businesses to reach an increasingly diverse group of audiences, especially now that the company appears to be preparing to introduce sponsored search ads. 

This move aims to generate more revenue for TikTok and position the platform to be a direct competitor to Google and Microsoft.

The search ad market has long been dominated by tech giants like Google and Microsoft. The rise of social media platforms like Facebook and Instagram has driven a shift towards social media search ads in recent years, though. 

Now, TikTok’s entry into the market marks another step in this direction as the platform offers a chance for businesses to connect with a younger demographic who might not be as easily reachable through traditional advertising methods.

The new beta test of the advertising format on TikTok allows businesses to bid on specific keywords to appear at the top of search results. As usual, the search ads will be marked as “sponsored”, making it clear which results are paid and which are organic.

One thing that may help the ad option stand out is TikTok’s targeting capabilities. The app’s algorithm uses machine learning to personalize users’ feeds based on their behavior, search queries, and demographic information. 

This means that businesses can reach a highly specific audience with their ads, ensuring that their marketing strategies are more effective and efficient. This is particularly attractive to brands in a landscape where platforms like Facebook have gradually limited ad targeting options following criticism of its use of user data.

As with any new ad format, this move has the potential to be divisive. More ads in search results may potentially frustrate users. However, if search ads are relevant and engaging, they could enhance the user experience by providing relevant information.

Unfortunately, it is unclear when we can expect this ad option currently in a limited beta test to become available to all advertisers. In a statement to Search Engine Land, the company said:

“We are in the very early stages of testing search ads in select regions. For clarification – at this stage, advertisers do not have the ability to bid on specific keywords for advertising purposes. This part of our testing is managed by TikTok based on keywords that would be most relevant and impactful to the advertiser and their specific ad.”

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