Tiktok's new advertising tools are a huge pak-you for Facebook - voila! Marketing and digital

Tiktok (Photo: ShutterStock)

Promote, an advertising tool within the TikTok app, was launched in 2021 to allow advertisers and in particular small businesses to increase their revenue by turning organic content into ads.

Now, TikTok is adding to PROMOTE a new set of new promotional tools for businesses, which will help them reach the audiences they want and increase their performance and exposure on the platform.

From now on, the platform will enable the organic promotion of collaborations, the setting of goals, and the addition of a location to the segmentation tool in the interface.

According to the company, promoting organic content has been proven to help improve the overall performance of paid ads.

Watching an organic TikTok video before a paid ad increases brand recall by 27%, and ad branding gets 12% longer attention, a recent study by Neurons found.

Now, new segmentation and promotion tools in Promote will help small business owners promote their profiles, convert viewers into potential leads, increase their creator marketing investments, and segment their desired audiences.

But the most interesting thing in this Tiktok update is the possibility to give a boost to the videos of other users.

That way, brands that work with influencers will be able to put money on the content creator's live post or video.

Creators will also be able to promote other users, brands or businesses they want the world to see, TikTok says.

Users will need to get permission to promote other people's posts, but TikTok did not elaborate on whether there will be an official mechanism for this.

One scenario where this can work is with unsponsored content that goes viral - usually a very specific product or gadget that a user makes a video about which then leads to sales and broad brand exposure.

In such a case, if the organic promotion is a kind of dipping the foot in the water, increasing exposure through paid promotion after good organic results have been obtained is a safer and more worthwhile investment for advertisers.

The good news for advertisers who have given up on meta

This refreshing change comes after years in which the marketing and advertising people got used to arbitrary policy and algorithm changes on the part of the advertising platforms, primarily Instagram and Facebook, which once in a while opened a certain faucet of exposure, only to close it again or raise prices when it starts to do its job.

In the case of Tiktok, it is a platform that from the beginning was a few steps ahead of everyone else, when all the competitors are rushing to run after it.

Almost all social media platforms today offer more or less identical features to those of TikTok, at least in the visual dimension.

The company's current step comes to strengthen the relative advantage of Tiktok and this time not in front of the viewers but rather in front of the advertisers.

So what do we get out of it?

• More profile views

  : Viewers will receive a call to action that will drive them directly to the business's TikTok page.

• More notifications:

  Small businesses that rely on customer interactions will be able to receive notifications directly on TikTok.

• Creator content promotion:

  Small businesses that work with creators will be given the option to promote the creators' videos or live streams to increase views among their target audience, and view campaign analysis for the promoted video on the business dashboard.

• Location segmentation

  : Businesses can allow TikTok to choose the right audience for them in the advertising campaign or create their own custom audience, by choosing the people they want to reach based on gender, age, interests, and now also a new segmentation - location.

• Marketing and digital

• MarTech

Tags

• tiktok

• Digital advertising

• Meta

• Facebook

• Instagram