TikTok Self-Service Ads: What Marketers Need to Know

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media.

On this week’s Social Media Marketing Talk Show, we explore an update of TikTok’s self-serve ad platform, how businesses are developing content on TikTok, and much more with special guest, Rachel Pedersen.

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About Our Special Guest

• Rachel Pedersen is the founder and CEO of award-winning social media marketing agency, The Viral Touch, and the founder and CEO of Social Media United. She’s a top social media marketer and consultant, worldwide viral sensation, and leading authority on storytelling through social media.

Use the timestamps below to fast-forward to our top stories in the replay above.

• 11:30 Advertisers Appear Pleased With TikTok Self-Serve Ad Platform (Beta)
• 27:15 TikTok Explores Curated Feed Aimed at Attracting Advertisers
• 33:24 TikTok Allows Users to Hide Certain Videos and Tests a New Search Page
• 36:41 Snap Inc. CEO and Co-Founder, Spiegel, States TikTok “Could Become Bigger Than Instagram”

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Advertisers Appear Pleased With TikTok Self-Serve Ad Platform (Beta): Digiday reports that advertisers with beta access to TikTok’s self-serve ad platform, introduced last fall, are “optimistic about the global media sensation’s attempts to reach marketplace parity as an ad-supported platform.”

Brands with early access to TikTok’s self-serve ad model share that it’s “relatively easy to use and increasing brand awareness.” However, they also note that it lacks robust targeting capabilities, an API for automated buying, and the caliber of metrics available on more mature platforms like Facebook.

TikTok Explores Curated Feed Aimed at Attracting Advertisers: Financial Times reports that TikTok is possibly developing a curated feed of “carefully selected content” from popular TikTok creators and original videos created by professional publishers. Much like Snapchat’s Discover channel or Instagram’s Explore tab, this new feature would give TikTok users more control over their viewing experience and ensure premium advertisers don’t end up running ads against controversial posts.

TikTok Allows Users to Hide Certain Videos and Tests a New Search Page: Social media consultant, Matt Navarra, shared a newly discovered functionality on TikTok via Twitter. The first photo shows that TikTok viewers can now hide all videos posted by a particular creator, along with the options to save it or “Add to Favorites”. The second one shows that users can also hide all videos with a specific sound.  Both of these options have already rolled out and should be available with the latest version of the app.

In a second tweet, Navarra shows that TikTok appears to be testing a new and improved search page that sorts videos by categories like dance, pop culture, gaming, and more. Digital Information World reports that “it might take at least a few weeks before [the new search page] gets rolled out” to the public.

Snap Inc. CEO and Co-Founder Spiegel States TikTok “Could Become Bigger Than Instagram”: At the annual Digital Life Design Conference in Munich this past week, Snapchat founder Evan Spiegel stated that TikTok “could become bigger” than its rival, photo-sharing platform Instagram. He credits TikTok’s success to its highly creative nature and core reliance on “talent-based content” rather than “status-based content” found on traditional social media platforms.

• Instagram Drops IGTV Button From Main App
• Instagram Tests Direct Messages on the Web
• Instagram Adds New Boomerang Camera Modes for Stories