Since 2021, TikTok’s Promote tool has made it possible to turn organic vertical videos into ads. Pretty cool.
Now the company is adding a few more features to Promote which should give you more options around who you target – and what you’re targeting them for.
In a bid to “make advertising easier and more accessible,” TikTok is introducing…
- Traffic to your TikTok page. You can add a call-to-action (CTA) that will drive viewers directly to your profile from a promoted video.
- A slippery slide into your DMs. The “more messages” goal allows you to drive traffic directly to your inbox. Important if you’re relying on interaction with customers.
- Boosts for creator content. If you’re a brand working with influencers, you can now promote their videos and LIVE videos to help increase views to their target audience.
- Specific location targeting. The location targeting feature allows local businesses to hit only nearby users with ads.
Why we care
It’s been a while since we had an update from TikTok. But the app seems to have picked up where it left off: doubling down on advertising.
It’s not surprising, since TikTok wants to assert itself as a dominant e-commerce platform. Remember when it introduced Shopping Ads last summer?