TikTok has been taking the world by storm with its unique, short-form videos capturing the attention of users around the world. But now, TikTok is also entering the search ad market which puts it in direct competition with established players like Google.
This move is expected to have a huge effect on the marketing and advertising industry, so what does this mean for marketers?
What is TikTok’s Search Ads Platform?
TikTok is planning on moving into the search ads space which will eventually put them in direct competition with other search ad platforms such as Google and Microsoft. Their search ads platform will allow marketers to bid on certain keywords – just like with Google Ads.
Last year, TikTok launched search ads in beta which saw search ads tagged with a ‘sponsored’ label and appear above the ‘others searched for’ terms on the results page. This means ads will appear within the first results displayed.
TikTok is apparently taking this seriously as a whole new revenue stream!
Why Should Marketers Care?
TikTok has become more than just a social media platform over recent years – it’s now also a popular search engine among young people with around 40% of 18-24 year olds using it to access information alongside other platforms like Instagram! This means that when it comes to finding the best lunch and dinner spots, many Gen Z and Millennials are skipping Google Search or Maps altogether and going straight to TikTok.
It’s no secret that reaching younger audiences is getting more and more difficult through traditional marketing methods. So this may be the perfect channel for advertisers to reach younger, more engaged audiences.
How Does it Work?
TikTok’s search ads platform works similarly to Google where businesses can bid on specific keywords related to their products or services. However, there are some unique features that are not available on Google.
One of the unique features is that TikTok’s platform may provide more options for audience targeting with marketers being able to reach users based on their interests, behaviours and demographics. This makes it way more appealing for businesses trying to reach specific audiences.
This also means that consumers could find more relevant and targeted ads. If marketers target their ads more effectively, consumers may find products and services that align more with their interests.
Are There Any Downfalls?
Of course, as with anything, there are also some risks to TikTok search ads. Since Google has been in this market for a long time, TikTok has some work to do to catch up and be more appealing.
TikTok also needs to make sure its ads and platform are user-friendly and doesn’t take away from the user experience on the app. If the app starts to feel too ad-focused, or the ads aren’t relevant to them (which some found during testing), users may be less likely to use the app at all. Ad fatigue is a real thing!
What About the Role of TikTok Influencers?
Currently, influencers and creators play a huge role on TikTok’s platform, and they can also play a role in search ad campaigns too. Marketers can leverage influencer partnerships by reaching out or through an influencer marketing agency like Yoke Network, to drive engagement and conversions. Influencer-created content can help ads feel more authentic and reliable.
Takeaway
TikTok’s entry into the search ad market presents both opportunities and challenges for marketers. While the platform offers unique targeting options and the ability to reach younger, specific audiences, there are also some risks involved like ad fatigue. Although the search ads platform isn’t ready to launch just yet and is in the very early stages of testing, with the right approach, TikTok’s search ad platform has the potential to be a powerful advertising tool.
