TikTok is adding a number of new ways to improve engagement with your in-stream ads, including new ‘Interactive Add-Ons’ which incorporate various interactive elements in your video promotions, as you can view here.
From the example above, you can see that TikTok’s new Interactive Add-Ons provide a range of engagement features that prompt users to take action on your ads, essentially through an invitation.
TikTok explains:
“Interactive Add-ons offer a unique way to entice engaged viewers with popups, stickers, and other visual elements. Viewers who have shared liked, or commented on a TikTok brand video are 150% more likely to buy a product or service. Catching the eye of active consumers is made easier with these new creative enhancements.”
Ad Ons
In the context given above, it does sound like a slightly misleading concept since it’s based on current usage trends – i.e the people currently engaging with your TikTok ads and not those who simply got baited by these features.
You would think that those who regularly interact with generic TikTok ads are more likely to buy than those who engage because of these new triggers, but that isn’t necessarily the case. Everything else put aside, this could be a good way to elicit viewer response and boost brand recall, introducing a range of interesting options to consider in your TikTok Marketing approach. TikTok was even kind enough to include a simple diagram that showcases their currently available Interactive Add-Ons, split into ‘Premium’ and ‘Standard’ categories. To be clear, these two don’t pertain to ad spending tiers, but to your specific aims.
“Standard add-ons offer a way to reach lower-funnel marketing goals, like driving clicks and conversions. Premium add-ons offer a way to reach upper-funnel goals, like brand awareness and community building. Both offer you a unique chance to capture people’s attention in a format that resonates with them.”
That being said, not all of these options are available to all advertisers just yet. Notes on TikTok’s help page indicate that these are still mainly in testing and not available to all accounts, but they will be soon enough. Once they do go live, they’ll provide a range of new options to consider in your on-platform marketing process, including interesting ad prompts that can help boost response rates.
The Wrap
The true effectiveness of these new elements boils down to how often you use them, as well as how you can tap into the right triggers to encourage the next steps that you want your potential customers to take. That’ll take a little testing and experimentation, but the benefits after clearly outweigh the initially-risky requirements.
If nothing else, the new triggers certainly look interesting. It won’t be too long before people start coming up with really creative uses for them. It’s definitely worth looking into, especially if you’re keen on boosting your TikTok performance.
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