TikTok is taking another step forward in its drive to be the #1 social network, with the introduction of new ad types. The introduction of these new formats is a gradual process, and not all of them are yet available in France. Thus, TikTok, at the launch keynote, justifies its choice to accelerate advertising on its platform: “Shopping Ads is a simpler, smarter and more advanced advertising solution that helps brands meet shoppers wherever they are in the buying journey, driving demand and driving sales.”
TikTok is therefore trying to integrate new solutions relating to the type of content produced on the platform, also adapting to what is produced there by the community:
A simplified media buying experience– TikTok offers access to three new advertising formats through a single “product sales” buying objective, in TikTok Ads Manager.
Catalog potential – Expand your product catalog with new formats to capture emerging trends and increase the number of placements on TikTok beyond the “For You” page.
New automation features to meet buyers’ needs throughout their buying journey – Reach the audiences most likely to convert with smarter, more advanced targeting and fully automated creative features, currently under development.
Better performance and optimization possibilities – New features for TikTok Shop merchants to maximize performance.
The three new formats: Video Shopping Ads, Catalog Listing ads and Live Shopping Ads
Video Shopping Ads
Video Shopping Ads allow advertisers to showcase one or more products in their in-feed video ads in a way that amplifies product discovery and purchase intent. According to TikTok, video shopping ads offer dynamic experiences based on the user’s purchase intent, with intelligent targeting and optimized ad delivery. Video Shopping Ads place brand videos in front of users who are most likely to purchase them.
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Catalog Listing Ads
Catalog Listing Ads allow advertisers to extend their product catalogs across the app and extend the reach of advertising beyond the “For You” page. With Catalog Listing Ads, advertisers can promote their products on specific placements such as “Recommended Products” or “Related Products” on TikTok, where users with relevant interests and higher purchase intent can discover and buy them.
Live Shopping Ads
Live Shopping ads enable advertisers to direct users of the “for you” page to their Live Shopping event so that they can discover their products. In this way, products are presented live, while redirecting users to the featured products to encourage purchase. 
The importance of Branded Mission
It’s either a way for creators to collaborate with brands by showcasing their products.
Advertisers can call on creators’ content and turn the best-performing videos into ads. Advertisers can launch branded campaigns and encourage creators to participate. It’s an effective way for advertisers to take advantage of certain creators’ communities, while surfing on their legitimacy and notoriety.
Best practices for success on TikTok Shopping Ads
Renew your creative assets
Rather than using a single type of creation, or very similar creations, change your style. TikTok suggests updating your creations every seven days to avoid public fatigue.
Test a maximum of video styles
Nothing is more effective than AB testing to maximize the potential of your ads. Try as many things as possible to find out what engages users the most.
Straight to the point
Video ads can last up to 60 seconds, but TikTok recommends limiting them to 21-34 seconds. Make the first 3-10 seconds particularly catchy and engaging to avoid losing viewers. The most successful TikTok ads highlight the key message or product in the first 3 seconds.
Don’t neglect sound and captions
93% of top-performing TikTok videos use sound, especially tracks exceeding 120 beats per minute. Captions and text are also important. In particular, use text to highlight your CTA. TikTok found that 40% of the ads with the highest view rates included text overlays.
Stay positive and authentic
TikTok recommends that videos remain “positive, authentic and inspiring”. Videos that are “over-produced” should also be avoided. Try to use user-generated content in your ads to keep them truly authentic. For example, one in three of the best ads involves a person looking directly at the camera and addressing the audience.
The team’s opinion
TikTok Shopping Ads is a great opportunity for brands to adapt their content strategy from an advertising point of view. The ability to personalize ads is proving to be in line with the times, responding to users’ needs. What’s more, placements such as Live Shopping Ads not only enable you to communicate with your community, which can reinforce the human aspect of your brand, but also remove barriers to purchase by directly testing or highlighting your products.
