TikTok announced today the launch of video shopping ads, catalog listing ads, and live shopping ads—a trio of moves that show the platform is doubling down on its personalized, algorithm-driven commerce offerings.
The ad-driven experience expands on TikTok’s debut last year of a suite of commerce tools and solutions to help brands and creators deploy shoppable content and experiences in their feeds. Now, TikTok will also feature:
TikTok’s announcement cites the versatility of these new ad formats, which create an easier click-to-buy customer journey, and optimize discovery through the hyper-personalized TikTok algorithm. The social media platform’s own marketing data show that 70% of users surveyed say it seems easy to make purchases through its shopping-related ads, 56% of respondents say TikTok ads have helped them discover new products and brands, and 48% of users expressed interest in making a purchase via TikTok in the next quarter.
TikTok has partnered with Smartly.io as its first-to-market ads-and-campaigns partner for campaign management, bulk optimizations, reporting, and creative automation.