Tiktok targets advertisers with Tiktok For Business: ‘Don’t make ads, make Tiktoks’

Tiktok has ramped up its play for advertisers with Tiktok For Business, a marketing solutions platform for brands.

The platform, Tiktok promises, will help brands become ‘creative storytellers’ and “meaningfully engage with the Tiktok community”.

What Tiktok can offer, says the social media platform, is a way for brands to resonate with its growing audience without being the biggest advertiser with the highest spend. Tiktok says it can help brands ‘be found’ by its audience, offering the chance to scale and be creative.

Brett Armstrong, general manager, global business solutions for Tiktok Australia said an increase in demand from brands led the way for the Tiktok For Business launch.

“Over the past few months, Tiktok has been an important source of fun and positivity for users around the world, and we’ve seen more and more Aussie brands tap into opportunities on Tiktok to channel creativity, spread joy, and connect with new audiences,” said Armstrong.

“We’re thrilled to be launching Tiktok For Business to enable brands and marketers to engage their communities in innovative ways and build brand affinity where it matters. We look forward to continuing to learn from our brand partners to build new services, products and resources that enable them to use Tiktok as a valuable marketing platform, both globally and here in Australia.”

Armstrong was announced as one of the leads for an Australian office when Tiktok revealed it would be setting up shop here earlier this year. Lee Hunter has been named general manager, a former Google exec, like Armstrong.

Tiktok For Business will help brands grow targeted campaigns, optimised for a sound-on mobile environment. It also offers ‘unique engagement solutions’ and ‘immersive formats’ to boost connectivity with the audience.

Universal Pictures, Guess and Clean & Clear are all brands Tiktok has already worked with. The platform focuses on inclusivity and participation, it says, encouraging brands to ‘become part of the community’ and take part in the Tiktok culture, over traditional advertising methods.

Ads created with Tiktok For Business will be seamless, full-screen video and appear natively within the user experience. Tiktok also announced today a partnership with AR Branded Effect which will allow users to experience augmented reality with any brand.

Brand collaborations with Tiktok creators will also be on offer, with Tiktok currently testing a Creator Marketplace in some regions.

This week, a Tiktok-focused marketing agency, Tik My Day, launched in a bid to help companies best exploit the platform to reach consumers.


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