TikTok launches new global experience and products for marketers to reach users

TikTok has today launched its first global experience designed to help brands and marketers embrace TikTok and reimagine how they connect with their communities.

TikTok said it’s excited to introduce new creative, branding and commerce solutions to help brands of all sizes drive commercial impact.

TikTok’s general manager, global business solutions, Australia and New Zealand, Brett Armstrong, told Mumbrella what that means for brands and marketers within the local region.

“I’d say that TikTok has now really become established as a mainstream marketing platform in Australia and New Zealand. We’ve seen advertisers from sectors spanning Auto, FMCG, finance, QSR, media, telcos, technology, retail and beauty, collaborating closely with us to drive innovation and creativity in advertising in this region,” Armstrong said.

“I’m really proud of the work we’ve partnered on with highly creative, out-of-the-box marketers like the team at Budget Direct, as well as Optus, who’ve been with us from the start, taking risks and being first movers.”

Armstrong added he’s seen many large-scale brands advertise on the platform, including Macca’s on its 50th birthday, and brands like Athlete’s Foot, Mecca and Afterpay have stretched the platform to develop bespoke campaigns that meet their needs.

“Our agency relationships have also grown from strength-to-strength and our dedicated team are close partners with media groups including Omnicom, WPP, Publicis, Mediabrands and Dentsu, as well as creative agencies like M&C Saatchi, DDB and BMF are also key for TikTok locally,” Armstrong explained.

“We’re bringing some truly innovative solutions to Australian and Kiwi brands. I know that many of our partners will be really excited by our new commerce solutions, these developments have been hotly anticipated. TikTok Shopping is one product that I’m certain will be a game-changer for us, in terms of helping brands reach consumers where they are, in droves – and that’s in-app. Measuring impact continues to be top of mind for both advertisers and agencies locally, and the tools we are announcing in this space are really going to deliver new value for our partners, which I know is news that they’ll respond to,” Armstrong said.

TikTok said it will be strengthening brand and creator collaboration with creative tools. When brands join TikTok, the platform tells them to “think like marketers and act like creators”. 61% of TikTok users say videos on TikTok are more “unique” than on any other platform and seven out of ten say TikTok ads are enjoyable, according to recent data collated by the platform.

TikTik is growing its suite of creative solutions that enable advertisers to embrace creativity on the platform and also to help connect them and collaborate with TikTok’s diverse ecosystem of creators.

TikTok Creator Marketplace is a self-serve portal provides brands with access to a variety of creators, while the Application Interface (API) enables access to the platform’s first-party marketplace data for creator marketing outfits such as Whalar, Influential, Captiv8, to provide brands with services to help manage the entire end-to-end process of creator marketing on TikTok.

Open Application Campaigns mean that brands can post campaign briefs to creators across TikTok Creator Marketplace so that they can self-apply and participate. Branded Content Toggle tool allows creators to mark videos and disclose commercial content without disrupting their creative flow.

Lastly, Customised Instant Page mean brands can create landing pages that load in seconds – 11 times faster than standard mobile pages – to let users dive deeper into a brand’s message by watching videos or swiping through different content.

According to the platform, these solutions will enhance brands’ experience on the platform, how they connect with audiences, and how they are discovered by the community.

TikTok’s global managing director, product marketing and strategy, Jiayi (Ray) Cao, told Mumbrella: “This is the moment that we hope will give the industry more of our insights about TikTok, especially for the commercial products, where we are going. It’s all three components, our creators, we want to really help them thrive on the platform, and how does that really benefit advertisers? We want to be able to connect to dots between our creators and the advertisers and our brands. The second part is really how we enable the committee and the brands to get better connected? Oftentimes, brands are seen as quite alienated from traditional advertising, but TikTok are really trying to help brands relate to their audiences. We’re really building this to help brands unlock new opportunities on the platform.”

“This is the first time the advertisers will be hearing from us directly, which is really exciting. We do have detailed roadmaps for when our products will be rolled out in each region globally. Australia and New Zealand are very important for us, as we have already run some tests of our products in the market. For example, we launched Collection Ads in Australia just six months ago, and now it’s gone global. For shopping, we’re testing aggressively in South-East Asia on our shopping solutions, and that will soon be launched in Australia, at the end of the year,” Cao concluded.

For more on this story, the team spoke about it on the Mumbrellacast


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