5 ways TikTok is harnessing online shopping — and more revenue — on its platform | Entertainment News

There are more than one way to advertise a product on TikTok: In-Feed, Collection, Brand Takeover, TopView, Branded Hashtag Challenge and Branded Effects.

In-Feed ads appear between videos in TikTok users’ For You feeds and can last up to 60 seconds. Multiple call-to-action buttons direct visitors to external landing pages, downloads, or a website page. Guests can also comment and share via In-Feed Ads.

Collection Ads are product cards that can be used with In-Feed Ads and are ideal for promoting limited time sales and offers, best sellers and new launches. Users can tap on featured items on the map and be taken to a gallery page to make a purchase.

Brand takeover ads are full-screen, quick (three to five seconds), high-impact messages that appear via videos immediately after opening TikTok. They can also appear on the For You page as still images, GIFs, or videos. The full-screen component makes them easy to use, allowing you to move between internal and external landing pages, including those leading to Hashtag challenges. Brand takeover ads are appealing to businesses looking for high reach and exclusivity; users will not see any other Brand Takeover ads on the day they air.

Leveraging brand takeovers, TopView ads can last up to 60 seconds and are the first post in the feed that appears three seconds at the top of the For You feed. They are touted for their immersive viewing experience with no other competing content.

Branded Hashtag Challenges is a three-pronged approach for businesses to engage with potential customers. They initially appear as video ads in In-Feed placements, alerting users to the challenge. On the Discover page, a featured banner notifies users of the landing page where the challenge is taking place. There, user-generated content with the specified hashtag appears. The sense of fun and collaboration that results from Branded Hashtag Challenges lends to their popularity. They also generate massive brand awareness of the product.

Brand Effects are higher and can be used with Brand Hashtag Challenges. They draw users into advertising content via shareable branded stickers, augmented reality or AR, filters, lenses, and effects for videos. Branded Effects ads can run for up to 10 days.