You’ve probably heard about the recent Facebook ad boycotts where major companies like Unilever, Verizon, The Hershey Company, Patagonia, and so many more are pledging to halt advertising as part of the #StopHateForProfit campaign.
Although FB CEO Mark Zuckerberg is outlining several steps the social network will take to combat hate speech, it doesn’t seem so simple this time, and brands are perhaps more seriously than ever leaning towards up-and-coming alternatives to run ads.
Meanwhile, in another part of town… TikTok launched TikTok For Business for marketers with the new big thing, AR ads. It’s a platform that will serve as the home for all its current and future marketing solutions for brands.
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Under its new business umbrella, there will be other products on offer, including Brand Takeovers, or ads in the format of either images or videos that appear for 3-5 seconds. And In-Feed Videos, which are video ads that can run for up 60 seconds with sound.
“With the launch of TikTok For Business, we set out to embrace the creative, positive, and real moments that make our community so special with solutions for businesses to connect and grow with our wonderfully expressive community,” said TikTok’s Managing Director for Global Business Marketing, Katie Puris.
“As we continue to build a platform where brands bring immense value to the user experience, we’re excited to continue investing in solutions that give brands a platform to inspire others, be discovered, and meaningfully connect with the TikTok Community,” she added.
TikTok For Business also allows marketers to use Branded Effects with 2D, 3D, or AR elements in their videos. This is known to boost and maximize engagement while improving the overall customer experience.
“We’re always exploring new ways to bring creativity and joy to our community. Creative effects are a fun way for our users to express themselves and for brands to bring an interactive element to their campaigns with branded creative effects,” said a TikTok spokesperson.
And of course, there’s the trendy and much talked about Hashtag Challenge where content can go viral in hours if it’s successful. Brands can leverage this tool to “participate in the user community by inviting users to create content around a hashtag of their choice.” It’s no secret that user-generated content through hashtags plays a significant role in user engagement on social media, and it’s not going anywhere soon.
All evidence shows that brands should use TikTok to boost business as it’s undoubtedly more than just a trend. And, of course, it does not come with the negativity FB attracts these days.
If you’re still unsure how to use the platform for advertising, TikTok’s launching a new e-learning center will help marketers learn about all its various ad offerings. Stay tuned.
