Although it is fairly a new app, TikTok did not take much
time to understand the power of social
commerce. It has been introducing a lot of tools to capitalise on this
trend.
In 2021, it rolled out various shopping-based formats and
features. For instance, it has a tool that is similar to one deployed by Facebook.
Called Collection ads, it allows a
company to combine big branding videos with relevant product listings. This
will encourage users to complete their purchase journey. Now, the firm will
soon introduce Dynamic Product Ads. Thanks to this, users will be automatically
retargeted with products based on their interests and activities within the
video-sharing app itself. This will also be linked to websites. Another feature
called Promo Tiles will also be rolled out. This is a sticker that will
allow advertisers to display customisable promotions and discounts to users.
As for Pinterest,
this year, it introduced dynamic product ads. These can be created through a
product feed or by uploading multiple assets. After that, they will be
displayed to users according to their individual user behaviour such as
searches. For example, if someone looks for pink curtains, he/she will be shown
the closest results out of a brand’s product set.
Photo credit: Firmbee from Pixabay
Brands can advertise via social media platforms
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