TikTok’s new Interactive Ads-Ons are designed to engage In-Feed Ad viewers with interactive elements such as popups and stickers.
According to research conducted by TikTok (so take this with a pint of salt), viewers who engage with brand videos are far more likely to purchase a product from that brand vs those who haven’t.
“Viewers who have shared, liked, or commented on a TikTok brand video are 150% more likely to buy a product or service.¹ Catching the eye of active consumers is made easier with these new [Interactive Add-ons] creative enhancements.”
Interactive Add-Ons are designed to capture the attention of your audience in a full-screen, sound-on environment. The elements all encourage interaction, which should help to boost brand engagement.
Benefits of encouraging interaction
The Add-Ons drive engagement by catching the attention of an audience in an exciting way. Again, research conducted by TikTok shows that viewers who connect with brands on TikTok are 57% more likely to search for a brand online.
Furthermore, viewers who like, share or comment on brand videos are more likely to move down the sales funnel. So, any way that gets people to stop scrolling to pay attention to your ads can help drive brand engagement, recognition, and ultimately, sales.
Brand engagers are 350% more likely to visit the brand’s physical store, 150% more likely to buy a product or service from the brand and 40% more likely to visit the brand’s website or app. Of course, these are all stats gathered by TikTok, so once again it’ll be worthwhile to take them with a pinch of salt.
Sour Patch Kids’ used a Display Card, which is an Interactive Add-Ons Standard feature, to gather an impressive 331% improvement on TikTok benchmarks for click-through rate, 74^ for cost-per-click and 12% for impressions.
The Display Card showcases the product in a fun, eye-catching visual while functioning like a CTA button to drive users to a landing page to purchase. Additionally, Display Card assets are easy to put together and can leverage existing creative if desired.
Singapore’s Central Provident Fund Board (CPFB) used a countdown to accrue a115% lift in click-through-rate and earned over eight million video views.
Countdown Sticker is a new interactive add-on product providing the time countdown function in In-Feed Ads. Leveraging on a scrolling timer, the countdown sticker allowed CPFB to promote and hype up the livestream session, leaving users in no doubt about when to join the event.
Interactive Add-Ons are compatible with campaigns that target the following:
- App installs.
- Frequency (traffic, video views).
Different types of Add-Ons
The features come in two different formats: Standard or Premium.
“Standard add-ons offer a way to reach lower-funnel marketing goals, like driving clicks and conversions. Premium add-ons offer a way to reach upper-funnel goals, like brand awareness and community building. Both offer you a unique chance to capture people’s attention in a format that resonates with them.”
Here’s a list of Standard features.
Drive clicks with eye-catching, brand-aligned visuals. Use a Display Card to share messages, offers or drive traffic.
Gift Code Sticker
Boost conversions with special incentives to excite new customers and get existing ones to spend with you again.
Get your audience to vote on polls, quizzes or to provide feedback. Use Voting Stickers to deepen community engagement.
Generate excitement and a sense of FOMO for events through a scrolling timer.
And here are your Premium features.
Highlight a product via a pop-out element. Use this to lead users to take action with your ad.
Increase participation with Gesture ads. Make them swipe, tap or do whatever you’d like – and once they’ve done so, a clickable display card will be revealed.
Super Like 2.0
Once users hit the like button, eye-catching floating icons will appear – as well as a pop-up card inviting users to a landing page.