TikTok is adding new targeting and boosting features to its Promote advertising tool, the company announced on Wednesday. Promote first launched in 2021 as a way for creators to turn vertical videos into ads. The company is now introducing more ways to make it easier for creators and small businesses to target their desired communities and choose how to interact with their ads.
The company is adding a new feature that allows advertisers to drive traffic to their TikTok page to show off a range of products or services. With this new Promote update, viewers will see a call-to-action that takes them directly to the advertiser’s TikTok profile. There’s also a new “more posts” promotion objective that allows small businesses that rely on customer interactions to drive their sales straight to their TikTok inbox.
In addition, Promote now offers small businesses working with creators the ability to promote the creator’s videos or LIVE videos to increase views among their target audience. TikTok has also expanded audience targeting for Promote to include location, gender, age, and their interests, allowing small businesses with physical locations to target directly to their local community.
“We’re committed to expanding our suite of features to empower advertisers of all sizes to grow and achieve their goals, whether it’s growing your audience on TikTok or connecting with potential customers” , TikTok said in a blog post. “Stay tuned for more updates as we continue to expand advertising opportunities for the TikTok community.”
The new updates come as TikTok has continued its advancement in advertising. Last August, the company launched a new commercial ad suite called “Shopping Ads” to make it easier for brands to advertise on the platform. In May, the company launched an advertising product called “Branded Mission,” which allows creators to connect with brands and potentially receive rewards for videos. Also in May, TikTok launched a contextual advertising solution called TikTok Pulse to entice advertisers to its platform by giving them the ability to showcase their branded content alongside the best videos on TikTok.
Given TikTok’s importance in establishing itself as an e-commerce platform, it’s no surprise that it’s looking to entice advertisers and expand its ad package.