TikTok has continued to grow exponentially since its launch, and has taken on short-video creation platforms as well as the social media giants. Amassing over 500 million users, it is home to an array of content creation allowing users to scroll - with help of the algorithm - to explore passions from influencer stardom to interactions with communities that matter to them.
Expanding their product line, TikTok’s progression as a marketing channel reaches new levels as they introduce 'Search Ads Toggle’ (currently sitting in closed beta). Constantly developing search targeting remains a powerful tool in advertising, allowing brands to target and retarget users who search for their offerings via keyword optimisation. Although Search is traditionally a space dominated by Google and Amazon, TikTok is looking to tap into its rich in-platform data to better serve brands and consumers alike by forging genuine moments of connection through optimised relevancy of ad content.
In order to qualify for the Search Ads Toggle, brands must be running a standard, in-feed video campaign. The toggle can then be switched on in-platform to automatically extend your campaign’s reach using your existing campaign settings and creative. TikTok will find relevant users via its algorithm who are exploring terms related to your business and show your ads to them in the search results page. If this feature proves effective, this type of targeting starts to bridge the gap to competitors like Twitter and Pinterest who offer detailed search query targeting capabilities.
Search ads remain in a closed beta that is currently available only in the UK and US, with the next round adding Canada, Ireland, Australia, and New Zealand (exact timeline TBC). Merkle are already testing this with clients and will look to update with results.