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TikTok Launches ‘Interactive Add-Ons’ to Help Brands Build More Engaging Ads

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TikTok Launches 'Interactive Add-Ons' to Help Brands Build More Engaging Ads

TikTok is adding a range of new ways to encourage engagement with your in-stream ads, with new ‘Interactive Add-Ons’ which, as they sound, incorporate interactive elements into your video promotions.

As you can see in these examples, TikTok’s Interactive Add-Ons provide a range of engagement features that prompt users to take action on your ad, by inviting them into the experience.

As per TikTok:

Interactive Add-ons offer a unique way to entice engaged viewers with popups, stickers, and other visual elements. Viewers who have shared, liked, or commented on a TikTok brand video are 150% more likely to buy a product or service. Catching the eye of active consumers is made easier with these new creative enhancements.”

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I mean, that’s probably a slightly misleading stat in this context, as that’s based on current usage trends – i.e. the people who currently engage with TikTok ads, not those that you bait into interacting with these features.

You would think that people who interact with generic TikTok ads are more likely to buy than those that engage because of these new triggers, but even so, it could be a good way to spark response, and boost brand recall, with a range of interesting options to consider in your TikTok marketing approach.

As you can see here, the additions are categorized into ‘Premium’ and ‘Standard’ add-ons, which doesn’t relate to ad spend tiers, but your specific aims.

“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.”

That said, not all of these options are available to all advertisers as yet, with the notes on TikTok’s help page indicating that they’re still in testing and not available for all accounts.

But they will be soon, and that provides a range of new options to consider in your TikTok marketing process, including interesting ad prompts that can help to boost your response rates.

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TikTok Interactive Add Ons

The true effectiveness of such will come down to how you use them, and how you can tap into the right triggers to encourage the next steps that you want your potential customers to take.

That’ll take experimentation and testing, but now you have a new range of options to try out, which could open up big opportunities for your efforts.

If nothing else, they certainly look interesting, and there will be some really interesting, creative uses of these options that boost TikTok ad performance.

Definitely worth considering – you can learn more about TikTok’s new Interactive Add-On ads here.


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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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