To help
increase engagement with in-stream ads, TikTok is adding new ‘interactive
add-ons’ to the app, to prompt users to interact with the ads. A range of
interactive elements like popups, stickers, and other visual features are integrated
in these add-ons.
This could be a good way to boost engagement and brand recall, as TikTok itself claims that “viewers who have shared, liked, or commented on a TikTok brand video are 150% more likely to buy a product or service” on its platform.
Moreover, the add-ons are further divided into ‘Premium’ and
‘Standard,’ depending on specific targets. For instance, standard add-ons,
according to TikTok, help reach lower-funnel marketing goals, like driving
clicks and conversions. On the other hand, premium add-ons offer a way to reach
upper-funnel goals, like brand awareness and community building.
The add-ons are currently in testing and haven’t been
launched to all advertisers on TikTok as of yet.
