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TikTok World 2021: Global Product Keynote

Introduction

Introduction

Welcome to TikTok's first-ever global product keynote. I'm Grace Howe, Managing Director and Global Head of Product Strategy and Operations at TikTok. This event is a landmark moment in our journey, highlighting the creativity that defines TikTok and its implications for advertisers.

Community-Driven Innovation

Over the last two years, we've been inspired by our community. With products like TopView and the Hashtag Challenge, TikTok has redefined user-generated content, allowing brands to co-create with their audiences.

Creating Complete Harmony

We aim to create an environment where brands, creators, and communities are in harmony. Our focus includes providing tools for brands to prioritize short-form video, enabling collaborations with creators, and ensuring that TikTok is a platform where brands see value.

New Creative Solutions

Facilitating Creativity

TikTok is a transformative destination for today's entertainment. We have also facilitated creativity for advertisers by offering options to partner with creators or own the creativity through our platform.

TikTok Creator Marketplace is a self-serve portal helping brands find creators aligned with their brand. We also have TikTok Creator Marketing Partners to provide additional services.

Our Branded Content Toggle ensures transparency, while Spark Ads boost organic content.

New Tools for Advertisers

We've developed new tools like the TikTok for Business Creative Center and Dynamic Scene, which help advertisers create captivating ads.

Partnerships with Canva and Vimeo

We're partnering with companies like Canva and Vimeo to make video creation easier for businesses. Vimeo Create offers templates optimized for TikTok, helping small businesses create professional-quality videos.

Innovative Formats

Instant Page is a fast-loading landing page, while Pop-out Showcase, Gesture Ads, Super Like 2.0, and Story Time Tool offer interactive and engaging formats.

Performance and Measurement Tools

Reach and Frequency

We've introduced the Reach and Frequency buying type, ensuring more predictable ad deliveries and advanced campaign reporting. Eli Harris from Magna Global emphasized its benefits for predictable planning and transparency.

Measuring Success

Our Brand Lift Study measures how users perceive ads, using native feed formats for higher engagement. Additionally, partnerships with MOAT and DoubleVerify enhance viewability, and brand safety is ensured with our Brand Safety Inventory Filter, integrated with partners like IAS, Zephyr, and OpenSlate.

Future of Commerce

TikTok Shopping

Our suite of solutions includes TikTok Shopping, offering brands various tools and integrations for an end-to-end shopping experience on TikTok.

Commerce Partnerships

We've integrated with partners like Shopify, BigCommerce, PrestaShop, and more. A case study with Gymplus Coffee highlighted the success of these integrations.

Advertising Solutions

Collection Ads, Dynamic Showcase Ads (DSA), and Lead Generation provide powerful ways to engage and convert customers, while tools like Spark Ads boost their reach.

Conclusion

TikTok continues to evolve as a platform where brands can reach highly engaged audiences through organic storytelling and innovative solutions.

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Keywords

  • TikTok
  • Community
  • Innovation
  • Brands
  • Creators
  • Harmony
  • TikTok Creator Marketplace
  • Brand Lift Study
  • TikTok Shopping
  • Reach and Frequency
  • Partnerships
  • Interactive Formats
  • Performance and Measurement

FAQ

Q1: What is TikTok's approach to community-driven innovation?
A1: TikTok focuses on launching products like TopView and Hashtag Challenges to redefine user-generated content, encouraging brands to co-create with their audience.

Q2: How does TikTok facilitate creativity for advertisers?
A2: TikTok offers options such as partnering with creators through the TikTok Creator Marketplace or using tools like TikTok for Business Creative Center and Dynamic Scene.

Q3: What is the Reach and Frequency ad buying type?
A3: Reach and Frequency allows advertisers to target users with a set reach or frequency, providing predictable ad deliveries and advanced campaign reporting.

Q4: How does TikTok measure the success of ads?
A4: TikTok uses the Brand Lift Study to measure ad perception and engagement, and partners with MOAT, DoubleVerify, IAS, Zephyr, and OpenSlate to ensure viewability and brand safety.

Q5: What is TikTok Shopping?
A5: TikTok Shopping is a suite of solutions allowing brands to integrate their product catalogs into the platform, offering an end-to-end shopping experience.

Q6: What advertising solutions does TikTok offer for commerce?
A6: TikTok offers Collection Ads, Dynamic Showcase Ads, and Lead Generation, providing ways to engage and convert customers efficiently.

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