What are dynamic showcase ads on TikTok (and should you look into it)

In 2021, TikTok was the most popular application with 656 million downloads. For comparison - in the same year, Instagram has scored over 100 million less downloads.

TikTok is the most popular mobile application for the third year in a row. It is also one of the most important social networking platforms in the world - the sixth most popular. It has about a billion active users per month. Douyin - the Chinese version of TikTok - was also ranked eighth on the list of the ten most popular social media platforms prepared by Hootsuite.

Such a large user base made this platform more and more attractive to advertisers. On top of being extremely popular, TikTok has a big advantage over other potencial publishers - it attracts a very young demographic.

Who are the users of TikTok

TikTok is especially popular with users in the youngest age group, the so-called Generation Z (born between 1997 and 2012). According to Wallaroo, 60% of users of this platform are between 16 and 24 years old and 26% between 25 and 44 years old. Moreover, 60% of the users are women.

What is Dynamic Showcase Ad

Dynamic Showcase Ad is an advertising format based on a product feed, similar to ads in the Facebook marketplace, Google Shopping or price comparison websites like Ceneo. The job of the marketer or business owner is to provide a product feed with relevant information, and the portal's algorithms and automation will do the rest.

The ad format itself consists of dynamically mounted videos that are filled with advertising content downloaded from the product feed. They can be compared to Dynamic Product Ads known from, among others, Facebook or Instagram.

Advantages of Dynamic Showcase Ads

The main advantage of Dynamic Showcase Ads is the fact that they are fully automated and require only a well-prepared product feed from the advertiser. This can be done manually, commissioned by a specialist or using automated tools such as Feedink. In the case of this third option, the work of a marketing specialist is practically reduced to the creative aspects, without too many technical tasks.

The most important are the benefits that can be obtained by reaching for this advertising format.

Reaching out to the youngest audience

Data collected by The Verge shows that users aged 10-19 spend up to 80 minutes a day watching content published on TikTok. Combined with precisely targeted advertising messages, it can be an effective tool for reaching teenagers.

TikTik can also be, depending on the needs, an effective tool for building brand awareness and loyalty in the youngest target groups.

Reaching out with inspiration

TikTok is a very specific medium compared to competing portals. According to GWI data, the main motivation for browsing TikTok is watching funny videos, indicated by 60% of respondents. Keeping in touch with friends - one of the main reasons for using social media such as Facebook - is indicated by only 22% of users.

In third place on the list of reasons why people use TikTok was seeking inspiration, indicated by 28 percent. users. This means that TikTok can be a good place to provide the target group with new products, previously unmarked on other portals and other channels.

Encouraging users to purchases

Research by TikTok shows that users are 1.7 times more likely to buy something after seeing an ad on this platform. There is also a hashtag #TikTokMadeMeBuyIt, which encourages people to share information about products that they bought under the influence of an advertisement they saw on TikTok. It has been viewed over 5 million times.

Summary

TikTok is an interesting marketing channel, especially for brands that target young women. TikTok should be included in media plans by stores that:

• try to reach younger users;
• have no problem with functioning in the presence of funny movies - the nature of the platform encourages you to post short funny films;
• are able to present the product in an attractive way within a few seconds - the portal focuses on short content

This group definitely includes, among others, lifestyle content and products from categories such as fashion and beauty. On the other hand, services in the B2B model or products that require a more detailed description, are unlikely to find good traction on TikTok.

If you want to learn more about the ways in which activities on TikTok can support your business, please don't hesitate to contact us.