TikTok launches TikTok for Business, a marketing tool platform for brands

TikTok has announced the launch of TikTok For Business, a platform that will provide marketers with a range of branded content and advertising solutions to help them utilise the short-form video app for their brand campaigns.

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TikTok has also launched its latest AR Branded Effect tool called Branded Scan, a new product that allows users to have an augmented reality experience with any brand. With Branded Effects, brands or products can be added to a clip in a 2D, 3D, or AR format. Brands can combine these effects with hashtag challenges to enhance brand engagement.

TikTok said in a statement, “The magic of TikTok is not just the chance to create, but the chance to discover – and to be found. With TikTok For Business, our goal is to give marketers the tools to be discovered and connect with the broader communities around them.”

TikTok said it doesn’t want marketers to make ads but make TikToks. “TikTok as a platform is designed to inspire – with authentic, creative content that could only be on TikTok. The creative, light-hearted, and fun content is so uniquely TikTok – and we've been inspired to see our community welcome a variety of content as well. For brands, this opens an entirely new window of opportunity to create content that speaks to people, to invite the community to join in the conversation, and...to Make TikToks.”

To help foster brand-creator collaborations, TikTok is testing a platform called Creator Marketplace in select regions. On TikTok Creator Marketplace, brands can discover and partner with innovative content creators on paid brand campaigns to drive awareness and attract new customers.

Some other tools added to the platform are Brand Takeovers, Hashtag Challenges and In-Feed Videos. A 3-5 seconds ad is called Brand Takeovers, which can take a photo or a video. In-Feed Video can be up to one minute. Hashtag challenges ask TikTok user community to create videos around a specific hashtag, and the Hashtag Plus allows brands to include a shopping feature.

The platform also has a range of case studies to help brands get an idea on how to make the best use of TikTok for their promotions.

The platform helps marketers build their brands, and achieve their goals, including:

• Scale & creativity: TikTok is a growing platform for marketers to leverage as a must-have destination. TikTok is an entertainment-based platform, offering users and brands the tools to tell their stories.

• Sight, motion and sound: With TikTok, the industry can build for a mobile, sound-on environment. And, there are so many opportunities for sound: music, sound effects, voice-overs, reactions and more.

• Inclusive and participatory community: TikTok is all about ‘join.’ This presents an original opportunity for marketers to create work that becomes a part of our community. On TikTok, people can become so engaged and inspired by a marketing campaign, that they'll create their own version of it. Brands can actually experience the impact their campaigns have on people.

• The place where culture is made: TikTok is an open platform where anyone and any brand can be discovered. The opportunity to learn what is happening all over the world is limitless. Culture is created in an open and inclusive way on TikTok, every day.

• Seamless and simple solutions: Our products deliver across every marketing touchpoint and allow for rich and immersive storytelling. All are seamless, full-screen video and appear natively with the user experience. Working with many of the industry's leading third-party providers, we are building our suite of measurement solutions.

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