TikTok has begun rolling out Messaging Ads. These are a new ad format to the platform that allows advertisers and businesses to engage with potential customers through direct messaging. There are two types of ads being released:
- Direct Messaging Ads: These keep TikTok users in the app’s messaging system, allowing them to chat with advertisers directly.
- Instant Messaging Ads: These redirect users to third-party messaging apps like WhatsApp or Messenger and continue conversations outside of TikTok.
These new styles of ads could be useful for brands looking to reach new customers, build trust with direct communication, and qualify leads in real-time. Due to the direct nature of the conversations, they may also shorten the customer journey as they provide immediate engagement.
Of course, this format isn’t for everyone. They may be useful for brands that prioritise customer interaction and lead generation; however, for others, it may not be ideal. As of this writing, TikTok is rolling out this new feature, which may not yet be available to all advertisers in every region. They are also working on implementing policies to regulate advertising content and messaging behaviour.
