TikTok
Check out all the industry updates that have hit TikTok to make sure your TikTok marketing campaign is up to scratch
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TikTok launches engaged session tool to track user behavior beyond the app
TikTok has introduced the Engaged Session tool, enabling advertisers to monitor user behaviour beyond the app without relying on pixel technology. This tool tracks users who spend at least 10 seconds on a website after clicking a TikTok ad. It provides metrics such as Total Engaged Sessions and Cost per Engaged Session, aligning with third-party analytics like Google and Adobe Analytics. The feature is available under TikTok’s Traffic Objective and can be enabled for all ad placements, including Search Ads. Currently, it’s being piloted in the U.S.
Takeaway:
This development reflects a broader industry trend toward enhanced privacy-compliant tracking and a shift in how younger audiences discover and engage with content online. Advertisers should consider leveraging this tool to gain deeper insights into post-click user behaviour and optimise their campaigns accordingly.
TikTok introduces ‘Shop Locally Made’ and ‘Deals for You Days’
TikTok has announced two new in-app shopping events to drive e-commerce engagement, starting with ‘Shop Locally Made’, a campaign highlighting small businesses and regional sellers.
This initiative aims to connect consumers with local businesses and deepen TikTok’s role in U.S. commerce. It also marks TikTok’s expansion into food-related sales.
Following this, TikTok will launch a 13-day “Deals for You Days” sales event from July 7-19, offering app-wide promotions to boost user spending.
Read moreTikTok officially reaches 30M+ UK users
Since launching in the UK in 2018, TikTok has gone on to become one of the most popular, and fast growing, social media platforms. Seven years later, the platform has officially reached 30 million users in the UK alone, making it the single biggest European user market.
As well as the user count, TikTok has announced that there are now over 1.5 million British businesses on the platform, contributing roughly £1.6 billion to the UK economy.
More Statistics HereTikTok joins up with SoundCloud
In recent years, TikTok has been known to revive and popularise numerous older songs, bringing them back to the forefront and making them hugely popular with a new, younger audience.
And it looks like the platform isn’t stopping there when it comes to putting sound first, as they announce their music option expansion with their new SoundCloud integration.
Not only will this allow users to explore an abundance of music to use in their content, but it will also provide more opportunities for emerging artists to become centre-stage.
The new integration is labelled as the ‘Add to Music App’ feature on the platform and originally launched on some beta accounts in 2024. Since, billions of streams and billions of track saves have been generated and users can now make the most of the musical collaboration.
For users to try it for themselves, they need to click the ‘Add Song’ button next to a track name at the bottom of a TikTok video in their For You Feed. When first pressed, the user will get the choice to save it to their SoundCloud, or onto their preferred music streaming channel.
Learn MoreDedicated AI assistant for TikTok sellers
A new AI-powered chatbot tool has been added to TikTok’s Seller Centre to solely provide useful information for brands wanting to sell products on the platform.
The new ‘Seller Assistant’, available as part of the commerce management tools, will help brands with insight like:
- Advice on product listings
- Maximising visibility of the brand and products
- Performance data
- Personalised recommendations on marketing tactics
The new addition to the platform is said to be TikTok’s way of ensuring brands don’t just manage their shops, but also know how to optimise them easily and effortlessly.
Read MoreCustomer DMs now possible on TikTok livestreams
One element to the TikTok platform than no other platform has been able to replicate is the live stream feature: a powerful tool for creators to engage with customers, but also a clever tool for brands to increase their reach exposure and engagement.
Whilst users have always been able to comment and engage on live streams, there was no possibility for those conversations to continue once the stream ended… until now.
Now, users on Linkedin who are wanting to live stream, can switch on the ‘LIVE setup for client acquisition’ feature. Once selected, a CTA button will be added to the broadcast so viewers can get in touch, pushing the opportunity for lead generation for both creators and brands alike.
Learn MoreTikTok introduces AI alive: The opportunity to bring photos alive
AI is certainly becoming more prominent across social media channels, from content to copy and the use of the channels themselves. However this week, TikTok have now launched a new AI-powered feature that enables you to turn any static image into a video clip on a user’s TikTok story.
The feature, which TikTok describes as ‘a first-of-its-kind’, will use intelligent editing tools that give any user the ability to create short-form, engaging video, no matter what their creative or editing expertise may be.
To try it for yourself:
- Open story camera on TikTok by selecting the blue + icon at the top of the page.
- Choose any single photo from your album.
- Click the AI Alive icon on the right hand side of the edit page.
- Post!
Users can view any TikTok story from their For You, Following or Profile page, providing the opportunity for wide reach and potential engagement.
Where concerns have been raised, is with the content AI is generating on the platform. As a result, TikTok has prevented people from violating any policies with the new technology by ensuring safety checks on any content posted, before it’s shown to the creator and is able to post.
Learn MoreTikTok Shop expands into the EU
The future of TikTok in America remains uncertain, and whilst it does, the platform is making no hesitation in expanding their offering and capabilities in other regions.
This has been evident in the recent report by Reuters, where they announced TikTok’s plans to launch TikTok Shop in France, Germany and Italy. Previously a popular feature for brands and advertisers in the US and the UK notably, this feature will allow businesses across Europe to showcase their product offering and potentially make greater return from standard TikTok advertising alone.
Commerce industries like retail have previously seen incredible results from TikTok Shop in the UK, and we expect nothing less from some of the key fashion capitals of the world.
Read moreMessaging Ads are rolling out on TikTok
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.
Read more about the update hereExecutive order gives TikTok 75 more days in the US and Instagram capitalises on the disruption
It’s been a hectic few weeks for TikTok as its impending US ban on 20th January loomed. The app did officially shut down, with a “sorry, TikTok isn’t available right now” message displayed across US users on Monday.
TikTok influencers, users and advertisers were pleased to see that President Trump has now signed an executive order to give TikTok 75 more days to find a solution focusing on “avoiding an abrupt shutdown of a communications platform used by millions of Americans”.
Despite TikTok’s very swift return to the US audience, Instagram has been quick to capitalise on its potential demise, launching its own rival to TikTok’s video editing app Capcut, Edits, on the same day as the ban. The future is still uncertain for TikTok, as it is still technically banned in the US. However, it’ll be interesting to see if Instagram continues to reap the benefits of the uncertainty or if other platforms, like Rednote, will see more growth.
We spoke with Matt Jackson, Founder of Socially-M, who told us:
Expert opinion
Matt Jackson, Founder of Socially-M
