TikTok for Business introduced a new global positioning strategy called “Watch it. Love it. Want it.” to better reflect how businesses are tapping into its platform to build and scale campaigns. Funny enough, OnlyFans could probably adopt an identical slogan, as it works perfectly for both platforms. (RIP Leo Radvinsky.)
TikTok wrote in its announcement:
“It captures what happens on TikTok every day. People come to be entertained and to discover what's new. When something catches their attention, they don't just scroll past — they watch. When they connect with it, they share it, talk about it, and make it their own. And when they love it, they act on it. For brands, that journey, from watching to wanting, happens in one place — on TikTok, where our global community of over 1 billion users comes together every day to watch content they love.”
The announcement notes how the distance between “I saw it” and “I bought it” or “I booked it” is shorter than ever on TikTok because of its integrated ecosystem that can take users from discovery and awareness to interest and action — all without ever leaving the app.
Alongside the new positioning, TikTok introduced a suite of new ad products designed to help brands tell higher-impact stories, beyond what they could do on television or through standard mobile video ads. Those updates include:
- Logo Takeovers – a new offer that allows advertisers to co-brand with TikTok on the logo launch page when users open the app. I bet that one's expensive!
- Sequential Storytelling Ads – allow brands to deliver up to three ads to the same user within a designated 15-minute window on the For You feed. This one is absolutely brilliant!
- TopReach Format – allows advertisers to purchase the first ad users see when they open the app and the first in-feed ad within their For You Feed.
- Pulse Suite Updates – this ad format allows advertisers to run campaigns adjacent to trending content. The update aligns ads with a hand-selected group of creators or with moments when people are already talking about the brand or their product category.
Next week's news: Meta CEO Mark Zuckerberg introduces new ad format where he'll wear your logo on his shirt and post a picture on Facebook! LOL