TikTok to Show Ads in Search Results

  • 04-04-2022 |
  • Courtney Millhouse

What other methods of advertising can TikTok invent? There are still places to go for marketers, and one of them is the search result tab. Now, the fastest growing social media in the world is testing the mechanism for showing relevant ads in search results. After testing, this may become your new TikTok reality.

When you do a search on TikTok, the results are displayed in a tab with previews of videos matching your search. There is also a list of similar search results. But what TikTok prepares now is a sponsored ad at the top of the list. You will be able to tell it by the “Sponsored” sign at the bottom of it. Otherwise, it will look just like any other search result. The position of it, though, implies that you may unwillingly reach out for it before even noticing the “Sponsored” warning.

It is sure to work especially well if you search for a certain product or service, and even more so with brands. No wonder that TikTok sets an example with “skincare routine” – a thing that really matters for many users as well as for product manufacturers, so relevancy is easy to reach. With random searches, though, its relevancy is not granted, though is still highly probable.

The new feature comes with a special tool set for advertisers. They will be able to see the list of search terms that turn out relevant to their products and specific campaigns. So, the further this project develops, the more relevant the ads within search results will be. Not that TikTok literally reads your mind… but so it may feel.

What do you think about the situation when your search results start with an ad? Will it be annoying or, on the contrary, more interesting? Do you often use TikTok to intendedly search for products? If you are an advertiser, do you find this new ad location promising? Tell us what you think about it in the comments!