New Messaging Options for TikTok Promote Ads
TikTok has introduced an innovative enhancement to its Promote ads feature, akin to Meta’s “Boost” option. Brands can now optimize their advertising strategies to drive direct messages (DMs) from potential customers through third-party messaging applications, expanding beyond the confines of the TikTok inbox.
According to social media expert Matt Navarra, this new capability allows businesses to target DMs to popular messaging platforms such as WhatsApp, Facebook Messenger, LINE, and Zalo. This shift enables brands to engage with users on the messaging app of their choice, fostering a more personalized connection.
To leverage this feature, advertisers can select the new option to drive message traffic to external DM providers, moving away from the previous “More TikTok messages” Promote goal, which focused solely on encouraging interactions within the TikTok app. This adjustment is particularly beneficial for lead generation campaigns, as it targets TikTok users who have compatible messaging apps installed on their devices.
Currently, the supported messaging platforms include only LINE, Zalo, WhatsApp, and Facebook Messenger, providing a streamlined approach for brands to connect with their audience. While not every messaging app is included, this development offers an additional avenue for engaging potential customers, potentially increasing direct interactions from TikTok lead generation efforts.
As DMs continue to gain popularity as a preferred method of communication, this enhancement adds significant flexibility to outreach strategies. The effectiveness of this feature will ultimately depend on how brands utilize each platform and the specific messaging channels they choose to drive leads toward. However, consolidating interactions into a single inbox could simplify management and enhance customer engagement.
This addition marks an intriguing evolution in TikTok’s advertising capabilities, promising to enrich the user experience and foster deeper connections between brands and their audiences.
You can read more about TikTok’s “Other messaging apps” goal for Promote campaigns here.