TikTok launches ‘TikTok For Business’ in direct challenge to Instagram and Snapchat

TikTok has officially launched ‘TikTok For Business’ offering brands and retailers a myriad of marketing tools in a major challenge to Snapchat and Instagram.

TikTok for Business is a new platform which allows brands to create their own adverts and connect with influencers within the app.

It offers retailers tools to create a range of adverts on the platform, including ‘TopView’ ads which appear when the app is first launched, ‘Brand Takeovers’ which are three to five-second-long video or image adverts, and a new augmented reality (AR) ‘Brand Scan’ functionality.

Its new ‘Brand Scan’ tool, launched today, presents a direct challenge to Snapchat’s ‘Sponsored Lens’ and ‘Word Lens’ advertising formats.

READ MORE: TikTok adds “shop now” button as it pushes into retail space

Using the tool TikTok users can add interactive visual effects from brands into their videos which will interact with the physical environment around them.

Other options include the ‘In-Feed’ videos which can last up to 60 seconds and include sound, ‘Hashtag Challenges’ which encourages users to engage with the user community around a hashtag of choice.

Notably this will include a shopping feature called Hashtag Plus, directing users to purchase items involved in the advertising campaign.

While many of these tools were already available to advertisers, TikTok For Business brings them all together in a new dedicated platform where new services can be added over time.

“We’ve seen more and more brands embrace the unique and creative ways the TikTok community expresses themselves through video,” TikTok’s head of Europe global business solutions Stuart Flint said.

“The experience is real, light-hearted and fun, and as we’ve seen over the course of these dynamic times, users and brands have the ability to make a meaningful and positive impact on their communities.

“We’re excited to officially introduce TikTok for Business and continue building products, services and resources for marketers to engage their communities in a new and innovative way, and show them how TikTok is a creative and valuable marketing platform.”

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