TikTok is a social media phenomenon. In fact, their mission statement reads along the lines that they are the leading destination for short-form mobile video. They aspire to inspire and bring creativity and joy to those watching each new video posted. Although more people than ever are grappling with the idea that this platform can yield true advertising results on top of creating unique, funny content all within 60 seconds.
The true art to advertising, however, is having a set plan to follow. This not only helps to create a set standard for their campaign, but it will also help them measure it for future information gathering. More specifically, we’ll look into the interest targeting aspect of advertising within the TikTok spectrum. Not only will we discuss what it is, but we’ll also introduce how it can be executed and measured on the platform.
What is TikTok Ads Interest Targeting?
First, let’s look into the interests of the consumer. Interests are actually confirmed by a user’s behavior in relation to all the different types of content present. Behavior types can be found and acknowledged on the platform in several ways, which may include actions such as views and clicks. Content types also play a factor and may include videos, ads, or articles.
If a user’s interaction with a certain category is found to be high, then their profile will then be associated with a corresponding interest. As an example, if a user’s profile is often associated with fashion and beauty, it will most likely be because they’re watching makeup or clothing videos.
This works well for advertisers who are trying to get to the bottom of reaching their target market. Without the ability to search and seize this target for brands, then the ad spending will be seen as more of a waste and the wrong demographic won’t be able to properly engage in the products being introduced and sold. For instance, if teenage girls are seeing men’s sneaker ads, then the message in those advertisements will be poorly received and missed by the right consumer.
Let’s Talk About Ad Delivery
Now that we know about interest targeting, let’s talk about how advertisers can then execute the delivery. When advertisers are creating an ad group, they can select “Interest Categories” as an option. This ad will then be pushed to users whose profile will fall under the specific category desired. As a result, the ad will then meet the desired target market group.
There are two helpful ways that will help advertisers think further into interest targeting. The following will help brands and advertisers to be more specific and pinpoint who they’re looking for exactly.
Product characteristics: Advertisers are able to select an interest based on product characteristics. As an example, if Pepsi wants to promote a new drink, then the product characteristic will then fall under “Food and Beverage”.
This is to allow advertisers to truly narrow down their target market search and have the advertisements directly reached to them. If someone is already interested in food and beverage, then the likelihood of them enjoying the new Pepsi beverage will be much higher than other categories.
Use cases: TikTok advertisers are able to select an interest based on the use cases. Let’s think back to the Pepsi example. If you’re promoting the beverage, but think that the customer might be taking that product with them to an outdoor event such as a concert, then it might also fit best in the category “Sports and Outdoors”.
A use case in marketing and advertising is best defined as a demonstration that shows the interaction between the end-user and the product or service involved. They are more commonly used in technology settings, but they can also help to efficiently communicate the benefits to customers in a marketing presentation.
How is TikTok Ads Interest Targeting Measured?
After the TikTok ad campaign has been executed, it’s now the perfect time to measure it’s total success. Advertisers can view segmented data as well as insights broken down by interests.
Not the results you were hoping for? No worries because that’s exactly why measurements are taken in the first place. They’re conducted to see how a brand can best pivot for better. They will help to better evaluate the targeting criteria and ad optimization. Not all advertising campaigns are perfect, and so it’s best to know how to improve.
TikTok Ads Interest Categories List
How many interest categories are there on the TikTok platform? We actually have the whole list right here.
- Apparel & Accessories
- Kids & Maternity
- Beauty & Personal Care
- Food & Beverage
- Financial Services
- News & Entertainment
- Sports & Outdoors
- Tech & Electronics
Are there any interest categories that you find are missing and would do well in your own advertising campaign? Let us know as we’d love to see the possible additions.
What’s the final consensus on TikTok ads interest targeting?
We find that the idea of it not only saves time but also money. Correctly targeting is difficult enough, and so TikTok has created an easy and seamless method to target in a way that will drive results. Best of all, they give advertisers the freedom to pick and choose how it’s truly done. Do you think your product should be in one category over another? Then that advertiser has the capability to switch around as needed.
These advertising platforms are made to help the advertiser work easily to drive results for their brand. Let us know how TikTok is able to do this for you when it comes to interest targeting.