TikTok, the fastest growing social media platform, now has over a billion users and offers great potential to reach target audiences. The platform is also competing in the search engine space, with almost 40% of Gen Z now using TikTok as a search platform over Google. As more users and brands gravitate towards their platform, TikTok continues to implement changes to maintain safety as a top priority. One such change came earlier this month as TikTok “further committed to brand safety and suitability with the launch of the TikTok Inventory Filter.”
What is the TikTok Inventory Filter?
In TikTok’s own words, the TikTok Inventory Filter empowers advertisers with more control over where their ads appear on TikTok by giving them access to three distinct tiers of video inventory:
- Full Inventory: Excludes content that has violated TikTok's Community Guidelines, ads may appear next to some content featuring mature themes.
- Standard Inventory: Excludes "High Risk" content, ads will appear next to content that is appropriate for most brands but may contain some mature themes.
- Limited Inventory: Excludes all risk levels, ads will appear next to content that does not contain mature themes.
So, what does this mean? Brands advertising through TikTok now have an additional layer of content filtration to select what user-generated content appears alongside their advertisement. The filter can be turned on directly through the TikTok platform and has already proven useful to hundreds of brands. During the testing period, companies using the TikTok Inventory Filter saw 95%-99%+ safe delivery rates on their videos.
How Does This Affect My Brand?
For marketers, this change is a major win as control is being moved back into their hands. Brands advertising through the TikTok platform will have more say over what content is organically shown next to their ad and more power to ensure that content is in line with brand messaging. This also allows advertisers to track the success of the TikTok Inventory Filter with post-campaign delivery insights, further maintaining their positive brand image.
Running a campaign on TikTok also provides an opportunity to reach a more tuned-in audience, particularly in an age group with a lot of buying power. This opens up access to an audience that might not typically be found through other social or advertising channels. Not only will advertisers reach more qualified individuals, but they will be able to do so while feeling more comfortable about their brand’s security and image.
Marketers leveraging Lasso Blueprint™, our first-of-its-kind self-service HCP and DTC audience creation tool, can build custom healthcare segments or pull from thousands of our curated and pre-built audiences to fit their advertising needs. The key to a successful TikTok campaign is active reach, and Lasso’s in-house Identity Solution provides the industry’s highest match rates when activating those audiences across media channels. This ensures that marketers are reaching all the right individuals that will ultimately resonate with the messaging and utilize the brand. Combined with the TikTok Inventory Filter, brands can now truly reach their target audience in a brand-safe manner to ensure optimal engagement and brand retention.
To explore using TikTok and Blueprint™ for your next campaign, reach out to your Lasso Representative or email us at firstname.lastname@example.org.