TikTok Advertising 
TikTok Collection Ads were a popular choice for brands looking to drive traffic to their product pages on the app. However, starting from April 2023, TikTok will no longer support Collection Ads. Instead, the core functionalities of Collection Ads will be incorporated into Video Shopping Ads.
In this blog post, we’ll explain everything you need to know about TikTok’s latest ad format, including how to set up TikTok Collection Ads, and the success stories. So, let’s dive in!
What are TikTok Collection Ads?
Collection Ads is a TikTok ad format that allows users to discover and browse products in a full-screen mobile experience. Therefore, by creating your Collection Ads, you have a chance to drive more traffic to an Instant Gallery Page – a place for TikTok users to discover a collection of your products without leaving the app.
Your Instant Gallery Page appears immediately when TikTokers taps any of the interactive elements in your ads. From there, they can choose their desired products in the brand’s catalog and then head to the website to continue their purchase journey.
Benefits of TikTok Collection Ads
TikTok Collection Ads offer a multitude of advantages for advertisers seeking to enhance their mobile marketing strategies and engage with a diverse audience. Here are some key benefits:
Enhanced product discovery on mobile
Collection Ads seamlessly integrate the distinctive features of TikTok ads, such as full-screen display, vertical orientation, and sound activation. This combination, coupled with a rapid-loading Instant Gallery Page and a sophisticated product recommendation algorithm, facilitates a user-friendly experience for discovering relevant products. With Collection Ads, the process of finding and exploring products becomes more accessible, providing a dynamic platform for advertisers to showcase their offerings.
Personalized product recommendations
One standout feature of Collection Ad TikTok is the ability to publish ads featuring relevant products. The Instant Gallery Page adapts its content based on individual user preferences, ensuring that each visitor sees products tailored to their interests. This dynamic promotion of products not only enhances the user experience but also increases the likelihood of meaningful interactions, as users encounter products that are specifically relevant to them.
Seamless and immersive experience
Collection Ads TikTok goes beyond traditional advertising formats by offering a highly engaging and immersive experience. The in-feed video ad serves as the gateway to the Instant Gallery Page, eliminating the need for users to wait for a separate mobile landing page to load. This seamless transition ensures that customers can immediately embark on their purchase journey, resulting in a more immersive and uninterrupted interaction with the advertised products.
How does TikTok Collection Ads work?
TikTok Collection Ads operate seamlessly to provide an immersive shopping experience for users. When users engage with an interactive element within the ad, a click directs them to the Instant Gallery Page. This page serves as a virtual storefront, offering a curated selection of product cards. Advertisers have the flexibility to manually select specific products for display or utilize TikTok Ads Manager’s dynamic feature, tailoring product recommendations based on individual user preferences.
The Instant Gallery Page becomes a digital showcase where users can effortlessly explore the catalog of featured products. It acts as a bridge, allowing interested users to transition smoothly from product discovery to the advertiser’s website, where they can finalize their purchase. This streamlined process within the TikTok environment enhances user engagement and encourages a frictionless shopping journey for a more satisfying and effective advertising experience.
Collection Ads 2024’s latest update
From April 3rd, 2023, global TikTok advertisers won’t be able to create, edit, or duplicate existing Collection Ads. However, they will have access to Video Shopping Ads under the Product Sales objective. The core functionalities and benefits of Collection Ads and Dynamic Showcase Ads have been incorporated into Video Shopping Ads. Additionally, TikTok Shopping Ads with new optimization features and formats have been added to help brands succeed in their marketing campaigns.
How to Create Collection Ads (for Catalog)
Creating TikTok Collection Ad for a catalog that is incorporated into Video Shopping Ads involves a streamlined process. Here’s a concise guide:
Set Up Your Catalog
Establishing your catalog is a pivotal process within TikTok Ads Manager, providing a platform to oversee essential details about your products. This includes managing descriptions, images, product videos, links, sizes, availability, and other pertinent information.
Follow these steps to efficiently set up your catalog:
Step 1: Create a Catalog
Log in to your TikTok Ads Manager account and navigate to the “Catalogs” section under the Asset tab.
- Click on Catalogs and then on the Create button.
- Provide essential information such as Catalog name, Business Center account, and Industry.
- Click Create to establish your catalog.
Step 2: Upload products
Populate your catalog with product information. You can manually add products, set up a data feed schedule, upload a file, or import from Google.
Step 3: Manage your Catalog
Utilize features like managing and adding products, creating product sets, setting up catalog rules, connecting event sources, and creating video packages.
Create Collection Ads
Step 1: Open TikTok Ads Manager and create a new campaign
To start creating your TikTok Video Shopping Ads, go to the TikTok Ads Manager and start a new Campaign. Choose “Product Sales” as your advertising objective and complete the campaign settings.
Step 2: Select Shop and choose “Video Shopping” as your promotion type
Under your Shop Settings, select the Shop you want to promote, and then choose “Video Shopping” as your promotion type. Next, choose the Identity that will be used for the ads. This can be your own TikTok posts or those authorized by other creators.
Ensure that you set the age selection to 18+ for targeting and complete the rest of the ad group settings.
Step 3: Choose the product(s) to promote
Navigate to the “Products” menu and select the product(s) you want to promote. You can choose one or multiple products to promote. After this, select a TikTok Post belonging to the Identity you selected earlier – this will be your ad creative.
Step 4: Complete the Ad Settings and submit your ad
Finish filling in the rest of the Ad settings and hit ‘Submit’. Your TikTok Video Shopping Ad is now ready to go!
5 successful TikTok Collection Ads examples
JACK & JONES
JACK & JONES was developed as a jeanswear brand in Denmark. Until now, they have become the largest business unit in the BESTSELLER A/S group with their 800+ stores, through jackjones.com and thousands of wholesale partners across the world.
TikTok Collection Ads are one of the top elements that spread brand awareness and generate more revenue. As a result of a well-designed interface and clear information in an Instant Gallery Page, all the fashion police couldn’t take their eyes off JACK & JONES products and didn’t hesitate to buy more clothes.
ELF brand
ELF Cosmetics – one of the great Collection Ad examples is an international cosmetics brand that aims to create innovative makeup for the eyes, lips, and face. All the products are guaranteed high quality and affordable prices.
To spread ELF products all over the world, the brand decided to invest the budget into TikTok Collection Ads. As a result, by using this ad, they have successfully created a winning video where their products are at center stage. Thanks to the TikTok Collection Ad, viewers discovered all the products. Therefore, the cosmetic lover can’t pass up their lip gloss, face primer, eyeliner, and much more.
MAKE UP FOR EVER
MAKE UP FOR EVER is a collective of makeup artists co-creating high-performance products and services. They started to make professional-quality products in 1984 and their products have convinced all types of consumers.
MAKE UP FOR EVER decided to launch a campaign to raise brand awareness and introduce their products to new potential customers. So, to attain these two objectives, the brand has chosen TikTok In-feed Ads and Collection Ads which give them a promising chance to create shoppable content for their audience without leaving the app.
As a result, after three weeks, MAKE UP FOR EVER received a 94% increase in conversion rate and a 51% decrease in cost-per-action. TikTok Collection Ads played a major role in the campaign’s success.
Gushers
One of the TikTok Collection Ads examples that can’t be missed on this list is Gushers. Renowned for their delectable candies, Gushers has masterfully leveraged TikTok Collection Ads to create entertaining and captivating advertisements. Their videos consistently garner millions of views and substantial engagement, showcasing the brand’s ability to connect with audiences in a delightful and authentic way.
For instance, one of Gushers’ initial TikTok ads achieved an impressive nearly 5 million views, solidifying their position as a creative force on the platform.
Red Bull
Red Bull, known for its high-energy brand image, has seamlessly integrated TikTok Collection Ads to resonate with its audience in a vibrant and dynamic manner. Leveraging the platform’s in-feed advertising, Red Bull’s Collection Ads go beyond conventional marketing by creating an immersive experience for users.
In one exemplary TikTok Collection Ad, Red Bull could showcase a series of adrenaline-pumping moments, featuring extreme sports, daring stunts, and energizing events. The initial in-feed video captures the essence of Red Bull’s adventurous spirit, drawing viewers in with high-impact visuals and energetic sound.
Let’s grow and thrive on TikTok today!
TikTok Video Shopping Ads present an excellent opportunity for e-commerce stores to boost their sales and connect with potential customers on TikTok. However, it is important to note that this advertising format is still in its testing phase. If you find that your TikTok account does not have this ad option available, it would be best to reach out to a TikTok agency for assistance.
However, if you’re new to TikTok ads and looking to dip your toes into advertising on this platform, starting with in-feed ads is a wise choice. These ads are the most affordable and accessible option and can help you get your brand in front of millions of potential customers. Also, to ensure the best performance for your ads, don’t forget to monitor and analyze them continuously. This way, your video content will always resonate with your customers.
Meet NestAds — our comprehensive solution for ad tracking and marketing attribution. NestAds helps you understand customer interactions with your content across platforms through journey mapping. No need to switch tabs, you will have a full view of all your ads in one dashboard. Moreover, NestAds also provides an analysis of each creative’s performance. Prepare to harness actionable insights directly from your existing data and amplify the impact of your ads now!
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