The Worst TikTok Ad Strategy
🚀 Biggest Mistake even giants like Amazon are making that is killing your Ads
Howdy Readers 🥰
In this newsletter, you’ll find:
🚫 The Worst Ad Strategy on TikTok (And Even Amazon Is Doing It
🔍 Safari’s Distraction Control and Google Search Console Recommendations
📈 Q2-2024 Quarterly Digital Trends Report
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TIKTOK
🚫 The Worst Ad Strategy on TikTok (And Even Amazon Is Doing It)
Insights from Brennan Tobin
There are some strategies that, while seemingly clever, ultimately backfire. One such approach, surprisingly employed even by giants like Amazon, is gaining traction on TikTok to get more visits through deceptive carousel-style video ads. Here’s why this strategy is a misstep and how it can harm both brands and consumers.
What’s Happening?
Brands are creating video ads that mimic TikTok’s photo carousel format. For those unfamiliar, a photo carousel on TikTok is a series of photos users can swipe through. However, these video ads are designed to trick users into thinking they are interacting with a carousel.
How It Works:
Video Ads Disguised as Carousels: Advertisers mash up a series of photos and add graphics to fake TikTok’s carousel UI.
User Interaction: When users try to swipe through what they believe are photos, they are instead driven to the advertiser’s website.
📉 The Downside
Why It’s a Bad Strategy:
Annoying User Experience: This approach frustrates users who feel tricked into leaving TikTok and landing on an external website they didn’t intend to visit. This can damage the brand’s reputation and erode trust.
Bad Data for Ad Algorithms: The clicks generated from this tactic are low-intent. Users who feel deceived are unlikely to make purchases, thus training the ad algorithm on poor-quality data.
🔄 Better Alternatives
What You Should Do Instead:
Authentic Engagement: Create genuine, engaging content that encourages users to interact naturally. Use honest storytelling and product demonstrations that resonate with your audience.
Clear CTAs: Ensure your call-to-action is straightforward and aligns with the user’s expectations. If the goal is to drive traffic to your website, be transparent about it.
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Deceptive carousel-style video ads on TikTok are a short-sighted strategy that can harm your brand’