TikTok launches Messaging Ads in Asia Pacific

TikTok has launched Messaging Ads in Asia Pacific, enabling a more direct connection between its users and businesses on the platform.

Direct messaging ads help advertisers on TikTok connect with customers without leaving the confines of the platform. For advertisers who have pre-existing business messaging accounts on other platforms, such as Facebook Messenger or WhatsApp, instant messaging ads connect users with these apps.

With messaging ads in place, TikTok intends to shorten the path to purchase, help provide advertisers on the platform with high-quality leads, enable businesses to reach new customers and build stronger ties with their existing base. 

A survey from PwC in 2024 indicated that social media is a major avenue for commerce within APAC, with 56% of consumers claiming to have purchased directly via a platform. TikTok’s launch of messaging ads points to the importance of business messaging for social media platforms within the region. Research conducted by Meta and BCG revealed that 65% of APAC consumers prefer contacting businesses over chat rather than email or phone.

Gerardo Salandra, CEO of Respond.IO and co-chairman of the Artificial Intelligence Society of Hong Kong believed that TikTok Messaging Ads could hold its own against competition from Meta's messaging platforms and said, "They each bring unique strengths to the table. While click-to-WhatsApp or Messenger Ads are more established for nurturing leads and customer retention, TikTok excels in discovery and engagement, as well as offers a completely new highly engaged audience."

Messaging ads marks the most recent offering from TikTok, which introduced several products last year to capitalise on the rise of social commerce, including search ads as well as measurement and retail solutions.  

The launch of Messaging Ads in APAC comes against the backdrop of an impending ban of TikTok in the US, a significant market for the platform. TikTok is set to appeal to the US Supreme Court later today against legislation that demands the platform either be sold by January 19, 2024 or cease operations within the United States.