TikTok's short video service will begin to display advertising content in search results. ByteDance announced that advertisers will be able to share their content with search results. This means that users who are looking for any videos on the platform will also view advertisements.
If a user clicks on an ad message, they can scroll to view the search results in a tape-like format. The advertising itself is taken from other videos that a particular brand places on the platform. Advertisements will appear next to the search results and will be marked as sponsor content. Also, advertising videos that are shown to users when posting videos in the tape are marked.
TikTok's decision to display ads in search results appears to be logical. Earlier this year, Instagram came in a similar way, starting to show the content of advertisers next to the search results. For advertisers themselves, this innovation can be very useful, as young people increasingly use TikTok as a substitute for Google to find recommendations for different products, restaurants, etc. However, searches in TikTok are not as well developed, and keyword queries and hashtags are often quite useless. Despite this, it is certain that advertising in search results will be in high demand.