TikTok’s program represents a “search-industry evolution,” said Karolina Orgal, social and digital media manager at Clinique UK, in the announcement on Tuesday. Clinique planned to incorporate search ad inventory into all its TikTok campaigns, according to the announcement.
TikTok is not alone in trying to develop social search advertising, as Meta’s Instagram has also been testing similar ads. The apps are looking for ways to drive performance for advertisers, and search queries give contextual signals to target ads. TikTok is using search ads to drive shopping, too, as the app has become a destination for Gen Z to discover products, which can go viral on the app.
In its case studies, TikTok said search ads helped improve the conversion rates for Clinique UK and DIBS Beauty. Clinique UK, for instance, saw a 52% increase in click-through rates when it included search ads in its campaigns.
(Clinique partnered with lifestyle and beauty creators @cameronvalentina and @tatianacorreiamua for native ads, as seen below.)