See how other artists run their ads on TikTok
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See how other artists run their ads on TikTok
TikTok's ad transparency library shows all ads on the platform.
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Let’s dive into today’s topic:
See how other artists run their ads on TikTok
TikTok has finally joined the transparency club with their Commercial Content Library. Other social media networks, like Meta, have had this available for some time already.
Why it matters
Ad transparency Libraries, like TikTok’s Commercial Content Library, allow artists to research every advertisement placed on the platform and look under the hood of other music or artist campaigns on TikTok. It may provide artists with fresh ideas and inspiration for their campaigns. It also helps to recognise trends in what creatives and ideas large brands use for their paid ads on TikTok.
How it works
TikTok’s Commercial Content Library works pretty straightforwardly.
When opening, the tool shows all ads in a country since October 1, 2022, ordered by unique viewers.
Search for ads by entering an advertiser name or keyword.
Results can be filtered on the target country and publication date.
For example, a search query on the keyword “ed sheeran” results in advertisements by Walt Disney, Dentsu, Spotify, Warner Music Group, and more.
Clicking on an advertisement opens a second page showing details of the campaign, like the dates the ad ran, the main parameters used for targeting, an estimated number of people who’ve seen the ad, and more (example here).
Yes, but..
Only data from Europe is included in TikTok’s Commercial Content Library. TikTok said it plans to include more countries but doesn’t mention when.
Take action now
Spend some time with TikTok’s Commercial Content Library. Research campaigns from other artists, major labels, music venues and clubs, festivals, music media and more.
Further reading
Expanding TikTok's Research API and Commercial Content Library (TikTok)
TikTok launches ads transparency library (Search Engine Land)
TikTok expands research API to Europe and launches ads transparency library (TechCrunch)
Get digital marketing inspiration from other artists in 30 minutes (Artist Lockdown Challenge)