Social media platforms are in a constant effort to reassure
advertisers that their messages are shown in a suitable environment. TikTok has
recently unveiled additional controls and expanded verification partnerships
aimed at bolstering safety measures for marketing campaigns. As one of the
fastest growing platforms, it is important for TikTok to demonstrate robust
brand risk management to retain and attract more spending from major companies.
TikTok will now provide category exclusions and vertical
sensitivity selections directly within the ad settings interface. This gives
advertisers increased control over where their promotions may appear in
relation to surrounding content. There are four categories that can be blocked
entirely - gambling, violent video games, combat sports, and youth focused
content.
Being able to avoid association with certain subject areas
allows brands to maintain consistency in their messaging. For example, a large
technology company promoting its gaming division to adults may feel comfortable
having ads appear alongside videos about violent games. However, when promoting
productivity tools, the same company likely wants protection against being
shown near that type of content.
The vertical sensitivity option provides advertisers with 11
topics to either select or avoid, such as pets, beauty, food, fashion/retail,
travel, financial services, technology, automotive, gaming, professional
services and entertainment. A travel brand focused mainly on nature scenes,
hiking and outdoor adventures may not want their ads placed close to content
about volcanoes or floods.
Likewise, a financial institution could prevent matching to
videos providing beginner level financial advice or strategies from novice
creators. Having increased control over ad surroundings based on brand
positioning and target audiences is valuable for crafting effective marketing
messages.
In addition to the new placement controls, TikTok is
expanding its partnerships with several major ad verification firms that help
ensure campaign metrics are accurate and brand-safe. Companies like
DoubleVerify, Integral Ad Science and Zefr independently fact check and
scrutinize performance data to validate numbers and detect any potential policy
violations.
Using third party tools to audit campaign results provides
advertisers with extra peace of mind. Measurement data and the environments ads
are shown in can be independently analyzed for safety, free from platform bias.
For simplified access to all available brand safety
features, TikTok has launched a new dedicated "Brand Safety Hub"
section directly within the Ads Manager interface. Advertisers can now easily
toggle settings, access resources and view tools to optimize protection
directly from one centralized location. Simplifying navigation helps busy
marketing teams quickly adjust strategies and stay on top of any changes to
company policies or controls.
As one of the most rapidly growing social platforms, it is
important for TikTok to consistently demonstrate robust brand safety measures
are in place. The company has faced some past questions around censorship,
inappropriate user generated content, and data privacy issues.
These expanded controls and verification partnerships aim to
further alleviate concerns that promotions may run near harmful, objectionable
or policy-violating material. Showing a strong dedication to protecting
advertisers helps build long-term trust, which is critical for platforms highly
dependent on marketing dollars.
While enhanced controls and third party fact checking are
helping strengthen brand safety on TikTok, issues could still emerge down the
road as user behaviors and content evolve. It is important for marketing teams
to stay up to date on any changes through their smm panel.
Regular reviews allow adjusting strategies and keeping
budgets focused on performing placements. Speaking to an expert agency like
Great SMM could help optimize using social platforms in a fully compliant and
profitable manner. We offer consultation services to navigate platform policies
and tools, aiding businesses in protecting their brands.