TikTok recently announced some significant changes to its ad targeting options for teens in the app. Advertisers are no longer able to reach teens in the U.S. using personalized targeting and campaign selections. This move is aimed at protecting teen user data from being exploited by advertisers, ensuring that their thinking is not influenced by targeted ads. Although advertisers can still reach teen users based on broader trends, the impact of these new restrictions on the ad targeting process could be more significant, given that around 25% of TikTok’s audience is aged under 20. This change should be taken into consideration in any TikTok marketing strategy.
In addition to the ad targeting restrictions, TikTok is also giving users more control over their logged interests in the app. Users can now choose to see more or fewer ads related to specific topics, such as “Outdoor Sports” or “Racing Games”. This customization of ad topics based on user interests aims to improve the ad experience for TikTok users. Furthermore, the introduction of the “Disconnect Advertisers” feature allows users to prevent specific advertisers from using their off-TikTok data to serve personalized ads. This feature gives users more control over the ads they see on the platform.
TikTok is also adding new AI disclosure requirements for ad partners, requiring advertisers to use a self-disclosure toggle in the TikTok Ads Manager to declare an ad as AI generated. These AI-generated ads will be labeled with an AIGC label, indicating to users that they are engaging with commercial content created using artificial intelligence. This transparency is crucial, especially as TikTok explores the use of virtual influencers created using AI in the app. By labeling these AI avatars, users will be informed that they are interacting with digital personas, not real individuals. This disclosure aligns with TikTok’s efforts to boost shopping activity on the platform, particularly through innovative marketing strategies like AI-generated content.
Implications and Future Trends
The new data control and ad restriction updates on TikTok went into effect on July 1st, impacting how advertisers target teen users on the platform. These changes reflect TikTok’s commitment to protecting user data and enhancing transparency in its ad targeting process. As the platform continues to evolve and experiment with new advertising features, it will be interesting to see how Western consumers respond to trends that have been successful in Asian markets. The use of AI-generated content and virtual influencers represents a unique opportunity for brands to engage with TikTok users in innovative ways. However, the success of these new trends will ultimately depend on how well they resonate with the platform’s diverse user base.
Overall, TikTok’s new ad restrictions and data controls signal a shift towards greater user privacy and control over ad experiences on the platform. By prioritizing transparency and user preferences, TikTok is setting a precedent for how social media platforms can balance advertising opportunities with user protection. As advertisers adapt to these changes, they must consider the evolving landscape of digital marketing on TikTok and the implications for engaging with younger audiences on the platform.