Sprinklr and TikTok launch new advertising partnership

Customer engagement platform Sprinklr, is integrating with TikTok for in-feed video advertising on the short-form video platform. It will enable ad campaigns to run on TikTok as well as other social media channels all within Sprinklr. 

Commenting on the new partnership, Sprinklr CTO, Pavitar Singh, said it presents an exciting opportunity for brands to target a highly-engaged Gen-Z and Millennial audience on a platform that promotes authenticity and creativity. The company claims to be the first and only company supporting ad creation on the social media platform.

“We’re thrilled to provide our customers with the opportunity to increase return on ad spend, improve productivity, and protect their brand reputation when managing TikTok ads,” he said.

CMO reported earlier this year TikTok was the third-most-installed app worldwide in the first quarter of 2019, behind WhatsApp and Facebook Messenger, according to Gartner. And it surpassed Instagram and Snapchat to be the leading short video application with 500 million monthly active users. The analyst firm added TikTok is fertile ground for brands to launch low-cost viral marketing campaigns.

TikTok was originally born in China in 2016 as Douyin, and launched outside of China in 2017 to become the most downloaded app in the US in October 2018. It is now available in more than 150 markets and 75 languages. 

This new integration will provide a self-serve platform to plan, execute, analyse and optimise TikTok in-feed video campaigns alongside ad campaigns from other social channels, Facebook, Instagram, Twitter, LinkedIn, Snapchat and Pinterest, in Sprinklr.  TikTok in-feed video ads can appear in the “For You” homepage feed, with customisable CTA buttons that click out to an external landing page. 

The integration comes as TikTok reached a tipping point for marketers to embrace, with analyst firm Forrester forecasting short video ad spending to reach US$6.5 billion in 2020, from US$2.1 billion in 2018.

TikTok employs machine learning to understand what consumers like, then serves video content it thinks will keep those consumers watching. And the Sprinklr, TikTok integration is expected to increase ad spend ROI and enable artificial intelligence (AI) to distribute budgets based on an ad’s performance and automate the ad bidding process.

Additionally, Sprinklr’s smart rules allow advertisers to automatically adjust ad content based on social media conversations, the weather or events. And real-time, customisble reporting dashboards provide timely insights and improve advertising strategy.

Locally, last year saw TikTok start to be embraced by Australia brands. The #Cricketmania challenge coincided with Australia’s match against India at the ICC Cricket World Cup. Samsung promoted its #SponsoredPost campaign for the Galaxy A Series smartphone range across numerous social platforms including TikTok.

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