#5: TikTok Launches Messaging Ads in APAC
TikTok has introduced Messaging Ads across APAC now available in Australia, Indonesia, Japan, Korea, Malaysia, New Zealand, Philippines, Thailand, Vietnam, and Singapore.
This feature allows businesses to directly engage with TikTok users on the platform or link them to external messaging apps like Facebook Messenger and WhatsApp.
The initiative aims to simplify the purchasing process, generate quality leads, and strengthen customer relationships. A 2024 PwC survey revealed 56% of APAC consumers have made purchases directly via social platforms, while Meta and BCG research found 65% prefer contacting businesses via chat over email or phone.
Gerardo Salandra, CEO of Respond.IO, emphasized TikTok’s edge in discovery and engagement, noting its ability to attract a highly active audience compared to Meta’s more established messaging platforms.
Messaging Ads build on TikTok’s push into social commerce, following the 2023 launch of tools like search ads and retail solutions. However, TikTok’s expansion coincides with challenges in the U.S., where it faces a potential ban unless it complies with legislation to sell or cease operations by January 19, 2024. The company plans to appeal the ruling in the U.S. Supreme Court.
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