There's even an ad where users get to direct the storytelling, and a mini page that lets brands connect users with their message directly in the TikTok app. The ads are meant to encourage TikTok users to tap, swipe and use gestures to interact with the ads' content. The company also presented its new plan to ramp up advertiser investment with a new promise of “brand safety” and the launch of several new and interactive ad formats, ranging from clickable stickers to “Choose Your Own Adventure”-type ads to “super likes” and more. The app now offers a trio of in-feed ad products for online shopping: Collection Ads which feature swipeable and tappable product cards Dynamic Showcase Ads (DSAs), which are automatically generated ads and Lead Generation ads.

It also introduced a fuller slate of solutions for TikTok commerce, including ad products and later this year, a TikTok Shopping API. Now, TikTok is rolling out to new brand partners for TikTok Shopping, including Square, Ecwid and PrestaShop, with Wix, SHOPLINE, OpenCart and BASE coming soon. and Canada, in a deal that allowed Shopify merchants with a TikTok For Business account to add a Shopping tab to their TikTok profiles and sync their product catalogs to the app to create mini-storefronts. Earlier this year, the video platform began piloting TikTok Shopping in the U.S., U.K. On the e-commerce front, TikTok expanded its set of shopping partners beyond pilot partner Shopify. At TikTok's online event, TikTok World, the company announced a range of new initiatives, product updates and advertising formats in an effort to woo more marketers to its platform.

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