TikTok has expanded its advertising capabilities by introducing TikTok Direct Messaging Ads, currently in testing phase across select regions. This development follows similar messaging campaign features available on Meta's platforms, marking TikTok's evolution from shopping and lead generation campaigns.
Campaign Requirements
- TikTok Business Account is mandatory
- Direct Message permissions must be set to "Everyone"
- Account linking between TikTok Ads Manager and Business Account
Implementation Process
The campaign setup follows a structured approach under the Lead Generation objective:
Core Settings
- Optimization location set to "TikTok direct messages"
- Built-in Dayparting feature for message response scheduling
- Two optimization goal options:
- Conversations (Recommended)
- Click
Creative Options
The platform offers three video content approaches:
- Upload original video content
- Select from existing library
- Create new video within platform
Advertisers can control content visibility through the "Only show as ad" option, which prevents the creative from appearing on the business profile page. The campaign structure emphasizes clear communication regarding the direct messaging functionality triggered by CTA interactions.
This development signals TikTok's strategic shift toward more direct customer engagement tools, positioning the platform for potentially significant brand engagement opportunities in 2025. The feature aims to reduce conversion friction by enabling communication within the TikTok ecosystem.
