Advertising is everywhere. It’s not just commercials and billboards, there are ads embedded in everything. One of the newest ways to advertise is through TikToks. There’s not always a #ad in the caption either.
One of the easiest ways for companies to get advertising without directly making advertisements is through sponsorships. Creating a relationship with an influencer and paying them to promote the products can get more authentic-looking ads.
Generally, sponsorships involve incorporating products in videos. While some of the videos are very clear to have a sponsor others are harder to detect. TikTokers will create videos showing what they do in a day in their life and have product placement within it. This is harder to detect because it’s only a part of a video, not the whole thing.
Brand Ambassador Ads
Similar to sponsorships, brand ambassadors have contractual obligations to companies. More often than note brand ambassadors will collaborate with brands directly and credit them; however, this isn’t always the case. Brand ambassadors show hauls of clothing and accessories, not disclosing that most, if not all, is comped.
There is also the exclusive promo code. Anytime someone mentions an exclusive promotional coupon to use at checkout, that’s an ad. The company pays them a percentage for each order that uses that code.
When influencers are sent free merchandise from brands, they often review it. At the very least, TikTokers will show it in a PR unboxing. That product wasn’t free; however, it came with the intention of free advertising.
Unlike sponsorships, there usually isn’t a deal with PR. Influencers are added to a PR list and sent the latest products and exclusive gifts. So the next time you’re watching a PR unboxing remember that it is not just a fun haul; it is an ad. PR might be the sneakiest way in which companies advertise. The influencers are excited to get merchandise and are willing to show everyone for free.
Just because something does not explicitly state it is an advertisement does not mean it isn’t. Today the advertising world focuses on standing out from the clutter. The best way to stand out is to fit in. If people don’t suspect an ad, then they are more likely to be influenced by it.