TikTok Messaging Ads: A game-changer or a double-edged sword for marketers?

TikTok, a platform synonymous with creativity and influence, has introduced a new offering for marketers: Messaging Ads. Now rolled out across the Asia Pacific region, this feature promises to transform how brands interact with users. Previously, the feature was already available in markets such as Thailand, Vietnam and Indonesia.

By enabling direct, one-on-one communication, TikTok aims to strengthen its positions not just as an entertainment hub but as a vital player in customer acquisition and relationship building. With Messaging Ads, brands can engage users in two ways. Direct messaging ads enable conversations within TikTok's app, while instant messaging ads redirect users to external platforms like WhatsApp. 

According to industry players MARKETING-INTERACTIVE spoke to, the new tool is an evolution of its offering but marketers should toe the line when it comes to experience versus intrusion. 

Sunny Johar, managing director of agency network KRDS, views this move as a natural evolution. "The function is in alignment with TikTok capitalising on being the platform of influence moving towards a more business focus for brands within the app itself," she told MARKETING-INTERACTIVE. Johar noted that industries requiring mid to high purchase involvement stand to benefit the most, as this feature allows marketers to engage customers at the point of active evaluation.

Dhawal Shah, regional managing director and co-founder of Singapore-based 2Stallions Digital Marketing Agency, sees similar advantages. Messaging Ads shift the focus from driving clicks to building relationships, he explained, and this function will especially appeal to SMEs who rely on direct messaging as part of their sales funnel.

Walking the fine line

While TikTok's Messaging Ads present marketers with a potent tool for deeper engagement, success depends on a careful balancing act. The platform's core audience - predominantly young and digitally savvy - values authenticity and a respectful online space. Missteps in tone or excessive promotion risk alienating users, making restraint and relevance essential.

Brands must focus on delivering messages that are not only concise but also genuinely useful. "The key is to prioritise user needs. Share genuinely helpful content, offer relevant deals, and be transparent about why you're messaging them in the first place," said Shanker Joyrama, CEO of Malaysia's Orion Digital.

Overloading users with irrelevant content or poorly designed chatbot interactions could lead to user fatigue and damage brand reputation. Establishing clear user opt-outs and crafting conversations that feel personal, rather than transactional, is crucial to mitigating this risk.

Don't miss: TikTok pays users to shop and invite friends amid potential US ban

Asia Pacific's appetite when it comes to communications and ads also introduces another layer of complexity. In fact, most people in East and Southeast Asia prefer indirect communication, said Izzudin Al Farras, a researcher at Indonesia's Institute for Development of Economics and Finance (INDEF).

Direct or overly frequent messages risk being perceived as intrusive in certain markets. For marketers, this means prioritising subtlety and trust-building over aggressive sales tactics.

Privacy, too, remains a critical concern. Messaging Ads inherently feel more personal, which also raises questions about data security. Joyrama warned, "Brands must handle data responsibly and comply with regulations."

Other experts echo this sentiment, noting that marketers should be transparent about utilising user data. Mishandling user data could erode trust in both the platform and the brands using it. That's where local regulations and transparent communication about data usage come in.

In Indonesia, for example, regulations are in place to govern data usage on digital platforms, including social media. The cornerstone of these regulations is the Personal Data Protection (PDP) Law, enacted as Law No. 27 of 2022, which mandates that users must be informed about how their data will be used and have the ability to withdraw consent at any time.

Marketers should understanding the local legal landscape to develop responsible and targeted strategies.

Crafting a winning strategy

To unlock the potential of Messaging Ads, marketers must approach the feature with precision and care. Al Farras suggests starting with concise, value-driven messages that prioritise relationship building. "Marketers should strike a balance between personalisation and professionalism in their communications," he said. "It's important to respect privacy and be mindful of timing."

Johar highlights the importance of setting clear objectives. Every message should serve a clear purpose - whether fostering relationships, generating leads, or promoting product awareness. She added that poor automation of messaging or poor use of chatbots when customers reach out can also be one of the biggest pitfalls in the user experience.

"With messaging ads, marketers should set clear objectives for what outcomes they hope from the platform - whether sales, lead generation, nurture or product awareness, and ensure their ads and communication align," she said.

"Ultimately, striking a balance between authenticity, creativity, and respect for people's time will be key to making this feature work in the long run. Sending too many messages or irrelevant content can quickly push users away," Joyrama said. He added that brands must ensure they handle data responsibly and comply with regulations.

From a platform perspective, Shah also added that if TikTok messaging starts getting associated with spam-like behaviour, this format will stop working fast - so the platform also needs to be stringent in enforcing its usage policies.

"A final pitfall might be that younger users do not associate TikTok with messaging apps such as Messenger and WhatsApp - so marketers need to tread carefully to meet their expectations when running this new ad format," he said.

"I've witnessed many trends come and go in this industry, but the fundamentals remain the same. Build trust, prioritise user experience, and understand your audience deeply. If TikTok can facilitate that within a messaging framework, it has the potential to be a very successful feature for marketers," he added.

Related articles:
Duolingo jumps in on TikTok ban talk with subtle but witty social post
Can Kwai and Bigo Live replace a banned TikTok?
TikTok inches closer to US ban in January 2025