Shake your phone with this new ad format by TikTok

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Social media platform TikTok has added a new ad format called Shake Surprise to its ecosystem of advertising solutions to enhance brand engagement and encourage interaction.

When an ad uses the Shake Surprise feature, users are invited to shake their phones to lead them to the brand campaign landing page.

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"At TikTok, we are always looking at ways to enhance our brands' experience and regularly introduce new features that inspire creativity, bring joy and innovate the way brands can effectively engage with their audiences,” said a TikTok spokesperson to MARKETING-INTERACTIVE.

“Shake Surprise is a new creative ad format that helps brands display ads in an engaging manner whilst keeping the experience more fun and native for users,” they added.

The Shake Surprise feature is a part of TikTok’s interactive add-ons for In-Feed Ads to entice engaged viewers with popups, stickers and other visual elements.

In a statement, TikTok also revealed that 57% of its users are more likely to search for brand information online when they engage with businesses through more flexible formats.

Recently, it was announced that TikTok will be fined for breaching children’s data privacy laws in the European Union, according to the European Data Protection Board (EDPB).

The regulator said that it had adopted a dispute resolution decision following TikTok’s legal objections to an earlier ruling in Ireland which is the video-sharing company’s European headquarters.

In the earlier ruling, a draft decision was issued by the Irish Data Protection Authority (DPA) for an own-volition inquiry into TikTok’s processing of the personal data of its users below the age of 17.

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