TikTok has rapidly become one of the most influential platforms for marketers, and its latest wave of interactive ad features is pushing engagement to new levels. Rather than relying solely on traditional in feed videos, brands can now add gamified polls, swipeable cards, stickers and countdown timers that invite viewers to interact directly with the content. Both consumer and B2B brands are finding creative ways to use these tools, proving that interactivity is not just for entertainment but a serious driver of results.
What the new add ons offer
Interactive add ons give marketers a way to transform passive viewing into active participation. A simple video can now include clickable elements, quizzes, polls and even prompts to reveal hidden offers. For viewers, these features make the experience feel more like a game than an advert. For brands, they provide a wealth of engagement data and a chance to capture attention for longer.
There are two main categories. Standard add ons are lightweight features like voting stickers and gesture controlled reveals. Premium add ons include features like countdowns to product drops and interactive cards that deliver deeper storytelling.
Beauty brands leading the charge
Beauty marketers have been quick to embrace TikTok’s interactive features. A global cosmetics brand recently launched a gamified poll asking viewers to vote for their favourite shade in an upcoming lipstick range. As users cast their votes, they unlocked behind the scenes clips of product development and sneak previews of other shades. The campaign generated a surge in comments and shares, with fans debating their choices and encouraging friends to join in.
Another beauty company created an interactive look book where viewers could swipe through different makeup styles and click to see tutorials. This approach kept audiences engaged for far longer than a standard video and positioned the brand as both a product provider and an educational resource.
B2B webinars promoted through TikTok
B2B brands are often slower to adopt consumer led platforms, but TikTok’s interactive add ons are starting to change that. A software company promoting a new webinar series on digital transformation ran a campaign using a quiz sticker to test viewers’ knowledge of industry trends. At the end of the quiz, viewers were offered a registration link for the webinar with the message that they could learn even more by attending.
The results surprised even the organisers. Not only did registrations increase, but engagement metrics on the platform showed that viewers watched the video multiple times to try different answers. The interactive element created a sense of challenge and fun that is rare in B2B marketing.
Why this matters for marketers
The success of these campaigns shows that interactivity drives deeper engagement across sectors. Viewers are more likely to remember a brand when they have actively participated in the content. This goes beyond vanity metrics like views and into meaningful actions such as sign ups, shares and conversions.
It also provides valuable insights. Every click, vote or swipe is a data point that can inform product development, creative strategy and audience segmentation. Marketers can see which shades, features or topics spark the most interest and adjust campaigns in real time.
Tips for using TikTok’s interactive add ons
- Start with clear goals. Decide whether you want to drive awareness, collect data or boost conversions.
- Keep it simple. Viewers respond best to quick, intuitive actions rather than complex multi step tasks.
- Test and learn. Run small pilots to see which features resonate with your audience before rolling out at scale.
- Integrate with wider campaigns. Use insights from TikTok interactions to refine email, social and paid media strategies.
Looking ahead
TikTok’s new interactive add ons are turning viewers into participants and creating new opportunities for both B2C and B2B marketers. Beauty brands have shown how to spark playful engagement, while B2B campaigns have proven that even serious topics can benefit from a touch of interactivity. As these tools become more widely adopted, the brands that experiment early and focus on genuine audience involvement will stand out in the ever competitive world of digital marketing.
