Social media ads are getting smarter
TikTok and Meta now offer interactive add-ons that help brands cut through the noise and encourage people to take action. These features are a serious upgrade for advertisers looking to get better results. We recently used TikTok’s Story Selection add-on in our latest campaign for Marching Powder, Danny Dyer’s new film, and saw firsthand how powerful these tools can be.
The problem with traditional social ads on both Meta and TikTok is that people scroll past them without a second thought. Interactive add-ons help to change that. Whether it’s a poll, a quiz or a countdown timer, these features force users to pause, engage and – crucially – remember your brand.
TikTok’s Story Selection is a game-changer. This feature lets users pick different storylines within an ad, making them feel more involved. We used it for Marching Powder to let viewers decide between Danny’s character choosing the Dad Life, or the Lad Life, much like the key themes of the film. Depending on their choice, they would subsequently watch a different piece of content. Rather than passively watching, they engaged with the content, boosting interest and driving more traffic to ticket pages.
TikTok’s gesture-based features let users swipe, tap or shake their phone to unlock deals or see more content. Meta’s CTA-focused add-ons like countdown stickers create a sense of urgency, nudging users to act fast.
TikTok
Getting clicks is one thing, but getting conversions is another. Features like product tags, lead forms and instant experiences bridge the gap between interest and action. Instead of making users jump through hoops, these add-ons guide them seamlessly towards conversion. By letting users interact with different clips from Marching Powder, we kept them engaged longer and increased their intent to buy tickets.
on March 14th, 2025