TikTok adds a new feature to help brands interact with their consumers. With the interactive add-ons you can use clickable stickers. Think of standard add ons like a discount code sticker; a poll; a countdown sticker and a display card. Additionally, there are also some premium add ons like pop-out showcase; gesture and super like.
Users who have shared, liked or left a comment on a TikTok video are 150% more likely to purchase a product. With these creative enhancements, it becomes easier to capture consumer attention and stimulate further interaction.
TikTok Interactive Add-ons: from watching to participating
TikTok is raising the bar for brand engagement with the launch of its interactive add-ons. These new features — from coupon stickers and polls to pop-out showcases — give marketers powerful ways to turn passive viewers into active participants.
What started as an entertainment platform is evolving into an ecosystem for behavioral engagement design. For marketing leaders, this marks a key shift: engagement is no longer a metric, it’s a mechanism for building brand loyalty and commercial intent.
The challenge: holding attention in an oversaturated content world
Attention is the scarcest resource in digital marketing. Users scroll faster, algorithms filter harder, and traditional ads struggle to break through. TikTok’s model demands something different: not broadcasting, but activating.
Where campaigns once focused on impressions, the new frontier is interaction intent — the willingness of users to click, react, or take part. TikTok data shows that users who like, share, or comment on a video are 150% more likely to buy a product. Engagement isn’t a side effect anymore; it’s a direct growth driver.
The challenge for brands is to design for interaction, not hope for it.
Analysis: how TikTok’s add-ons turn creativity into behavioral data
TikTok’s interactive add-ons give brands a toolkit to create content that inspires immediate participation. They come in two categories:
- Standard add-ons include coupon stickers, polls, countdowns, and display cards — all designed to spark light-touch interactions within the content flow.
- Premium add-ons such as pop-out showcases, gesture reactions, and super likes introduce dynamic, high-impact moments that invite users to actively engage with the ad experience.
What makes these tools strategically powerful isn’t just their creativity, but their data yield. Every interaction generates behavioral signals that feed TikTok’s algorithm, improving ad targeting and creative relevance.
Each creative touchpoint becomes a learning loop — revealing how audiences think, choose, and connect. In other words: campaigns are no longer just watched, they’re learned from.
Engagement design as a strategic discipline
At Follo, we see TikTok’s interactive add-ons not as gimmicks but as the foundation for what we call engagement design — the deliberate creation of brand experiences that trigger action, collect insight, and build emotional resonance.
Three strategic principles define this shift:
- From attention to action.
Content shouldn’t end with storytelling. Embed functional triggers — polls, gestures, coupons — that move people from passive viewers to active contributors. - Use data as your creative compass.
Track which interaction formats drive the strongest engagement and purchase intent, and use those insights to shape creative strategy. - Design consistent brand experiences.
Align interactive elements with brand identity. Each add-on should reinforce recognition and trust, not act as a one-off stunt.
The launch of TikTok’s interactive add-ons signals the next evolution of social media: from content consumption to co-creation. Their real value lies not only in creative possibilities but in the behavioral data they unlock.
Brands that invest in engagement design today are building algorithmic advantage for tomorrow. Instead of competing for visibility, they compete for meaning — and meaning is what drives modern loyalty.
