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‘Too beholden’: Why the TikTok ban has marketers griping about their reliance on Facebook and Google

Digiday 17 Aug 2020 04:01
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August 17, 2020 by Kristina Monllos

Marketers are once again grumbling about their dependence on Facebook and Google. 

In recent months, it’s been tough to remember that problems predating the recession and the pandemic existed, but the power of the duopoly and marketers’ unbalanced reliance on it has long been an issue. And over the last week or so that issue has bubbled up once again due to the potential TikTok ban in the U.S. 

If you ask marketers why the looming threat of a TikTok ban has brought up an old gripe, you’ll hear about how they’ve been trying to diversify their media channels away from just Facebook and Google and that TikTok was a viable option. It’s one that many had newly tested. During the Facebook boycott last month, many marketers tried out advertising on TikTok — it’s unclear how much media budget was redirected to the platform at the time — which just last month opened up its self-service advertising platform to marketers globally.

That’s certainly been the case for Hero Cosmetics. “From a growth perspective, we rely really heavily on Google and Facebook,” said Hero Cosmetics co-founder and CEO Ju Rhyu. “We recently started using TikTok for media and saw strong ROAs. We thought TikTok would be our third platform. We were like, this is great because it helps us diversify away from only Google and Facebook. But now there’s the possibility of the ban.” 

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TikTokFacebookGoogleHero Cosmetics coCEO Ju Rhyu
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