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‘A stamp of legitimacy’: TikTok turns up its branded content spending and profile with publishers

Digiday 31 Jul 2020 04:03
July 31, 2020 by Max Willens

After a blitz of ad spending and careful marketing propelled TikTok into the mainstream, the ascendant social platform has begun using media companies to give it another stamp of legitimacy.

Over the past couple months, TikTok has begun paying publishers ranging from BuzzFeed to PinkNews to The Dodo for branded content campaigns designed to raise awareness of content on its platform. TikTok has also been encouraging publishers to spend money on its platform and has been taking pitches on how it can work more collaboratively on campaigns, according to one source that heard the pitch in the past several weeks. Publishers are being encouraged to create and distribute content using their own talent, as well as TikTok’s influencers, though it is not doing any match-making of talent.

“TikTok is starting to play with publishers a lot more,” a chief revenue officer at a large lifestyle publisher said. “[It] has just opened up the door for publishers to do more together [with them].”

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TikTokBuzzFeedMae KarwowskiKarwowskiThe Wall Street Journal
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