How advertisers are using TikTok during the recession

Digiday 18 May 2020 04:00
May 18, 2020 by Seb Joseph

TikTok’s large and growing audience is high on the radar of marketers at Procter & Gamble, Kellogg’s, Converse and Crocs who are intrigued by how it has become a form of light relief during lockdown.

While it’s not the first place those advertisers are spending their media dollars, the few campaigns they do produce on TikTok have the potential to spread in a way that’s harder on other platforms thanks to an algorithm that surfaces content not by who you follow, but by content that trends quickly. 

The challenge format, whereby TikTok users will make videos attempting to do the same thing, lends itself to user-generated content which is highly coveted by advertisers now. Indeed, Procter & Gamble’s Distance Dance sponsored challenge with dancer Charlie D’amelio on TikTok last month has generated over 14 billion views since it launched last month. That’s on the back of ad format that costs $150,000. Savvier brands have started combining TikTok’s ads with influencer content to really generate significant ROI, said Claude Zdanow, CEO of Stadiumred Group.

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