‘Easier for brands to engage with the platform’: Inside TikTok’s revamped pitch to advertisers

Digiday 29 Jun 2020 04:03
June 29, 2020 by Seb Joseph

As the rising challenger to established social networks, TikTok is starting to press home its last-mover advantage to marketers eager for options and alternatives and greater control.

In its latest pitch to advertisers during the NewFronts in the U.S. and an online event for European advertisers last week, the app is stressing its deviation from the way older rivals have gone to market with promises to be more transparent on the performance of its ads and insisting it’s a safe haven for marketers’ spend.

Last week the video-sharing app kicked off a campaign to demystify what makes the platform unique and valuable to brands in Europe and the U.S. The pitch makes several references to why advertisers should focus on “making TikToks, not ads” as a statement for what will play best on the platform. In doing so, TikTok is veering away from the well-trodden path of trumpeting the size of its audience to rather focus on why advertisers should want to reach its young cohort, who are dance and musci-crazed, but more sophisticated and varied than might be suspected — and how to do so. 

What else do I need to know about TikTok’s new pitch?

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TikTokEuropeStuart FlintUSMilward Brown
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