TikTok Introduces New Options for Advertisers at its First In-Person NewFront Presentation

The Big Message Through TikTok advertisers can reach a wide variety of audiences by age common culture and tastes quotMore than a billion people worldwide use TikTok every month not just Gen Zquot declared one company executive on stage quotWe reach millions of Millennials and Gen Xersquot Further millions of users spend quota movie39s worth of timequot or several hours watching TikTok every day The message was clear People check social media but they watch TikTokHost Singerrapper Shuba and actor Chris Olsen both popular TikTok video makers shared hosting duties Both were engaging with each other and the capacity audience on hand Other TikTok personalities came onstage for a minipanel segment midway through the presentationWhat Worked Inventive effective usage of the venue to demonstrate the range of TikTok creators many of whom populate topicspecific Community Toks such as sports fashion beauty food etc and their advertiser relationships Biographies of individual creators were posted on stands spread around the seating area After the formal presentation portions of the room were converted into quotCommunity Tok Showroomsquot featuring TikTok creators from those Toks As some attendees headed for the bars around the room many others stopped by the community locations for a creator chat to sample items displayed or to grab some swagWhat Also Worked Everyone on stage emphasizing the point that TikTok is a video town hall that organizes people by their interests or common social status and creates new communities for users with similar goalsWhat Didn39t Work The minipanel expected to be spontaneous dialogue among TikTok creators turned out a largely scripted questionandanswer segment It could have been more impactfulBonus Points A pair of original songs from TikTok creator Jessia accompanied by solo keyboardsData Points TikTok viewers are 15 times more likely to explore new creator communities during each viewing period Sponsors using the platform on average get a 26 percent lift in brand favorability among users and a 22 percent lift in brand recognition Sixtysix percent of viewers find TikTok has a big impact on general culture while a majority of users are inspired to take action to better their lives after watching TikTok videosNews TikTok Pulse a new ad campaign option will be deployed over the next few weeks Pulse will place messages next to the most culturally relevant videos in 12 categories from fashion and music to anime and gaming The messages will show up near the top four percent of videos that go viral on any particular day as determined by viewer engagement brand suitabilitysafety and other factors IPG Mediabrands will be among the first agencies or media buyers committing clients to Pulse usage on a frequent basis In a separate move TikTok will explore a revenuesharing system where creators with at least 100000 followers can earn a percentage of revenue from advertiser participation in their videosParting Words quotI filmed this NewFront last year in my living room This is so much betterquot Sandie Hawkins TikTok North America General ManagerClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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TikTok Introduces New Options for Advertisers at its First In-Person NewFront Presentation

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Simon Applebaum

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TikTok Introduces New Options for Advertisers at its First In-Person NewFront Presentation

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