How Advertising on TikTok Differs from Instagram and YouTube

EMILY ENGLE | November 26, 2019

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Earlier this month, music-centric social media platform TikTok reached the 1.5 billion download mark. But while advertising on other established platforms like Instagram and YouTube has guidelines and prescribed formats, TikTok is still figuring out how to regulate money passing through its platform, and for brands, the best advertising methods to employ. Alessandro Bogliari, CEO of The Influencer Marketing Factory, recently described the current TikTok advertising landscape as “the wild west” where “everyone is doing something different.” The Verge recently took a deep dive into marketing on the platform and uncovered that when it comes to ads, TikTok users are seeking an authentic approach to product placement and brand dialogue. Jacob Pace, CEO of TikTok-focused media company Flighthouse, explained to the publication that “Gen Z doesn’t mind being marketed to, as long as it’s quality content.” In a similar vein, Bogliari noted that “on Instagram, it’s a lot of buy this, buy that, use my promo code. But on TikTok, it’s about being funny and entertaining. You put the product inside a video and do a soft sell.”

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