In a TikTok video with the hashtag #awesomekiss, viral teen star Charli D'A...
- In a TikTok video with the hashtag #awesomekiss, viral teen star Charli D’Amelio uses an eos Products lipbalm before kissing the screen and transforming into a dancing, costumed Santa in an ad for her 12 million followers.
The Chinese-owned app, which has come under scrutiny from U.S. lawmakers and regulators over concerns around its data handling and content moderation, has made a push to attract U.S. advertisers. It is testing a biddable option for certain ads, piloting in-app shopping features and has shown up at marketing events such as Cannes Lions Festival. In September, it launched a test “creator marketplace,” a service which matches up brands and influencers.
They saw TikTok, which is owned by tech giant Beijing ByteDance Technology Co, as a cost-effective way to raise brand awareness with younger audiences. Facebook-owned Instagram has stepped up its e-commerce game this year, trialing features that let U.S. users shop from the app and let some creators tag products in posts.“We went into it very much knowing that commerce and revenue coming through TikTok wouldn’t be the goal,” said Soyoung Kang, chief marketing officer at eos, which spends under 10% of its marketing budget on TikTok. “The goal was specifically to engage with a platform that’s just growing like wildfire.
A demo version of TikTok’s relatively small online creator marketplace, seen by Reuters, showed that brands can search for influencers by attributes such as reach or by details about their audience, including region, age and gender. Brands can invite influencers to talk and then go off-platform to manage contract negotiations.
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