TikTok is having a moment, but business success isn't guaranteed
Hi and welcome back to the Advertising & Media Insider newsletter with the latest in BI Prime advertising and media coverage. Lucia Moses here, deputy editor of the desk. House members Tanisha Coetzee, Tianna Singer, Nupur Sharma, Alex Youmazzo, Emmy Combs and Dayna Marie attend the launch party for Girls in the Valley at The Sugar Factory on March 12, 2020 in Century City, California.
TikTok's gradual approach to monetization and a slowdown in ad spending and general reluctance by marketers to experiment could also hinder its growth.TikTok is breaking download records and taking over pop culture. But experts say it faces challenges in turning user growth into profit.Internal communications used to be low on the totem pole compared to public-facing PR.
As Jen Prosek, founder and CEO of Prosek Partners, told BI's Sean Czarnecki: "Everyone is parsing their PR spend: Is it nice or is it necessary? Crisis, special transactions, strategic comms, and employee engagement are in the absolutely necessary bucket."
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