Retailers Find TikTok a ‘Sunny Place’ for Advertising
The New York Times
Brands are flocking to the platform like never before, drawn by its more than 1 billion users and its algorithm, which can make an ad seem like just another video.
Ever since young Americans began their exodus from commercial television to streaming services and social media, advertisers have searched for the digital equivalent of home shopping channels, a place online where users might engage with ads rather than just quickly clicking past them.
Now, they think they’re closer to finding this holy grail of marketing, and it doesn’t look anything like QVC.
Welcome to the holiday shopping season on TikTok, where retailers are present like never before, their authentic-seeming advertisements dropped in between dances, confessionals, comedy routines and makeovers.
