Accused by the Trump administration of being a front for the Chinese government, therefore, the TikTok advertising business looked hopeless last July.
The big brands retreated in spending, even when TikTok executives offered refunds to advertisers in case the social media platform was banned from operating in the United States.
But after it became clear that Joe Biden had won the US presidential election in November, everything changed.
Erica Patrick reviews about TikTok Ads:
“Interest in TikTok has also exploded,” said Erica Patrick, vice president and director of social media at Mediahub Worldwide, who has worked with brands like Netflix and Twitch.
She also said she expects customer spending to increase significantly over the next six months.
However, the Biden government stops a government action brought by Trump officials, corporate sponsors have returned to the popular short video sharing app, reserving advertising campaigns and experimenting with A new way to reach users, three heads of advertising agencies.
While The objection over national security and TikTok during the previous administration appears to have been “another feat” and was not a serious concern for advertisers, Patrick said.
But Trump’s defeat in the election was the turning point for many advertisers who were previously “on the fence” about TikTok, according to a media buyer.
As the business grows, the platform also addresses the top brands individually in an effort to address persistent concerns, such as placing their ads, the buyer said.
Although TikTok’s advertising business in the United States is estimated to be still small compared to larger social platforms, TikTok said it tracked a 500% increase in advertisers running campaigns in the United States throughout 2020. She says she maintains ongoing conversations with advertisers about brand safety.
Since the end of last year, TikTok has enrolled “McDonald’s, Kate Spade, Chobani, and Bose, as well as nonprofits, including the St. Jude Children’s Research Hospital, a TikTok spokeswoman said“.
Moreover, Bose found that ads on TikTok are watched longer than on other platforms, said Christina Kelleher, global social media manager at Bose.
St. Jude has also raised about $ 50,000 since September through a donation button on TikTok, according to ALSAC, the fundraising and awareness organization for St. Jude.