Hi all,
Anticipating today's conversation on paid acquisition for the search I was also interested on other forms of paid acquisition through social media channels, especially the ones that are gaining enormous popularity among Gen Z like TikTok. "The year-old app from Beijing-based ByteDance, just surpassed 1.5 billion downloads on Google Play and the App Store, according to Sensor Tower, with lifetime user spend reaching $175 million worldwide. " It's apparent that ad buyers want to be on the platform as a response to this TikTok launched their beta version of self-serve ad model (analog of what Facebook and Snapchat are using). It still has some issues with measuring metrics and targeting which, as we learned, make the advertising more valuable for the buyer and more expensive as well. In addition to the complaints about the self-serve tool, ad agencies experience showed that campaigns that looked native to the platform (like ads with hashtag challenge or influencers features) seem to be the most efficient on TikTok. Many people expect TikTok to come up with their own version of the ad tool such as Creators Marketplace which now is in beta testing and will allow advertisers to make creator-driven ads easier.
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