TikTok reveals the strategy of the Cannes platform

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On Monday, June 20, TikTok hosted its first company event at the 2022 Cannes Lions International Creativity Festival.

Several social media platform leaders were on hand to discuss their vision of the company’s future and its challenges.

TikTok leaders discussed several topics at the event, which takes place every year in a resort town on the French Riviera and is considered one of the most important awards ceremonies for the advertising industry.

These included adding shopping functionality, security challenges, impact IOS privacy settings 14 on social media advertising and the economics of influencers / creators.

TikTok intends to win over more advertisers despite privacy restrictions

Blake Chandlee, TikTok’s president of global operational solutions, revealed that the platform currently has hundreds of thousands of advertisers, but is targeting millions.

It intends to achieve this by adding new tools to the platform and implementing its own program that will report on ad quality.

Just like other social media sitesTikTok is looking for new ways to target advertising across Apple, offering users the ability to limit cross-platform tracking.

According to Ray Cao, CEO and global product manager, monetization strategy and operations, the TikTok platform will include more contextual targeting.

In addition, the platform is taking steps to address quality control and brand safety issues, which has led some advertisers to be wary of TikTok in the past.

Francis Stones, TikTok’s head of European brand security, said the platform’s review process now involves more than just pictures. It also checks for sounds, text, and emotional symbols to ensure that brands are not inadvertently associated with something potentially problematic.

Shopping on the platform will be expanded

TikTok is currently in the process of global expansion live shopping functionalityaccording to Sofia Hernandez, global head of business marketing.

This new feature will allow brands to take advantage of viral status, which they can gain directly from user-generated content.

These changes should open up new opportunities for digital marketers by allowing them to target their audiences more accurately. Brands and content creators will be able to increase their exposure with reduced concern about negative links, while also gaining sales revenue.


Vir: AdAge

Selected image: Mehaniq / Shutterstock

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