Digiday+ Research: TikTok is hot, but agencies are skeptical of whether it works
TikTok has captured the imagination of marketers and increasingly larger portions of their ad dollars as they hotly pursue the young cohort flocking daily to the platform by the millions. But these are early days of the platform’s appeal among the 86 agency execs surveyed in February that actually spend client budgets on TikTok — less than 20% say they are at least “confident” it works, far behind the social platforms that have dominated digital marketing for years now.
In general, agencies and their brand clients — 145 of who were polled in February — direct a fairly small amount of their media to non-Meta-owned social channels like TikTok along with Snapchat, Twitter, Pinterest and Reddit. The majority said they either spend a very small part of their budget on these channels — or none at all, which comes as somewhat of a surprise given the attention paid to them by the consuming public. Still, the fact that all these channels, save Reddit, register at all among advertisers spending a “large portion” or “very large portion” indicates their futures are bright as marketing options.
More in Media
Creators are split on whether to keep using TikTok’s editing app CapCut post-shutdown
To many video creators — particularly those with less of a TikTok presence — the brief takedown of CapCut on Jan. 18 and 19 came as a surprise. Most news reports about the impending ban were laser-focused on the short-form video app itself, leaving many observers unaware of the connection between the two apps.
LADBible Group CEOs plan for growth: £200m, IP, M&A and more
Lad Bible Group is defying the odds. Its revenue has tripled in five years, soaring from £30 million in 2020 to £90 million today.
Media Briefing: TikTok’s U.S. shutdown has little impact on publishers’ traffic and video strategies
Data shows the TikTok ban in the U.S. didn’t have much of an effect on publishers’ site traffic, while publishers focus efforts on their onsite short-form video strategies.