How Advertisers Plan to Take Over TikTok on Super Bowl Sunday

Brands are snagging the attention of half-interested viewers who will likely swipe through the app during the game

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Krishna Subramanian, co-founder and CEO of influencer marketing platform Captiv8, has one piece of advice for Super Bowl advertisers: don’t copy and paste your content from the big screen onto TikTok.

“It’s about looking at TikTok as an extension of your TV ad,” he said. “Carry that same theme over, but make it super authentic for that platform.”

Last year, Captiv8 proved just how lucrative activating influencers and hashtag challenges on TikTok can be—-after digging into the Doritos and Turbo Tax 2021 Super Bowl spots and corresponding campaigns on the platform, Captiv8 reported a significant difference in reach.



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