At its core, TikTok is not the ideal platform for advertising. It’s a place where average people are invited to bask in short-lived internet fame by planting relationship advice, makeup tutorials and self-deprecating humor onto the For You pages of oddly specific audiences.
But like most social media apps, it has also become a hub for buying and selling stuff. This week, TikTok announced a partnership with Publicis Groupe, which will help brands capitalize on viral commerce trends. While the platform is quickly expanding its menu for marketers, there will always be some brands that create the right messaging on TikTok and others that will fall flat.
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