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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.