TikTok Tells Brands Not to 'Make Ads' at First-Ever NewFronts

It announced new ways marketers can use the platform

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Ahead of TikTok’s presentation at the 2020 Digital Content NewFronts, the company released a new umbrella brand called TikTok for Business for its advertiser offerings. TikTok, a newcomer to NewFronts, adapted its vertical-first format for a horizontal presentation.

The main message to brands in today’s presentation was to understand the platform before running ads, hence its NewFronts slogan: “Don’t make ads, make TikToks.” 

“Brands have taken notice that being yourself is good for business, and we aim to continue providing a platform so they can build a meaningful presence,” Katie Puris, managing director and global head of business marketing at TikTok, wrote in a blog post.

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