ByteDance-owned TikTok is emerging as a popular advertising platform.
The Chinese short video app has 120 million users. Online retailer Voonik, ecommerce sites such as Myntra, ShopClues, Snapdeal, edtech startups like Cuemath, Masterclass, video-on-demand companies Voot and Viu, delivery app Dunzo, dating app TanTan, social commerce platform Meesho and short-video social network app Vigo are advertising heavily on ByteDance to target their respective consumer demographics.
“TikTok has users creating great content even from the most remote towns in the country. For marketers, this translates into easily reaching an audience that was harder to tap otherwise,” Sachin Sharma, head of ad sales and customer support for ByteDance India, told Economic Times. The company has launched advertising formats ‘Brand Takeover’ that allows fullscreen vertical display and ‘In-feed Native Video’ that allows for more immersive and interactive format, ET reported.
Tiger Global-backed ecommerce platform ShopClues said it is currently running a small pilot on TikTok. The company considers social media as a key channel for customer acquisition, and TikTok is the ideal platform to spread the word.
ByteDance is currently the world’s most valued startup with an estimated worth of USD 75 billion.