On June 20, TikTok hosted its first Cannes Lions International Festival of Creativity.
In this way, bringing together several app leaders to discuss the future of the company and the challenges that must be overcome.
In fact, the event is considered one of the main awards in the marketing sector, where executives debate TikTok's next steps.
The highlights of the time were the security challenges, addition of purchasing functions and also the impact of iOS 14 privacy guidelines in advertising.
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Despite the new features of Apple's latest system, Tiktok still aims for new brands for the platform.
Furthermore, expectations increase due to the update of the application's security policies. In fact, this was a factor that made brands view TikTok with suspicion.
TikTok's president of global operational solutions, Blake Chandlee, revealed that the platform has hundreds of thousands of advertisers. However, it is looking for solutions to reach millions of brands.
To this end, the suggested adjustments, so far, have been the addition of ways to purchase on the platform and also the inclusion of a program that determines the quality of the ads.
As we saw previously, Apple's option to limit cross-platform tracking placed a barrier to marketing.
To get around it, TikTok plans to implement new functions in the application and target ads contextually. As well as, establish measures for quality control and brand safety.
Francis Stones, the platform's head of security, said during the event that the application review process does not just include images. But it also checks sounds, emojis and texts.
As already mentioned in this article, the shopping function is the highlight of TikTok's next steps. Therefore, the application's efforts are focused on conquering new brands.
In this way, it will be possible to increase the resources offered to users and also present new functions to brands looking for the platform.
The process of expanding the shopping function on TikTok will allow brands to profit immediately when content goes viral. Furthermore, this factor can also be applied to content made by users.
These features will allow brands to segment their audiences, guiding their ads and bypassing the limitations imposed by iOS 14.
Furthermore, brands they will be able to increase their visibility, reducing the chances of negative association, in addition to the means to make sales.
With all the changes, you may wonder what the advantages of investing in content for TikTok are.
In addition to the new functions, the statistics are very promising. In a short time since its launch (when compared to other social networks), TikTok now has 1 billion active users per month, around 14% of the world's population.
According to research carried out by WeAreSocial, TikTok is in seventh place among social networks with the largest number of followers.
In Brazil, there are around 4,72 million active users, according to studies carried out by Statisa. As a result, the country is second only to China in terms of the number of users.
The consumption data issued by Shopify reveal that TikTok is the ideal platform to reach young audiences.
According to statistics, 66% of users are under 30 years old, many of them between the ages of 16 and 24. Making the application very promising for advertising strategies.
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