TikTok is still an important platform for advertisers and ranks second in traffic after Meta's Facebook and Instagram (META), according to MikMak.
As the deadline approaches for TikTok parent company ByteDance to divest from the platform or risk a U.S. ban, MikMak founder and CEO Rachel Tipograph joins Asking for a Trend to discuss TikTok's biggest strengths in attracting users and community building. She points to the popular social media app's 200% year-over-year traffic growth.
“It grabs your attention with the content and algorithm, and through personalization it drives you through the funnel to get you to convert,” says Tipograph. “So it's the power of the entire marketing funnel that exists within TikTok. You find some of that in Meta, you find some of that in Alphabet (GOOG, GOOGL) but TikTok is the whole story.”
Tipograph notes that if the Chinese app is banned, Alphabet could see the biggest gain in ad revenue, while e-commerce platforms like Amazon (AMZN), eBay (EBAY) and Walmart (WMT) could benefit from the potential loss of TikTok Shops .
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This post was written by Josh Lynch
