While the Biden administration pauses a government lawsuit filed by Trump officials, corporate sponsors have raced back to the popular short video sharing app, booking advertising campaigns and experimenting with new ways to reach consumers, three ad agency executives told Reuters.
As business picks up, the platform has also approached major brands individually to address lingering concerns such as their ads’ placement, the buyer said. Bose has found that ads on TikTok are watched for longer than on other platforms, said Christina Kelleher, manager of global social media for Bose.St. Jude has raised about $50,000 since September through a donation button on TikTok, according to ALSAC, the fundraising and awareness organization for St. Jude.
The company has also asked brands for $1.5 million to sponsor a live finale event on Feb. 26 featuring artist performances and special guest appearances, the slide deck showed. Influencer marketing, already a major form of advertising on TikTok, is booming as more brands rush to pay top stars famous for their dance routines or comedy skits to promote products to their millions of fans.