TikTok For Business

TikTok is getting organized. The addictive, endorphin-producing, AI-driven social video network has organized its advertising tools under the “TikTok for Business” banner. It has also added a new “Brand Scan” AR feature that lets brands do virtual product/message placement using AR. (The new feature directly competes with Snapchat’s “Sponsored Lens” and “Word Lenses” AR tools.)

I have to limit myself to 5 minutes per day on TikTok. Otherwise — like so many other poor souls — I would spend my life mindlessly scrolling through the most “customized and tuned to my brain” feed of videos anyone has ever put in front of me.

(Note: As I have previously written, there should be some kind of thoughtful regulation — or at least some industry self-regulation — about the addictive nature of these super-self-tuning systems. In November 2019, China passed laws requiring TikTok and about 50 other video and gaming networks to provide anti-addiction tools and access restrictions for users under the age of 18.)

Now that TikTok for Business (nothing new here except the Brand Scan feature) has organized its advertising tools in a smart, convenient, and easier to use way… buckle up. TikTok’s ad rates are (for reasons I do not understand) cheaper than Facebook and, in many cases, much cheaper than Google. We’ve got lots of clients getting exceptional ROI and also very good awareness metrics using the platform. This is already interesting, and now it’s going to get much more competitive.

Will TikTok ruin itself by “selling out?” I don’t think so. TikTok’s AI will perfectly balance the number and type of commercial messages presented to match each user’s behavior. Insidious, yes, but wildly effective.


Take the Survey

If the survey is not visible, click here.

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit shellypalmer.com.


PreviousObjective Reality NextIt's a Business of Sheep

Get Briefed Every Day!

Subscribe to my daily newsletter featuring current events and the top stories in technology, media, and marketing.