Adweek: TikTok Has a New Way to Monetize Its Rabid Teenage Fans

Excerpt: “Hashtag challenges are actually available to the user base from an organic perspective every day,” said Simona Marmina, senior director of paid social at GroupM’s Mindshare. When millions of users are doing these challenges of their own volition, she added, the ad equivalent is “instantly accessible” and feels less forced in the middle of a newsfeed.

That said, if TikTok’s audience network is successful, it will give media buyers a window into the platform’s teen audience without requiring them to become too teen-fluent, or adapt their creative to better fit the platform—which could be the saving grace for marketers who can’t hack TikTok’s brand of humor.

For more insights, read the full piece in Adweek here.