‘Out of the Innovation Bucket’: TikTok’s Share of Dollars Grows the Further It Goes Down the Marketing Funnel

Digiday reports: “TikTok isn’t a social network – at least not in the traditional sense. People don’t open the app to see posts from their friends. They open it to watch creators. And yet, advertisers continue to call it exactly that. Labels like this end up conveying something absolute. That’s hard to move away from once it’s decided. It can even prevent growth in other areas.”

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