Social Media Today reports: “TikTok has repeatedly explained that it’s not a social media app, it’s an entertainment platform, with a focus on showcasing the best video content, not building a social graph to connect users with friends, as such. That approach also extends to advertising in the app, and facilitating connection between users and products, via what TikTok calls ‘Shoppertainment’, which seeks to align these two key elements. And that can lead to significant opportunities – as per TikTok: “According to research, shoppertainment could uncover $1 trillion in market value for brands in the Asia Pacific (APAC) region by 2025, up from $500 billion today.'”

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