Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

TikTok launches ad solution aimed to court advertisers while pleasing creators

The news: TikTok introduced Branded Mission, an ad solution that enables brands and agencies to crowdsource authentic content from creators and turn highly engaging videos into ads.

More on this: The new feature allows advertisers to discover TikTok’s “diverse system of creators” and involve the broader community in branded initiatives while keeping each creator’s unique voice. Creators get the opportunity to work with brands on branded content.

  • Creators 18 and older with more than 1,000 followers are eligible to participate in a Branded Mission, which should help increase their discoverability. Eligible creators whose videos are chosen to run as ads will receive cash payment and an influx of traffic to their content.

Zoom out: TikTok is doing its best to court advertisers in as many ways as possible.

  • The ByteDance-owned platform recently began allowing advertisers to add first-party cookies to its site conversion pixel, allowing them to track site activity and attribute advertising across browsers—something Meta’s Facebook has done for years.
  • In April, TikTok launched “Interactive Add-Ons,” which allow brands to add interactive features like polls to their ads in the app’s video feed and facilitate engagement.
  • This comes shortly after the launch of TikTok Pulse, an expansion of the platform’s creator monetization options that will run ads alongside the top 4% of all videos on the app and give creators a 50% cut of ad revenues.

Jealous much? These days, it seems like everyone wants to be TikTok.

  • YouTube’s ad sales during the first quarter of 2022 missed Wall Street expectations by over half a billion dollars, prompting Alphabet and Google CEO Sundar Pichai to focus on Shorts, YouTube’s short-form TikTok competitor, which averages over 30 billion daily views—a fourfold-plus increase over the 6.5 billion it averaged last year and double the views from Q4 2021.
  • Instagram recently expanded its 90-second Reels test, which began in February, to more users. To combat the threat posted by TikTok, Meta said that Reels producers who upload original material on Facebook would now receive additional compensation.

The big takeaway: While Branded Mission is primarily geared toward advertisers, it should simultaneously help TikTok grow its bona fides as arguably the most creator-friendly of all social media platforms.

  • These ad initiatives are part of why we forecast TikTok’s advertising revenues to triple this year, surpassing Twitter and Snapchat combined.
  • If TikTok plays its cards right, its ARPU could soar from $65.80 this year to $112.94 in 2024. That profitability can only happen if features like Branded Mission continue to roll out—and roll out well.

Go further: Our TikTok Advertising report will be out next week. Subscribers should make sure Report Notifications are turned on to be the first to know when it publishes.