TikTok is a social media platform on which users can create and share short video clips. The platform has become very important in the field of online marketing as it has a large user base, particularly among younger target groups.
Companies use TikTok to present their products and brand and to get in touch with their target group. An important strategy here is to collaborate with influencers who present products or initiate challenges, allowing companies to increase their reach and establish an authentic connection with their target group.
Advertising material on TikTok includes ad formats such as in-feed ads, which are integrated into the user's general news feed.