One of many mysteries of this algorithm-driven age is how TikTok’s ‘For You’ feed works, in terms of the videos it recommends to users of its app. However, a report in the Financial Times this morning suggests that TikTok may be considering adding something a bit more… curated to its offering.

The newspaper describes it as “a curated feed of content that will provide a safe space for brands to advertise… a new stream that could include carefully selected content from the growing army of so-called TikTok creators or original videos created by professional publishers”. The theory being that having a feed with more control would enable TikTok to charge higher advertising rates, while reassuring brands that their ads won’t appear alongside content they’d be unhappy about. Snapchat’s ‘Discover’, Facebook Watch and Instagram’s IGTV are the obvious parallels to such a plan.

Earlier this month, app-analytics firms Apptopia and SensorTower claimed that TikTok’s revenues from in-app purchases by its users have been rocketing, but ads will also be an important revenue stream for the app.

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Stuart Dredge

Music Ally's Head of Insight

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