At the 2022 Cannes Lions International Festival of Creativity, TikTok held its first-ever corporate event on Monday, June 20.
A number of the social media platform’s executives were present to talk about their goals for the future of the business and its difficulties.
Executives from TikTok spoke about a number of topics at the event, which is held yearly in the resort town on the French Riviera and is regarded as one of the top award shows for the advertising sector.
These included the addition of shopping functionality, difficulties with safety, the influencer/creator economy, and the privacy settings in iOS 14’s social media advertising.
Read When is the Best Time to Post on TikTok?
More Advertisers Will Join TikTok Even with Privacy Restrictions
The platform currently has hundreds of thousands of advertisers, but TikTok is aiming for millions, according to Blake Chandlee, president of global operations solutions.
It plans to achieve this by adding new tools to the platform and implementing a program developed in-house that will report on the quality of ads.
Since Apple gave users the option to limit cross-platform tracking, TikTok has been looking for new ways to target advertising like other social media platforms.
The platform of TikTok will have more contextual targeting, according to Ray Cao, managing director and global head of monetization product, strategy, and operation.
Additionally, the platform is making efforts to address issues with brand safety and quality controls, which have in the past led some advertisers to be leery of TikTok.
Francis Stones, head of European brand safety for TikTok, stated that the platform’s review procedure now goes beyond just looking at images. To make sure that brands aren’t unintentionally connected to anything potentially problematic, it also checks sounds, text, and emojis.
Expanding In-Platform Shopping
According to Sofia Hernandez, the global head of business marketing, TikTok is currently expanding its live shopping functionality on a global scale.
With the help of this new feature, brands will be able to directly benefit from the viral status that user-generated content can provide.
By enabling them to more precisely target an audience, these changes ought to present new opportunities for online marketers. Brands and content producers will be able to increase their exposure while being less concerned about unfavorable associations and gaining a way to generate revenue.
Learn more from TikTok and read Who Viewed Your Posts on TikTok.
