MikMak said TikTok remains an important platform for advertisers, ranking second in traffic, behind Meta’s Facebook and Instagram (META).
As the deadline approaches for TikTok parent company ByteDance to divest from the platform or face a U.S. ban, MikMak founder and CEO Rachel Tipograph highlighted TikTok’s biggest advantages in attracting users and building community on “Seeking Trends” . She noted that the popular social media app has seen a 200% increase in traffic year over year.
“It grabs your attention through content and algorithms, and through personalization, guides you through the funnel so you convert,” Tipograph said. “So that’s the power of the whole marketing pipeline that exists in TikTok. You can find some of it in Meta, you can find some of it in Alphabet (GOOG, GOOGL), but TikTok is the whole story.”
Tipograph noted that Alphabet would likely gain the most in ad revenue if the Chinese app was banned, while e-commerce platforms like Amazon ( AMZN ), eBay ( EBAY ) and Walmart ( WMT ) could stand to gain from potential losses from TikTok Shops Benefit.
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This article was written by Josh Lynch
