TikTok Considering Featured Content to Boost Monetization Potential

Short video app TikTok (Source: REUTERS/Dado Ruvic)

TikTok, a leading short video application developed by Beijing-based unicorn ByteDance, is considering launching new streaming featured content designed to be viewed on screens vertically. It will target high-end advertisers.

The featured content section could include user-generated content, or videos from professional creators. The move would mirror a similar change made by US multimedia platform Snapchat, to ensure specific exposure to higher quality advertisements, distinguishing certain brands on the platform. TikTok is reportedly hiring advertising specialists from US competitors including Facebook and Snapchat while also creating digital tools for brands to manage promotional activities, in order to bolster their advertising capabilities.

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TikTok recently reached 1 billion monthly active users worldwide, and is seeking to further monetize their significant traffic and user base. Meanwhile, Blake Chandlee, head of TikTok’s US partnerships, said in an interview that the company is considering integrating purchasing functions within their app, allowing users to interact with brands and shop while on the platform.