It’s a difficult time for ad spend: The US just hit the fifth month in a row of declines. As marketers cut back on ad budgets, platforms like TikTok are feeling the pinch. Earlier this month, the company said it was reducing its global revenues goal by $2 billion.
Better audience targeting with the launch of Audience Insights could help protect the social media platform.
TikTok says its new filters and capabilities help brands find user interests, aggregate audience information, and bring audience personas to life.
The Interests and Behaviors filter provides additional targeting capabilities to look at:
This info can be used to validate current audiences or find new ones, as well as help marketers plan content that will resonate, TikTok says.
Audience Insights is available globally within the TikTok Ads Manager.
We predict TikTok will bring in nearly $10 billion in ad revenues worldwide in 2022. We forecast that will increase to $14.15 billion next year.
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