The news: TikTok has licensed data from IMDb to make it easier for users to link to movies and TV shows and provide their audiences with information on credits and release dates from an in-app interface.
The move makes perfect sense for IMDb, and fortuitously indirectly helps its parent company, Amazon, by improving the utility of TikTok and thus dinging one of the ByteDance-owned platform’s chief competitors, Meta.
Small businesses, big results: Just as the IMDb deal stands to benefit media entities, small businesses in general are benefiting from TikTok’s viability as a search engine. Nearly four in five (78%) of small businesses that run TikTok advertisements have already seen a good return on investment, with the majority doing so in less than six months, according to a newly released Capterra study.
The study also found:
Our take: Gen Z uses TikTok for search—and the cohort doesn’t mind reading less to find what it’s looking for. TikTok is focused on making that type of discovery easy, while entertaining consumers—and keeping them in-app—in the process.
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