How TikTok is taking lessons from the record industry in building a media business

TikTok’s value to advertisers will come from its ability to monetize talent, not ads.   As a paid ad platform, TikTok is still in its nascent stages — the targeting capabilities are slim and costs are relatively prohibitive. The advertisers that are seeing success on the platform are those creating timely, relevant content that ties into their wider marketing. That’s because people flock to TikTok to watch scripted clips from talented creators, not communicate with their friends. With TikTok jockeying for a position in a crowded market, it’s putting this talent at the heart of a commercial strategy that increasingly resembles those used by record labels and talent management firms.   In fact, it’s music marketers who are adapting to this pitch fastest.

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