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Can TikTok bite into YouTube, Instagram's ad revenue pie?

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NEW DELHI: Short video platform, TikTok, which was recently embroiled in a debate with YouTube over which is superior in terms of video content, is gradually attracting advertising money from brands, experts said.

With a unique feature of high user generated content (UGC) churned out in big volumes in form of challenges and DIY (do-it-yourself) content, TikTok is getting fast moving consumer goods (FMCG), smartphones and consumer durables categories that leverage platform engagement, shareability and small town reach.

According to industry estimates, TikTok advertising revenue has witnessed a 50% growth in the past one year. However, it is yet to take a significant share of the country’s ₹17,000 crore digital ad market, which is dominated

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