The short video platform has seen a meteoric rise in its Indian user base, generating 611 million lifetime downloads so far NEW DELHI : Short video platform TikTok is gradually attracting advertising money from brands, experts said.
With a unique feature of high user-generated content (UGC) in form of challenges and do-it-yourself (DIY) content, TikTok is attracting consumer goods, smartphone and consumer durables brands, which seek to leverage its platform engagement, shareability and small town reach.
According to industry estimates, TikTok advertising revenue grew 50% in one year. However, it is yet to bag a significant share of India’s ₹17,000-crore digital ad market, which is dominated by Google and Facebook. “It is inevitable that