In quarantine, more millennials are finding their way to the Gen Z-dominated app. While that means the platform has extended its user base, it poses challenges for advertisers. Media buyers have said it was already difficult to target on the app, a problem that is potentially exacerbated now that the demographics have shifted.
It may lead some buyers to rethink whether advertising on TikTok is worth it, especially since the cost to do so has wildly increased. As my colleague Scott Nover reported, a sponsored hashtag challenge went from $120,000 in Q4 2019 to $180,000 in Q1 2020. Discuss. (I'm at sara.jerde@adweek.com if you have something specific to say).
In other news, Dmexco is still happening (and if you have any thoughts, consider sharing them here), Tumblr released a new feature and here's a guide to video chat with friends on Facebook.
Need a break? Watch this inspirational ad narrated by LeBron James.
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