2023-11-14 19:32:00
par Florian Callens
published on Tuesday November 14, 2023 at 8:32 p.m. •
3 min read
Almost a third of videos on TikTok contain sponsored content. This includes not only advertisements, but also partner content, sponsored videos or own promotional videos. For some of these videos, it is not clearly indicated to users that they are sponsored content.
On TikTok, we find all kinds of discoveries, tips, filters, dances, strange theories, various trends, original hobbies, funny videos, recipes, more or less dangerous challenges, and much more. The application is also very well known for the viral music and songs that can be heard there.
However, it seems that more and more sponsored content is found among this mass. This is the conclusion of a study byInsider. This news site had two journalists watch a total of 1,000 videos on TikTok for three hours via the “For You” page.
They classified them into six categories: regular non-sponsored content, affiliate content, sponsored content, traditional advertisements, self-promotion of a company or product, and product reviews. These last five categories can all be considered . In total, around one in three videos users see on TikTok would fall into these categories.
TikTok Shop
Recently, TikTok has significantly expanded the possibilities for businesses and entrepreneurs to advertise through their website. Thus, TikTok wants to increasingly become an e-commerce platform and increase its own revenue.
He does this in particular with TikTok Shop and affiliate programs. With these, influencers can earn commission on the products they advertise in videos on TikTok. Users can click a link at the bottom of these videos on TikTok that takes them directly to this item in the TikTok Shop. This system naturally encourages influencers to add more and more such affiliate links to their videos.
Ads in videos on TikTok
Additionally, TikTok also displays more traditional advertisements. Recently, it has also been included in search results. On the other hand, the company is testing a paid subscription without ads. If this comes to fruition, users will likely still see a lot of sponsored content and affiliate content, but not traditional in-video ads on TikTok.
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