TikTok has become a major platform for advertising, with a significant increase in the time spent users on the app. The app, which is particularly popular among Gen Z, has seen a steady growth in usage, with the average American spending 79 minutes on the app daily. This increase in usage has raised questions about how much advertising content is being consumed on TikTok.
TikTok recently introduced an affiliate content feature and direct links to the TikTok Shop, allowing creators to earn commissions for promoting products. These links appear on the bottom left corner of the screen, and users can click on them to be directed to the TikTok shop. Creators who participate in this program earn a cut for every product sold through their link, incentivizing more promotion of products on the platform.
Amidst this rise in advertising content, some users have complained about the frequency of ads on their For You Page (FYP), with one user claiming that their FYP was filled with ads for product promotions. However, TikTok has not released any specific data on the frequency of ads on the platform.
To get a better understanding of the prevalence of advertising on TikTok, two reporters from Insider watched 1,000 TikToks to assess the amount of advertising content and its impact on their user experience. The experiment revealed that approximately 36% of the content they viewed was related to products in some way, indicating a significant presence of advertising content on the platform.
The experiment also highlighted the tailored nature of the content on TikTok, with advertisers being able to target specific audiences based on their interests, locations, and interactions with the app. For example, one reporter received numerous advertisements for wigs, indicating that the algorithm was targeting content based on her interests and preferences.
Overall, the experiment shed light on the prevalence of advertising content on TikTok and raised concerns about the impact of this content on the user experience. As TikTok continues to evolve as a major platform for advertising, it will be crucial to monitor the frequency and impact of advertising content on the platform to ensure a positive and engaging user experience.