By Sam Bradley

Although the chance of a TikTok shutdown has a minority of marketers worried about their time and cash investments there, it’s still a key vehicle for organic social, particularly for brands pursuing trend-setting Gen Z audiences. 

That status is an important asset to the platform, given brands which devote more time to their organic activities on a platform will likely increase their paid ad budgets there in kind (if not in perfect tandem). As more marketers explore what other platforms – such as Reddit, Pinterest and YouTube – can do for them, TikTok’s been working to bolster its behind-the-scenes brand toolbox over the summer.

Its nascent Market Scope tool, which brings together paid and organic monitoring tools into a single dashboard, is chief among those efforts. It’s intended to grant brands a “view of how customers are moving through the funnel … to be able to better target their efforts, whether they’re organic or paid,” according to Rema Vasan, head of North America marketing at TikTok.

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Source:: Digiday

Author: Aaron