Platforms that offer extensive video content like Facebook, YouTube, and Instagram proved to be a natural fit for advertisers, as video collateral could be seamlessly inserted before and during popular content. However, a more recent entrant is now gaining market share, particularly among highly coveted younger audiences. According to Insider Intelligence’s 2022 forecast, TikTok will already surpass Snap and Twitter to become the third largest social network by user base in 2022.

As TikTok commands more attention from consumers throughout the world, will it offer the types of returns advertisers have come to expect from Facebook and Instagram? How can brands take advantage of this new format and increase brand awareness among Gen Z and millennial audiences? Our CRO Jeff Bander is sharing his thoughts on this highly relevant topic in Advertising Week: