TikTok: Search and Advertising

March 29, 2022

If life were not tricky enough for Amazon, Facebook, and Google, excitement is racing down the information highway. I read “TikTok Search Ads Tool Is Being Tested Out.” I learned:

This week, the famous short video application began beta testing for TikTok search ads in search results, allowing marketers to reach the audience utilizing the keywords they use.

Yep, a test, complete with sponsored listings at the top of the search result page.

Will this have an impact on most adults over the age of 65? The answer in my opinion, “Is not right away, but down the road, oh, baby, yes.”

Let’s think about the Big Boys:

  1. Amazon gets many clicks from its product search. The Google once dominated this function, but the Bezos bulldozer has been grinding away.
  2. Facebook or as I like to call it “zuckbook.” The combined social empire of Facebook, Instagram, and WhatsApp has quite a bit of product information. Don’t you follow Soph Mosca’s fashion snaps on Instagram? Will TikTok search offer a better experience with search, ads, and those nifty videos? Yep.
  3. And Google. Now the GOOG faces competition for product search ads from the China linked TikTok. How will the company respond? Publish a book on managing a diverse work force or put out a news release about quantum supremacy.

The write up explains that the ads, the search angle, and the experience is in beta. Will TikTok sell ads? Okay, let me think. Wow. Tough question. My answer, “Does President Gi take an interest in the Internet?”

The write up includes a link to a Twitter post which shows the beta format. You can view it at this link.

I want to point out that TikTok is a useful source of open source intelligence, captures information of interest to those who want to pinpoint susceptible individuals, and generates high value data about users interested in a specific type of content and the creators of that content.

Now TikTok will be on the agenda of meetings at three of the world’s most loved companies. Yep, Amazon, Facebook, and Google. Who loves these outfits the most? Advertisers!

Stephen E Arnold, March 29, 2022


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