As the 2020 U.S. presidential election draws closer, the frequency of political ads will likely ramp up on all platforms, including social networks, but don’t expect to see any on video-creation application TikTok.
Chandlee discussed the process of introducing ads to TikTok, saying that brands use the app for native ad formats such as sponsored hashtag challenges that promote user participation and engagement and in-feed ads in the short-form style of user-generated TikTok videos.
He wrote, “The decision to allow paid ads into the community experience is one we treat carefully. We’re in the early days of introducing and experimenting with different ad formats, and we’re exploring a variety of opportunities for brand partners including the newly-launched TikTok Creator Marketplace, a beta program that enables brands to discover, connect and engage with talented creators on marketing campaigns. Brands are increasingly looking to creators for insights and partnerships in building quality content, and we see demand for more collaborative opportunities between brands and creators.”
Chandlee reiterated that TikTok’s primary focus remains on “creating an entertaining, genuine experience for our community,” and it intends to keep its “light-hearted and irreverent feeling” as it seeks to provide value to brands.
On the decision to ban political ads, he added, “Any paid ads that come into the community need to fit the standards for our platform, and the nature of paid political ads is not something we believe fits the TikTok platform experience. To that end, we will not allow paid ads that promote or oppose a candidate, current leader, political party or group, or issue at the federal, state, or local level—including election-related ads, advocacy ads or issue ads.”