TikTok explores curated content feed to lure advertisers
https://www.ft.comViral video app TikTok is considering the introduction of a curated feed of content that will provide a safe space for brands to advertise, as the Chinese-owned company faces concerns about the volume of disturbing footage on its platform. The move would allow TikTok to charge higher advertising rates to more premium brands than in its existing feed of short videos, following in the footsteps of rival US social media group Snap.
Blake Chandlee, the head of TikTok’s US ads partnerships and a former Facebook executive, said in an interview last month that the company was also considering how to let its users shop directly from brands.
