Carefully selected content should prevent associations with disturbing content

ByteDance , the Chinese developer of the video app TikTok , wants to introduce a specially monitored content stream for brands on its platform.

According to a report in the Financial Times, the TikTok operator intends to ensure that brands can advertise without being associated with disturbing content from private users.

Illegal content on TikTok

The new stream has not yet been decided, “but if TikTok actually takes this step, it would be very wise,” the newspaper quotes a partner at an advertising agency who knows about ByteDance’s plans. It is possible to charge higher fees from brands that want to use the premium stream for themselves.

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Many advertisers on TikTok are concerned that their ads will appear next to disturbing or even illegal content. Just last month, several content was discovered on TikTok that showed explicit violence and therefore violated the platform's guidelines.

The dedicated stream, on the other hand, would consist of carefully selected content, meaning advertising would only be seen in a context acceptable to the brands.

Similarity to Snapchat

This measure would make TikTok more similar to the social media platform Snapchat. In 2015, they introduced the “Discover” tab, where editorial content from different media can be seen.

Brands can also show ads in this tab for a higher fee. According to Snapchat figures, the more than 100 channels in the “Discover” tab had over ten million followers in 2019.

Related to the topic: TikTok wants to completely eradicate fake news

Source: press text
Article image: Jimmy Tudeschi / Shutterstock


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