TikTok held its first-ever company event at the 2022 Cannes Lions International Festival of Creativity on Monday, June 20. Several social media platform leaders were present to discuss their vision for the company’s future and its challenges.
TikTok executives discussed several topics at the event, which is held annually in the French Riviera resort town and is considered one of the premier awards shows for the advertising industry.
These included the addition of shopping functionality, challenges with safety, the impact of iOS 14 privacy settings on social media advertising, and the influencer/creator economy.
According to Sofia Hernandez, TikTok’s global head of business marketing, the company is currently expanding its live shopping functionality globally.
This new feature will allow brands to directly capitalize on the viral status that user-generated content can provide.
These changes should provide new opportunities for digital marketers by allowing them to more precisely target an audience. Brands and content creators will be able to increase their exposure with less worry about negative associations, while also gaining a sales channel.
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