Marketers think TikTok advertising is innovative, but less trustworthy | WARC | The Feed

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09 September 2021

Marketers think TikTok advertising is innovative, but less trustworthy

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TikTok is the most innovative platform to advertise on but is less trusted among brands, according to a survey of over 900 senior marketers worldwide by Kantar.

Why it matters

TikTok, YouTube and Instagram all look set to benefit from their perception as innovative and/or trustworthy. Kantar's research also found marketers are planning to increase spend on their favoured ad formats next year, largely in online video, influencer content and social media.

Takeaways

Among global media brands, TikTok is the most innovative place to advertise but the least trustworthy.
Instagram best manages this balancing act - 64% of marketers say...

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