As marketers, we appreciate TikTok’s powerful analytics capabilities

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which demonstrate the efficiency of ad spend. But as users, we want them to think about privacy and not over-target. The platform engages users through fun rather than forced brand exposure. Ideally, advertisers will use these tools wisely to enhance the TikTok experience rather than detract from it with overly prescriptive TikTok ads. Leveraging data to albania email list connect users with relevant brands is a positive, but not at the expense of personal agency.

5. TikTok shopping
TikTok is testing a new feature that turns user videos into shopping opportunities as it expands its e-commerce presence in the United States. The technology automatically identifies objects in the video and then prompts viewers to explore similar products for purchase on TikTok Shop. This differs from TikTok’s previous approach of only allowing certain influencers/brands to tag merchandise.

TikTok encourages creators to promote purchasable products, but this new feature links products more naturally in the average user's videos for a better browsing experience. Accuracy on early tests was inconsistent; for example, in some cases, unrelated items were labeled "similar."

Our take: TikTok’s push to promote shoppable videos risks over-commercializing genuine creators. As TikTok Shop expands, the platform strongly encourages many users to create affiliate marketing content and earn commissions by promoting products. This presents an opportunity for creators to make money, but Keenya warns that authenticity can be compromised by constantly pushing products.