With TikTok amassing over 1 billion users as of September 2021, advertisements are bound to be seen somewhere on the app. Recently, they’ve been showing up all over users’ For You Pages. While some may find this annoying, others have different opinions. Are these ads a great marketing strategy, or are they disturbing viewers’ watch time?
TikTok ads were introduced back in 2020 to test their advertising capabilities. This was a great move for businesses due to the sheer number of people actively using the platform. It provided new opportunities to reach potential customers. Personalized advertising was introduced later, in June 2022, allowing TikTok to place commercials on users’ FYP based on their interests. Catering to the viewers’ preferences has earned the platforma significant amount of money, roughly $18.5 billion.
Despite the benefits of advertising on TikTok, some find it irritating to encounter marketing every time they scroll. It seems as if every 20 videos, 5 or 6 unwanted ads pop up, trying to convince the viewer to make a purchase.
Writer Whizy Kim on TikTok Shop’s pushy ad strategy, explained, “Judging by the complaints strewn over the internet about the ads, people are not fans of so much advertising disrupting the flow of endless scrolling.” A major reason for this is the rise of TikTok Shop, implemented on the app as of Sept. 2023. Users can now directly purchase products from TikTok, often at a low price. Due to this online shopping experience, influencers have begun advertising goods, claiming them to be “amazing” and “working wonders”.
Similarly to other apps, TikTok ads sometimes feature scams. It is often unsafe to buy from certain shops, as TikTok does not regulate the legitimacy of companies and allows users to choose where they want to purchase from. However, there are ways to easily avoid scams. When shopping, keep an eye out for flashy graphics, typos, and unusual claims. This includes stating that they were a celebrity’s favorite brand or featured on the cover of a famous fashion magazine. Prices that are too good to be true are often just that–too cheap for a seemingly good item.
“I think they’re annoying, random, and pointless since I scroll past them every time I see one,” said freshman Ashley Zhang. “It’s useless, and I think there are better ways to market. It disrupts my watching experience.”
On the contrary, TikTok Shop has greatly helped small businesses succeed and thrive. They use the platform to promote brand sales and engage directly with consumers.
Freshman Emily Zhang commented, “TikTok shop is like shopping on any other platform. The quality was good, too.”
President of Global Business Solutions Blake Chandlee says, “Businesses across America depend on TikTok’s unique ability to help them reach otherwise unreachable customers, generate new revenue streams, and drive awareness of their brands, products, and services.” Creating content related to the business is likely to attract more buyers and ultimately boost overall sales.
Even with interruptions while scrolling, users remain as addicted as ever. TikTok has an estimated 30.8 million active users per day, with an average of 113 minutes of watching time. It appears that viewers aren’t significantly affected by the repetition of advertisements.
Influencers are also voicing their opinions about the ads taking over their FYPs. TikToker @Jouelzy argues, “This overwhelming push towards promoting the TikTok Shop really isn’t allowing the consumer to build trust with the product.” Although she is a creator herself, she notes, “The innovation just doesn’t exist. It’s very much Temu, Shein-level products.”
Junior Chloe Nguyen stated her perspective on this issue, saying, “I never pay attention to TikTok ads; I just scroll past them. I don’t think they’re a good marketing strategy because TikTok makes it easy to scroll through them.”
TikTok advertisements can definitely be bothersome at times, especially when you’re trying to relax by scrolling. Many students at Arcadia High School are clearly irritated and believe there are much better ways to market. However, it can’t be denied that with millions of daily users, someone is bound to purchase a product after seeing its ads. With the rise of TikTok and social media, it’s unlikely the app will ever remove advertisements.
