TikTok is focusing on the platform’s “feel good-messages” in ads. In the midst of its drama, the social app has been attempting to “drown out the noise surrounding the rest of its business” by focusing on “feel-good” campaigns to show that they are still “relevant, catchy, viral and connected to the pulse of the people.” The app has put focus on viral internet star Nathan Apocada’s “Dreams” video by featuring him in their “Feel Good” TV spot. According to experts, using ads to amplify what’s working on the platform is a “savvy strategy” that could help them grow to the point of being big enough to “ward off proliferating number of social media revivals.” (And during a difficult time, it’s a way to reach young people who crave pure content.) (Marketing Dive)
