Publishers are experimenting with a new TikTok feature that allows adding links to organic videos. The main goal is to direct publications’, like the LA Times and Conde Nast properties, followers on TikTok to their website for re-engagement and email collection. This initiative coincides with the decrease in social referral traffic from platforms like Facebook and X, and the challenge of attracting users from popular platforms such as Instagram and TikTok to publishers’ sites. While TikTok mainly functions as a brand-awareness platform that can generate revenue for publishers, it remains uncertain how much traffic TikTok can actually drive to websites. (Digiday)
đź“Š YPulse data: 54% of 13-22-year-olds have used a link in bio/affiliate link from a brand or influencer on TikTok
