Gen-Z, Millennial Media Opps: TikTok tests TikTok Resumes amid spend increases (Score 73)

TikTok is testing a new feature called TikTok Resumes that will allow users to post video resumes. It has partnered with around 30 companies, including Chipotle, Target and Abercrombie, that have job openings. The test will continue until the end of July and is intended for creative roles. This will create competition for job search sites such as LinkedIn, CareerBuilder and Indeed. 

Per Pathmatics, TikTok earned 4.7b impressions YTD through Instagram ads (93%), desktop display ads (2%), mobile display ads (2%), desktop video ads (2%) and Facebook ads (1%). It placed the majority (98%) of these ads site direct onto sites such as instagram.com, youtube.com, twitch.tv, facebook.com and twitter.com. It placed the remainder (2%) indirectly through Google AdX+AdSense onto sites such lotterypost.com, pch.com, yahoo.com, en.softonic.ocm and ebay.com. It spent around $35.7m on digital display ads YTD, a massive jump from $3.5m spent in this channel during the same time period of 2020. Full-year spend increased drastically from $7.3m in 2019 to $47.4m in 2020. 

According to iSpot, TikTok spent around $11.1m on national TV ads YTD during programming such as "College Basketball," "Puppy Bowl XVII," "Diners, Drive-Ins and Dives," "The Big Bang Theory" and "The Office." It did not allocate any budget towards this channel during the same time period of 2020. Full-year spend skyrocketed from $51.3k in 2019 to $34m in 2020. 

Sellers-- TikTok is extremely popular among Gen-Zers already, which leads me to believe it may be targeting millennials. Especially considering the brand has been investing in national TV ads during popular millennial programming. TikTok has been aggressively ramping up ad spend for a couple of years now, and shows no sign of slowing down soon. Sellers should reach out offering ad space to win some of these extra ad dollars. 

Agency & martech readers-- To the best of my knowledge, TikTok works with global media AOR Zenith, creative AOR Horizon and social AOR Sid Lee. This company seems taken care of for the time being, but you can still try reaching out as there could always be opportunities with a growing brand like TikTok.