TikTok continues to serve as a primary organic social channel for brands targeting Gen Z, despite a minority of marketers worrying about a potential shutdown. Brands that invest time in organic activity on a platform frequently expand their paid ad budgets there. Marketers are evaluating alternatives such as Reddit, Pinterest and YouTube, leading TikTok to enhance its brand tools. Market Scope unifies paid and organic monitoring into one dashboard to give brands a view of customer movement through the funnel and improve targeting for both organic and paid efforts. Brands like McDonald's and Poppi combine organic engagement with paid social, and Poppi reinstated a limited-edition product after intense TikTok-driven demand.
Although the chance of a TikTok shutdown has a minority of marketers worried about their time and cash investments there, it's still a key vehicle for organic social, particularly for brands pursuing trend-setting Gen Z audiences. That status is an important asset to the platform, given brands which devote more time to their organic activities on a platform will likely increase their paid ad budgets there in kind (if not in perfect tandem).
Its nascent Market Scope tool, which brings together paid and organic monitoring tools into a single dashboard, is chief among those efforts. It's intended to grant brands a "view of how customers are moving through the funnel ... to be able to better target their efforts, whether they're organic or paid," according to Rema Vasan, head of North America marketing at TikTok.
In Poppi's case, co-founder and chief brand officer Allison Ellsworth said the company had even launched and restored limited-edition products based on TikTok user feedback. Its holidays-themed "Cranberry Fizz" line, for example, first launched in November 2023. "It was supposed to just be a fun LTO for holidays. We didn't think much of it," said Ellsworth. Stock quickly sold out, however, and "FOMO" gripped Poppi customers.
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