Viral TikTok videos may inspire people to “buy it,” and Amazon is positioning itself to be the place people shop for items they spot on social media. The social shopping dynamic has led Amazon to pour more advertising dollars into TikTok, according to recent data from Sensor Tower, an ad analytics company.
And the relationship is mutual. TikTok has taken the rare move of looking for a “head of Amazon,” who can help develop that relationship and secure more Amazon ad revenue.
In the first half of the year, Amazon’s U.S. ad spend increased 30% on TikTok, according to Sensor Tower, which can track trends in digital ad spend on social media platforms. Sensor Tower does not see the full scope of ad revenue on any given platform, but it can offer directional guidance into how brands are spending their marketing dollars. For Amazon, it is clear that TikTok has become a core part of its strategy as viral shopping is becoming a more important driver of e-commerce.
“For Amazon and creators and TikTok, it’s a symbiotic relationship,” said Alexis DeBrunner, associate strategy director, R/GA. “‘TikTok Made Me Buy It’ is a major trend, and it’s the way people discover products.”