What does TikTok’s subscription tier mean for advertisers?

YouTube launched YouTube Premium in 2018. Snap Inc. boosted its Snapchat+ offering with an ad-free Platinum tier in February last year. Meta followed suit in the UK in September after an EU rollout.  
 
Now TikTok is the latest platform to join the ranks, offering users an ad-free experience - bar paid or sponsored creator content - for the price of £3.99 per month.  
 
Industry leaders are reacting to the news in Performance Marketing World's latest roundup, and our CEO Jacinta Faul is weighing in. 
 
"Audience behaviour is becoming more selective and intentional, and brands need to adapt accordingly. Social has been around long enough now that this shouldn’t come as a surprise," says Jacinta.  
 
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