TikTok insists to advertisers that it’s a full-funnel platform, not just an entertainment app

TikTok really wants advertisers to see it as a place to drive full-funnel results — not just boost brand awareness but deliver on performance too.

“We’ve been listening and building alongside our partners to create tools that drive full funnel growth on TikTok from that first scroll to the final purchase,” TikTok’s global head of product solutions and operations, David Kaufman said during TikTok World, the platform’s fifth annual global ad product summit.

It’s been pushing this message for a while. Chief strategy officer Ben Dutter at Power Digital, an agency that has worked with TikTok since November 2023 confirmed as much, saying that TikTok’s focus has been on full funnel as far back as then.

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