TikTok touts its curated audiences to advertisers to drive Black Friday, Cyber Monday sales

Black Friday signals the start of the holiday ad frenzy, and TikTok wants to get a hefty chunk of ad dollars this year, according to materials the short-form video app sent to prospective advertisers that were reviewed by Digiday.
TikTok’splan centers around custom audience packages — dubbed “Hashtag Audiences” — or bundles of people who are most likely to buy that brand’s product. They’re curated for advertisers by TikTok based on a number of signals, including whether they’ve already shown interest in the brand, industry or similar product, according to an email sent to a U.S. advertising agency last month.