I work in advertising and we've found that ads on Tiktok are expensive to produce and also get less engagement than other social media companies. I enjoy Tiktok as a product but I'd love to see conversion metrics across the platform.
I imagine they are still very eager to shift into that type of model since the format does present some real potential in generating conversions. If you've done the ads where the user can 'swipe' into the e-commerce shop those seem to work really well for makeup brands from what I've seen.
Sources, if anyone is interested in checking out what I mean
[2] https://www.theguardian.com/technology/2022/oct/12/job-listi...
[3] https://www.axios.com/2022/10/11/tiktok-chases-amazon-fulfil...