As TikTok rolls out its comprehensive plan for the 2024 election season, the platform is emphasizing integrity and safety while maintaining its stance on political advertising. Here's what advertisers need to know:

No Expected Impact on Ad Pricing

TikTok reaffirms its policy against paid political advertising on the platform. This includes content advocating for or against local, state, or federal issues of public importance aimed at influencing political decisions or outcomes. As a result:

• No significant impact on CPMs or pricing is expected during the 2024 election season.
• Price increases will likely follow typical Q4 seasonal patterns (e.g., holiday shopping, Black Friday).

Increased Platform Activity

Despite the ban on political ads, TikTok anticipates:

• A heightened level of volume and traffic during the 2024 election season.
• An increase in election-related content published and consumed by users.

This surge in activity is expected due to the platform's growing role as a source of political information and engagement, especially among younger users.

Enhanced Election Resources

TikTok is expanding its election-related offerings to maintain platform integrity:

• US Elections Center: Launching in partnership with Democracy Works to provide reliable voting information.
• Media Literacy Campaigns: Collaborating with creators and experts to promote best practices for identifying misinformation and AI-generated content.

Content Moderation and Security Measures

To ensure a safe environment for users and advertisers, TikTok is implementing:

• Specialized moderators with enhanced tools and training.
• Partnerships with global fact-checking organizations.
• Mandatory verification for government, politician, and political party accounts in the US.

Implications for Advertisers

While political advertising remains prohibited, brands should consider:

• Brand Safety: Utilize TikTok's Inventory Filter and third-party measurement partnerships to control ad placement and ensure brand safety.
• Comment Management: Implement keyword blocking and other tools to manage user interactions on ad content.
• Campaign Timing: Avoid major product launches during peak election periods (starting after Halloween) to prevent competing with heightened political discourse.

Key Takeaways

• No expected increase in ad costs due to elections.
• Anticipate higher user engagement and content volume during the election season.
• Leverage TikTok's brand safety tools to navigate the potentially sensitive election period.
• Consider the broader context of increased political content when planning campaigns.

TikTok's approach aims to balance free expression with platform integrity, providing advertisers with a unique opportunity to engage with an active and growing user base during this crucial election year.