Observed Signal · Jun 18, 2024 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
TikTok Tests Web Links in Videos; EU Focus
TikTok is rolling out a feature to embed web links in videos, expanding opportunities for creators and brands. The capability is available to accounts that already have a TikTok Shop and could direct viewers to external websites or content beyond TikTok. In the EU, where TikTok Shop access is currently limited and its EU launch was delayed, this external-link option could help brands reach customers despite EU restrictions. The piece notes a SAT.1 account discovered linking to the Joyn streaming platform, illustrating real-world testing. Separately, TikTok is focusing e-commerce on the US, testing image-based product discovery inside TikTok Shop. The article also mentions ongoing uncertainty around embed restrictions and product-page viability, and references a TikTok legal challenge against a US law.
Feature release by major platform enabling external web links in TikTok videos; EU/US expansion dynamics.
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Key Takeaways & Evidence Grounding
- TikTok began testing embedding web links in videos for accounts with a TikTok Shop
- EU TikTok Shop launch was postponed / EU access not available for now
- SAT.1 account discovered linking to Joyn in the video
- In the US, TikTok is testing image-based product discovery in TikTok Shop using user-uploaded images
- TikTok is pursuing US expansion and is involved in litigation against a US law
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
OK Future's AI 'Pressure Cooker' Campaign for Goodwipes
Former MullenLowe U.S. CEO Frank Cartagena launched creative shop OK Future to test generative AI's potential for a small agency. Their first project, a spoof of OpenAI's Astra ad for personal hygiene brand Goodwipes, was produced in four days using AI tools like ArtCraft, Seedance, and OpenAI's Astra model, cutting projected production costs from $700,000. The campaign, 'Meet Asstra,' gained over 1.5 million views on Reddit. However, Cartagena described the pace as 'unsustainable' and a 'pressure cooker,' with team members working around the clock and even threatening to quit. Goodwipes' SVP of Marketing, Meredith Diehn, emphasized trust in Cartagena and the value of experimenting with AI. The article highlights the growing use of AI in creative production, with 73% of marketers using GenAI for visual content and Gartner forecasting AI software spending to reach $981 billion by 2029.
ARD Mediathek tops ZDF, RTL+ grows in September streaming
In September 2026, the ARD Mediathek regained the 100 million monthly streaming hours mark, reaching 106.2 million hours, a 16.1% increase from August. This growth was driven by content like the final season of 'Babylon Berlin' and live football. Meanwhile, the ZDF streaming portal saw only minimal growth of 0.8% to 77.4 million hours, lagging behind ARD and other platforms. RTL+ experienced significant growth of 10.9% overall and 18.8% among 14-49 year-olds, reaching 64.6 million hours. DAZN's streaming hours more than tripled to 14.6 million, likely boosted by Champions League content. In contrast, Wow saw a decline of 5.8% to 8.3 million hours, while Sky grew by 11.8%. Amazon remained the leading platform with 125.8 million hours. The data comes from AGF Videoforschung.
Lo-fi UGC-style content outperforms polished ads
The article discusses the growing effectiveness of lo-fi and UGC-style content over polished brand advertisements in social feeds. Citing data from TikTok, System1, Meta, and Kantar, it reports that creator-led content achieves 70% higher click-through rates and 159% higher engagement than non-creator ads at the same CPM, and that viewers skip influencer content after 17.8 seconds compared to 7.9 seconds for traditional branded content. Meta partnership ads reportedly deliver 19% lower CPAs and 13% higher click-through rates. The article emphasizes that while lo-fi content feels authentic, it still requires deliberate strategy, including clear brand cues within the first two seconds. It advises brands to combine lo-fi production, genuine UGC/creator content, and a remix layer of existing footage to maintain creative freshness and performance on platforms like TikTok and Instagram Reels.
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