NatWest is rising its funding in TikTok, because it seeks to make use of social media to draw wider vary of shoppers the place they search for data.
Social media is disrupting conventional search behaviour. One in three customers of TikTok now actively use its search operate to hunt out data, versus consuming content material passively within the feed. For manufacturers like NatWest that’s creating new alternatives to talk to younger shoppers; alternatives that buck assumptions about what manufacturers can look to attain on social platforms.
