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TikTok Grabs More Ad Dollars, as Marketers Look to Attract Gen Z and Millennials

Its explosive growth has come partly at the expense of big tech players such as Meta and Google

Snack-bar maker Kind earlier this year enlisted the help of geo-targeted TikTok ads and TikTok influencers to help it attract consumers to a pop-up farmers market hidden behind a faux vending machine in New York City.

The Mars Inc.-owned brand credits the social-media app for a surge in attendance: Roughly 8,000 people showed up—a far cry from the 500 who attended a similar New York event Kind hosted in 2019, which the company promoted using Meta Platforms Inc.’s Instagram.