In recent years, TikTok has had increasing influence on the App Store’s Top Charts - sometimes artificially inflating the real-world popularity of certain apps as a flood of TikTok users rush to install the app from a marketing campaign. Now, businesses looking to point TikTok users to their app’s App Store listing will likely want to promote the account with the functional link by way of ads. But it’s also clearly a push to shift more of the ad dollars that are today flowing to creators through campaigns to go directly to TikTok’s coffers instead. The company believes this change will improve the clarity between businesses and personal accounts by making their feature sets more distinct. In addition, TikTok says it’s rolling out a new “Download app” button for business accounts to use - and this is also not an ad product. There won’t be any fee for this functionality - in other words, businesses don’t have to pay to add the link or agree to advertise on the platform in order to utilize this option. Going forward, only TikTok business accounts will be able to link to app store pages. However, they will be able to link out to websites, as before. While TikTok didn’t offer an official statement on this recent change, the company did confirm that personal creator accounts will no longer have the ability to link to app store pages.
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