At this point, TikTok has gone from an experimental digital channel to a must-have in most marketing strategies. Ad spend on TikTok is expected to grow in the coming year — as much as 25% over this year — as the short-form video app looks to bridge the gap between its cultural impact and ad revenue.

While TikTok has become a staple within the culture of social media, agencies and brands are still figuring out what to make of the platform’s marketing and advertising potential. Spend on the platform has yet to reach Meta or Google levels. But one of the brands making a bet on TikTok and shelling out ad dollars there is Thrive Market, a membership-based online grocer.

Doubling down on the last two years of organic growth, Thrive Market scaled its TikTok spend across influencer marketing and paid ad units by more than 250% this year versus last year, according to Amina Pasha, Thrive Market's CMO. (She did not disclose further specifics.)

In the latest episode of the Digiday Podcast, Pasha talks about how TikTok spurred membership growth for the grocer, plans for ad spend on the platform next year and testing into connected television.