How TikTok challenges brands to think differently

The Drum 31 Jul 2020 09:13
By Ben Jeffries-31 July 2020 10:13am

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Influencer’s chief executive officer Ben Jeffries sits down with TikTok’s head of creator solutions for Europe, Julien Wettstein, to discuss the platform’s newest venture, TikTok For Business, and how their most recent campaigns have encouraged brands to reconsider traditional marketing strategies.

Q: TikTok is a relatively new platform, so to kick things off, please could you just tell us a little more about the platform itself?

A: TikTok is the world's leading app for short-form mobile video and our mission is to inspire creativity and bring joy. With TikTok, anyone can create and share short videos from their mobiles, which means it is easy for anyone to express their creativity, whatever their interests or ideas. Our video editing tools, effects and sounds mean that creating content is both simple and fun.

Q: You don’t refer to yourselves as a social media platform. Why is this? What sets TikTok apart?

Q: You recently launched the TikTok For Business platform. Could you go into a little more detail on this?

So whether it's a branded hashtag challenge campaign, connecting with creators directly via creator marketplace, or doing an impactful brand takeover using our TopView solution, TikTok For Business brings all the solutions together in one place so all brands can quickly and easily start working with us to build amazing campaigns.

A: “Don't Make Ads, Make TikToks” is designed to challenge advertisers and marketers to think differently. We wanted to help them see the very different proposition that our platform and solutions offer when it comes to engaging with existing and new audiences. One key difference of course, is the chance to run campaigns directly with TikTok creators, meaning that you won't produce ads, but content that feels native to the platform.

Q: There are many brands doing incredible, engaging campaigns on TikTok. It would be great to hear some examples of a couple that stand out to you.

Beats by Dre has teamed up with Ashnikko to collaborate on the creation of the music video for her new track “Daisy”. Through the #BeatsDaisyChallenge campaign, Ashnikko has been calling upon the TikTok community to be part of the track's music video, which will be made using content created on TikTok.

The campaign marks Beats by Dre’s first campaign with TikTok, anchored in two of TikTok’s premium products – Hashtag Challenge and TopView. Hashtag Challenges enable brands to directly engage TikTok’s community in UGC, while TopView provides full screen 60-second immersive content that is served as soon as a user opens the app.

We've also run brilliant campaigns with the likes of Converse, Mercedes Benz and Balenciaga - proving that no matter the industry or the marketing objective, TikTok is a great solution for engaging with audiences in a new, different and impactful way.

A: The most important thing to bear in mind is to ensure any creator you work with can stay true to themselves. Authenticity is a core part of what TikTok and our community is all about, so if a brand wants to work with a creator, they should be respectful of that.

Q: There is such a vast range of Creators on the platform. What are some of the most niche things you’ve come across?

Q: During lockdown, TikTok launched the #LearnOnTikTok program, which sees the platform provide grants to Creators producing educational videos in order to help facilitate learning. Why was this so important to you as a business?

So we're now collaborating with educators, subject matter experts and non-profits, such as @English.heritage, @maxklymenko and The @PrincesTrust. Together, we've helped deliver an extensive learning experience - from life hacks to science tutorials, motivational tips to quick cooks - to ensure people can access learning that is personal, local and specific to their everyday lives.

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TikTokAshnikkoBen JeffriesJulien WettsteinBeatsDaisyChallenge
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