Rarely does one brand command headlines across the business, political, tech and pop culture landscapes all at once. TikTok is that brand of the moment.
Since its worldwide release two years ago, the video app has become as synonymous with Gen Z as Instagram is with millennials. Its influence with young users—and influencers—has only grown during the pandemic, launching countless dance memes as well as the career of Donald Trump lip-syncing parodist Sarah Cooper.
But with prominent success come significant challenges, including Facebook launching the new TikTok-like competitor Reels on Instagram and the potential sale of the service to Microsoft being affected by the Trump administration's threat to ban TikTok on the grounds that the Chinese-owned app compromises users' data. Katie Puris, managing director of business marketing at TikTok, joins Ad Age President and Publisher Josh Golden to discuss how the company is meeting those challenges and how marketers can use the new TikTok For Business platform to tap into a highly engaged and influential audience in an authentic way that keeps their brand top-of-mind long after the ad experience ends.
"TikTok is run by an American CEO, and corporate headquarters are in America," Puris tells Golden, addressing the Trumpian elephant in the room. "We've opened up transparency centers, and we issue transparency reports. We've never shared data with the Chinese government. And we never would if asked to do so. As for our future, TikTok is going to be here for the long run. We've seen our community—and our brands, marketers and clients—rally around us and really want us to win."
A candid and custom conversation made possible by TikTok.