If you’re a marketer, odds are you have TikTok on your phone.
And understandably so. The app has taken the marketing world by storm, becoming a core part of brand strategies and forcing other platforms to step up their short-form video offerings. Its creators have become household faces, and many have helped brands reach their communities in new, often funnier or sassier, ways. TikTok, which is owned by Beijing-based ByteDance, also turned industry heads this year by becoming the lead sponsor of VidCon, a spot usually held by YouTube. And as the rest of Silicon Valley is shedding employees, TikTok reportedly has plans to double its staff in Mountain View, California, to approximately 2,000 people.
Over time, TikTok’s message to brands and agencies has matured. “In the early days, we were saying, ‘Don’t make ads, make TikToks,’” said Sofia Hernandez, TikTok’s global head of business marketing. “We’ve evolved from that. Now it’s about the ‘how.’ How to make good creative that will make people stop, how to build a full-funnel strategy that has an impact on business.”