TikTok’s Khartoon Weiss wants brands to stop overthinking their platform strategy
Subscribe: Apple Podcasts | Stitcher | Google Play | Spotify
TikTok has risen rapidly from being a new platform for marketers to kick the tires on to becoming a staple in some advertisers’ social budgets.
“Curiosity, for sure, has exploded. We were a test partner, I would say, in 2020, and 2021 is the year that we want to be trusted,” said TikTok’s head of global agency & accounts Khartoon Weiss in the latest episode of the Digiday Podcast.
The latest sign of that trust is a three-year deal that TikTok has signed with IPG Mediabrands. The deal marks the second arrangement that the ByteDance-owned company has struck with a major agency holding company this year, following a deal with WPP announced in February.
The agency holding company deals signal that TikTok has reached a new crest in its relationships with advertisers and agencies — two groups that may still be figuring out how to use the platform — but are invested in that education.
Through IPG Mediabrands’ deal with TikTok, the agency group and platform will hold quarter-long “creator camps” for popular TikTok users to provide feedback on brands’ TikTok strategies and campaigns as a part of a broader program called “creator collective.”
“It’s a new initiative that connects brands with forward-thinking and diverse creators who will advise on strategies and best practices, which is what we honestly get asked about most,” Weiss said.
Here are a few highlights from the conversation, which have been lightly edited for length and clarity.
The importance of organic
What most brands are afraid [of is] an organic place on the platform, but it might be the first and best way to show up. Paid is a place where everybody can always naturally just land in. But to build community and to build community with the community is really where you become the most organic and authentic partner to that community.
Everybody’s kind of overthinking, ‘How do I get on TikTok?’ We’re like, ‘Don’t overthink it. Just get in there. Just get in the game.’
Creating for TikTok 101
We’re going to be going to market much more diligently around how do we create, as the marketing community that we are, for TikTok in a way that is relevant. So you’ll see a lot of that thinking and infrastructure from us this year and the rest of 2021.
‘Creative testing at scale’
We don’t want brands and agencies making one [TikTok video]. We don’t want them making two. We want them making thousands of TikToks because what happens then is the best content will win. This is almost programmatic creative testing at scale. Take it as programmatic creative testing at scale, let it run and see what catches.
Maybe Web3 isn’t as dead as it would seem, as agencies play with new data-generating models
Agencies are continuing to invest in Web3 technologies in new ways, from client activations to data management.
Why real estate company Windermere is adding influencers to its marketing mix and spending half of its ad budget on them
Windermere is working with Seattle-based agency PB& as well as the home-focused publication Domino to partner with influencers like design influencer Max Humphrey.
Why DOOH is a big draw for startups and direct response marketers
As digital ad channels, like social and paid search, become saturated and data privacy gets more restricted, startups and small businesses turn to DOOH to boost brand awareness.
SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
‘I hate advertising in games’: Q&A with Epic Games’ Tim Sweeney and Saxx Persson on the future of Fortnite, Unreal Engine
Marketers be warned. Don’t mention in-game advertising to Epic Games boss Tim Sweeney. He does not care for it, and has no plans to move into the ads business.
Of all the concerns marketers may (or may not) have about TikTok right now, the pixel isn’t one of them
Marketers have a lot on their minds when it comes to TikTok these days, from the geopolitical tensions over the app’s supposed ties to the Chinese government to whether they should be funding some of the content on it.