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.
Member ExclusiveDigiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
Google’s Privacy Sandbox is coming to Android
Google's MAID will be phased out, here's what you need to know.