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Brands on TikTok: Strategic first steps and successful execution
Journal of Brand Strategy,
10
(3),
221-233
(2022)
Abstract
TikTok has fast become the world’s most talked-about social network — in the news and popular culture, the relatively new player in the fray presents an opportunity to reach consumers in a new, relatable way and, most importantly, appeals to the holy grail of demographics. While any major brand with the right marketing budget can reserve one of TikTok’s many (and growing) media products, implementing a solid organic channel strategy for TikTok is essential for smaller brands, individuals and agencies. This paper provides a practical guide to being successful on TikTok as well as clear initial guidance to consider whether the platform fits into your wider social strategy. It also provides advice on execution, brand examples and pragmatic starters to help you and your team feel educated on the platform.
Keywords: TikTok; mobile; social media; video; apps; music; audio
The full article is available to subscribers to the journal.
Author's Biography
Anton Perreau is an expert in marketing technology, brand communications, social intelligence and digital innovation, with over a decade of experience in the tech, entertainment and media industries. At present, Perreau is Senior Vice President at Battenhall, social media consultancy of the moment, where he heads their San Francisco and New York offices. Having led international social media for Sony Pictures and headed the US division of the world-renowned creative advertising agency, Perreau has overseen strategy and vision for over 45 top-10 box office and streaming titles. During his multinational career, Perreau has worked with some of the most creative, talented and innovative individuals and brands in London, New York and California, as well as numerous international territories, including his paternal homeland of Malaysia. Besides being an active member of the International Academy of Digital Arts and Sciences and Webby Awards Judge, Perreau was previously listed by PR Week Magazine as one of their 30 under 30.
