To make the most of engaging TikTok's audience, businesses have transformed their approach to marketing. Kory Marchisotto of E.l.f. Beauty illustrates this evolution, saying, "We learned how to be a music producer, how to be a movie producer, how to be an entertainment brand...how do you create these incredibly engaging pieces of branded content that don't feel like commercials or commercialisation tactics?" This highlights the importance of adapting content strategies to fit TikTok's unique platform dynamics.
Matt Cleary, TikTok’s head of retail, emphasizes the need for brands to 'TikTok-ify' their content to resonate with audiences. He suggests incorporating native overlays and trending sounds in accordance with TikTok's brand toolkits, such as the Creative Centre and Creator Portal. These resources guide brands through essential features like aspect ratio and duet demos, helping brands across various sectors engage effectively with TikTok's diverse user base.
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