"There were three big themes that stood out,"
"The first is that brand and performance aren't separate. Marketing generates demand and captures demand - it's one funnel. The second is that we need to communicate marketing's impact in business metrics, not just marketing metrics. And third, of course, is AI - how it can complement, not replace, human creativity."
"When we market TikTok to marketers, we do it in a TikTok-first way. We show up with the same creativity, authenticity, and playfulness we tell brands to embrace."
TikTok is reframing itself as a marketer-focused platform that pairs cultural relevance with measurable commercial outcomes. Industry attention centers on three themes: the blurring line between brand and performance, the need to measure marketing impact in business metrics rather than marketing jargon, and AI's role in amplifying human creativity rather than replacing it. TikTok emphasizes a TikTok-first B2B approach that models the creative, authentic ad formats it recommends to brands. Marketing on the platform should create content that feels native to the feed to translate cultural heat into performance and deliver measurable business results.
Read at The Drum
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