Brands on TikTok: Strategic first steps and successful execution

Anton Perreau
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Anton Perreau: Battenhall, USA

Journal of Brand Strategy, 2022, vol. 10, issue 3, 221-233

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2022:v:10:i:3:p:221-233

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