After one year of targeting brands to get on TikTok, the platform decided to reiterate its original message. TikTok used the slogan “Don’t make ads, make TikToks” in order to get the attention of brands and challenge them to use TikTok to market.
As explained by TikTok Global Business Marketing head Katie Puris: “…what happens on TikTok is completely unique. Every day, people participate in campaigns, build alongside them, and even create their own TikToks for brands and products they love. We frequently hear people say, ‘I didn’t even realize that was an ad!’ and that’s the goal on TikTok. The work is so good, it fits right in and it’s celebrated… just like a TikTok.”
“When we invite brands to make TikToks, we’re challenging them to transform the way that they connect with their audiences, because we know that it has the power to transform their business,” said Blake Chandlee, President of Global Business Solutions at TikTok.
“Launching this campaign was a bold ask to the industry,” said Katie Puris, who leads Global Business Marketing at TikTok. “But we knew it would work for marketers, because what happens on TikTok is completely unique. Every day, people participate in campaigns, build alongside them, and even create their own TikToks for brands and products they love. We frequently hear people say, ‘I didn’t even realize that was an ad!’ and that’s the goal on TikTok. The work is so good, it fits right in and it’s celebrated… just like a TikTok” he continued.
What do you think of TikTok’s message? Are you convinced?