Behold, the insights and revelations from the distinguished TikTok’s Global Head of Agency & Accounts, Khartoon Weiss, as she graced The Gathering business summit with her wisdom and expertise.
In truth, TikTok transcends the mere confines of a social media platform; it emerges as a veritable realm of entertainment and amusement.
Such was the proclamation of Khartoon Weiss, TikTok’s eminent Global Head of Agency & Accounts, during her discourse at The Gathering, a splendid colloquium of commerce and marketing held amidst the picturesque grandeur of Banff, Canada.
What sets TikTok apart, you ask?
Behold the revelation: People do not merely “check” TikTok; they immerse themselves in its wonders. And, as Weiss opines, “that seemingly inconsequential shift in behavior holds paramount significance.”
Therefore, what implications does this hold for the purveyors of marketing?
In the ensuing dialogue, we shall illuminate the salient takeaways from Weiss’s onstage discourse. But that is not all!
In a more intimate setting, within the hallowed chambers of The Gathering’s “inner sanctums,” Weiss divulged even more profound insights. And fear not, for we shall unveil them to you forthwith.
Embrace the transition from individuality to communal spirit
TikTok, far from being characterized by impulses of YOLO, FOMO, or narcissistic selfies, emerges as a familial sanctuary of inclusivity.
Herein lies the magic: A glimpse into the living spaces of others, a reciprocity of glimpses into your own abode.
It blossoms as a collaborative sphere that thrives on positivity. “Microcommunities” germinate around hashtags such as #crafttok, #planttok, and #DIYtok.
Within these niche communities, mavens share knowledge distilled to its essence, fostering a cycle of expertise and erudition.
As a brand, this entails a solemn duty to foster entertainment or edutainment.
Nestle within these preexisting communities, offering a unique value that is distinctly yours. Transform your assets into a cornucopia of TikToks, learning and adapting as you journey towards discovering what resonates with your brand.
Leave the gates of discourse ajar beneath your content – for the community shall guide your TikTok endeavors through their candid feedback.
Authenticity over polished veneer
Behold the paradox: The likes of the Kardashians find little traction within the realms of TikTok. “On TikTok, veracity reigns supreme,” avows Weiss. “They do not elicit the same reverence as a Jessia.”
And who is this enigmatic Jessia? A songstress hailing from Vancouver, who metamorphosed from obscurity:
After her musical opus emerged as a clarion call for body positivity, a multitude of TikTok duets sprung forth.
Within TikTok’s hallowed sphere, the lingua franca is the language of the digital age and the youth.
“The pursuit of excellence engenders trials, yet the community embraces all endeavors,” Weiss remarked.
And here lies the crux: TikTok’s algorithm orbits around a content matrix rather than social connections. Ergo, what graces your feed is determined by the community’s collective consciousness, not merely by whom you choose to follow.
In this arena, #smallbusinesstiktok emerges as a torchbearer, illuminating the path with candid behind-the-scenes chronicles and tales of product genesis.
“Entrepreneurs have harnessed their creative spark, transforming it into content that seamlessly segues into commerce,” Weiss elucidated.
Real tales and narratives birth visibility within the content grid. Unveiling these authentic stories about your brand may come through unconventional channels, from voices not yet affiliated with your brand.
The ascendancy of creators
“We have redefined the very essence of celebrity,” proclaims Weiss. “We herald in a new epoch, ushering forth the era of creator supremacy.”
A pertinent example echoes this sentiment: likened unto Jessia, 7 out of 10 nominees vying for the title of Best New Artist at the Grammys 2024 garnered momentum through TikTok.
Creators ignite the flames of discovery, enkindling the fires of demand.
“Our consumption and transactions are steeped in mirroring the communities and figures we aspire to emulate,” Weiss expounded.
For marketers, this poses a pressing directive: empowering and imbibing from creators who possess an innate comprehension of the TikTok realm.
“Unshackle yourself from preconceived notions,” Weiss implored within the intimate sanctum of wisdom. “Embrace the vernacular of the new generation. Agencies have long counseled you; why not heed the creators? They shall unfurl the essence of your brand and forge connections with your audience.”
View discovery as a portal to the depths of consumer intent (or perhaps, #tiktokmademebuyit)
“Where every interaction is an avenue to allure, every strategy converges towards commerce,” Weiss declared. “In this brave new realm, where media and entertainment converge upon the realms of content, creativity, and commerce.”
Eschewing the term “social commerce,” TikTok extols a different creed: “Embrace community commerce.”
“A legion of creators have emerged, exuding not only product efficacy but also fervent advocacy,” Weiss extolled.
Consider the saga of Trinidad Sandoval, a septuagenarian:
Initially sharing a modest TikTok vignette showcasing her preferred eye cream in action, Trinidad expected only her scant following to bear witness. Alas, fate had other plans.
Her viral creation propelled the decade-old product into a frenzy of demand, vanishing from shelves in a mere week.
This saga bore testament to a foundational truth: TikTok abides by a distinct ethos, impervious to artifice as a means to prosperity.
Above all: Embrace authenticity, champion community, foster exceptional products. In this grand tapestry, feed off the fervor of the community to unveil your brand to the world.
Seek further enlightenment on maximizing your TikTok potential with the resources listed below!
- The Ultimate TikTok Culture Guide for 2024
- How To Get Verified on TikTok in 2024 [5 Steps]
- How to Get More Views on TikTok: 15 Essential Strategies
