Podcast ¦ Uncensored CMO: How to build a brand on TikTok – Sofia Hernandez

Key Takeaways

1. Importance of Authenticity
   Brands must engage with audiences on platforms like TikTok as part of the community, focusing on authenticity and relatability.

2. Cultural Practitioners
   Marketers should be students of culture rather than solely commissioning studies, fostering deeper audience understanding.

3. Real-time Engagement
   Brands should shift towards real-time marketing and content creation, enabling rapid responses to audience interaction.

4. Creativity vs. ROI
   Creative investment is critical even while demonstrating ROI; creativity drives lasting brand engagement.

5. Collaboration Across Functions
   Involving cross-functional stakeholders—including legal—earlier in the creative process helps build investment and understanding.

6. Youth & Growth Demographics
   TikTok’s user base is expanding, with significant growth among users aged 35+, indicating broader audience reach.

7. Challenger Brand Advantage
   Challenger brands can leverage creative content and community engagement more effectively than established brands, which often face bureaucratic hurdles.

8. Shift Away from Traditional Marketing
   The consumer journey is collapsing traditional marketing funnels; brands need to entertain rather than only inform.

9. Platform as Entertainment
   TikTok is primarily an entertainment platform focused on content consumption rather than personal connections.

10. Reverse Mentorship in Leadership
    Modern leadership incorporates fresh perspectives from newer generations, promoting two-way learning.

11. Brand Storytelling Evolution
    Branding should creatively integrate messages within engaging narratives instead of relying on overt logo placement.

12. Relationship with Creators
    Brands should collaborate with creators not just for content but as consultants to navigate future marketing landscapes.

Key Statistics

• 71% of TikTok users want brands on the platform.

• 50% of people find traditional advertising boring.

• Small and medium-sized businesses on TikTok have achieved significant sales (e.g., a beauty brand generating $1 million within hours during Black Friday).

• The growth rate of TikTok’s audience is notably higher among users aged 35 and above.

Key Discussion Points

• Authenticity in branding and content creation is essential for TikTok engagement.

• Marketers must be culturally aware and involved, not just passive observers.

• Campaign lead times must be shortened for real-time relevance.

• Creativity and ROI can coexist; creativity should not be sacrificed.

• Early involvement of legal and relevant departments enhances branding effectiveness.

• TikTok’s audience includes growing older demographics beyond Gen Z.

• Challenger brands can outperform established ones through creative social media approaches.

• Engaging audiences effectively requires entertaining, not just informational, content.

• TikTok functions primarily as an entertainment platform rather than a traditional social media site.

• Leadership must adapt to incorporate insights from younger generations collaboratively.

• Branding should focus on storytelling that naturally integrates brand identity.

• Creators should be treated as partners and consultants, not just content producers.

Podcast Description

In this episode of The Uncensored CMO, host John Evans speaks with Sophia Hernandez, Global Head of Business Marketing and Partnerships for TikTok, exploring innovative marketing strategies in the digital landscape. They discuss the evolving nature of consumer engagement, the shift from traditional advertising, and the importance of authenticity and real-time content creation. The conversation highlights collaborative marketing and emerging trends on TikTok, emphasising the need for brands to adapt quickly in a fast-changing environment. Listeners will gain insights into effective brand storytelling and the power of creativity in achieving impactful marketing results.