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TikTok Marketing Playbook

A Brand's Guide to Creating Earned and Owned Media on 2020’s Fastest-Growing Platform


If 2020 has taught us anything about social media, it’s that TikTok is a force to be reckoned with: the short-form video app has exploded in popularity. According to TikTok, the platform has over 560M global monthly users, of whom 77% are under 34, 43% do not use Instagram, and 45% do not use Facebook. This relative lack of overlap with other channels presents TikTok as a unique opportunity for marketers to rapidly expand their brand awareness and reach new audiences. 

To help brands feel equipped to take on this new digital marketing territory, we’ve collected the most important learnings from TikTok (so far). In this playbook, we’ve laid out what works on a platform that can be so highly unpredictable, and how brands can successfully implement these takeaways in their strategies.

In this report, you will find:

  • A go-to checklist for creating TikTok content
  • 5 of the most important principles for developing a TikTok marketing strategy
  • Examples of brands who have utilized these principles successfully in their TikTok campaigns, including E.L.F., Benefit, Fenty Beauty, and Aerie
  • Key tips and recommendations for brands looking to either enter the TikTok marketing space for the first time, or take their TikTok strategy to the next level

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