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A TikTok VP breaks down the 3 main topics his team discusses with brands including how to avoid being awkward on the platform

A TikTok VP breaks down the 3 main topics his team discusses with brands including how to avoid being awkward on the platform

Blake Chandlee, TikTok's vice president of global business solutions.
Oliver Tsang South China Morning Post via Getty Images




Blake Chandlee, TikTok's vice president of global business solutions, shared the three main topics his team discusses with brands in an interview at Business Insider's Global Trends festival on Tuesday.




Chandlee said that brands typically ask about how to strike the right tone and be 'authentic' on TikTok, how to measure sales driven by TikTok ads, and how they can ensure ads are appearing in a brand safe environment on the app.




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As TikTok has grown from a social-media newcomer to a video powerhouse with 100 million US users, its conversations with brands have also matured. "It's gone from [brands] being a year and a half ago, 'Should we be there and what is this thing?', to as it's grown and it's diversified its audience and certainly diversified content, now it's, 'Ok we need to be here,'" said Blake Chandlee, TikTok's vice president of global business solutions. He was speaking with Business Insider's senior media editor Nathan McAlone at the Business Insider Global Trends Festival on Tuesday.TikTok launched its suite of advertising tools out of beta in July with an eye toward courting small and mid-sized businesses. But historically its primary tools for marketers, including a self-serve ad platform and creator marketplace, have mostly drawn in test budgets from brands. But TikTok may begin to win larger budgets as its user base and ad tools continue to expand.
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