How to be good at TikTok
A Project Director at TikTok explains why there’s no “secret sauce” to figuring out the social platform
Every brand wants to succeed at TikTok. So what's the formula? Here, Stephanie Hulbert-Thomas, Project Director at TikTok, tells us why there's no "secret sauce”. Rather than a generic template, what unites brands who do well on the platform is a spirit of fearlessness. In her talk TikTok's easy. Don't overthink it. held at D&AD Festival, she explains how a willingness to take creative risks and allow moments of authentic joy can yield truly innovative outcomes, and why brands who refuse to break boundaries might find themselves left behind.
However, knowing which risks to take, and when to take them, can be daunting in itself. Discussing the "freedom of a tightly written brief”, Olivia Stephens, Senior Vice President of Brand Solutions EMEA at Whalar, explains how brands can collaborate with creators to allow freedom of expression. TikTok creators aren't there simply for aesthetics, she argues, but are themselves creative directors and community leaders. That's why it's crucial that brands work with people who share their values.
Ultimately, Hulbert-Thomas says, what brands need to realise is that, “TikTok gives everybody the ability to be a creator — and there are no limitations on that."
Watch more highlights from D&AD Festival talks here.
