TikTok is the fastest growing social platform in the world, yet still suffers from a huge barrier to entry. Many non-users just don't get it.
One viewer may find a TikTok video unwatchable. Another might love it. So a one-size-fits-all ad isn't going to convince anyone.
Create a range of tailored organic content championing the sheer variety of content on the app. Show that everything from old favs to new discoveries is waiting.
IT STARTS ON TIKTOK
CREATOR LOVE LETTERS
For the first ever lockdown Valentine's Day, TikTok wanted to celebrate in a way that felt just as unique. And if anyone deserved love in 2020, it was the creators who kept everyone entertained. So, we wrote a love poem dedicated to TikTok's diverse and wonderful users.
HOW I BECAME #TIKTOKFAMOUS
No one had heard of Russian musician Kostromin before he joined TikTok. At least, not on a worldwide scale. But after a few months on the app, his debut single kickstarted a trend that transcended his own country. And thanks to #PerfectMatch, his song made it onto the global charts. We wanted to tell his amazing story in the first of many films celebrating TikTok's role in its creators' successes.
EMO PHASE ANTHEM
In 2020, a handful of TikTok creators who grow up in the early 00s realised they still listened to nostalgic bands like All Time Low, Papa Roach and Hoobastank. In other words, their emo phases weren't phases at all. Just like that, an entire subculture was revived. We packed this awesome story into a 20 sec video with a killer soundtrack.
These were just some of the reactions ...
But no one was more pleased with the end result than Maria herself, who sent us this lovely message.