Social Media Strategy
What kind of TikTok ads actually work for brands?
Answered independently in 3 episodes, by 2 different people. Every line below is verbatim from the transcript, timestamped to the moment it was said.
The short answer
What the archive says
01If you make a TikTok resume, treat it like a creative portfolio for a social or agency role rather than a substitute for a traditional resume in mainstream fields. source →
02TikTok search-results ads put brands in front of high-intent buyers at the bottom of the funnel; early testing showed a 441% lift in conversion rate. source →
03Coca-Cola's Real Magic Creative Academy gathers digital artists plus tech and fashion companies to co-create future ads with AI, which raises the question of whether brands are getting near-free creative work. source →
In their words
What 2 people actually said
Right. So I'm glad YouTube seems to be doing the right thing, but we might have bigger fish to fry once it's all said and done. TikTok downloads brands buy ads that appear in the apps search results.
Does this content platform actually create new memories for us? We've spent hours, especially me and during college having Doritos and watching infomercials and they never stuck. But on TikTok, what we were seeing was memories actually being created for people, for ads, for content.
Yeah. My advice for this is if you're trying to do a social media job, I would maybe treat it like a portfolio and not a resume.
The episodes
3 episodes answer this
Aug 25, 2023
The Week of August 25, 2023 Marketing and Business News: How Coke is Using AI to Make Ads with Artists Through its Real Magic Creative Academy
Jul 9, 2021
Weekly Marketing and Advertising News: Instagram no longer a photo-sharing app; TikTok tests Cameo for Shoutouts; Chipotle hides NBA giveaway codes
Mar 30, 2021
Tiktok Hits Different
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