To Find Growth on TikTok, Marketers Need to Think Granular and Niche

It's no longer a platform brands and creators don't understand

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Over the past two years, TikTok has triggered a fundamental reinvention of both creator culture and the way people interact online. Originally a teen haven filled with dance videos and sound-based memes, the platform’s horizons have expanded, drawing in 1 billion monthly active users across a broad range of demographics, according to company data.

Early brand adopters including Chipotle, Eos, e.l.f. Cosmetics and Oreo were rewarded with powerful viral moments and creator partnerships. As performance levels out, marketers have to get more nuanced by connecting with the subcultures and communities that are developing on the platform, exploring monetization options and targeting niche trends and creators. 



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This story first appeared in the Jan. 3, 2022, issue of Adweek magazine. Click here to subscribe.