The Rise of Brands on TikTok: What You Need to Know with Ashley Wright from Social Tale

The Upside

In this episode, hosts Ali and Zamir are joined by guest Ashley Wright from Social Tale to explore the power of TikTok for brands. They dive into TikTok's unique blend of entertainment and education, known as 'edutainment,' and how it enables brands to connect with users in a more engaging and informative way. TikTok expert Ashley highlights the significance of TikTok Shop in "social commerce", allowing brands to sell directly through engaging content and creating a seamless shopping experience.

The conversation also highlights the evolving landscape of influencer marketing, emphasising TikTok's affiliate program, which empowers brands to collaborate with micro-influencers for significant engagement. Ashley also provides insights into TikTok's role as a discovery platform, its advertising capabilities, and how it helps brands expand their reach and tap into new customer segments.

The episode concludes with the common pitfalls brands face on TikTok, the platform's demographics, and speculation of a potential future partnership between TikTok and Amazon.

Key Takeaways:

• TikTok excels at creating demand and educating consumers, unlike Amazon's focus on conversion.
• Brands must adopt a long-term strategy on TikTok to see sustainable growth and sales.
• Storytelling is essential on TikTok; engaging narratives resonate more than simple product ads.
• Utilising TikTok Shop effectively requires understanding its nuances and building momentum over time.
• Brands should create content specifically for TikTok rather than repurposing from other platforms.
• The partnership between Amazon and TikTok opens new avenues for brands to reach customers.

Quote of the Episode:

“I call it edutainment because you can get people to create content, whether it's about your brand, a product or anything, which is obviously what most brands want to do” - Ashley