06


Q2 • 2022


COVER STORY


“But it’s just teenagers dancing!” for Business


By Tim Sweeney t quic we


hat has been the response to using TikTok as a marketing tool in more than one meeting


years. Meanwhile, the app has expl edodex a multigenerational platform that is ome h diverse content, content creators, an ,d, yes, ma


many opportunistic brands. You can mak ant,


many o Y


uni


jjokeokes you wa of usi ess


of Business Marketing Sofia Hern just


e ia platform.Whe “Tik ok i isn’t


co rec the sn t


any has ha


q ck to co ec “TikT


stwantants tomake sure youyou don’t soc aociallmed a pla compan quick


mak all the “dancing teenagers” ou wa but TikTok’s Global ead He He n ezande d


ake do t call it a atfform Whenhe asked


as changed social dia,me orrect the notion.


e owho the she


h is s ’t a social media p a m—tforml


we’re an nte tn ertainment platform,” Hernandez says. “You ‘check’ other platforms, but you ‘watch’ TikTok. People come to TikTok to be


meeting room over the last several into to


th


entertained, and our community of more than one billion global monthly active users is uniquely engaged compared to other platforms. The TikTok community is ushering in a new era where authenticity is at the forefront.” If you are not one of the one billion,


TikTok is an app—er, platform—that makes it easy to create, post, and share short-form videos ranging in duration from 15 seconds to now 10 minutes (as of March 2022). Users often create dancing (yes, it’s true), comedy, singing, and even lip-syncing clips and upload them to the app. The more people like your content, the more followers you get. Five short years ago, TikTok had fewer users than Pinterest and Twitch—just over


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