Pitch CMO Summit 2020: 'TikTok's mission is to inspire creativity & bring joy'

At the Pitch CMO Summit - Mumbai 2020, Ahteram Uddin, Director of Sales Operations, ByteDance India, spells out how brands can democratize creativity

e4m by exchange4media Staff
Updated: Feb 29, 2020 9:26 AM
Pitch CMO Mumbai 2020 Ahteram Uddin

The theme of the 12th edition of the Pitch CMO Summit 2020 was based on ‘The Big Brand Story.’ There were many CMOs who shared intriguing sessions about their respective brands on the main stage. The second speaker session of the summit was by Ahteram Uddin, Director of  Sales Operations, ByteDance India, speaking on the topic 'Democratizing Creativity.'

Starting off the session Uddin shared, "Tik Tok is a leading short-form platform and has a democratic activity at the core. Our mission has been about inspiring creativity and bringing joy.”

The platform, Tik Tok from the start has been about users showcasing their creativity and talent. Tik Tok also is a bridge between different cultures.

“We have had an amazing global journey. TikTok is present in 150 markets and 75 languages”, remarked Uddin.

Uddin sharing about the platform's growth journey in India said, “Our journey in India has been very exciting. It all began when ByteDance acquired Musically in November 2017. In August 2018 we rebranded it as Tik Tok and by December 2018 we were awarded the most entertaining app on Google Play. And by March 2019, we launched the Safety Center in India by supporting 10 major Indian languages. In April 2019, we witnessed a takedown however we bounced back securing the top positions in the app stores."

The top categories on TikTok right now according to Uddin are Technology, Sports and Entertainment. The fastest-growing categories on TikTok right now are DIY, Food, Travel, Beauty, Gaming, and Singing.

Uddin shared four keywords to engage with new-age audiences which are 'SNIC': S - Keep it Short, N - make it Native, I - Appoint Influencer for your brands and lastly, C - Co-Create.

Tik Tok has been leveraging the power of the community to drive social change. They came out with causes like #CleanIndia and #YourLifeMatters.

Further on speaking about how Tik Tok used the #HarGhoontMeinSwag hashtag for Pepsi commented Uddin, “Using UGC the platform garnered 3 billion hashtag views and 16,000 fans followed the brand profile page in 3 days.”

Tik Tok showcased the power of User Generated Content and Native Advertising through this Pepsi campaign.

They even had a #swagstepchallenge for Pepsi with branded music and a signature move. “Along with Influencers like Disha Patani, Badshah, and Tiger Shroff for something called the Swag Moment and Tik Tok was the right place for this campaign”, said Uddin.

Lastly, the key takeaways from Uddin’s session were that brands can democratize creativity using short-format videos, Scale Solutions and Redefine Engagement.

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