By Warren Jolly, CEO of adQuadrant, a leading omnichannel digital marketing agency in Orange County, CA.
Right now, TikTok is still emergent enough as a marketing platform for content to occasionally catch lightning in a bottle and go viral organically. More commonly these days, brands are using TikTok’s ad partnership program, Spark Ads, to pay for increased visibility and odds of stronger reach. Neither of those scenarios, however, guarantees a campaign will connect with consumers in a way that spurs genuine curiosity or inspires them to act.
For a TikTok campaign to have a winning chance of effectiveness, there are several factors—all unique to TikTok—that marketers