This week’s digital event covered 'TikTok for Marketing Communications Pros.’ TikTok's Jonathan Kopitko joined us for an informative session on the most buzzed-about social media platform of the moment, offering practical ideas and applications for industry pros.

The takeaways:

• The best way to get familiar with TikTok is to use it!
• TikTok is: Authentic, real, creative
• Millennials are the fastest growing segment on the platform
• Democratization of content: Everyone is a creator here utilizing the platform's rich storytelling (sound on, mobile first) capabilities
• Brands can be part of an inclusive community that values positive experiences and realness over super polished content
• The TikTok community will co-create with you if you inspire them to join in with your brand, and UGC often extends beyond campaign dates
• There are five main paid opportunities for brand (see them here)
• Pro tip: Post on a fairly regular basis to stay on For You feed (home feed)
• During this sensitive time, it's extra important to be authentic to your brand and tell stories and share content that people want to see and experience, be compassionate and transparent as a brand (give credible messages to comm that is looking for that) 
• TikTok offers a creator marketplace (currently in beta), a tool where brands can browse creators and see their metrics (age, demographic, type of content, engagement, etc.)
• Advice for brands getting started on TikTok: It's all about creating and testing. Start with organic videos--lean into things unique to your brand and community--assess from there and put paid opportunities behind those successful ones