"Users expect brands to be authentic in this platform, and when they're not, it feels awkward," Chandlee said. "This is a conversation we have with brands all over the world every day. They have to rethink a little bit about the way they think about creativity [and] how you have a voice on this platform. Authenticity is such a key part of it."
F'real Foods, a milkshake brand that sells beverages at thousands of gas stations and convenience stores in the US and Canada, was already blowing up on TikTok when its marketing team downloaded the app last year. . "That was a marketer's dream. We needed to have our own TikTok for the F'real brand and essentially amplify this wave of virality that they're already engaging in."In order to win larger budgets from marketers, companies like Facebook and Google have built sophisticated attribution tools for brands to understand how their platforms are driving sales.
"I put Snapchat and TikTok almost into the same bucket," Paul Marobella, chairman and CEO of Havas Creative North America,in an interview in April. "To get real investment from a brand like Coca-Cola, you have to provide metrics and analytics. They're not going to invest deeply in the platform unless they understand what's happening with their content."
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