TikTok media strategy: music, employee personality, lo-fi production - Business Insider

The Infatuation.As the short-form video app TikTok continues to gain traction in the US and other key markets, media companies are creating accounts so as not to miss out on its fast-growing audience.

Like many other publishers who have ventured onto TikTok, The Infatuation has been experimenting with different trends and formats to find out what works — and what will flop. "This platform, to us, seemed like one that you really just have to get into it, spend time in it, understand it, and then kind of go with the flow," said Chris Stang, the company's founder and CEO who also oversees the restaurant review brand Zagat that itin 2018. "There's not going to be layers of approvals. We're not going to worry so much about making sure we're promoting our content.

Tik tok also is very aggressive in it's marketing

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TikTok is having a moment, but business success isn't guaranteed - Business InsiderTikTok's audience and ad growth will depend on how sticky it will be with often-fickle users and creators. Yes, at the expense of our nervous system
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