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TikTok’s global marketing boss on how it plans to shift perceptions among non-users
TikTok is on a mission to move beyond brand awareness and focus on brand building, aiming to reshape perceptions of those not on the app, says the brand’s global head of marketing.
Whether you’re a user or not, TikTok is a brand that likely needs no introduction. However, depending on your user status, you’ll have your own perceptions about what it’s used for.
To address this, TikTok is on a mission to move beyond brand awareness and focus on brand building, aiming to reshape perceptions of those not on the app.
“What we know is that if you don’t use TikTok, you have a very different perception of what TikTok is than our users do,” TikTok’s global head of marketing Kate Jhaveri tells Marketing Week.
