In our 80th episode of Earned, Conor sits down with Adrienne Lahens, the Global Head of Operations for Creator Marketing Solutions at the world's hottest social platform: TikTok. We start the episode by diving into Adrienne's role, and she explains what the TikTok Creator Marketplace is, and how it serves creators, brands, agencies, and influencer marketing platforms like CreatorIQ (wink). We then discuss why TikTok invests so heavily in the creator ecosystem, and why Adrienne believes creator-led marketing is "changing the face of marketing" and driving consumer purchasing decisions. Next, Adrienne shares some examples of unexpected yet effective influencer marketing campaigns on TikTok, before unpacking the importance of a data-first approach for branded content at scale. We learn why Adrienne joined the TikTok team in 2021, and explore how the ever-popular platform has maintained its staying power in a world where most new social media sites fail. To close the show, Adrienne shares her predictions for where the social and content landscape is headed on TikTok and beyond.
In this episode, you will learn:
Key Takeaways:
0:45 What the TikTok Creator Marketplace is
2:12 Why TikTok invests heavily in the Creator Economy
7:24 How creators are changing the face of marketing
19:55 Why TikTok works with partners like CreatorIQ
24:44 Why TikTok has stood the test of time
30:30 Adrienne's predictions for the future of the social and content landscape
Resources:
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