O TikTok took another step in supporting content production and announced the extension of the Creative Hub project, a success in 2022. The project works as a strategy and creation center within agencies, focused on working on full-funnel campaigns on TikTok and that have a language TikTok-first.
The team works in complete harmony with TikTok agencies and teams, dedicated to deeply understanding the platform and influencing strategy and creation. They are experts in Data Intelligence; Relevance Metrics; Results Analysis; Strategic Production and Creative Resources, which include specific TikTok training on creation, measurement, media, production formats, as well as on insights and trends.
For the new phase, in addition to maintaining the program for the three agencies from last year, GALERIA.ag, Media.Monks e WTCreative Hub expanded into two new agencies, BETC HAS e IPG Mediabrands. Furthermore, other regional TikTok teams, such as the one in the USA, are already studying ways to implement the Hub in the country.
The hub disseminates a strategic and native approach to creating TikTok in all areas of the agencies, making them true experts on the platform. Maintaining the hub in agencies means training professionals for what the market demands today and improving client performance, he said. Daniela Okuma, general director of Business at TikTok in Brazil.
Regarding the results, GALERIA.ag, the first agency to have the hub, increased investments in creation for TikTok by 793% last year. Media.Monks, on the other hand, grew by 500%, and even managed to activate 15 new customers in 2022, a growth of 181% compared to the previous year. Creative Hub has increased production for TikTok by up to nine times in certain agencies since its creation in 2022.
The objective of the program is to establish authentic and spontaneous connections between customers, brands and their audiences, and it has managed to achieve these pillars. According to Daniela Okuma, in an interview with Adnews, we are in the “age of participation”, where content from brands and creators mix, bringing entertainment to the community. It’s no longer about selling or entertaining, but rather about selling through entertainment.
One of the main frameworks that the hubs use TikTok Experience Planning, where the strategy is planned full-funnel and also in 3 pillars:
- Brand to consumer – brand voice;
- Brand through creators – voice of creators, expanding to different points of view;
- Brand account – exploring organic content.
Hubs, like experts on the platform, they are highly capable of understanding the business objective of the agency’s clients and how TikTok can collaborate with them with its different solutions.
The Hub goes far beyond creative consultancy. It is an inside-out project, which has a significant impact on the way brands will leverage their performance, and which has achieved excellent results. For the next phases of the program, we hope to continue growing, activating new customers and expanding the strategic and native approach to creation for TikTok, to have more and more specialists on the platform, highlighted Daniela.
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