In our latest Spotdly Talk, we had the privilege of hosting José Vicente Luque, Global Business Solutions leader at TikTok. With over 20 years of experience in brand management and performance marketing, José guided us through the ins and outs of TikTok, sharing invaluable insights on how to maximize this platform for impactful and authentic content strategies.
TikTok: More Than Just Viral Dances
José kicked off the session by reminding us why TikTok is setting the standard in content creation. “TikTok isn’t browsed; it’s consumed,” he emphasized, highlighting its immersive full-screen, sound-on format. On TikTok, it’s not about how many followers you have—it’s about the story you tell and how you grab attention in those first few crucial seconds.
TikTok’s unique “content graph” approach allows brands to connect with diverse audiences in fresh, meaningful ways. From tutorials and recipes to cultural trends, TikTok is not just entertainment; it’s a hub for community building and content that resonates.
Creating Content That Truly Connects
One of José’s key takeaways was understanding TikTok’s audience behavior. Creating content that feels authentic and native to the platform is critical. He stressed that simply repurposing Instagram strategies for TikTok doesn’t work: “Create like a creator, not like a brand.”
He also shared behind-the-scenes examples of luxury brands like Cartier and Givenchy, showing how they seamlessly and effectively integrate into TikTok without losing authenticity.
Tools and Formats That Make a Difference
José walked us through TikTok’s advanced tools, from premium formats like “Top View” and “In-Feed Ads” to innovative features like Dynamic Showcase Ads and Lead Generation Forms. He also highlighted the TikTok Creative Center, a suite of tools powered by AI to optimize copy, identify trends, and generate fresh ideas.
What Did We Learn?
TikTok isn’t just another platform—it’s a space where creativity is constantly reimagined, and brands have the opportunity to connect with audiences authentically. With the right approach, TikTok can transform how brands communicate and build relationships with their consumers.
