How TikTok Can Help Build Your Brand — Leveraging User Participation With Evan Horowitz

Evan Horowitz is CEO and Co-Founder of the creative studio Movers+Shakers in Brooklyn New York and I am happy to have him on the podcast to help wrap my head around TikTok, a platform that is about more than just dog videos.   Tune in for an engaging chat about what brands the platform is best suited for, what not to do on TikTok, and how to best leverage user participation. Tips    TikTok is primarily a top-of-funnel campaign platform and is best suited for consumer products — multiply on-brand customer touchpoints in order to get the sale.   Leverage user participation in creative ways — Evan shares the story of his ELF Cosmetics viral campaign.   Be native to the platform, don’t copy-paste — show up in a way that makes sense with the conversations people are already having.   Music and casual esthetics are key to TikTok — don’t forget the tone either, this platform is a decidedly optimistic place. About Karen Tiber Leland   Karen Tiber Leland is the founder of Sterling Marketing Group, a branding, marketing, and color strategy and implementation firm helping CEOs, executives, and entrepreneurs develop stronger personal, business, and team brands. Her clients include Cisco, American Express, Marriott Hotels, Apple Computer, LinkedIn, and Twitter.   She is also the best-selling author of nine traditionally-published business books that have sold over 400,000 copies and been translated into 10 languages. Her most recent book is The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand. She regularly writes for Inc.com and Entrepreneur.com and has had articles published in Self, The Los Angeles Times, American Way, The Boston Globe, and many others.   Karen has spoken for Harvard, The AMA, Direct Marketing Association, and Stanford, among others. She has been interviewed on The Today Show, CNN, CNBC, and Oprah.   Get in touch with Karen on Twitter | LinkedIn | Instagram | Facebook   About Our Guest   Evan is on a quest to make every day more awesome than the one before, and to help others do the same. You’ll probably find him building a business, giving a talk on business growth, or perfecting his iced chai recipe.   In the pursuit of his passions, Evan continually pushes his limits. He has grown hundred-million-dollar business units in multiple industries, broken records in social justice campaigns, rapidly built multiple companies, and even invented a new theorem in mathematics.   To build the most meaningful life, Evan is always seeking methodologies that allow us to unlock more of our potential. He’s spent thousands of hours studying and practicing the intersection of personal growth and entrepreneurial leadership. He regularly speaks for large groups, and he trains successful entrepreneurs one-on-one. Harvard Alumni Entrepreneurs recently tapped Evan to serve as Entrepreneur-in-Residence.   Evan’s newest venture is Movers+Shakers, a niche creative agency that’s shattering engagement records. They use original music and dance to tell brand stories, and delight viewers. Movers+Shakers’ work has been featured in Times Square, and many of their campaigns have passed 10 million views.   Evan earned an MBA from Harvard Business School and a BS in Electrical Engineering from Stanford University.   You can learn more about Jeff on Twitter|LinkedIn|Instagram|Facebook|Website   Movers+Shakers   Mentioned TikTok   Resources   Most companies are so busy working on their day-to-day business that they often don’t have the time or the knowledge they need to do the branding and marketing required to build their business.   At Sterling Marketing Group, we provide you with the front end consulting and back end implementation you need to get your message out, and we’ll sit down and help you figure out a solid strategy so that your time and your money is well spent.   If you're interested in talking to us about how we might assist you in your branding and marketing, go to karenleland.com or give me a call at (415) 260-4615.