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4 min read Daniela Sale, TikTok
A rapidly growing TikTok continues to defy preconceptions. And it’s not just savvy consumer brands that can see beyond videos of dancing centennials – accounting software business Sage is finding success on the platform too, says Daniela Sale.
Household consumer brands like ASOS, Beats by Dr. Dre and L’Oréal have achieved incredible results through advertising on TikTok, but you would be forgiven for not necessarily thinking of TikTok as a natural marketing channel for business-to-business (B2B) brands.
Over the past 12 months, however, there has been a dramatic change in how brands think of TikTok – they’re now more likely to talk more about our impact on culture and a diversifying audience base than about dancing and GenZ.