‘Allow the creators to create ’: EOS hands influencers the wheel to drive effectiveness of its TikTok campaigns

During last week’s Digiday+ Talk, EOS’s chief marketing officer Soyoung Kang talked about the brand’s relationship with TikTok’s more creative influencers and how her team has used its paid TikTok campaigns to drive organic growth on its own channel.

Check out a taste of the discussion below and subscribe to Digiday+ for access to all past and future Digiday+ Talks as well as member-exclusive content, original research and charts, reports and guides and much more.

“Letting go can be good.”

Watch a preview of this Digiday+ Talk below and hear why EOS offers influencers more creative control of their paid TikTok campaign content.

‘Allow the creators to create’: EOS hands influencers the wheel to drive effectiveness of its TikTok campaigns

Skincare brand EOS is in its “sophomore” phase of advertising on TikTok, according to the company’s chief marketing officer Soyoung Kang.

One of the first brands to invest in marketing campaigns on the social platform, Kang said that her team has learned a lot about how to run its own channel — the brand now has 222,000 followers on the platform — but also how to execute a successful paid campaign.

“A lot of brands are still thinking of TikTok as ‘that dance app.’ I encourage marketers to think about it more broadly because it’s really evolved significantly beyond that,” said Kang.

As with any algorithm-based platform, Kang said “it’s hard to predict what will go viral.” However, the strength of TikTok is that by partnering with its top content creators and using an influencer model, marketers have the ability to tap into their creative style and platform knowledge as well.

To access the full Talk, including the on-demand video, presentation slides and key learnings, subscribe to Digiday+ here.

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