July 1, 2025

Ep.

197

33:59

MIN

How to build a brand on TikTok - Sofia Hernandez

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In collaboration with TikTok, System1 have launched a new research paper called "The Long and the Short Form of It", explaining how brands can navigate and excel in this of this new world of short form content. In this episode I catch up with TikTok's Head of Business Marketing and Partnerships to discuss the research and help brands succeed on the platform.

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Creators and guests

Jon Evans

Host

Jon Evans

Host of Uncensored CMO

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Timestamps

Intro

Sofia’s marketing career

Why B2B marketing needs to be more human

TikTok’s marketing journey over the past 5 years

How brands can use TikTok

How brands can work with creators on TikTok

How to make a TikTok that captures attention

The TikTok economy

Why authenticity pays off on TikTok

How people can get started creating on TikTok

Is TikTok just for teenagers?

TikTok as an entertainment platform, not as a social media platform

Romancing the creative vs proving the value

Sofia’s leadership lessons

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