How TikTok is helping brands creatively connect with consumers
This year has seen seismic shifts in consumer behaviour, especially when it comes to the way people connect with one another and the brands they love. During her session at Mumbrella360: Reconnected, TikTok ANZ’s head of partnerships Elisa Kelsall detailed the part creativity has had to play in this connection.
COVID-19 is undoubtedly one of the biggest crises that most people alive today will have faced in their lifetimes. “What connected us was the fact that this change was going on all around the world at the same time,” said TikTok’s Elisa Kelsall during her presentation at Mumbrella360: Reconnected. “That change caused many shifts to consumer behaviour and the motivations that drive it.”
During her session at Mumbrella360: Reconnected, TikTok ANZ’s head of partnerships Elisa Kelsall detailed the part creativity has had to play in this connection.
Some of those drivers include the need to seek information that makes us feel safe, the desire to seek out information regarding our emotional health, mental health, and more recently, financial health.
“We’ve also been driven to escape and entertain ourselves,” said Kelsall. “We’ve been forced to occupy our time and spend more time finding joy in life. Digital has really been at the heart of this.”
TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy.
TikTok For Business is the global platform for marketing solutions designed to give brands and marketers the tools to be creative storytellers and meaningfully engage with the TikTok community.
