HOW TO BE A BRAND ON TIKTOK
TikTok now boasts 1 billion monthly users, which means if any brands have been holding out, it’s time to jump in. Mondelēz International is the platform’s most successful snack maker, with two brands having surpassed 1 million followers: Sour Patch Kids and Oreo. According to TikTok’s Nick Tran, brands shouldn’t aim for perfection; instead, try vulnerability and authenticity, doing what every other great TikTok creator does to foster a devoted following: entertain. Brands can do this by jumping on trends, such as asking user Emily Zugay to redesign their logo, or recreating a viral baked feta pasta recipe—which Sour Patch Kids did with candy. Broadly speaking, Mondelēz brands participate, including starting rivalries like real siblings. Rachael Samuels of Sprout Social noted that posting comments, sharing user-generated content and reviving fan favorite products shows…