80 - Adrienne Lahens, TikTok

<p>In our 80th episode of Earned, Conor sits down with Adrienne Lahens, the Global Head of Operations for Creator Marketing Solutions at the world’s hottest social platform: TikTok. We start the episode by diving into Adrienne’s role, and she explains what the <a href="https://creatormarketplace.tiktok.com/" rel="noopener noreferrer" target="_blank">TikTok Creator Marketplace</a> is, and how it serves creators, brands, agencies, and influencer marketing platforms like CreatorIQ (wink). We then discuss why TikTok invests so heavily in the creator ecosystem, and why Adrienne believes creator-led marketing is “changing the face of marketing” and driving consumer purchasing decisions. Next, Adrienne shares some examples of unexpected yet effective influencer marketing campaigns on TikTok, before unpacking the importance of a data-first approach for branded content at scale. We learn why Adrienne joined the TikTok team in 2021, and explore how the ever-popular platform has maintained its staying power in a world where most new social media sites fail. To close the show, Adrienne shares her predictions for where the social and content landscape is headed on TikTok and beyond.</p><p><br></p><p><strong>In this episode, you will learn:</strong></p><ol><li>Why TikTok invests heavily in the creator economy</li><li>Why Adrienne believes the most effective marketing is creator-led</li><li>Adrienne's predictions for the future of the social and content landscape</li></ol><p><br></p><p><strong>Key Takeaways:</strong></p><p>0:45 What the TikTok Creator Marketplace is</p><p>2:12 Why TikTok invests heavily in the Creator Economy</p><p>7:24 How creators are changing the face of marketing</p><p>19:55 Why TikTok works with partners like CreatorIQ</p><p>24:44 Why TikTok has stood the test of time</p><p>30:30 Adrienne's predictions for the future of the social and content landscape</p><p><br></p><p><strong>Resources:</strong></p><ul><li><a href="https://creatormarketplace.tiktok.com/" rel="noopener noreferrer" target="_blank">TikTok Cr