How Fashion Got Marketing Right in 2020
TikTok has become a democratized tool, both for users and brands to create content but also to become part of an ongoing dialogue and discussion, says Brian Mandler, co-founder of The Network Effect, a digital agency focused on short-form content. "What we've learned very quickly is that instead of just liking and engaging with posts, people who are active on these platforms really have a voice."
Short-form video applications help marketers engage with younger audiences not accessible through traditional media outlets and social networks. It's also a new way of thinking about video, moving away from the repetitiveness of traditional film-based advertising. Mandler says the new emphasis is on fast-moving original branded content that helps to promote conversations, improve information gathering and lift the likelihood of purchase."