TikTok has spent years telling marketers it’s a full-funnel platform. Now it’s formalizing that message.
A couple days after announcing new ad products at Newfronts, and two months after TikTok put its U.S. legal battle to rest, the company has unveiled its new global positioning: “Watch it. Love it. Want it.” The message aims to convey how the entire funnel can happen in one experience on TikTok, according to the platform’s global head of marketing and partnerships, Sofia Hernandez.
While the January deal removed the years-long uncertainty that had been hanging over the business, Hernandez said TikTok is now operating and speaking to the market as “one company,” with teams “talking to brands and agencies across the world as one TikTok.”
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