TikTok advises brands to adopt a community-first approach by identifying 'Stay' communities (where the brand naturally fits) and 'Play' communities (unexpected but creatively inspiring). The process involves three steps: first, find your Stay communities by exploring relevant hashtags and trends, even niche ones; second, decide on Play communities by considering shared passions that may cross into new territories; third, create content by following TikTok's Creative Codes, leveraging AI tools, and tapping into creator partnerships. Case studies show success: Laura Mercier lowered customer costs by 15% by boosting influencer content, and State Farm entered new communities through partnerships with Khaby Lame and Caitlin Clark.
Ultimately, brands should experiment with trends and formats to drive trust and performance.
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